The new logo has been dubbed the "Peak," a green triangle representing Colorado's mountains and upward momentum in multiple areas of the economy. The new slogan, "It's Our Nature" highlights the common goal of Coloradans to achieve greatness and enjoy the outdoors. See below for the release video:
It is hoped that the new brand will help stimulate the economy and streamline statewide programs. Aaron Kennedy, Chief Marketing Officer for the Sate of Colorado, stated, "This brand will not only help Colorado attract talent and jobs, but also save public dollars by eliminating the need to manage individual brands for each agency and department in state government."
The state official release estimated that the new state brand could save state agencies such as the CDOT as much as $300,000 per year in marketing expenses. Now, consider that savings across the state's 22 agencies and the savings really add up. The problem was that state agencies were using the Colorado flag logo which is public domain and as such could be used by anyone in whatever context.
Many have already criticized the new logo, whether they liked the image borrowed from the flag or if they feel the new logo looks like a haz-mat symbol, it has met mixed reviews. Even the new slogan, "It's Our Nature" has met conflict. The criticism is that it is too close to Cabella's slogan, "It's in Your Nature" (click here for Cabella's slogan video). This is a timely conflict as Cabella's recently opend two large stores along the I 25 corridor.
While the new logo is nature-centric and promotes Colorado's beautiful natural settings, some fear a conflict with Cabella's. Colorado conservation groups and recreationists depend upon the recreation industry's contributions toward preserving our state's natural qualities. Will the new brand endanger the long standing interdependent relationship between preservation and use? Only time will tell, but for now, let's celebrate that Colorado's natural settings are being prioritized.
Graduate Program Assistant