Blue Sky City: Calgary’s new brand announced by community partners
iStock by dan_prat
Calgary's community partners have come together at Calgary Economic Development's 2024 Report to the Community to share "Blue Sky City" – Calgary's new brand.
The new brand tells a story about Calgary being a city of blue-sky thinking and innovation — where peoples, lands, cultures and ideas converge. By celebrating the history and diversity of Calgary, it is designed to reflect all Calgarians.
The Blue Sky City brand also serves as a reference to Calgary being the sunniest city in Canada with 333 days of sunshine each year.
"We know Calgary is an incredible place to call home. We consistently get top ranks for livability, affordability and quality of life, but we haven't been able to clearly articulate this story to ourselves or people outside our city," said Brad Parry, President and CEO, Calgary Economic Development and CEO, Opportunity Calgary Investment Fund. "It's time to tell our own story or continue having others tell it for us. A strong, authentic and aspirational brand supports long-term growth and will align us around a shared vision for the future."
Research conducted by Calgary Economic Development and Tourism Calgary showed Calgarians didn't feel represented in the city's brand and those outside Alberta had a one-dimensional view of the city. In response, the two organizations, in partnership with the City of Calgary, undertook a process to identify a new brand that was reflective of all Calgarians.
To create a more inclusive and representative brand for the city, the business community, government, equity-deserving communities, Indigenous communities, youth groups, not-for-profits, community associations and arts groups were engaged in the process. This engagement was inclusive of a broad range of individuals, taking into account age, gender, ethnicity, sexual orientation and geographic location.
In total, 129 organizations across 26 sectors were engaged at every phase of the brand work through interviews, workshops, cross-country focus groups and surveys.
While the organizations released a new identity, it is only the first step in the brand rollout with a logo and other visual elements to follow, and each partner will integrate the new brand in their storytelling in the weeks and months to come.