Utah “Life Elevated” - Brand Guidelines
Excerpt:
The Tagline
The Utah experience can be summarized with two words:
Life Elevated
In Utah, you stand on top of King’s Peak looking down from nearly 14,000 feet and you are breathless. Or you stand at the bottom of a slot canyon in The San Rafael Swell, enveloped by rock walls, and look up 300 feet for a sliver of sunset. Utah is peaks and Utah is valleys. Utah is snow and Utah is sunshine. Utah is very red, yet it is also very white and green and a whole palette of color. Utah is Life Elevated.
Life Elevated is not just a slogan. It is not just a tag line. Advertising experts call it the expression of our brand voice. It is a summary of a wide range of Utah experiences that have the power to lift the heart and stir passions. It’s a quick, easy way to remember what Utah does best: put you on high ground and provide you with a new set of eyes. (…)
The Logo
Just as the tag line is an expression of our brand voice, the logo is our signature. It is a reflection of who we are. To be certain, it is our name: Utah.
The new logo looks like Utah. It is strong and bold. Its letterforms rise from solid footings and push upward just like rock formations all over the state. The letters form shapes that mirror our plateaus, our mountain tops, and our peaks and valleys. And the entire word draws itself out on an elevated plane giving it the subtle reminder of our brand essence and the promise to visitors: Life Elevated.
The arc that elevates the word Utah creates a perfect niche for the tag line so that the viewer always has a clean, simple reminder of our promise.
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Source:
Utah Life Elevated - Brand Guidelines [Pdf]
