Colorado Springs Branding: Take 2
The Springs Branding Task Force did itself a favor by hiring the local firm Fixer Creative Co. to design a new logo and campaign, and today unveiled their new-and-improved logo, etc.
In taking a look at how successful it is, we have to first acknowledge how tough it is to brand a city. Let’s face it, most cities have their brands thrust upon them by public perception. Look how hard it was for Vegas to try to reposition itself as a family destination after decades of being Sin City.
Colorado Springs is still facing huge challenges with its image — as home of the religous right and the poster-child for anti-tax crusades gone wild. Although many find those aspects positive, they’re not necessarily the things attract the young creative types needed to infuse new energy into the city.
This new branding campaign stresses the things that drew so many of us to the Pikes Peak region: the mountains, the outdoor lifestyle, etc.
The logo is a tremendous improvement on the original design, which seemed inspired by the Avalanche logo. And we’re not quite sure what those humanoids with the connected hands were up to, but it seemed kinda weird.
The new logo is much cleaner. The typeface is more up-to-date. The colors and imagery, though lacking in much energy or emotional intrigue, make sense, and it reads at a glance.
Fixer smartly has tried to divorce the ”Live it up!” slogan from the logo when it stands alone. It’s a slogan that, by itself, says “we’re a retirement home in the 1960s that just got in a new Lawrence Welk record. Just after bingo, we’re gonna live it up!”
But where Fixer’s work really shines is with its one-sheets:
Good work, Fixer.
You’ve really Fixed it.