After a thorough, year-long branding process that ended with vocal community backlash against their original logo design, the Colorado Springs Branding Task Force, as commissioned by Visit Colorado Springs presented an open request for local designers to redesign the branding, and we were selected amidst the competition as the final design team to redesign the Colorado Springs identity.
They also had their eyes on regional expansion and wanted to prepare the brand and company to be in a good position for growth. We helped them get to the root of who they were and how to express that brand in a fun and engaging way that matched the quality of the food they were producing.
With outdoor tourism being a mainstay of activity in Colorado Springs we wanted a brand identity that felt like it lived in the outdoor brand landscape. We chose to illustrate two of the most rugged and exceptional outdoor features our city has to offer — Pikes Peak and Garden of the Gods.
To express how Colorado Springs exemplifies the Colorado experience we merged those landscape features with the “C” logo from the iconic Colorado state flag.
Part of our task was also to work with the originally selected tagline of “Live it Up”, which also received a fair share of criticism. 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.
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.
Chief Innovation Officer, Visit Colorado Springs
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