"I despise it," said Alison Gagnon, 56, of Londonderry. "It's supposed to say Live Free or Die, nothing else. I love our state motto. It's not pretty, it's direct and that's how we are in New Hampshire."
Others, like Bob Gamlin, 88, of Londonderry, said low prices — not logos — that bring people to New Hampshire.
"I don't think the state should have spent a year and money on this," he said. "The slogan doesn't matter."
But some residents thought the new campaign would be successful, including Carolyn Lombard, 49, of Derry.
"How about Live Free and Relax?" she said. "I think it's going to work. I know when I see ads to come visit other states, I think 'Oh, I've never been there and I want to go.'"
She said the new logo represents the beauty of the state.
"I love the blue water and the green mountains," she said. "I'm from Massachusetts and it's so much calmer here. It's a great state."
Wayne McClain, 64, of Londonderry said he didn't love the slogan, but thought the goal was admirable.
"If it works to bring more people to the state, great," he said. "Tourist dollars, sales tax dollars, restaurant and hotel money, I hope it brings all that in."
Harnois said the money spent on the campaign is a long-term investment for the state.
"It's a goal of ours to make it as strong a campaign as the 'I Love NY' campaign or 'Pure Michigan' or 'Virginia is for Lovers,'" she said. "Those campaigns were all very successful and we see them as good role models."
New advertising will start this summer. The logo will be incorporated into the welcome and information centers and Welcome to New Hampshire highway signs.
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