Out With the Old . . . In With the New Utah License Plate

None by KCPW

(KCPW News) Utah will soon retire the decades-old "Ski Utah" license plate in favor of a new design created by a couple of artists from the Deseret Morning News. But skiing still figures prominently on the new plate.

"We proposed ideas that didn't have the ski theme as options, but I don't think people were ready to see that go away," says plate designer John Clark, graphic artist for the Deseret Morning News.

Deseret Morning News graphic artist John Clark designed the new plate to feature a photo of a powder skier above the words "Greatest Snow on Earth." Utah's new "Life Elevated" slogan also gets billing on the plate, along with an image of ancient petroglyphs in Utah's Red Rock country:

"Our initial idea was to show the diversity of the state, the contrast," says Clark. "We felt like it was a really interesting metaphor to have both red rock and skiing on the same plate."

Once the state runs out of the old "Ski Utah" design, drivers will have a choice between two plates - the new design and the Centennial Delicate Arch license plate created in 1996.

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