The City of Lethbridge's new logo (City of Lethbridge)

By Justin Goulet

New Look

City of Lethbridge unveils new brand

Jun 22, 2021 | 10:01 AM

LETHBRIDGE, AB – The City of Lethbridge’s brand is being revamped.

To mark the 112^th anniversary of the completion of the High Level Bridge, the city is “bridging its past with an exciting future” by introducing new corporate branding.

Mayor Chris Spearman said, “as we rise up out of COVID-19, we need to be competitive.”

“We have to show up as the progressive, forward thinking community we are. This change is long overdue, and I look forward to seeing how this will help us consistently share the story of the amazing opportunities Lethbridge has to offer.”

The city says its brand is focused on four foundations: community, service, people, and success.

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Officials note that the visual aspects of the new branding combine the elements of “a progressive city with local perspectives while tying in the movement of the Oldman River, located in the heart of Blackfoot territory.”

Lethbridge’s City Crest, first created in 1907, will remain a part of the organization. The city says its use will return to its original intent as the official Coat of Arms for the Mayor and City Council.

In a release, it was noted that all other communication from the City of Lethbridge will transition to the new branding “when it makes operational and financial sense to do so”. Residents will not have to worry, either, as the new branding and implementation will be completed using existing budgets and will not have any financial impact on taxpayers.

Corporate Communications Manager, Tara Grindle, said that “along with building community pride, this new brand also connects with the proud public servants who work for the City of Lethbridge.”

“We all love this community and we see every day how resilient, innovative and creative Lethbridge is. This new modern look helps us reflect that to the rest of the province and all of Canada.”

The brand presentation can be viewed below.

The new look for the city’s branding aligns with other entities like the Brighter Together community brand and Downtown Lethbridge. The city stated that this will help market Lethbridge as the strong and connected community it is.

The release concluded that, “to know Lethbridge is to know that it is engaging and thoughtful, thinks before acting, and then acts with grit, grace and determination.”

“With a population of more than 100,000 people, Lethbridge boasts two world class post-secondary institutions, a thriving agricultural industry and growing technology sector. Home to amazing park space, an exciting arts and culture scene and a brand new, state-of-the-art leisure centre, there is no shortage of opportunities for visitors and residents alike.”

More information on the City of Lethbridge’s branding is available here.