We've got a brand new logo! It features the Steinbock (Alpine Ibex), one of Switzerland's coolest and most iconic creatures. But the cool factor wasn't the only reason we incorporated this in our signature mark.
The Steinbock used to be native to Switzerland. They were almost extinct by the early 19th century. A few were brought into Switzerland from Italy in a successful attempt to reinstate the population. There are now an estimated 15,000 Steinbocks in Switzerland and about 32,000 in the entire world. While populations are growing, the animals still need a certain amount of protection to make sure they thrive.
We drew a poetic connection between the Steinbock and the Swiss heritage in the village of New Glarus. While pride in our Swiss influence and heritage is strong in our small town and surrounding areas, we know how fast things of value can be taken for granted and start to disappear. As members of the Swiss-American community, we feel it’s part of our responsibility to protect and respect our roots, and to proudly celebrate what makes our village unique.
Another fact about the Steinbock: it was the primary figure in the coat of arms for the village of Glarus until 2007. In 2006, there was a vote where some of the smaller municipalities in the area were merged into larger communities, and the coat of arms was changed. While we don't have any political or artistic opinions on the new coat of arms (the Swiss are neutral after all), we felt it was fitting to capture the creature's form in our logo as a small nod to Glarus' past.
Other symbolism represented in the logo is the Swiss flag—a sign of the immigrants that helped build this town, and the Swiss influence that still exists today. The year the New Glarus Hotel was built, 1853, is displayed in a semi-circle below the flag to signify the importance of history in shaping who we are. The RF and MN in small print on both sides are the initials of the owners, Chef Roland Fürst and Chef Mike Nevil. This was not added to indulge any vanity or personal pride, but as a symbol of the present. It is a semi-clichéd but true sentiment that what we do today will shape tomorrow. We make our history today and, in many ways, the past can only really shine if we are able to build upon on it.