Why Not Use The Colorado Flag?
Why not just use the Colorado flag as the state brand?
For one, we don’t want to be confused with California or Chicago.
The Colorado flag is a great source of pride for many in our state. We see it on everything from cars and cakes to T-shirts and tattoos, but not everyone immediately recognizes the flag as a symbol of Colorado. We surveyed thousands of people both inside and outside of Colorado, nationally and internationally, and some of the findings may surprise you.
When shown an image of our state flag, 33 percent of those surveyed outside of Colorado thought first of Chicago, while only 18 percent thought of Colorado. The remaining 50 percent thought of other destinations ranging from California to Connecticut.
While only 18 percent of those surveyed outside of Colorado associate our state flag with Colorado, nearly 50 percent immediately recognize our classic state license plate as a symbol of Colorado.
The new logo is derivative of our classic state design, which 72 percent of those surveyed say best represents Colorado.
When Colorado residents were surveyed, the new Colorado logo consistently outperformed other designs in terms of appeal and favorability.
But Colorado flag lovers, have no fear! The flag isn’t going anywhere. The Colorado flag is in the “public domain,” meaning it can be used by anyone, anytime, anywhere. So fly your Colorado flag high and wear your flag gear with pride.
The Colorado state brand, on the other hand, is a registered trademark that cannot be used without express permission from the state.
Why does the state need a registered trademark, you ask? One reason is the prevention of fraud. In an era in which we increasingly do business online, things like fraudulent license renewal websites, which are often branded with Colorado flag, can easily dupe citizens into sharing their credit card numbers and other personal information. While not foolproof, legal ownership of a brand can help the state reduce this type of fraud.
Another reason is budget. Despite having a state flag and seal, all 22 state agencies currently maintain their own unique brands, which results in a costly and confusing mix of logos, stationary, business cards, signage, etc. It is estimated that a unified brand could save some state agencies as much as $300,000 per year in marketing expenses. Multiply even a fraction of that number by 22 state agencies, and you can see how the new brand will ultimately save the state money.
A third reason is our reputation. A brand that embodies our state’s upward momentum will help Colorado attract talent, tourism and trade. As cities, states and countries around the globe become more marketing savvy, we are seeing increasing competition for businesses, students, entrepreneurs, athletes, investors, tradesman, farmers, travelers, etc. Those who thrive will enjoy healthy living conditions, economic stability, higher paying jobs, and a higher quality of life.
In Colorado, we have the benefit of great upward momentum – Colorado is already an amazing place to live. By being proactive now, we can market and position our state in a way that allows us to continue our upward momentum and provide a quality of life for our residents that allows them to live the life they want to live.