Tuesday, May 21, 2013
WeBranded: 'Live adventure'
by Chet Hardin
click to enlarge
- Ladies and gentlemen, your favorite logo design.
Jeff Gonyea and Robert Crum aren't natives.
Crum moved here from the Midwest about seven years ago. Gonyea settled here a year before that, after traveling the world with the Air Force. Both were attracted for the same reason. As Crum puts it, "I saw these mountains, and all this sunshine, and my family picked up and moved out here. It's just an awesome place to live."
The two combined their experiences and talents to produce both the winning logo design and tagline — "Live adventure" — for the Indy's "WeBrand the Springs" competition. Their submission, one of 10 finalists culled from about three dozen complete entries, was the convincing choice of 539 readers who participated in online voting.
The runner-up brand was William Miller's "Keep It to Yourself," while third place went to Sally Piette's "The Peak of Perfection." For slogans, Tisa Foster's "Good Living at its Peak" took second, and "Keep It to Yourself" took third.
Gonyea and Crum will split a $550 prize for the full branding, and $200 for the slogan. And they've earned it. Crum says they began working on designs right after the Indy announced WeBrand on Nov. 17, in response to the community backlash against the Colorado Springs Branding Task Force's "Live it Up!" campaign.
Crum, the design end of the duo, wrangled with the original constraints put forward by the task force: "I think that having constraints makes us better designers," he says, "even if we don't agree with them." Gonyea, more of the business guy, focused on attracting tourism.
"When Bob and I started doing concepts, we wanted to make sure that the mountains and the city were represented," says Gonyea. He adds, "That's one of the reasons that most of us live here, so that we can have a more outdoorsy sort of lifestyle. And a lot of people who don't live here, that's what they love when they come to visit."
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