CoLOGOrado

Okay, so I tend to be resistant toward rebrandings, which as often as not appear to be hey, we have to justify our existence, so let's create a new brand kind of efforts.

But that said, I really don't think this is all that bad.  It's distinctive, it's easy, it will scale nicely, and it does capture the unique Colorado license plate feel.  I very much like our state flag, but, as the article notes, it didn't actually show much association (for non-Coloradoans) with the state itself.  

The slogan ("It's our nature") is a lot less interesting, and is more easily replaceable.

While I might have resisted this particular effort, reading the comments to the newspaper article — negative in the most bombastic, vitriolic, and shallow way imaginable — actually convince me that it's a worthwhile effort.