Hard as it is to believe, there was once a time when Ischgl suffered from confusion over its name. So in 1990, Ischgl’s tourism experts came together to work out how the distinctiveness of this up-and-coming winter sports resort in Paznaun could be clearly signalled to the outside world. That’s when they had an idea.

The problem arose because another town, which had been very important to Austrian tourism for a good hundred years, had a name which sounded rather similar: Bad Ischl, where the emperor himself used to spend his summer holiday.

When it was time to renew the old Ischgl logo from 1971, in itself relatively harmless, it wasn’t just a matter of using bold typography to underline the unique character of Ischgl as a destination, but also of making the difference from Bad Ischgl particularly visible.

It wasn’t just about the tourists – they already knew where they wanted to go skiing. But a whole range of travel agents and tourism offices were still stumbling on the similarity between the two names – even if Ischgl had never tried to call itself Bad Ischgl.

The emperor in Ischgl? No, that was Bad Ischl. Without the red G.

Angular, almost rune-like letters made the Ischgl name future-proof – to the extent that the Ischgl logo is still in full use today and has a huge numbers of fans. The important red colour was added to the black and white, but used only for the G in Ischgl. So even the biggest summer holiday fan knows that Ischgl is Ischgl.