Like many cities, states are branding themselves to compete for tourism dollars. Tourism generates $2.1 trillion in economic output and supports 14.9 million American jobs according to the U.S. Travel Association. Branding also helps states compete for businesses, students, entrepreneurs, athletes, investors, tradesman, farmers, etc.

These state branding efforts often lead to the development of slogans that are protected by federally registered trademarks. Federal trademark registration is not required, but it provides important legal benefits such as a presumption of nationwide validity and the right to use the ® symbol. Federal registration can also be instrumental in enforcing rights with Google; in obtaining user names on Facebook, YouTube and Twitter; and in combating other types of fraud and trademark misuse occurring online.

So which state has the best slogan? USA Today polled its readers this summer to determine the top 10 state slogans. This week, I will examine numbers 8, 9, and 10 in the rankings.

#10 - Colorado - IT'S OUR NATURE, U.S. Reg. No. 4,633,762

Colorado unveiled the IT'S OUR NATURE slogan along with a new logo last year:

The brandCOLORADO website explains the new logo and slogan:

The logo and slogan are intended to represent the state's world-famous mountains as well as Colorado's continued ascension in any number of categories, from business and innovation to agriculture and health. They were chosen based on how well they complement our state goals as well as the overwhelming response they received in surveys of thousands of people both inside and outside of Colorado, nationally and internationally. By highlighting our collective momentum, the logo and slogan capture the bold spirit that connects all Coloradans.

More details can be found in this nifty video:

#9 - South Carolina - SMILING FACES. BEAUTIFUL PLACES., U.S. Reg. No. 2,224,080

South Carolina has been known for its SMILING FACES. BEAUTIFUL PLACES. slogan for a number of years. Despite the popularity of the slogan, South Carolina will soon be known for being JUST RIGHT if state officials have their way. Last year, South Carolina rolled out the JUST RIGHT slogan to promote how its business friendly climate is "just right" for economic development.

#8 - MONTANA - MONTANA BIG SKY COUNTRY (and design), U.S. Reg. No. 3,088,977

Ever wonder why Montana is called "big sky country"? The Montana Chamber has answers:

Drive anywhere outside Montana's cities and it won't take you long to see why this state is often called 'big sky country.' The sky really does seem bigger when you can see miles and miles in any direction you turn or when the only landmarks that interrupt the pristine horizon are the white peaks of the Rocky Mountains or a graceful heard of antelope moving gently through the brush. It isn't hard to imagine why the first people who came to this place saw it as a land of great promise and opportunity. Who couldn't find themselves moved by the infinite expanse of deep blue sky over the fragrant reaches of the brush land or the side of one of the most beautiful mountains in the world? At night, anyone used to the bright lights of a city will be surprised by how many stars are scattered across the sky. All the wide open space makes Montana ideal for stargazing or watching for cloud shapes during the day. The next time you drive through Montana, take a moment to pause and truly appreciate the majesty of this big sky country, a sight you will be hard-pressed to find anywhere else.

Next week, I will continue examining the best state slogans. Stay tuned!

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