Colorado has unveiled its first state brand in a bid to unify marketing, boost recognition, and foster economic development.

coloradoOne of six goals outlined in Gov. John Hickenlooper's "Colorado Blueprint," the new image -- a green triangle reminiscent of the state's iconic snowy peak license plate -- and new slogan -- "It's our nature" -- were officially revealed Aug. 29 at the Colorado Innovation Network Summit in Denver.

The creation of a state brand also gives Colorado greater control over its image. Hickenlooper lamented that the often used image of the state flag is in the public domain and has been co-opted by business like marijuana shops and escort services. The new brand belongs solely to the state, which can control its use.

“We have a state flag and seal, but until now Colorado has never had a unified brand,” said Aaron Kennedy, chief marketing officer for the state. “This brand will not only help Colorado attract talent and jobs, but also save public dollars by eliminating the need to manage individual brands for each agency and department in state government.”

The state said it is seeing cities, states and countries become more marketing savvy, boosting competition for attracting business, travelers, students and other coveted short-term and long-term residents. It added that the move could save hundreds of thousands of dollars a year in marketing expenses.

The state said several individuals and entities collaborated on the project, which was funded through the Colorado Tourism Office, Statewide Internet Portal Authority and pro bono services donated by agencies in the state. Agencies which contributed more than $1.5M in pro bono services included Atomic20, Egg Strategy, Karsh / Hagan, Linhart PR, LRXD, Made Movement, Oneric, Slice of Lime, Sterling Rice Group and Sukle Advertising and Design.

The Denver Post reported that the new brand took some lumps from PR pros, citizens and marketing pros after its debut this week. Eric Sonderman, founder of Denver PR shop SE2, called it "uninspiring and underwhelming."

Said Hickenlooper: "I knew we'd get clobbered."