Who designed the logo options?
These logos were designed by Apex Branding and Design,a professional design firm based out of Colorado Springs.
Implementation of a new logo can be pricey. How will this be paid for?
The majority of the rebranding project was paid for in 2019 when this project began. The cost for the project was minimal. However, when the pandemic hit in early 2020, public rollout of this project was put on hold due to the outbreak of the COVID-19 pandemic. In January of 2021, City resumed the rollout of the new logo in association with the refresh of the City’s comprehensive plan. The bulk of the costs for deploying a new logo is implementation - items such as vehicle wraps and wayfinding signage. We do not plan to implement this all at once but rather over the course of a few years as branded City assets naturally come due for regular maintenance or replacement.
Why are we changing the logo now?
This project was started in the second half of 2019 with the majority of costs being paid at that time.
The new logo came as a result of a conversation around strategic planning and how the City should position itself for advancing its 2019 - 2022 Strategic Plan in the future. At that time, the belief was new logo and color scheme reflecting the new strategic priorities for the City was in order.
A new logo, color palette, and supporting sub-identities for various unique City functions were created by the consultant (and paid for) in that same year. Due to the arrival of COVID and other considerations, that work was temporarily shelved.
The City is completing the adoption of the new logo as part of our 2021 Comprehensive Plan effort. The new logo and visual identity will be woven into the final deliverables for the plan. The City believes there is a natural nexus between the refresh of the comprehensive plan and the visual identity of the City.
Isn't the old City logo just a few years old?
The current City logo was approved and implemented in 2011 and 2012.