DENVER—Coloradans might as well get used to the state’s new logo because it’s going to stick around for a while.
State Democrats rejected Tuesday a Republican attempt to place the green triangle on the November ballot for a yes-or-no vote, even after state Rep. Bob Rankin (R-Carbondale) compared the logo to a toxic chemical symbol.
“It is in fact the carbon monoxide symbol–it just has a different color,” said Rankin.
Gov. John Hickenlooper was obviously confident that his administration’s branding campaign would survive the backlash. The day before the House committee hearing, he announced that the logo had been registered by 250 Colorado businesses interested in placing it on their products.
“Talk about an ingenious marketing strategy,” quipped the Denver Post’s Lynn Bartels.
The symbol, unveiled in August after a $1.1 million brainstorming effort using public and private funds, “provides Colorado companies a uniform way to convey that they are based here or manufacture/grow/design things here and/or have made a significant commitment to employ Coloradans,” according to a statement by the governor’s office.
“The program offers companies a uniform graphic ‘badge’ to deploy on products and marketing materials that allows them to tap into the Colorado cachet, connect with Colorado buyers and, when their products are distributed around the world, help build the state’s reputation as a maker-economy,” said the statement.
For critics, however, the green triangle with the snowy peak and letters CO doesn’t exactly scream “cachet.” It’s been likened to everything from a traffic sign to a recycling symbol.
Rankin and others had advocated using the state flag, with its red letter C, as the state brand.