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• Name, Logo Explained

Overview

The following discusses the images that inspired the development and selection of our new family name and its graphical representation.

Clear Sky

Colorado Springs is known for its estimated 320 days, annually, of clear skies. “Blue sky” also connotes the hope and optimism we engender in our clients. 

Mountain

The mountain represents our geographic landmark – Pikes Peak. The summit symbolizes the goals of personal growth and wisdom that require stamina and dedication for attainment.

Aspens

Colorado is known for its Aspen trees (Populus tremuloides), a deciduous tree native to cooler areas of North America. The species is referred to the Quaking or Trembling Aspen – names deriving from its leaves which flutter in the breeze.

The Aspen tree rarely flowers. Instead, it reproduces and proliferates through its roots to form large groves. Because of this, Aspens are particularly resilient. After a catastrophic event – such as a fire or flood – Aspen trees are the first growth to appear.

The Aspen root system is organic, complex and life sustaining. The roots, unseen, engender the growth of the tree and the life of the forest. The roots ensure that all trees thrive.

In many ways, the trees represent our clients. The roots represent their support systems – family, friends, and caregivers.

It is for these reasons that this image is appropriate to us as we grow into a single, organic system of life-sustaining care and support.

The Logo

Our logo is composed of a wordmark and three watercolor swashes. These elements are always used together. Our logo is intended to be centered – although circumstances may require its use flush-left. (It should never appear flush-right.)

Our logo’s aspect ratio (its height-to-width) is 62.14%.  This – as opposed to a side-by-side represention of our name – is intentional. The closer this ratio approaches two-thirds (all other things equal), the stronger the wordmark. As needed, we are able to reduce the size of our logo without adversely affecting its readability.

The Wordmark

AspenPointe (one word in text) is based upon the typeface, Trajan Roman, an old-style serif typeface designed in 1989 for Adobe. It was selected for its dignity and permanence, and its many subtle characteristics (such as the open “P”).

The typeface is based on the letterforms of capitalis monumentalis or Roman square capitals, as used for the inscription at the base of Trajan’s Column from which the typeface takes its name. Since lowercase forms were not in use in Roman times, Trajan is an all-capitals typeface, though small caps (as used in our wordmark) are commonly used.

Kerning (the white space among the letters) is handadjusted – again to strengthen the wordmark from a viewing distance.

Serifs on the Aspen “A” and the Pointe “P” are connected. This speaks to the one-word nature of our name. It also conveys connectivity – as we strive toward seamless integration of our services, our organizational philosophy, and our cultures.

It is both left- and right-justified for aesthetics and convey balance.

The wordmark is printed in Pantone Blue (072) – selected for its softer, more feminine appeal, over black.

Watercolor Swashes

Our logo features three watercolor swashes above the wordmark – in Pantone Blue (072), and Pantone Process Green and Yellow. These handdrawn swashes convey our organization’s “human touch.” The swatches also represent the mountain/Pikes Peak (blue) and our Aspen trees – as both new growth (green) and the opportunity of change (yellow).

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