10:00am

Fri July 19, 2013
Colorado Identity

Making Colorado Seeks Feedback, Colorado Flag Gets The Love Instead

Flying over the state now for 102 years, the Colorado flag stole the show a bit when some new branding concepts were unveiled online.

Back in April we told you about the state’s new branding initiative, now Making Colorado has revealed some concept logos and slogans. Stressing that logos were ‘concepts and not final’ in their post on Facebook, Making Colorado was looking for feedback.

Three logo concepts from Making Colorado. Designed by (left to right) Todd Berger, Justin Fuller, and Evan Hecox.
Credit Making Colorado

The first logo from Todd Berger used the state’s postal abbreviation and a horizontal bar that Making Colorado’s website describes as adding “a sense of vertical dimension, and might also be interpreted as a literal raising of the bar.” Justin Fuller’s logo is the state’s name as a word mark with the distinctive rectangular shape of the state (as long as North Colorado isn’t formed) offset at the end. The triangle logo is the work of Evan Hecox and calls to mind the color and design cues of the state’s license plates.

On the Internet or social media feedback is never in short supply. In two separate postings seeking comment, people’s love of the state flag outshone any warm feelings about the logo concepts.

John Phillips - As a 4th generation Coloradan and a long time art director, I can't think of anything more asinine than to throw away the heritage and equity of the Colorado flag. It's one of the few state flags that actually work as a recognizable mark, and is known nationwide. Someone sold our fine state a bill of goods. Bet they used the word synergy...

Brendan Hemp - Not sure why we need another CO logo. The one one the [sic] our flag uses already has brand equity and deep meaning.

Melissa Ryan Kelly - I agree with comments about our beloved red "C" and yellow circle being our widely accepted "brand."

Erin Brosterhous – The CO flag is the brand; don’t change it.

Granted, Making Colorado isn’t looking to replace the flag but instead create a visual identity that can be used on websites, state patrol and CDOT vehicles, state documents and the like. As we’ve noted, the effort is part of Blueprint Colorado and is aimed at branding to build stronger economic development and to market the state worldwide.

Triangle concept by Evan Hecox
Credit Making Colorado

Still, another user, Tommy Pez wasn’t partial to the mountains in one concept – noting that much of the state is plains and agriculture. That touches on the recent urban rural divide in Colorado politics.

While comments leaned against the concepts nearly 2-1, others were more positive with the triangle concept nearing a consensus.

Kimberly Ries – I like Evan’s logo [triangle]. It says “Colorado” with it’s shape. Outdoorsy and conjures images of the outdoors and open road.

Deanna Baranyi - Although I like the idea of #3 [triangle], it reminds me immediately of the logo for Sugarloaf Mtn ski resort in Maine.

Cindy Jones - I like #3 [triangle], it’s like the old license plates. But I agree that maybe the flag might be a better logo.

So how about it? Are any of these concepts speaking to the brand of Colorado? Feel free to sound off in the comments. Making Colorado is taking input at their website.