Squamish is home to many iconic rolling peaks and valleys scaling the Howe Sound. The new identity mark is a modern twist on an old letter style, symbolic of tradition rooted in the present day. It echos the dynamism of the waves, peaks, valleys, wind and trail systems. The new word-mark is an expression of the intensity and fluidity of Squamish’s lifestyle and personality.

“Sḵwx̱wú7mes” means “mother of the wind” or strong wind blowing up a fjord. This naturally asks for an organic, flowing form. “Squamish” is borrowed from the Sḵwx̱wú7mes People and owes respect to the name by pronouncing it properly. Squamish is correctly pronounced with a glottal stop between SQUA and MISH. The stacking of the two syllables is a simple design choice that may impact the long-term pronunciation.

​​​​​​Squamish, along with its people are youthful, entrepreneurial, living an active, balanced lifestyle. The city has a deep history, but focuses action in the present. The new branding has Squamish embrace a modern world, acknowledge the diversity of its community and work towards inclusivity and accessibility for locals on all fronts. 

This project was recognized for 2 honourable mentions for branding, from Applied Arts Media and Registered Graphic Designers, 2022.