Brand Blackfalds

Thanks to everyone who  provided input over the past 1.5 years on our new community brand!

Based on your responses, we are excited to introduce our positioning statement (what makes us stand out from other communities) and our brand story.

Brand Positioning Statement

Blackfalds - modern, active, fun - a vibrant community of young families, thriving businesses and outstanding recreation opportunities.

Brand Story

Blackfalds is a community of young hearted people with a shared enthusiasm for play. Experience our youthful vibe while you explore our trails and parks, take in family-friendly events, or enjoy your favorite sports and leisure activities. For parents with young children and the grandparents who chase them, for visitors who seek to discover fun, and for local businesses who promote the growth of a thriving community, Blackfalds is your place to play.

In order to be as cost effective as possible, visual representation options for this brand direction are being designed in-house and will be put out for public vote in August 2020. Stay tuned for your next opportunity to help shape the future of our community!

Highlights of the Define our Desired Brand Survey 

Highlights of the Logo & Slogan Testing Survey

Project Overview

The Town, led by the Brand Development Committee, is proceeding with community branding. Your input will help 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, colour palettes, images and supporting messaging. 

For more project detail see Recommendation from the Brand Development Committee to Undertake Community Branding that was presented to Council in September 2019. (Not all of the recommendations have / will be undertaken)

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.  A branding video series
  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.