Mammoth has a brand new face.
If not a new face, then at least a brand new brand.
Itâ€™s blue and white and evokes the letter M, water, and mountains. Before long, it will be ubiquitous around town, on brochures and other mailings.
It will be on streetside banners, wayfinding markers, city vehicles and behind the Town Council dais.
No one would be surprised if it also werenâ€™t tattooed on John Urdiâ€™s forehead.
Urdi, Mammothâ€™s tourism director, showed up at the Town Council meeting on Wednesday and pushed through a proposal to re-brand the town.