Lessons in (re)Branding - Part 1

By Mary Cukjati, CEO/Creative Director

Should I? Shouldn’t I?

It is with trepidation that I wade into the fetid swamp of comments erupting from the new Colorado Springs visual and editorial identity. The dread derives from three factors:

1.  Cukjati qualified as one of the final branding firms in the competition for the work. I don’t want my comments to be taken as disparaging to Stone Mantel, the process or the respected people involved.
2. My western Kansas Quaker upbringing: I’m more comfortable working hard and serving my clients in the background noise of the community than speaking out publicly. And finally,
3. Comments on visual and editorial approaches to branding are entirely subjective often reflecting the individual’s bias more than anything. Does the uproar about the new Colorado Springs logo and tagline merit a comment?

Yes, I finally decided I should comment — because there are lessons to learn.