Colorado Unveils Official State Brand & Slogan: brandCOLORADO Information Kit
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The BrandColorado initiative, launched in 2013, aims to create a unified brand for the state of Colorado by leveraging the input of its residents and stakeholders, promoting economic vitality and conserving state resources. By consolidating various logos and marketing efforts under one trademarked brand, Colorado seeks to enhance its reputation and competitive position while achieving significant cost savings for state agencies. The branding process involved extensive public engagement, surveys, and pro bono contributions from various businesses and individuals.
Colorado Unveils Official State Brand & Slogan: brandCOLORADO Information Kit
- 2. brandCOLORADO INFORMATION KIT Aug 2013 2 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.
- 3. brandCOLORADO INFORMATION KIT Aug 2013 3 info@brandcolorado.org Tim Streeb, Linhart PR 303.951.2560 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?
- 4. brandCOLORADO INFORMATION KIT Aug 2013 4 info@brandcolorado.org Tim Streeb, Linhart PR 303.951.2560 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?
- 5. brandCOLORADO INFORMATION KIT Aug 2013 5 info@brandcolorado.org Tim Streeb, Linhart PR 303.951.2560 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.
- 6. brandCOLORADO INFORMATION KIT Aug 2013 6 info@brandcolorado.org Tim Streeb, Linhart PR 303.951.2560 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
- 7. brandCOLORADO INFORMATION KIT Aug 2013 7 info@brandcolorado.org Tim Streeb, Linhart PR 303.951.2560 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
- 8. brandCOLORADO INFORMATION KIT Aug 2013 8 info@brandcolorado.org Tim Streeb, Linhart PR 303.951.2560 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).
- 9. brandCOLORADO INFORMATION KIT Aug 2013 9 info@brandcolorado.org Tim Streeb, Linhart PR 303.951.2560 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.
- 10. brandCOLORADO INFORMATION KIT Aug 2013 10 info@brandcolorado.org Tim Streeb, Linhart PR 303.951.2560 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?
- 11. brandCOLORADO INFORMATION KIT Aug 2013 11 info@brandcolorado.org Tim Streeb, Linhart PR 303.951.2560 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.