State unveils new official brand, slogan



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DENVER — A group charged with coming up with a brand for Colorado unveiled its choice Thursday — a peak green logo and the slogan “It’s Our Nature.”

The logo does not replace the state flag, but it will been seen on just about every aspect of state government from signs and letterheads to tourism promotion and vehicle emblems.

“We have a state flag and seal, but until now Colorado has never had a unified brand,” said Aaron Kennedy, chief marketing officer for the State of Colorado. “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 group that created the logo, Making Colorado, was created by Gov. John Hickenlooper as part of his blueprint for economic development.

The campaign used public feedback to help choose the logo — not all of it positive.

Many people wanted the state to simply use the familiar state flag, but Kennedy said national surveys showed most people could not identify our state flag as belonging to Colorado.

However, people outside Colorado were familiar with the green Colorado license plate, and Kennedy said that helped the group come up with the new logo.

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