Colorado Unveils Official State Brand & Slogan: brandCOLORADO Information Kit

brandCOLORADO INFORMATION KIT
Aug 2013

Aug 2013
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info@brandcolorado.org
Tim Streeb, Linhart PR 303.951.2560
brandcolorado.gov
Making Colorado is the most inclusive, collaborative and
ambitious branding effort ever undertaken by a U.S. state.
Rather than hiring a single company to define who we
are, we tapped into the spirit, energy and creative talent
of our people to build a brand for Colorado, by Colorado.
Why?
If we don’t define ourselves, others will. By clarifying
who we are, what we stand for, and what we aspire to
be, we can chart a course to protect and promote the
economic vitality of Colorado for generations to come.

Aug 2013
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brandcolorado.gov
Contrary to popular belief, the state of
Colorado has never had a brand.
We currently have a state flag, a state seal, and a costly mix of logos
for various state agencies.
One clear brand will conserve state budgets by eliminating the need
to create and manage individual brands for departments, divisions,
and programs.
Our reputation has an impact on how people think about and respond
to our state. A brand that embodies our state’s upward momentum
will help Colorado attract top talent, quality companies and jobs.
The new state brand will save state agencies significant dollars each
year by reducing design and marketing expenses. CDOT has estimated
it will save $300,000 each year in graphic design fees alone. Multiply
even a fraction of that number by 22 state agencies, and you can see
how the new brand will save the state money.
A: Cost savings and
economic vitality.
Q: Why does Colorado
need a brand?

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brandcolorado.gov
Many parts of our state are doing
extremely well. But not all.
As cities, states and countries around the globe become
more marketing savvy, we are seeing increasing competition
for businesses, students, entrepreneurs, athletes, investors,
tradesman, farmers, travelers, etc.
Over the next decade, there will be those who thrive and
those who struggle. Those who thrive will enjoy healthy living
conditions, economic stability, higher paying jobs, and a
higher quality of life.
In Colorado, we have the benefit of great upward momentum.
By being proactive now, we can market and position our state
in a way that allows us to continue our upward momentum and
provide a quality of life for our residents that allows them to
live the life they want to live.
A: The time to act is now,
while we have momentum.
Q: But Colorado is doing
fine without a brand, right?

Aug 2013
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brandcolorado.gov
Colorado has multiple icons
that each have their own role.
The flag is for everyone, the seal is for
official state business and the new logo
will be for state branding and marketing.
The Colorado flag is a great source of
pride for many in our state. We see it on
everything from cars and cakes to T-shirts
and tattoos, which is part of the reason
why having a state brand is important.
The Colorado flag is “public domain,”
meaning it can be used by anyone,
anytime, anywhere.
The Colorado state brand, on the other hand,
is a registered trademark of the state that
cannot by used without express permission
from the state.
The Colorado brand will be
applied consistently across
all state agencies and serve
to promote things that are
generated in Colorado,
the way “Colorado Proud”
has served our agriculture
industry.
FACT: In an era in which we increasingly do business online,
legal ownership of our brand can help us reduce fraud (e.g.
fraudulent license renewal sites and the like) and protect all
who interact with our state via websites.
STATE FLAG
STATE SEAL
Q: Why not just use the state flag?
A: The flag can be used by anyone and
everyone without any quality controls.

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brandcolorado.gov
Q: Why this logo and slogan?
The logo and slogan are intended to 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 chosen based on how well they complement our state goals as well as
the overwhelming response they received in surveys of thousands of people both
inside and outside of Colorado, nationally and internationally.
By highlighting our collective momentum, the logo and slogan capture the bold
spirit that connects all Coloradans.
A: They meet our goals
and capture our spirit.
HORIZONTAL
VERSION
STACKED
VERSION
ONE-COLOR
& REVERSED
Go to BrandColorado.gov for additional information and to download electronic art files.
Use the horizontal logo when the
primary logo configuration does not
fit comfortably in the space available,
or at the aesthetic preference of the
designer.
Horizontal Logo
Reverse Applications
Note: This version tends to convey
more of a sense of authority and
feels more appropriate for business
uses. Should we say that?
C o l o r a d o B r a n d G U I d E l
SECTION THREE: THE EL
Go to BrandColorado.gov for additional information and to download electronic art files.
Use the horizo
primary logo c
fit comfortabl
or at the aest
designer.
Horizontal Logo
Reverse Applications
Note: This version te
more of a sense of a
feels more appropri
uses. Should we say

