Designed by Fixer Creative, the new logo incorporates images of Pikes Peak, Garden of the Gods and the Colorado state flag.
The Curator Team assembled by the Springs’ Convention and Visitors’ selected the design by a unanimous decision, said team leader Christopher Schell, who is vice president of the firm Design Rangers.
“The logo positions Colorado Springs as the quintessential Colorado city,” he said. “More than a piece of art, the logo is something that people can rally behind and be proud of.”
Another curator team member also praised the design.
“This is more than just a stand-alone logo,” he said. “It fits seamlessly with the city brand essence and has the opportunity to be timeless,” said John Pierce, managing director of marketing services for the United States Olympic Committee.
Fixer Creative co-owners, Troy and Sara DeRose, have lived in Colorado most of their lives. For them, the project wasn’t one of mere professional interest, but was a “passion project.”
“Our overarching goal as design professionals and residents was to create a logo that represented the Colorado Springs identify in an authentic, compelling way,” said Sara in the release.
Fixer Creative also recommended that the tagline – “Live it up!” should be separated from the logo and softened by removing the exclamation point. They suggested the tagline should only be used when context could be established. The Curator Team and Branding Task Force agreed.
After seeing such a strong execution, CVB Vice President of Marketing & Membership Amy Long agreed.
“Due to the insightful ad campaign recommendations by Fixer Creative, we better understand the potential of the ‘Live it up’ tagline as a campaign element rather than a permanent tagline. The concept of living it up is an idea and feeling that is described through imagery, verbiage and context. We don’t use the phrase ‘Live it up’ verbatim in every communication, but the concept is there to reinforce the literal and figurative elevation that the city and region represent.”
The CVB has already adopted this new approach in their marketing and communication strategies, and will be working with other organizations throughout the region to incorporate the brand into their communications, she said.
The CVB launched the campaign for a comprehensive Colorado Springs brand last year – and paid Stone Mantel, another design company, to come up with the logo and tagline. When “Live it Up!” was unveiled, along with another, less professional logo, the community erupted in criticism.
The local designers called the attempt both amateurish and embarrassing. The outcry led the CVB to reconsider its options and create the curator team to choose a new designer to create a better logo. Fixer was chosen by the committee in January.