Skiing at Aspen, state of Colorado–Travel a new world–See the U.S.A., dating from 1962, presents the celebrated winter resort through action rather than panorama. A skier in a brilliant red top cuts diagonally across the snowy slope, sending a plume of powder into the air beneath an expanse of saturated blue sky. The close viewpoint, forceful colour contrast and generous open space give the composition an immediate sense of speed, height and cold, clear weather.

Created when skiing was becoming an increasingly glamorous form of American leisure, the poster belongs to a culture of mid-century travel promotion that sold destinations as experiences. Aspen is represented not through buildings, amenities or a detailed mountain view, but through the physical exhilaration of the descent. Its slogan, “Travel a new world”, expresses the optimistic language of the period, presenting domestic tourism as a form of discovery and the American landscape as somewhere newly available for recreation.

A closer look

The skier occupies the left and central portion of the vertical design, the body compressed into a controlled turn. Dark trousers and equipment anchor the figure against the pale snow, while the red upper garment forms the poster’s most concentrated area of warm colour. Skis and poles extend the movement outwards in several directions, creating a web of sharp diagonals that contrasts with the broad, uncluttered fields of blue and white.

The spray of snow is particularly effective. It breaks the otherwise clean division between slope and sky into a lively scatter of pale particles, recording the instant at which the skier’s edge bites into the surface. Subtle shadows across the clothing give the figure volume, while the luminous snow retains an almost graphic simplicity. The skier’s concentrated expression is a small but telling detail: the pleasure being advertised is energetic and skilful rather than merely scenic.

Much of the poster’s impact comes from what has been left out. There is no crowded resort scene and little descriptive topography; the spacious upper background becomes an emblem of freedom in its own right. Along the lower edge, bold sans-serif lettering delivers the message in a compact hierarchy: “TRAVEL A NEW WORLD”, followed by the direct invitation “SEE THE U.S.A.” The typography sits firmly beneath the rushing figure, giving the design a stable base without interrupting its upward, expansive character.

Context and significance

Travel posters of this era often reduced a place to one persuasive sensation. Here Aspen becomes synonymous with crisp air, powder snow and the poised excitement of a turn made at speed. The limited palette is central to that economy: cool blue and white establish the alpine setting immediately, while red ensures that the human figure remains the visual and emotional focus.

The poster also reflects the modern vacation culture developing in the United States during the post-war decades. Its language encourages viewers to regard journeys within the country—whether undertaken by car or rail—as encounters with a “new world”. More than six decades later, the design remains compelling because it avoids elaborate explanation. A single skier, a clear sky and a few emphatic words are enough to turn Aspen into an idea of winter adventure.

Choosing the right size and finish

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The model in the listing images is holding the 36x24in (90x60cm) version of this art print.

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This artwork is also available as a float framed canvas, sometimes known as a shadow gap framed canvas or canvas floater. The work is printed on artist's cotton canvas and then stretched over a handmade box frame. We then "float" the canvas inside a wooden frame, which is available in a range of colours (black, dark brown, oak, antique gold and white). This is a wonderful way to present an art print without glazing in front. See some examples of float framed canvas art and explore the differences between my different finishes.