BRAND FOUNDATION
Here , it ’ s different .
This is our brand promise , and we always use it in a way that maximizes its impact .
Do Here , it ’ s different .
Don ’ t It ’ s different here .
Other guidance
• Flipping the order of a common phrase forces you to notice it and places the emphasis on “ here .” Techniques that make familiar phrases unfamiliar grab attention , engage and are more memorable .
• Remember : Show — don ’ t tell . The Children ’ s Colorado difference is something that must be felt and seen for it to matter to parents and caregivers .
• While it is our constant goal to communicate our differentiators , we reserve explicit use of our promise for persuasive copy . Use sparingly . This does not apply to its use in a logo lockup .
• Our brand promise is trademarked , and typically has a trademark symbol when given a graphic treatment and in logo lockups . In body copy , do not use the trademark symbol .
• In copy , it ’ s OK to play on the “ Here , ...” construction , but do so sparingly to maximize impact . For example , in a recruitment message , you might write : “ Here , a job isn ’ t just a job .”
Brand Guidelines 2024-08 9