For the city, today has been a year in the making--from a thorough branding process ending in a vocal community backlash against the new logo, to passionate community discussion of how we want our city branded, to an open request for proposal for local designers to throw their hat and talents into the ring, to choosing a designer, working through the revision process and--finally--ending with a logo that does the city proud.
For us, as the designers who ultimately were chosen among the competition to develop our initial logo designs to the final logo, it's certainly been a long process as well---
but that journey ends today.
Today, the new Colorado Springs logo, and the now temporary marketing slogan (instead of a permanent city tagline) of "live it up" hits the streets.
With the help of an open Branding Task Force and dedicated and thoughtful Design Curator Team, we've gone from this:
to this, our new logo:
We also worked with the tagline. When we first heard the tagline of "live it up", we honestly cringed. Once we heard their explanation and how they came up with the sentiment of living it up--living at a high altitude, with big plans and expectations of excellence--it made a lot more sense, but those sentiments were NOT being communicated in a tagline that made everyone envision Spring Break in Cabo 2012.
What we presented to the Curator Team was this idea that the city and the logo shouldn't have a permanent tagline--our city is much too diverse for that. "Live it up" should be a temporary slogan in an ad campaign that rolls out the new logo, the new brand, the new identity to be adopted. If the slogan catches on, it's a de facto tagline (think "what happens in Vegas, stays in Vegas".) If the city doesn't adopt it, the logo lives on and a new slogan and marketing campaign can be launched in the future.
So we went from a permanent tagline represented like this:
We couldn't be more excited to have this logo represent our city.
We hope to see these all around the city -- you can pick them up yourself at the Convention and Visitor's Bureau downtown, or just tune in as we might be just cooking up a little giveaway for you.
How did we get here?
Being a high-profile design project, the road to get here is quite interesting and got a whole lot of press. Just google "colorado springs logo" and you'll start to get an idea of how we got here, but better yet--we've corralled a few links for those of you who want to read a little more about how we got here:
- Facebook Group "Rebrand the Springs" bringing attention to the issues
- A humorous website by our friends at CoPilot Creative getting community feedback
- Huffington Post article about the beginning of the process, including the original logo, video and criticism
- Gazette Article about Fixer Creative chosen as the logo design team
- Read about the process from start to finish, the curator team, design process, FAQ's
We have to say, though: It takes a village to raise a logo, folks. From the great guys at Magneti Marketing who started the Rebrand the Springs initiative to get us a new logo, to the Branding Task Force and CVB who, honestly, have been actually open, responsive and supportive to a new creative process (instead of just giving us lip service), our Curator Team, headed by the ever fantastic Design Rangers who suggested the process and guided the rest of the all-star team to give us a committee that actually produced something great without devolving into cliches or fistfights (have you ever worked with a committee?)---we're just saying, it took a LOT of people to get here. So, thanks.
So, the big question--what do you think? We've love to hear from you! Weigh in below with a comment, head on over to our Facebook page to drop us a line (and get more info on a giveaway coming up soon) or tell us what you think on Twitter--we're @fixercreative and you can use the #NewCOSLogo to tell us what you think!
Many of you love it (we're so glad) and want to get your hands on some of the decals. Get 'em at the following places:
- CVB Visitor Center (515 S Cascade)
- The Blue Star Restaurant (1625 S Tejon),
- Nosh 121 (Plaza of the Rockies, 121 South Tejon Street)
- LA’AU’s Taco Shop (1605 S. Cascade Ave.)
- The CSK Group (Hibbard Building 19 S. Tejon Street-4th Floor)
- The Greater Colorado Springs Chamber and EDC (102 South Tejon, Suite 430).