After Rhode Island officials announced the state’s new “Cooler & Warmer” slogan on Monday, residents were, understandably, confused.
Cooler and warmer? Than what? At the same time?
The new logo is part of a $5 million branding effort from the state largely known for its small size, beaches, and hipster-friendly Providence. The slogan comes along with a new branded visual featuring a billowing sail in the wind.
“‘Cooler and Warmer’ is what RI is all about- an enticing, openhearted place to live, work and visit,” Rhode Island Gov. Gina Raimondo tweeted Monday.
“For too long, Rhode Island was inconsistent in telling our story,” the state’s new chief marketing officer, Betsy Wall, told WPRO, “and was not front and center in conversations that determine where businesses decide to grow and where tourists decide to visit.”
However, seeing as the words cooler and warmer are literal antonyms, the intended meaning of the new slogan was not immediately inferred by all Ocean State residents.
— Mark Searles (@NBC10_Mark) March 29, 2016
Honestly I'm fine with how terrible the new slogan is, we don't need any more tourists making the Dunkin line longer anyway #coolerandwarmer
— Kenzie Marsh (@kenzie_marsh) March 30, 2016
Meanwhile, other Rhode Islanders took it upon themselves to propose better slogans.
— Olneyville NY System (@OlneyvilleNYSys) March 29, 2016
RI spent 5$million dollars for a LAME LOGO. It's a "sail"called Cooler&Warmer. I submit my daughter's design! pic.twitter.com/JrhUgZ90hS
— Gloria Kennedy Fleck (@mssenator) March 30, 2016
— LenBino (@BinoTv) March 30, 2016
— WillGilbert1 (@WillGilbert1) March 29, 2016
— Katie Jean (@SuperKatieJean) March 29, 2016
WPRI reported Wednesday that the state spent $550,000 to develop the new brand, which included “extensive testing” of the “Cooler & Warmer” slogan.
In an interview with the Providence Journal, Wall (who was formerly Massachusetts’ tourism director) explained the new slogan was meant to connote a sense of a economically and culturally bright future.
“The juxtaposition of the two words kind of makes you think of contrasts and ideals, which could be seen as compatible and sort of supportive of each other,” she said.
Makes you think, indeed.