Calgary has unveiled its new “Blue Sky City” logo, a project that will cost the city a hefty $4.8 million. 

The new design, which consists of red, blue, and yellow “C”s , aims to symbolize Calgary as a meeting point for diverse lands, cultures, and ideas, according to Mayor Jyoti Gondek.

“Our city has faced many challenges, but we are resilient and community-focused. Together, we can overcome and achieve anything,” said Gondek.

The logo will make its public debut on Friday at the First Flip, the kickoff event of the Calgary Stampede. 

However, the sheer cost of this rebranding effort hasn’t gone unnoticed. 

Alberta Premier Danielle Smith criticized the rebranding effort earlier this year, stating her preference for the old slogan, “Be Part of the Energy.” 

“I personally like Be Part of the Energy,” Smith said. “I thought it was really clever. Not only is it a reference to the energy sector but it conveys the vibrancy of Calgary.” 

Smith added, “Blue Sky City. That could be anywhere. Be Part of the Energy actually says something about the character and nature of Calgary.” 

Smith also noted that more than 200,000 people moved to Alberta last year, many to Calgary, suggesting the old brand was effective in attracting newcomers.

Calgary councillor Dan McLean also said there’s “no reason to spend $5 million.” 

Logo inspired by “beadwork”

The rebranding initiative has been in the works for over two years. In 2022, city council allocated $1.8 million to Calgary Economic Development, and $3 million to Tourism Calgary for the project.

“The visual identity was inspired by beadwork which captures Calgary’s story as a place of confluence where peoples, lands, cultures and ideas come together,” CED stated on its website, adding, “The Blue Sky City brand also serves as a reference to Calgary being the sunniest city in Canada with 333 days of sunshine each year.”

To date, $1.7 million has been spent on developing and rolling out the brand, with the remaining funds to be used over the next four years.