Colorado rolls out state logo

Colorado is rolling out a state brand that officials hope will increase tourism and economic development.

The new logo with a snow-capped green mountain and a new slogan, “It’s our nature,” is being unveiled Thursday. The logo itself is dubbed the “Peak.”

Colorado marketing director Aaron Kennedy, the founder of Noodles & Co., drove the year-long effort to develop the brand after getting feedback from people statewide. He says the new logo builds from the state’s license plate because many identified Colorado with it. It also incorporates one of the state’s main attractions – the mountains.

It cost $1.1 million in private donations and $1.5 million in pro-bono work. State agencies will transition to using the logo within the year and Colorado companies will also place it on products.