LETHBRIDGE - After two years of consultation, designing, and market testing, Lethbridge City Council has endorsed a new brand strategy.
Economic Development Lethbridge's Trevor Lewington says they're hoping to have an integrated approach to marketing the city.
"We've got all kinds of different groups, with all kinds of different identities and different messages and it gets confusing. So, if a city the size of Calgary can have a coordinated, integrated approach, we need to do the same if we're going to be able to compete."
The logo itself, with its own registered font, shows a pinwheel above the last two letters of "Lethbridge" coloured in blue, orange and dark yellow, and the words "brighter together."
"The pinwheel logo that's a part of it is to represent sun and wind and motion," said Lewington. "And of course, circles have very significant cultural implications for indigenous communities. So, it's to pay homage to all of those elements. The colour scheme is sort of a natural reflection of the environment around us: so that's the sky, the ground, the farmer's fields, all of those kids of things."
The words "brighter together" represent local post-secondary institutions, collaboration, one of the sunniest cities in the province, and the use of renewable energy sources.
It's not clear just how the new logo will officially be used yet, but Lewington is hoping it can potentially be associated with local tourism, possibly the airport, local industry and technology development.
"The city itself will decide how to use it when they're talking to residents and citizens and businesses here."
But Lewington says there's no timeline for implementation just yet.
"Right now, we're really looking at a very soft launch. We're really not planning to do anything formal until 2019. So that's a function of really giving us time to have conversation with all of the local stakeholders. And we're also looking at a potential grant program in the fall, to help do a big sort of launch with all of our partners. So, there's a bit of time required to put those things together."
There is no fee to use the logo, however Lewington says in the short term they're going to hold the brand standards tightly, so they can fully understand who wants to use it, how and when.
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