– Venture Snowboards has a brand new logo for the next season. What was the reason to change it and leave the well-known snowflake behind?
Believe it or not, it’s actually the same snowflake, just simplified and modernized. We were looking to freshen things up and show that the Venture brand is evolving, so we thought a good way to symbolize that would be by having our signature snowflake evolve while still staying true to its roots.
– What’s the idea behind the new board graphics?
All the boards feature patterns and colors found in nature, inspired by the mountains around Silverton. So for example, when you are hiking the wind scoured ridge lines at Silverton Mountain or in the backcountry around here, you see rocks covered in lichen. Those patterns have been incorporated into the board graphics to give them an organic feel. Keeping with that theme of natural elements in and around Silverton, the colors are muted: an orangey red like the colors you’ll find on Red Mountain, blue like the sky on a bluebird day, green like pine trees, and yellow like the leaves of local aspen trees. It’s all connected to where we live, work and ride.
– Venture’s approach is quite minimalist and straightforward, pretty similar to the name of our latest issue called Less is More. What’s Venture’s goal when designing a board?
One of the guiding principles of good design is that perfection is achieved when nothing more can be eliminated from a design without compromising its function. We don’t believe in using bells, whistles or gimmicky materials that serve no purpose aside from creating hype. Our design philosophy is to pare things down to the essentials, streamlining our board designs to include only essential components combined in the most efficient way. When you approach design like this, function is achieved in the simplest way, and both beauty and performance follow as a natural consequence.
– This season you released the video series Your Venture Starts Here. Any plan on doing more videos of the series?
Our goal with the videos was to tell the story of Venture. We wanted to show our customers where we work, live and ride, and how passionate we are about every board we put out and every shape we create. When you see what Silverton is all about you can really understand why it is a hub for backcountry riding in Colorado, and why we chose it as our home base. For the coming season we plan to continue. with more videos that give people a window into what our company is all about.
– What are Venture’s plans for next season?
Design-wise, we are excited about our plans to introduce an aspen blend core to the lineup. These “Colorado Cores” will be made with aspen wood sourced right here in southwestern Colorado, helping us to truly keep things local and reduce our environmental impact. And the performance benefit is that these cores will shave significant weight off each board, while still maintaining the durability we are known for.
As always, we will continue to handcraft solid, strong, high performance freeride boards and splitboards right here in Silverton, incorporating feedback from our customers, retailers, mountain guides, and friends. And we plan to keep innovating and evolving as we experiment with new board shapes in our Shape Shack division.
Thanks for your time answering these questions Klemens.
Justin Cash / Buttery Agency