Simond Visual Identity

A modernized visual identity

After 165 years rooted in Chamonix, the world capital of mountaineering, Simond is opening a new chapter. To adapt to the world evolving around us, we are strengthening our commitments to move toward "performance by fair means".

To bring our new chapter to life, Simond needed to give its brand image a fresh momentum. That’s why the identity was carefully redesigned. Not changed, but rather refined, simplified, modernized.

The new identity draws inspiration from the Alpine Style philosophy and rests on four key principles: lightness, dynamism, honesty, and legacy.

"Inheriting a brand like Simond means recognizing the value of a 165-year history while carrying the responsibility of preparing it for the future. We want to preserve this heritage while offering new narratives, where what matters is no longer only reaching the summit but savoring the way we get there. By reaffirming a relationship with the mountains based on respect, longevity, and meaning, we have defined an ambitious mission: performance by fair means."

Nathalie Jacquier, Simond Marketing Director

"“Researching archives and anecdotes about the brand’s history and its hallmarks was an essential starting point in developing Simond’s visual identity.”"

Hélène Bourdon, Simond artistic Director

“For this new Simond identity, our driving force was to reconcile 165 years of heritage with an ambition oriented toward the future. The team wanted to preserve the finesse of the craft, the historical expertise, and the alpine style that shape Simond, while infusing a contemporary energy. The new logo embodies this meeting point: a refined typeface, almost like a stamp, echoing the tradition, and the more assertive lines of the isotype, which project the brand toward tomorrow. This identity intentionally plays on the tension between old and new — the place where Simond draws all its uniqueness.”

Helene Bourdon, Simond artistic Director

“Alpine Style” as a guiding philosophy

The philosophy of “Alpine Style” has always guided Simond: lightness, simplicity, frugality, and responsibility. Today, it inspires Simond’s teams to promote a mountain experience grounded in minimalism, humility, and respect.

What is the "Alpin Style" ?

Alpine style refers to alpinists who ascend high- altitude peaks autonomously, leaving no trace, carrying their own gear, just as the pioneers of the Alps did. Recognized as the purest form of alpinism, it’s more than a technique, it’s a culture. A culture that strives for lightness, speed, and minimal impact, leaving as little a trace as possible on the mountain.