Colorado Unveils Official State Brand and Slogan
One year ago today, Colorado launched what they call the most inclusive, collaborative and ambitious branding effort ever undertaken by a state. Rather than hiring an outside company to define who we are, the state tapped into the creative talent of our own people (like that part), to build a brand for Colorado, by Colorado. Today, they unveiled that brand, comprised of a logo designed by Evan Hecox — dubbed the “Peak” — a slogan, “It’s Our Nature,” along with other marketing elements.
The logo and slogan represent the state's world-famous mountains as well as Colorado's continued ascension in any number of categories, from business and innovation to agriculture and health. They were selected based on survey responses from thousands of people here, nationally and internationally.
This logo will not replace the Colorado flag, which is a source of pride for many in our state. While the flag is “public domain” — meaning it can be used by anyone, anytime, anywhere — the new logo is a registered trademark that cannot be used without express permission from the state.
“We have a state flag and seal, but until now Colorado has never had a unified brand,” said Aaron Kennedy, chief marketing officer for the State of Colorado. “This brand will not only help Colorado attract talent and jobs, but also save public dollars by eliminating the need to manage individual brands for each agency and department in state government.”
The brand will be used on all state vehicles and agencies and can also be attached to the products of companies that design, manufacture or grow things in the state, in order to make people outside Colorado think positively about the culture here. From now through July 2014, all 22 Colorado state agencies will transition to the new brand.
There's plenty to ponder here, including the effect one little logo is being counted on to have — attracting talent and driving jobs? Hmm. In addition, DBJ reports that the year-long search for a brand cost state officials some $1.1 million and will culminate in $500,000 in additional spending of general-fund tax revenues to conduct a public education and brand-rollout to let Coloradans know about the new brand. Hmm. Hmm.
What say you people about brandCOLORADO? It's meant to represent you. Additional rundown on things can be found here.