Thursday, January 12, 2012

Rebranding won't stop

Posted By on Thu, Jan 12, 2012 at 4:09 PM


It feels like we've been talking about the city's effort to brand itself for a long time.

The Indy even sponsored its own contest to find just the right logo and tagline.

But the saga isn't over.

Today, the Community Branding Task Force announced that its Curator Team has chosen four finalists in their second stab at finding a logo. (The tagline "Live it Up!" they're sticking with.)

From the press release:

Due to the quality of the submissions, the Curator Team chose four finalists rather than three as was originally intended. The finalists are Mary Cukjati of Cukjati Brand Development + Creative, Troy and Sarah DeRose of Fixer Creative Co., Carol Stephenson of River Rat Design and Greg Barrington of Barrington Design Studios. Finalists were selected based on their logo portfolio, assessment of the brand strategy and a written statement about their approach to logo development.

The logo design project is a community-wide collaboration led by the Community Branding Task Force. Local designers were invited to submit proposals through a formal Request for Proposal (RFP) process. By the January 6, 2012 deadline, a total of 27 proposals had been received. The Curator Team, created by the Community Branding Task Force and consisting of marketing, branding, strategic planning, business development and graphic design experts throughout the region, met on Wednesday, January 11 to review the proposals and narrow down the field.

Christopher Schell, Vice President of Design Rangers and leader of the Curator Team, feels the team was successful in choosing the right candidates. “We received a wide range of submissions from outstanding local talent. It’s encouraging to see this level of participation from the creative community. The fact that we decided to add a fourth finalist speaks to the quality of our local design talent. Everyone is excited to kick-off the next phase where we’ll get to see the designers’ ideas in action. We’re one step closer to a new logo the community can be proud of.”

The Curator Team will review the finalists’ logo concepts and curate them against the brand strategy, which includes a brand essence of “Alive”, brand characteristics of “Vibrant”, “Exceptional” and “Rugged” and the tagline, “Live it up!” Top selections will be posted on in early February. The community will be invited, via various outlets including social media, to comment through a survey found on the site for one week after the logos are posted.

As the final step of the selection process, the Curator Team will review community input and make a final recommendation to the Branding Task Force. Upon selection of a top concept, the Curator Team, in conjunction with the Branding Task Force, will oversee the process of finalizing the logo and the usage guidelines document.

The process is expected to conclude in early March 2012.

About the Curator Team
This Curator Team was formed in response to mixed reviews of the original brand logo launched in mid November 2011. Members include John Pierce (U.S. Olympic Committee Managing Director of Marketing Services), Tom Hutton (University of Colorado at Colorado Springs Executive Director of Media Relations & Internal Communication), Christopher Schell (Design Rangers Vice President), Sherri Newell (Colorado Springs Utilities Chief Public Affairs Officer), Joseph Coleman (Blue Star & Nosh restaurants), Cheryl Farr (CSK Design Group Principal and Chief Strategy Officer), Amanda Mountain (Rocky Mountain PBS Regional Director and General Manager), Dermot Coll (United States Air Force Academy Associate Athletic Director), Arvid Wallen (Nav Press Creative Director and Corporate Brand Director) and Cari Davis (Memorial Health System Director of Communications and Marketing). Members of the Curator Team were not eligible to submit an RFP for consideration.

About the Community Branding Task Force
The Community Branding Task Force was created in March 2011 to move to the next phase of brand development for the destination that will position Colorado Springs and the region as a front-running community for economic vitality. The task force includes the City of Colorado Springs, Colorado Springs CVB, Colorado Springs Regional EDC, Greater Colorado Springs Chamber of Commerce, Colorado Springs Sports Corporation, El Pomar Foundation and Housing & Building Association of Colorado Springs.

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