BY Armin

Alberta Scripts a New Story

At the risk of offending our Canadian readers I will say that I don’t know much about the province of Alberta, except the passing knowledge about their oil sands and the potential environmental dangers they pose. Apparently, I’m the exact target audience for the new brand launched by the Government of Alberta this week.

“We want to get the correct information out, deal with the misperceptions perhaps. And every time, you know, I watch the video, it gets me certainly emotional about, builds my passion for this province,” [Alberta Premier Ed] Stelmach said Wednesday.
— CBC News

The new identity and branding initiative will cost taxpayers $25 million over the course of three years as Alberta goes on a branding offensive, building on five months worth of quantitative and qualitative research. As far as the logo is concerned, here is what we know:

Alberta’s new logo has been developed to speak to the freedom to create and the spirit to achieve. Such a promise calls for a unique logo approach. It requires a signature that measures up to the Albertan attitude: open, aspirational, strong, dynamic, and genuine. The essence of people realizing possibilities inspires a signature with personality:

• The line weight is strong.
• The flow and movement in the writing style is dynamic.
• The openness of the letters is inviting and the treatment alludes to our mountains and our prairies.
• The handwriting implies that Albertans are creating and endorsing this brand, this province.

It’s actually not bad. My favorite part of the logo is how the “A” mimics the shape of the previous logo, making it evident that someone was paying attention. My least favorite part, however, is the square at the tail-end of the “a.” It serves no purpose and clashes with the free-flow of the script lettering. If it had somehow translated as a visual element in the application in other materials, maybe, but I didn’t see it do anything. So, if I kind of wish away that little square, this is a very satisfying design, being extremely fresh and sort of liberating. The old logo, which I had not seen before, is quite awesome and would probably sell like crazy on a ringer tee at Urban Outfitters.

Thanks to Steve Ross for first tip.

\n\nAt the risk of offending our Canadian readers I will say that I don't know much about the province of Alberta, except the passing knowledge about their oil sands and the potential environmental dangers they pose. Apparently, I'm the exact target audience for the new brand launched by the Government of Alberta this week.

Many thanks to our ADV @ UnderConsideration Partners