Colorado has a new brand and a new logo and slogan to brand itself with. Today, unveiled the image above as the new logo of Colorado, along with the slogan, "It’s our nature."

What do you think of it?

Here is what they say about the logo:

Like Colorado itself, our new logo combines the familiar with the unexpected. It draws clear influence from our world-famous mountains and beloved license plate. But its shape, an upward facing arrow with rounded corners, also serves as a symbol of Colorado’s momentum and a reminder of its friendly and approachable attitude. While our new identity certainly isn’t everything Colorado is, it will serve as a constant and consistent reminder of everything our spectacular state can be.

Here is what they say about the slogan:

“It’s our nature” is at the heart of Colorado’s new brand. Serving as the tagline, these three words symbolize the duality of our state—awe-inspiring scenery and life-loving people. It connects adventure with entrepreneurship, beauty with happiness and fresh air with creativity.

You can learn more about the new brand at, this wasn't an overnight design, it's been in the works for a year now. The video below kind gives you an idea of what they were going for with the logo and why.

Apparently one of the big arguments against the logo was people saying, "Why can't we just use the Colorado flag? They have answers for those naysayers here.

I'm...okay with with. I don't love it, but I don't hate it. Judging by the YouTube comments on their video the new logo seems to be a more polarizing than I would have guessed it to be.

Leave your thoughts on the new logo in the comments below.