Maybe it is this pedigree (and quite possibly a budget as high as the Matterhorn) that leads to some of these mountain resorts being so clever with logo design. Back in the old days, there may have been consistency from year to year in the way the resort presented its signature, but often that wasn't the case:
Enter the cleverly designed logo - maybe accompanied by a slogan. It adds a visual dimension to the name, something that is understood intuitively, and stamped on the memory instantly.
Take Davos, for example. Very simple, very clear, very classy. Sunshine and mountain - unmistakeable.
The tourist logo may take its cue from the town's original coat of arms, for example, here are the town and tourist logos for Kitzbühel.
And of course, the practice is spreading to towns who may not have quite the budget or pull for tourists, but nevertheless see the advantages a logo can bring.
Not quite Davos, but it's home: