Canberra Alpine Club Branding Strategy 2022

The Committee is developing a branding strategy that leverages the history and changes within the club to bring it into the 21st century.

Changing branding with a well-established organisation is never easy, some may say you’re messing with something sacred, however the committee feels the new brand will represent your club to be more inclusive in activities that include, snowsports as well as summer activities.

Club members Jeremy Lucas and Gina Quadraccia are working on the development of the new brand, and this will be rolled out in 2 parts initially to include a new logo and website. This will later be followed by Skimail, Instagram and Facebook amongst others.

Current Logo

The current logo represents a skier; however, we are now a club that is more inclusive of winter and summer activities.

The letters CAC, although known to members, does not represent the club to the broader community.

New Logo

The new logo will provide a modern take of the club from its inception in 1934.

The new logo will accommodate multiple uses, such as the website, electronic newsletters, social media, T-shirts, building signage, letter heads, and banners etc.

The new logo concepts are being presented as 3 options, and members are now invited to vote on their preference in order of 1-3.

Click here to view the three options

Please send your vote and any feedback to

Voting closes on Sunday 09 October.

Current website

The current website is outdated and sometimes hard to navigate, and in some cases lacking the functionality of more current websites.

New website

The new website will be developed after the logo. The aim is to provide more functionality and easier navigation for members and guests. Some of the key messaging will include,

  • about us
  • news and events
  • bookings
  • accommodation
  • activities
  • membership
  • club rules