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Why Is Utah's New Olympic Logo Drawing Mixed Feedback?

Originally posted on Powder | By Ian Greenwood | Last updated Dec 4, 2025 6:12 AM ET

Scheduled for 2034, North American many skiing fans are eagerly anticipating the Utah Winter Olympics, but the event’s newly revealed logo has proven somewhat controversial online.

Why? Critics mostly don't like the way it looked.

The “Utah 2034” transitional logo, which has been described as "cutting edge" and "bold," uses unconventional, blocky text. When the X page for the upcoming Games posted to debut the logo, there were more than a few adverse reactions. One commenter said it was hard to read. Another called it worse than the quickly backpedalled Cracker Barrel rebrand.

Even Utah’s governor, Spencer Cox, felt obliged to acknowledge the mixed reviews.

“It's really brought people together because everyone seems to not like it,” he said at a recent news conference, chuckling, according to KSL. “It's great to see the way it's really brought us together. Sometimes that's what it takes."

Whether it's adored or reviled, though, the logo has accomplished the goal of getting people talking about Utah's Winter Games well in advance of 2034. Local outlets are covering it, and the comments sections of their articles are swelling with people weighing in.

"We could've done Times New Roman and called it a day, and nobody would have said anything. At least people are talking about the logo, and it's getting a lot of attention," Cox added.

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No Salt Lake City?

There was another wrinkle to the logo.

The Winter Olympics last came to Utah in 2002. The logo that year read “Salt Lake 2002,” acknowledging the host city of the Games.

But now, as reflected in the new logo, it’s “Utah 2034,” a change from the tradition of naming the Olympics with a host city. That decision, according to Governor Cox, was based on feedback received since 2002, KSL reported. Plenty of events weren't held in Salt Lake City that year.

“Under Utah 2034, all Utahns can feel they are a part of the Games,” said Brad Wilson, CEO of Utah 2034, in a news release published by the International Olympic Committee (IOC). "We are able to showcase to the world our magnificent landscapes, our sense of values, and our people here in Utah and their passion for service to others."

Still, the move—just like the logo itself—spawned some consternation.

Salt Lake City Mayor Erin Mendenhall told Deseret News that her city's departure from the name “stings.”

However, she also said, “I sincerely do want the Games to lift up every community in the state. And I’m grateful that we structurally and logistically are not changed as a host community.”

Even with the name change, Salt Lake City will remain the nexus of Olympic activity. The ceremonies are set to be held there, and every venue will be within an hour’s drive of the Olympic village at the University of Utah. Outside of Salt Lake, events are taking place in Park City, Soldier Hollow, Snowbasin, and Provo.

It’s Not the Final Logo

And the final wrinkle.

The newly debuted logo is transitional and may not reflect the ultimate look for Utah’s upcoming Winter Olympics.

Under IOC rules, the logo can’t be officially adopted until 2029, after the 2028 Summer Olympics in Los Angeles, California, and is scheduled for an eventual makeover with updates or a replacement.

Still, according to TheSalt Lake Tribune, Wilson said the current logo will appear in Salt Lake City through about 2030, including a large sign in the city’s airport. There’s also Utah 2034 merchandise for sale already, from hats to hoodies and t-shirts.

This article first appeared on Powder and was syndicated with permission.

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