The Colorado Springs branding task force will go back to the drawing board and work with local designers to redesign its Live it Up logo, which was unveiled in November and universally panned by the community.
Local designers will have a chance to design the city’s new branding logo and the community will have the chance to comment on the best designs.
After the logo, which features purple mountains and the slogan “Live it Up” and underscored by a swosh, was dissed by local designers, the Colorado Springs Convention and Visitors Bureau said the citywide branding taskforce it will continue the “collaborative process with the local community to create a new logo for the regional brand.”
The taskforce is keeping the slogan, Live it Up!
“Working with the local designers is a great continuation of this community collaboration,” said Amy Long, CVB vice president of marketing and membership. “We appreciate the passion of the residents and design professionals. We’re excited to tap into the expertise our local design talent.”
Long and three members of the taskforce met with local designers before Thanksgiving, including two designers who launched the “Rebrand the Springs” Facebook page, which criticized the quality of the logo that went with the city’s new slogan, Live it Up. Community members who commented on the page called the logo amateurish and demanded the city start over. The Facebook page sparked an online discussion with more than 400 people talking about the slogan, the logo and the new branding campaign.
Long said there was overall positive reaction to the slogan. The concepts of rugged, exceptional, vibrant and alive resonated with them, yet they felt these strong attributes weren’t reflected in the execution of the creative and were hoping to contribute their talent to an updated version, she said.
The taskforce met Dec. 6 to consider the input from the designers and decided that steps would be taken to begin a new logo design process. The Task Force also made the decision to move forward with “Live it up!” as the tagline.
“The Task Force decided that ‘Live it up!’ reflects the results and strengths of the brand strategy,” said Doug Price, CVB president & CEO and co-chair of the Branding Taskforce. “It is important to connect our tagline directly to this strategy for a brand that is fully integrated and tells the true story of the destination.”
Local designers collaborated to offer suggestions for a community-wide process. Tucker Wannamaker, one of the founders of the “Rebrand the Springs” Facebook page, suggested a modified Request for Proposal process in which individuals, design firms and advertising agencies would have the opportunity to submit a proposal to design the new logo, Price said
A key component of the plan includes the creation of a “Curator Team”, consisting of marketing, branding, strategic planning, business development and graphic design experts throughout the region.
After review of the proposals, three design firms will be selected by the Curator Team based on their logo portfolio, assessment of the brand strategy and a written statement about how their logo concept could accurately reflect and communicate the essence of the brand strategy. Each of the three chosen designers will be compensated $1,000 for submitting up to three concepts for consideration. The Curator Team will then review the logo concepts against the strategy and the top selections will be posted on LiveItUpCS.co. The community will be invited via various outlets, including social media, to comment on the logos through a survey link found on the site for a period of one week in January 2012.
As the final step, the Curator Team will review community input and make a final recommendation to the Branding Taskforce who will then chose the final logo concept.
The selected designer will be paid $2,000 to finalize the logo and develop a logo usage guidelines document. The budget is $5,000, funded by select Task Force Members excluding the Convention & Visitors Bureau and the City of Colorado Springs.
“It’s a great plan that was very well thought out and should result in a lot of participation, collaboration and community feedback,” Long said. “In the end, I’m confident we’ll have a great logo.”