Oregon Icons

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Posted by Joel on Tuesday, November 1st, 2005

BusinessWeek online had an interesting slideshow recently on how States like to brand themselves. Rob Giampietro and Kevin Smith, two New York based branding consultants, took a brief tour of several State logos and State Tourism web sites to critique just how the States themselves would like to be seen.

However, they did forget to include Oregon in their sample of State symbols. So, in their spirit, I thought I’d take up the challenge.

Travel Oregon

Travel Oregon

Misses the most critical opportunity in my mind. The first impression. Kind of looks like a beat-up old road sign to me. Reinforces the stereotype that Oregon is some kind of backwoods, hick state.

The tree icon is unclear, and could pass for some kind of jumbled road marking or perhaps even an arrow head or a fish carcass. Besides, the tree is the most overused symbol in this State’s pantheon of icons. Well, maybe after the salmon anyway.

Verdict: Thumbs down. Un-original.

Oregon. We love dreamers.

I’m not sure dreamers are the right type of tourists you want to attract to your State. I think of dreamers as like that kid who sat in the back of my high school class and stared out the window all day with a slightly catatonic expression. Is that really who you want visiting your backyard?

Does little to dispell the notion that Oregon is a state full of burnt-out hippies either.

Verdict: Thumbs down. Way off target.

Oregon Bounty

Oregon Bounty

Created to promote the State’s fall promotion encouraging visitors to try Oregon products. Maybe it’s me, and maybe because I’ve been watching too much of the Dog on A&E, but bounty is the wrong word. Why not Harvest? Bounty to me implies a State swarming with mulleted, tatooed ex-cons.

Verdict: Thumbs down. Negative connotations.

So what do you think? I’d be interested in what others thought of these three logos. How could the State of Oregon improve their image?