Hey, Colorado Springs, live it up!
That’s the tagline behind the city’s new branding strategy, designed to capture the city’s character for locals and tourists alike: “Live it up!”
“Everywhere I go, people tell me how lucky I am to live here,” Mayor Steve Bach said Tuesday at the brand’s unveiling. “We need to remember that when we get a little down. Everybody wants our city to be successful. This brand expresses that.”
Coming up with those three simple words — and the exclamation point — was a painstaking, $111,000 process that began in May and involved hundreds of people and organizations, followed by research in order to make sure that what all those meetings came up with would actually play with the public at large.
“There really are three major challenges in putting this together,” said Doug Price, head of the Colorado Springs Convention and Visitors Bureau, which led the branding effort. “It had to be new, it had to be true and it had to differentiate us from our competitors.”
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