MISSOULA — The University of Montana has introduced a new logo for the M Trail, a beloved hiking trail that represents both the University and the City of Missoula.
The effort is part of a fundraising campaign that aims to raise important funds for the ongoing maintenance and preservation of the trail.
The M Trail is famous for its iconic M landmark, situated above 13 switchbacks, offering a breathtaking view of the entire Missoula Valley. Initially built in 1908 by UM students, the original M was made of whitewashed rocks.
The current concrete M, erected in 1968, is 125 feet long and 100 feet high, serving as a prominent feature of the landscape. The challenging three-fourths-mile trek to the M attracts over 1,000 hikers daily, connecting them to miles of nearby U.S. Forest Service trails and the city trail system.
“The M Trail represents more than just a path – it symbolizes our community’s bond with nature and is a treasured aspect of local culture,” stated Marilyn Marler, UM’s natural areas manager. “Our new logo and merchandise line provide a unique opportunity for supporters to display their pride and contribute to the trail’s maintenance.”
The trail traverses beautiful native prairie plants that bloom every spring and is home to various wildlife, including vesper sparrows, foxes, and migratory songbirds. However, the heavy foot traffic on the trail leads to constant erosion issues, underscoring the critical need for maintenance. The University urges hikers to stick to well-established trails to help minimize erosion.
“Thanks to grants and donations, we collaborated with Montana Conservation Corps and community volunteers to carry out $25,000 worth of trail repairs this year,” Marler shared. “Yet, each year brings new challenges.”
Hikers reaching the M will now encounter signs displaying the new logo and a QR code. Scanning the code allows visitors to access a dedicated landing page created in partnership with Wear Your Roots, an official collegiate licensee.
The page showcases a range of branded merchandise, starting with high-quality T-shirts. A portion of the sales from these items will go towards the trail’s maintenance fund, with more products set to be introduced over time.
“We are thrilled to give back to the community with this new design that locals and tourists will be excited to wear,” said Brandon Slocum, owner of Wear Your Roots clothing. “We are passionate about giving back and offering a great T-shirt that celebrates the spirit of outdoor adventure and achievement. It’s a fantastic way for everyone to demonstrate they conquered the M challenge in beautiful Missoula, Montana.”
Future events are in the works for later this summer, including guided hikes, merchandise displays, and opportunities to learn more about the trail’s maintenance needs. These events will celebrate community support for the M Trail.
For more details about the campaign or to purchase branded merchandise, visit the M Trail website.
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