^to Table 5
I agree. Like businesses, there are cities that have great brands and are just able to stick with them. For smaller/lesser established ones, that’s where you run into never ending cycles of rebrands or direction refreshes. Everyone is just trying to gain some sort of competitive advantage. When one doesn’t stick, on to the next.
I like the design because it does pull in that indigenous aspect of Calgary, and I like the slogan because it really appeals to that way of thinking that startups and younger entrepreneurs covet.
Overall though, it’s just nice. It’s not cohesive, which is a problem, and doesn’t stand out in a way that people can really say “yeah, that’s what it’s all about.” Most cities aren’t unique, but when you think of cities, you usually think of cities that nailed the branding better than the ones who didn’t.
Calgary has two options, imo.
- Embrace the western/indigenous heritage, like you said. Take the Stampede and make that your entire identity. Country music and the best country bars in Canada, rodeos, blah blah blah.
- Embrace the gateway aspect. Be the place that is one step away from the mountains, from Banff, from outdoor sport and all those tourism aspects. Lean into that mountain town away from the mountains idea.
The first option is what I would’ve pushed. You can still be progressive, fresh, and appeal to young people while embracing that “Stampede city” mentality year round. The longer Calgary tries to run away from or outthink what Calgary really is, the longer they’ll come up with these things are fine but ultimately doomed to fail.
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