colorado unveils official state brand & slogan: brandcolorado information kit

brandCOLORADO INFORMATION KITAug 2013


[email protected] 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.



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?



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?



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.



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

17C o l o r a d o B r a n d G U I d E l I n E SSECTION THREE: THE ELEMENTS

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?

17C o l o r a d o B r a n d G U I d E l I n E SSECTION THREE: THE ELEMENTS

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?



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



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).



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.



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?



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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