Does having a business in Colorado mean that you have to have mountains in your logo?

MarketingBrand StrategyVisual Brand Identity

Feb 26

As a business owner, you know that there are a few things that you need to have when starting a business — a business plan, a product or service, capital, grit, and a brand identity. And when it comes to your brand identity, your brand name, logo, messaging, colors, and overall vibe play a big part in how your audience perceives you, so it's important to get it right.

But let's be real for a second — have you noticed that every Colorado-based business has a mountain in their logo? Leaning towards earth tones and using the words peak, summit, or some other natural physical feature (ex, canyon) so much that it's funny. It's like there was a secret meeting where everyone decided, "You know what this state needs? More mountain logos!" And somehow, we all missed the memo that said, "Hey, maybe we could try something different?"

Let's play a quick game. Take a walk down Pearl Street in Boulder or stroll through RiNo in Denver. Count how many business logos feature:

A mountain (bonus points if it's clearly supposed to be the Flatirons)
The color scheme of earth-tone brown, forest green, and that specific shade of Colorado blue
The words "peak," "summit," "altitude," or "mountain" in their name
A pine tree (usually next to said mountain)
Some combination of all of the above that makes you wonder if they all used the same designer

Why Colorado Has Become a Business Owner's Promised Land

There are many reasons why business owners would choose to build a business in Colorado — perpetual sun (seriously, 300+ days of it), breathtaking mountains, sports (so many sports), and the unquenchable need for adventure. And we get it — we live here too. But the secret is out, and there are 5.88 million others who feel the same way.

The Colorado lifestyle has become more than just a way of living; it's become a brand in itself. And while that's awesome for tourism and selling overpriced hiking gear, it's created a bit of a problem for businesses trying to stand out. It's like everyone showed up to the party wearing the same outfit – a flannel shirt and hiking boots, metaphorically speaking.

The Real Cost of Blending In

Here's the thing about following the Colorado brand playbook too closely — you risk becoming just another ponderosa pine in the forest. When every business in your area looks like it could be featured in an REI catalog, you're:

Making it harder for customers to remember you specifically
Potentially limiting your market to the "outdoor enthusiast" demographic
Missing opportunities to connect with customers who might not identify with the mountain lifestyle
Spending money on brand design that doesn't actually differentiate you

And let's talk about that last point for a minute. Creating a brand is an investment – one that should pay off in recognition, customer loyalty, and business growth. But if your brand is just another mountain silhouette in a sea of mountain silhouettes, you might as well be throwing your marketing budget off the top of Pikes Peak.

Breaking Free from the Mountain Mindset

When building your brand, you need to work with a brand and design agency that understands how to build a brand that differentiates you from the rest. An agency that leans into data and research as much as it does creativity and heart. Because here's the truth: your business isn't successful because it's in Colorado. It's successful because of what you bring to the table.

Think about some of Colorado's most successful brands that don't rely on mountain imagery:

New Belgium Brewing (okay, yes, they have a bike, but not a mountain in sight)
Crocs (love 'em or hate 'em, they're uniquely themselves)
Chipotle (started in Denver, conquered the world, nary a peak in their logo)

How do you know which brand design agency is right for you?

1. They set you up to run your own sh*t

Ever get stuck with an agency that holds your website hostage? Yeah, that's some bullsh*t. If they're building your site on a platform that requires a PhD in coding just to update your hours, they're not thinking about you — they're thinking about their recurring revenue. eye roll

Remember that one time you needed to update your holiday hours, and it took three emails and two phone calls just to change a single line of text? Yeah, that's not how it should work.

At Fan Club, before we wrap up a project, we set you up to run your business independently:

A Squarespace website that you can actually manage (gasp)
All your brand assets are organized better than Marie Kondo's sock drawer — including logos in all colors and variations, typography files, and images in an organized digital file.
A brand guide that even your intern can follow
We also build social and marketing assets on platforms you feel comfortable using (like Canva).

2. They respect your time (and money)

Look, we get it. You're not trying to spend six months and your firstborn child on a rebrand. Time is money, and in the current economy, both are about as precious as finding a parking spot at Wash Park on a sunny Saturday.

You need someone who can:

Actually understand small businesses (because they are one)
Focus on your brand like it's the only one that matters
Move at startup speed, not corporate molasses pace
Get sh*t done without sacrificing quality

3. The Truth About Perfect vs. Progress

Here's something most agencies won't tell you: perfect isn't the goal. gasp We know, it's shocking. But hear us out.

Your brand is like a living thing – it needs room to grow, evolve, and occasionally try on a new hat. What you need is a strong foundation that can:

Flex and adapt as you learn more about your market
Scale with your business as you grow
Stay relevant even when trends change
Work across different platforms and mediums

4. They're not trying to make you look like REI's cousin

Just because you're in Colorado doesn't mean your brand needs to scream, "I CLIMB 14ERS BEFORE BREAKFAST!" Unless you actually do that, in which case, respect. But seriously, your brand should reflect your business, not just your ZIP code.

A good agency will:

Help you stand out in the sea of mountain logos
Create a brand that works from Denver to Dubai
Focus on your unique value proposition (not just your elevation)
Design for your audience, not the tourism board

The Future of Colorado Branding

Let's talk about where Colorado business branding is headed. Because spoiler alert: it's not more mountains.

The next wave of successful Colorado brands will be those that:

Embrace their unique identity beyond geography
Connect with customers based on values, not location
Use innovative design that breaks the mold
Tell stories that resonate beyond state lines

The bottom line? Your brand deserves better than mountain FOMO

Colorado is awesome – we're not arguing with that. But your brand needs to be more than just another peak in the Rockies. It needs to tell your story, connect with your people, and stand out in your market.

Think about it this way — if you moved your business to another state tomorrow, would your brand still make sense? Would it still connect with your audience? Would it still represent what makes your business special? If the answer is no, we need to talk.

Ready to build a brand that's as unique as that one person who doesn't own a Subaru? Let's talk. And we promise – not a single mountain silhouette unless you absolutely, positively need one. (But like, do you though?)

Remember, at the end of the day, your brand should be as unique as your business. Don't let the pressure to "fit in" with the Colorado aesthetic make you blend in when you were born to stand out. Unless you're actually a mountain guide service – then maybe we can talk about that mountain logo. Maybe.