What Do You Think of the New Proposed Logos and Slogans for Colorado?
The 12-person collective of creative thinkers working on the initiative created by Gov. John Hickenlooper to help redefine how the world sees and hears about Colorado has released its first output. The Making Colorado Creative Team collaborated over a series of eight weeks to brainstorm concepts for the new Colorado brand, which includes three brand identities and two slogans. The process included analysis of thousands of content submissions from the public, including responses to the question: “What makes Colorado Colorado?” Those concepts and slogans are now available online for your feedback.
For us, we're still struggling to understand how all of this fits within the branding and advertising the state is already doing. Does it replace it or augment it?
Regardless, we'd love to know what you think. The concepts are not final and may not be selected at the culmination of the Making Colorado process. They're being shared to help Making Colorado gather feedback from residents. With public input — essentially thousands of uneducated clients — can this have a happy ending? You can see how each of the three identities gets blown out across other marketing elements here.
Logo Direction 1 - Evan Hecox
The triangle form, representative of the peaks which are such an iconic part of the state, also acts as an upward facing arrow, referencing Colorado's continued ascension in any number of national categories, from business, to innovation, to heath and happiness. The shape can be combined or stacked in infinite ways, and departments, towns or special projects can each have their own triangle, making it a particularly flexible approach.
Logo Direction 2 - Todd Berger
CO is the postal abbreviation for Colorado, so it's already shorthand for the state. But as a prefix, "CO" has a broader cultural meaning. It's about cooperation, collaboration, and community, things that have turned the state into an entrepreneurial powerhouse. The addition of a horizontal bar adds a sense of vertical dimension, and might also be interpreted as a literal raising of the bar.
Logo Direction 3 - Justin Fuller
At first glance, Colorado is just a rectangle. But the actual proportions are almost identical to the "Golden Ratio," a geometric relationship incredibly pleasing and balanced to the human eye. It's also the shape of 5X7 photographs, which our beautiful state is so often the subject of. The rectangular shape is placed to the right and slightly upward in relation to the word, a nod to the exponential progress Colorado has experienced.
Slogan Direction 1 - Rise
Rise not only refers to Colorado's physical altitude, but also positions Colorado as the place where you can raise your personal game—where you'll have an opportunity to become the best version of you. In addition, it encourages, inspires and challenges the reader to do something: to actively participate in Colorado's renaissance, and realize his or her own dreams in the process.
Slogan Direction 2 - Ever Upward
The frontier is no longer North, South, East or West. It's up here in Colorado, perpetual birthplace of the next big idea. A place that is upward geographically (mountains), intellectually (innovation), and emotionally (passion). Ever Upward encompasses it all, from the breathtaking peaks, to the rarified air of great ideas, to the fact that Coloradans never stop striving for more.