Brand Blackfalds

Brands have the power to connect deeply with people and bring about change.

Here’s how you can get involved!
Between January and July, there will be many opportunities for your input. The first opportunity is providing your feedback on the current Town logo and tagline.

Complete a short survey from January 20 – 27, 2020 or request an individual interview by contacting communications@blackfalds.com or 403.885.6246.

All responses are confidential and participants may enter to win an Abbey Centre gift card, Town swag and more.

Project Overview

The Town, led by the Brand Development Committee, is proceeding with community branding. Input from residents, businesses and stakeholders will shape the future of our community and the culture of the municipality. 

Our brand will communicate the essence of our community, telling our story and aligning perception with reality. The brand may include a logo, tagline, colour palettes, images and supporting messaging. 

An effective brand will:

  • Distinguish Blackfalds from other municipalities
  • Create strong civic pride
  • Foster a prosperous business climate
  • Attract visitors and new investment to the community

Project steps include:

  • Internal brand audit and public testing of existing logo and tagline 
  • Community engagement to identify desired future 
  • Design visual representation options for desired future 
  • Public selection of brand direction and Council adoption

For more detail including timelines and budget,  see Recommendation from the 2019 Brand Development Committee to Undertake Community Branding in 2020 Report that was presented to Council in September 2019.

Background

Blackfalds' current logo and tagline were created in 1991, before the Internet and cell phone and when the community had only 1770 residents.

In 2018 the Town of Blackfalds Economic Development & Tourism Advisory Committee (EDTAC) recommended that the Town undertake branding. In early 2019 Council approved undertaking research and learning on branding via:

  1.  Branding videos from the Destination Development Association 
  2.  Research and resource gathering
  3.  Facilitated workshop for Council and key stakeholders

110 community stakeholders attended video and discussion sessions between March – May 2019.  Participants developed a shared understanding of branding and were introduced to varied perceptions of the community. 

  • After the initial sessions, 75% of attendees supported community branding being a priority for Blackfalds now and wanted to learn how to undertake it
  • Following the second series of sessions:
    • 80% of attendees wanted to form a Brand Committee to help move branding ahead
    • 67% of attendees wanted community input on branding to take place in 2020
    • 60% of attendees wanted community input done with Town staff resources and use outside help to design options for the visual part of the brand.

The Brand Committee attended a 2-day workshop on public sector branding with Council in July 2019, undertook additional research and in September 2019 presented their recommendation to Council to proceed with community branding in 2020. 

Council approved the 2020 budget that provides the project funding in November 2019.