Fixer Creative Co. — a local firm specializing in branding, web design and marketing — was chosen to design the city’s logo to go along with the slogan “Live it Up.”
The firm was chosen by the Colorado Springs Branding Task Force curator subcommittee, a team made up of marketing, branding, strategic planning, business development and graphic design experts throughout the region.
The curator team reviewed the applications of four local firms — Cukjati Brand Development + Creative, Fixer Creative Co., River Rat Design and Barrington Design Studios — before selecting Fixer Creative, which is headed by Troy and Sara DeRose.
“We’re very excited to be able to take part in this,” Troy DeRose said. “We are excited to give our city a great logo and a great identity.”
Last year, the city set out to create a branding strategy that includes a new city slogan and logo to be used in marketing campaigns. The branding task force unveiled its city slogan, Live it Up, and its logo of purple mountains with the slogan and a baseball-style font and swoosh in November. Local designers cried foul. They said the logo looked amateurish and like it was an afterthought.
The task force agreed to reopen the logo design. Twenty-seven local firms expressed interest in the chance to redesign the logo and compete for the $2,000 contract. Four were chosen for review.
In the end, Fixer Creative’s presentation, thought process and direction captured the essence of the brand strategy and had all the elements necessary for a successful logo, according to a statement released by the task force.
“Their process, background work and execution were very well done, and the concepts show great promise,” said Steve Maegdlin, CSK Group Principal and CEO and member of the curator subcommittee. “We feel this collaboration will provide the best result.”
Fixer Creative’s logo will still go through further exploration and refinement, the task force said. DeRose said he was among the critics of the original design. But, he wanted to be part of a solution. Both he and Sara considered that by vying for the contract, they were walking on the public stage and could be criticized themselves.
“That was something before we put our hat in the ring that was definitely a consideration — are we ready for the potential backlash? Ultimately, for us, if we decided not to do it for that reason; it lets fear dictate,” he said.
DeRose said the couple does their best work when the project is a little scary or uncomfortable.
“We decided there was more for the city to gain in having a good design,” he said.
Christopher Schell, vice president of Design Rangers and leader of the curator team, said the city has a solid foundation in Fixer Creative’s approach. The task force is still considering the process and timeline of public input.
“We are still on track to make a decision this spring,” Schell said.