story by Christina Waldner
Not just a logo, a strong brand elicits certain feelings in people when they see those brand elements. The Town of Crossfield’s new brand, revealed in November 2019, is intended to present Crossfield as a heritage town which is friendly, warm, vibrant and welcoming.
“Council wanted to capture a vibe that retained the heritage feel of the current logo, but also communicated a growth mindset and captured the warm, friendly nature of Crossfield,” said Norma Lang, economic development manager.
Residents told the Town they wanted the new brand to reflect Crossfield’s western heritage. Crossfield’s new brand promise is, “celebrating our future, embracing our past,” and all elements of the new brand have been designed to visually communicate this promise.
The new logo uses a western-style font, and pays homage to the town’s future while embracing its vibrant past with the inclusion of a rising sun. Four colours – navy blue, gold, grey and a warm medium blue – have been carefully chosen to reflect Crossfield’s professional but warm and welcoming attributes.
A brand guide, which includes a writing style guide, provides Town staff with the tools to use the new brand consistently, across all platforms – in marketing materials, advertisements, on the Town’s website and on social media.
If the new logo doesn’t exactly look brand new, it’s because elements of it were used by the Town’s economic development department while executing a strategy for attracting new business to the town in 2018/19.
“Council directed us to move forward first with creation of an investment readiness profile and materials to help market Crossfield as a place of opportunity for business and for new community members,” Lang said.
Building on the “This is Crossfield” campaign, consultants Factor Five developed a full new brand identity for Crossfield. The design of the new logo, as well as the colour palette, icons and style of writing included as Crossfield’s new brand identity, came after months of work and significant consultation with the community.
“We got loads of help from residents, who responded to two formal calls for input at community engagements staged throughout the course of the project,” Lang said. “Over the course of 10 months – and with much community feedback – the brand evolved into the version council adopted in late 2019.”