atgilchrist
03-26-2009, 12:02 PM
Well, that was money well spent.
http://i294.photobucket.com/albums/mm105/atgilchrist/1430473.jpg
http://www.calgaryherald.com/Province+passed+several+designs+million+rebranding+effort/1431203/story.html
Before it settled on its new handwriting logo, Alberta was testing a chubby-sized ‘A,’ a straightforward lower-case look, a hyper-stylized rainbow name and a rigidly angular font that focus groups found “more corporate” than a province should be, branding research shows.
The province’s Public Affairs Bureau formally released the new provincial brand Thursday, which cost taxpayers $4 million to develop.
“Alberta Advantage” has been scrapped in favour of “Freedom to Create. Spirit to Achieve.” The longstanding Alpine-style logo has been traded in for the handwritten “Alberta” that people in a Harris/Decima focus groups in Toronto and here found suggested a “dynamic, diverse, open, young, modern, contemporary, and forward-looking” image.
“Some felt the ‘a’ and ‘l’ depicted mountain peaks, one of the most emotive characteristics of the province. The open ‘a’ at the end, suggests an open, welcoming Alberta,” said the study, released on a government website.
That study suggests the other logo options didn’t go over as well.
People liked the cursive rainbow-hued logo’s casual nature, but didn’t find it serious enough and the colour scheme was off-putting.
The big A looked like something a “technology enterprise” might concoct, while the other two that were focus-grouped were deemed to be cold and corporate.
The new image is part of a $25-million rebranding effort, designed to draw tourists and investment but also battle against Alberta’s image as an environmental shipwreck because of its resource sector and oilsands.
Print ads and promo videos are also part of the campaign. The video portrays Alberta as culturally progressive and embracing of diversity, and full of vibrant natural landscapes.
Critics inside and outside the province have criticized what they see as a propaganda push to counter the province’s environmental record on greenhouse-gas emissions and conversion of boreal forest to industrial site, an also a costly effort at a time when the province is back in deficit territory.
© Copyright (c) The Calgary Herald
http://i294.photobucket.com/albums/mm105/atgilchrist/1430473.jpg
http://www.calgaryherald.com/Province+passed+several+designs+million+rebranding+effort/1431203/story.html
Before it settled on its new handwriting logo, Alberta was testing a chubby-sized ‘A,’ a straightforward lower-case look, a hyper-stylized rainbow name and a rigidly angular font that focus groups found “more corporate” than a province should be, branding research shows.
The province’s Public Affairs Bureau formally released the new provincial brand Thursday, which cost taxpayers $4 million to develop.
“Alberta Advantage” has been scrapped in favour of “Freedom to Create. Spirit to Achieve.” The longstanding Alpine-style logo has been traded in for the handwritten “Alberta” that people in a Harris/Decima focus groups in Toronto and here found suggested a “dynamic, diverse, open, young, modern, contemporary, and forward-looking” image.
“Some felt the ‘a’ and ‘l’ depicted mountain peaks, one of the most emotive characteristics of the province. The open ‘a’ at the end, suggests an open, welcoming Alberta,” said the study, released on a government website.
That study suggests the other logo options didn’t go over as well.
People liked the cursive rainbow-hued logo’s casual nature, but didn’t find it serious enough and the colour scheme was off-putting.
The big A looked like something a “technology enterprise” might concoct, while the other two that were focus-grouped were deemed to be cold and corporate.
The new image is part of a $25-million rebranding effort, designed to draw tourists and investment but also battle against Alberta’s image as an environmental shipwreck because of its resource sector and oilsands.
Print ads and promo videos are also part of the campaign. The video portrays Alberta as culturally progressive and embracing of diversity, and full of vibrant natural landscapes.
Critics inside and outside the province have criticized what they see as a propaganda push to counter the province’s environmental record on greenhouse-gas emissions and conversion of boreal forest to industrial site, an also a costly effort at a time when the province is back in deficit territory.
© Copyright (c) The Calgary Herald