Los Alamos Community To Rank Brand Straplines


Beginning at 5 p.m. today, Los Alamos residents will be able to choose their top two choices from a list of five brand straplines presented by branding consultant Atlas Advertising out of Denver, Colo.

The five brand strapline options are:

  1. All the Elements of Imagination (Atlas Advertising)
  2. Limitless Horizons (Atlas Advertising)
  3. Never Stop Questioning What’s Possible (North Star Destination Strategies (Brand Study Consultant, original list of options) 
  4. Peak Experience (Atlas Advertising)
  5. Where Discoveries Are Made (current community slogan) 

Per County Council direction at the Oct. 10 meeting, Options 3 and 5 were selected from a list that included seven straplines created by North Star during the Brand Study process, plus the community contest slogan winner, “Where Discoveries Are Made”. Options 1, 2 and 4 above are new straplines created by Atlas based on the public feedback received during their in-market visit to Los Alamos in May 2015.

A strapline (also referred to as a “tagline”) is one element of a place brand. It is typically a 3-5 word formal line of “copy” frequently placed below a logo. A strapline should summarize the unique aspects of a community, evoke emotion and last the life of the brand.

As prescribed in the County’s contract amendment AGR15-4150-A1 for Strapline Development and Selection Services approved by Council earlier this year, Atlas Advertising is on the hook to present to Council two straplines with logo concepts plus one logo concept with no strapline. Atlas is working with the County’s Open Forum process to solicit public feedback from residents, employers, employees, visitors and other stakeholders to consider in their selection of the top two straplines to present to Council.

The primary survey tool will be the Open Forum page available by going to the Home page of the Los Alamos County website at losalamosnm.us/ and clicking on the “Open Forum” tab under “Helpful Links.”

Residents will be asked to prioritize the list of five straplines (listed in alphabetical order), with special emphasis on ranking the first and second choice. Respondents will be given the option of selecting only one choice or none. An optional comment section is provided to encourage respondents to provide reasons for their selection. 

Those without access to a computer will be provided a paper version of the survey in the vestibule entrance of the County Municipal Building at 1000 Central Ave.

The public is encouraged to familiarize themselves with branding (in general) and Los Alamos County’s branding process to date through the following avenues:

  • Branding Initiative webpage on the Los Alamos County website, under Projects, then Council Projects here; and/or
  • Branding Initiative Information Binders at the Los Alamos County Mesa and White Rock libraries and at the Municipal Building.

For questions or comments about the Branding Initiative:

  • Send e-mails to brandinglosalamos@lacnm.us
  • Send written questions/comments to Los Alamos County, CEDD, Suite 150, 1000 Central Avenue, Los Alamos, NM 87544
  • Hand-deliver written comments to Suite 150 at the Municipal Building, Attention: Branding
  • Talk to a member of the County’s Branding Review Committee: C.J. Bacino, Ann Rafferty, Shannon CDeBaca, Dave Fox, Dave Jolly, Ryn Herrmann, Patrick Sullivan, Kurt Steinhaus, Harry Burgess, Julie Habiger, Charlie Kalogeros-Chattan, Anne Laurent, Greg Fisher and Kelly Stewart.

For more information, contact Los Alamos Branding Initiative Project Manager Kelly Stewart at kelly.stewart@lacnm.us or 505.412.3410.



ladailypost.com website support locally by OviNuppi Systems