Superior Hero Tale: Kris Kiel
August 28th, 2025
You might have noticed a new linear logo for the SHT popping up in a few places. The new logo, above, along with a refresh of all of SHTA’s branding, comes to us courtesy of Kris Kiel. Don’t worry. We aren’t losing the decades-old logo that you know and love. That logo will still be used, and thanks to Kris, is streamlined and better suited to more uses than ever before.
Kris volunteered her time for this many-months-long project, and for that, we say she’s a Superior Hero! “The trail magic never stops at SHTA, even off-trail! Right when we were in need of a branding refresh, Kris popped into our community and offered to volunteer,” shared Lisa Luokkala, SHTA Executive Director. “Her expertise just so happened to align perfectly with our needs. There are so many ways to give back to the Trail, and it is wonderful when we can match a volunteer with an experience that both benefits the Association and Trail, and brings them joy.”
We reached out to her to ask a few questions about the process and what motivated her to do this work for SHTA.
SHTA: What inspired you to volunteer, why did you choose to volunteer specifically with SHTA?
KK: For the last 15-20 years, I’ve been working with small businesses in the Twin Cities area, helping them create marketing and branding guidelines that meet their needs. I’d been working for Target Corporation, and I wanted that level of branding to be available to smaller organizations. Three years ago, I moved up to Duluth. When I moved up here, I wanted to use my skills to help local nonprofits. I think nonprofits and small businesses should still have world class branding even though they don’t have a marketing department, so I love to help out with that. I have a passion for hiking, and I think the SHT is an amazing resource that I’m grateful to have near my new home. When I saw there was an opportunity to help SHTA use their logo across all media platforms and merchandising, I wanted to help out.
SHTA: Would you share a little bit about your creative process when determining a new look or feel for a client (in this case the SHTA).
In SHTA’s situation, you had a recognizable logo that just needed cleaning up and consistency. So I started by working with SHTA staff to find out what’s at the heart of the logo. I met frequently with Jody Nonnemacher, the SHTA Trail Store Manager, and learned it was really important to SHTA to keep the Sawtooth Mountains and birds in the logo to honor its legacy. It was also important to keep the original colors and shape, and to keep a similar font. But we wanted it to look very clean so it can be used for things like embroidering on a shirt.
I played and made a ton of options, because I like to play with graphics, and I looked at other hiking organizations’ logos. When modifying the logo, we went with clean smooth lines, and extended the banner so it’s all the way across the bottom. And we had to find a font that would be usable, because the old font is no longer available. Our goal was to make those changes without it being a startling change to those who love the SHT.
We envisioned every possible use so that SHTA could have a huge library and never have to wing it. One for use in social media, another that would shrink down easily, a full color option, a single color option, and so on.
And now I’m looking forward to doing some new artwork so that SHTA has some recognizable icons associated with the brand that go beyond the logo.
SHTA: How do you balance staying “on brand” but making sure our graphics stay relevant? What are some of the reasons for the changes you made to our brand guidelines?
KK: The versatility of the logo is super important, so now the SHTA has cleaned up files of the full-color logo and also one- and two-color designs. For example, the full color logo will give a much different look embroidered than a one-color screen printed. You can have it in all of those varieties, but still recognizable as the SHT logo which will have many applications across any different media and products.
SHTA: You mentioned that you have a passion for hiking. Do you have a favorite Trail story you’d like to share?
KK: My first hike on the SHT was in the Tettegouche area. That 11 mile stretch was my first really long hike in the wild. Since then, I’ve probably done every hike within a reasonable drive of the Twin Cities. After moving north, I spent my first year up here looking for everything within a two hour drive of Duluth.
I’ve done some base backpacking and just got back from my first backpack in Yosemite. I feel like a competent backpacker now. I was there with a group of women training to be independent backpackers. I’m ready to backpack the SHT now!
SHTA: Is there anything else you can tell us about you?
KK: I love that I have the opportunity to put skills and talents honed in a corporate world to use where my heart is. I am honored and lucky to be able to do so, and thanks to everyone who maintains the trail!
SHTA: Below are some of the ways Kris brought her skills to use for the Trail:
- The new linear Superior Hiking Trail logo
- Updated standard SHT logo and blaze with a cleaner, more modern look
- New logo for the Association itself
- Broader branding and colors
- Fun suggestions for store products
- And more!
Thanks, Kris! You are a Superior Hero!
By Barbara Budd, Volunteer and Education Manager