The Town of Blackfalds is hoping its new branding process will encourage residents and bring out the spirit of the community.

The current branding and logo were created in 1991 when the town had a population of around 1700 residents. Since then, Blackfalds has become the fastest-growing community in Alberta with a current population sitting close to 9,300 residents. 

Brand Development Committee Member and local business owner Heather Buelow says it's time for a refreshing look at how the community sees itself, and if people are happy with the current logo and branding materials. 

"It's going to be a slower progression to take the town and turn it over and re-brand. We do that to make sure the cost stays as low as it can," Buelow explained. 

"Our ultimate goal is to have everything approved and designed, ready to be rolled out with the opening of the new arena in 2021."

Buelow said there are existing problems with using the current Town of Blackfalds logo in terms of media redistribution and re-sizing for it to be used in other forms of marketing material. She said the size of the logo doesn't translate well to print or decals and this is another consideration why the logo should be changed. 

"I love Blackfalds. I'm very proud to have my business in this town. It's been here for 17 years. We have new families moving in all the time, and it's been over 20 years since we've had a branding face-lift. I think with all the changes that have happened over the years, it's due time. It'll be exciting and will bring more people, more businesses, more visitors, more travel into our town. It'll just make Blackfalds that much more appealing," Buelow said.  

The Committee will be conducting surveys from Jan. 20th-27th to understand how residents feel about the current logo and branding image. From there, they will begin gathering additional input from locals through interviews, focus groups, open houses and pop-up information booths at town events. 

Buelow said that having a unified messaging and a strong sense of identity will help to bring new business and development to the Town, and the process of creating this new logo and branding will help foster civic pride for residents. 

The survey will be available through the Town of Blackfalds website, beginning on the 20th.