Aug 2013
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brandcolorado.gov
MakingColorado.gov served as the online access point for the public, and the brandCOLORADO
team conducted grassroots outreach via a statewide Tour. Viewpoints from around the state
were listened to and considered throughout the branding process. Specific input included:
• Hundreds of face-to-face interviews via a statewide tour of towns such as Burlington,
Pueblo, Durango, and Meeker.
• Extensive online surveying both inside and outside of the state including 30,000 state
employees.
• Social media outreach and solicitation of input via daily and weekly contests throughout
the summer.
• Feedback from the brandCOLORADO advisory councils comprised of business leaders
representing Vail Resorts, Crocs, First Bank, 5280, New Belgium Brewing Co, and Boulder
Brands to name a few.
• Recruitment of 64 Colorado Youth Ambassadors from 33 counties to
showcase their hometowns.
Awareness of the brandCOLORADO initiative was also driven through TV and radio
commercials as well as online ads and email blasts.
Q: Who was involved in the
branding process?
A: This was a highly inclusive
process with statewide, national
and international engagement.
185,000

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brandcolorado.gov
Q: What research was conducted
and considered in creating the
final Colorado logo?
A: Extensive surveying was done
both inside and outside of the state
and the results helped guide the
direction of the final Colorado logo.
As part of the inclusiveness of the
brandCOLORADO process, an open
survey on MakingColorado.gov
provided an opportunity for anyone
from the public to weigh in on
the design direction and slogans.
Audience specific surveys were
also pushed out to 30,000 state
employees, the Colorado brand
advisory councils, talent from
outside the state and potential
visitors. When all the data was
compiled, a clear winner emerged.
Here is a look at the results:
Source: proprietary research conducted through Penn Schoen Berland, online surveys and in-person interviews.
1. When asked to
rate the logos by
appeal, favorability
and likeliness to
request further
information about
Colorado.
3. When asked
which existing
state equity best
represents Colorado
(flag vs. license plate).
4. When asked
which state this
image makes you
think of.
5. When asked
which destination
this image makes
you think of.
2. When asked to
select a preferred
logo (of the three
leading design
directions).

Aug 2013
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brandcolorado.gov
Corporate sponsors (Boulder Brands, FirstData, First Bank, etc.)
contributed capital, while numerous companies and individuals
(Atomic 20, Linhart PR, Made Movement, Karsh Hagan, Sterling
Rice Group, Egg Strategy, etc.) contributed thousands of hours
of pro bono services totaling more than $1,500,000.
The Statewide Internet Portal Authority (SIPA) contributed
$500,000 to this effort. Authorized by the SIPA Board of
Directors, the branding of Colorado in a consistent manner
aligns with SIPA’s mission of maximizing online efficiencies.
The Colorado Tourism Office contributed $300,000 from
unallocated game revenues.
So where does the savings come in?
It is estimated that the new state brand could save some
state agencies, like CDOT, as much as $300,000 per year
in marketing expenses. Multiply even a fraction of that
number by 22 state agencies, and you can see how the
new brand will actually save the state money.
Q: Who paid for this effort?
A: Making Colorado was made
possible by a combination of public
and private support.

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brandcolorado.gov
The Colorado state brand is designed to maximize
our government’s efficiency and support the long
term economic vitality of our state.
As such, it will support the state’s successful tourism efforts, not upend them.
This brand will work broadly to help Colorado become more competitive in
the global marketplace for Talent, Trade and Tourism.
By aligning all of our tourism and economic development efforts behind the
core state brand message, we can have greater impact.
A: It will complement and
strengthen it.
Q: How does this fit with the
tourism campaign?

Aug 2013
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brandcolorado.gov
1 2 3
Q: Now what?
A: There are three phases to
this process – Development,
Implementation, and Activation.
Development
The unveiling of the
Colorado brand marks the
conclusion of first phase.
Implementation
Now through July 2014,
all state departments
will transition to the
new brand.
Activation
Mid-2014 we will begin
actively marketing the
state with the brand.

Colorado Unveils Official State Brand & Slogan: brandCOLORADO Information Kit

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