An initial engagement with a new client always carries a degree of uncertainty. We were introduced to the U.S. Capitol Christmas Tree team through a trusted colleague, Colin Robertson of the Nevada Museum of Art, whose high regard for them allowed us to approach the opportunity with an open mind.
After our first meeting with Cheva and her team, we felt a genuine sense of optimism. Her positive outlook and deep respect for the creative process made it easy for us to say yes.
In many ways, they laid a strong foundation for our work. They completed our creative brief with enthusiasm, provided valuable background research, and fully supported our creative methodology—a collaboration that set the tone for success.
Typically, we create visual identities for corporate and small business clients, where effective logos are designed to identify, not illustrate, an organization. These logos are often minimalistic, featuring one or two words and simple forms. This project, by contrast, presented a far more complex challenge.
Over several weeks, we wrestled with the intricacies of the assignment. Respecting the long tradition of previous U.S. Capitol Christmas Tree logos, we chose not to impose our own aesthetic biases but instead worked within the established visual language of the event. It was a far more difficult task than the final logo might suggest. The 2025 logo ultimately incorporates nineteen words and ten distinct visual elements, not including the additional ornamentation.
The project became a true team effort, with contributions from nearly everyone in our studio. We are all very proud of the result. To succeed, it was crucial to honor elements that are authentically Nevada. One of the primary visuals in the logo holds particular personal significance: the stylized tree on the right side is modeled after the old Ponderosa Hotel sign, one of my earliest memories of growing up in Reno. Situated at the southern end of downtown Virginia Street, it stood in stark and unforgettable—contrast to the glamour of the Primadonna Girls. It was Christmas!
"I grew up in Las Vegas and watched so many of the old neon signs fall into decay and get torn down. When Stan showed me a picture of the old Ponderosa Neon Tree I knew I wanted to bring it back somehow and give it life again. The mid-century neon style paired so well with the retro look of the National Forest Portal signs designed by ranger Virgil Carrell in the 60’s, I thought it was a fantastic representation of both the entertainment industry in Nevada as well as how beautiful our lands are. I was even more pleased to find out that the first National Forest Signs were placed here in the Humboldt-Toiyabe National Forest."
Paul Rand once said that the most important quality of a logo is pride, not simply how it looks, but the spirit with which it is created and presented. By collaborating closely with the Society of American Foresters and honoring the visual history that came before us, we’ve crafted a logo that embodies that spirit. I believe Cheva and her team are genuinely pleased with the result, and that pride will cling to the logo, enabling it to do far more than merely identify the event. It will serve as a lasting symbol of pride and place.
“In the end, it wasn’t just about designing a logo — it was about capturing a sense of place, a sense of pride, and a moment in time. We’re honored to have played a small part in telling Nevada’s story for the whole country to see.”
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