Republicans Move to Place Much Mocked State Brand Before Voters

January 30, 2014
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Colorado’s oft-ridiculed new logo would go before the voters under a proposed bill

Colorado’s oft-ridiculed new logo would go before the voters under a proposed bill

DENVER—Colorado’s oft-ridiculed new logo—a green triangle with the letters CO—would go before the voters under a bill proposed by state House Republicans.

State Rep. Bob Rankin (R-Carbondale) introduced this week House Bill 1017, which would allow the voters to give a thumbs up or thumbs down to the logo, part of the Hickenlooper administration’s effort to spur economic development by “rebranding” Colorado.

Rankin isn’t a big fan of the green triangle, which has been compared unfavorably to a haz-mat symbol and a traffic sign, saying it shouldn’t usurp the traditional red C that appears on the state flag and is often used by Coloradans to represent the state.

“By departing from the traditional use of the flag as our symbol, the Hickenlooper Administration has demonstrated once again their disregard for the history and the heritage that defines Colorado,” said Rankin in a statement.

If voters reject the logo, which is accompanied by the slogan “It’s Our Nature,” it would be back to the drawing board for the Hickenlooper administration’s branding team. The green triangle was unveiled in August by state chief marketing officer Aaron Kennedy.

At the time, Kennedy said he anticipated some resistance to the brand, telling the Denver Post, “We put it out there knowing we’d take a lot of whacks in the knee.”

Indeed, those commenting on the Brand Colorado Facebook page have hooted at the $1.5 million price tag—a combination of public and private funds—while questioning the need for the symbol.

“And you wonder why people want to break away and make a 51st state? Because we have ignorant people wasting over a million dollars on a green triangle,” said Eric Reckard of Platteville.

Matthew Lamoureaux, a student at the Rocky Mountain College of Art and Design, posted: “I would have come up with something better for $50 and a 12 pack.”

State officials say the state could save as much as $300,000 per year from state agencies in marketing costs, but critics aren’t convinced.

“Citizens around the state have voiced their frustration with this new logo,” said Rankin. “It’s time we took it to a vote of the people.”

The bill is scheduled to be heard Feb. 4 in the House Business, Labor, Economic & Workforce Development Committee.

“Public testimony at the committee is welcomed and encouraged,” said a House Republicans press release.

This post was written by

Valerie Richardson – who has written posts on The Colorado Observer.

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2 Responses to Republicans Move to Place Much Mocked State Brand Before Voters

  1. Brian McFarlane
    January 30, 2014 at 2:57 pm

    NO, we don’t need to spend more money on a logo that was not even needed. $1,499,035.15 too much spent on this $64.85 logo. Let it be.

  2. Dave Barnes
    February 2, 2014 at 10:30 am

    Crappy logo.
    But, having the voters vote on it is insane.
    A complete waste of money.
    This why we have an executive branch.

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