Widowmaker

When planning began for this summer's wall-to-wall, floor-to-ceiling renovation of the Widowmaker, it included a deep dive of The Widowmaker brand, and what that brand means to Sugarloafers around the globe.

A renovation of this scale called for a reinvention of The Widowmaker's visual identity, so we teamed up with the creative team at Puelle Design to create a new logo and design system that would channel the unique character of the iconic Sugarloaf watering hole. Since we unveiled the new logo, there's been one question we've received more than any other: What's with the wings?

There were a number of considerations that weighed heavily into the new logo design.

The first was Sugarloaf culture. For nearly 4 decades the Widowmaker has been a central piece of the Sugarloaf story - a place where Sugarloafers come together, build memories, and let loose. We needed to create a design that would recognize the WIdowmaker's place in Sugarloaf's history, and present its new and improved self to the next generation of Sugarloafers.

The second consideration was the name itself: Widowmaker. We wanted to pay homage to this iconic name, while recognizing its original meaning in the logging industry, and making all of that work for a location that will host everything from apres parties to Reggae Fests to summer weddings.

The resulting design was simple, but striking. The iconic Sugarloaf triangle at the center of the design, signifying the Widowmaker's central importance in Sugarloaf culture. Angel wings on either side, as a wink and a nod to the roots of the Widowmaker name, and acknowledging the location's importance as a little slice of Sugarloaf heaven. The design of the wings gives the logo an edgy, counterculture feel - a nod to the party culture that has long been synonymous with the Widowmaker.