State Branding

In 2011, the State of Colorado released a bottom-up plan for strategically evolving the economy. It was called the Colorado Blueprint. In it were six core objectives. One of them was a call to “create and market a stronger Colorado brand.” Businesses, educational institutes and government all promoted this objective. The brand would work to unify Colorado — making its government more efficient while attracting talent and businesses and promoting tourism. The green Peak was a direct result of this effort.

In 2019, newly elected Governor Polis led a refresh of the State brand system based on OEDIT’s outdoor recreation industry brand. The colorful new brand is owned by the State and is to be phased in as new materials are needed. The State retains the rights to the green Peak as well, which will be phased out over time.

The tree represents Colorado’s many natural resources and its outdoor spirit; the red symbolizes Colorado’s red soil and rocks; the yellow, its abundant sunshine and the wheat of its plains; the dual peaks represent the many mountains in the state, which provide critical water—represented by the rich blue base.