Some Clarity on the Making Colorado Branding Effort
As evidenced by the great number of comments under the original thread we posted featuring the new proposed identities and slogans for Colorado designed by the Making Colorado creative team, we're all a little confused by exactly what's going on or intended with this project. The communication to us on the effort — as someone who can bring positive PR to the thing — has been confusing and without detail. Maybe it's our fault for not having asked questions about it to get to the bottom of things, but we're busy and expect press releases that we receive about campaigns to be buttoned up. That's the way it is.
All that said, two of the very well-respected designers/agencies involved in the project have taken it upon themselves to clarify what's at stake. Essentially, this project is not technically a "re-brand," since the only thing that it may potentially be replacing is an existing wordmark that you've probably never seen (or noticed) that is used mostly in inter-government communication. The job is to develop a brand that creates some cohesiveness for the 28 or so government entities in Colorado. Who knew?
If you'd like to learn more about it from the designers themselves, you can check out Justin Fuller's clarifying comment here or dive into this Tumblr site, featuring the comprehensive collection and story of work Berger & Föhr produced on behalf of the state.
We're hoping the communication from the client and those individuals involved can improve moving forward. This is taxpayer dollars at work, after all, and clearly a ton of time and effort is going into the project.