While Colorado’s mountains offer unparalleled beauty enjoyed by locals and visitors alike, those same mountains create immense challenges for motorists — especially semi-truck drivers. Our state’s high elevation, steep grades, extreme weather and diverse topography can create major problems for trucks, in particular those driving along the I-70 mountain corridor. When operating an 80,000-pound, 70-foot-long vehicle, the terrain along this treacherous corridor increases the likelihood of brake failure and other issues.
In the wake of a horrific runaway truck crash on I-70 in the spring of 2019, CDOT teamed up with the Colorado State Patrol, Colorado Motor Carriers Association (CMCA) and partners in the trucking industry on a safety campaign to inform and educate in-state and inter-state trucking companies and drivers on the challenges of navigating Colorado’s mountain highways. CDOT came to CIG in need of a logo and brand identity for the new campaign, called The Mountain Rules, as well as a media event to publicly launch the initiative. The catch? We had just three weeks to deliver.