Alberta unveils new logo, and slogan: Freedom To Create, Spirit to Achieve

EDMONTON — The Alberta government has a new logo and slogan.

EDMONTON — The Alberta government has a new logo and slogan.

The new logo has a handwritten look and the slogan reads “Freedom To Create … Spirit To Achieve.”

It will cost taxpayers $25 million over three years and will include TV, radio and print advertisements.

All provincial letterhead, vehicles and signage will all be changed as well.

The aim of the campaign is to boost the province’s image.

Focus groups in Canada and the U.S. were consulted to help design the look of the campaign and wording of the slogan.

Alberta’s previous logo has been in place for close to 30 years and Premier Ed Stelmach said the decision to re-brand is about promoting the province’s tarnished oil industry.

“Deal with the misconceptions perhaps and every time I watch the video it gets me emotional and builds my passion for this province,” Stelmach said Wednesday

However, some residents said perhaps the money could have been better spent.

“It’s really nice and it’s a nice sentiment but there are so many more places that we need $25 million to go,” said Cynthia Hasenbein.

The Canadian Taxpayers Federation says the new ad should reflect all elements of Alberta.

“Don’t try to pretend that we don’t have the oilsands and we simply are just a bunch of parks and people who are out there to achieve and create or whatever the words were,” said Scott Henning.

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