Spruce Grove's new brand
Inspired by our vibrant parks and green spaces, warm community spirit, and family-friendly values, we are proud to introduce a new brand for the City of Spruce Grove.
A fresh new look and feel for Spruce Grove
Our city is growing, evolving, and thriving, and it's important that our collective identity accurately reflects who we are today and where we're headed in the future. The new brand draws inspiration from Spruce Grove’s abundant green spaces, with tree-lined trails and lush parks, highlighting our clean, welcoming, family-friendly environment, active lifestyle, and commitment to sustainable growth. It highlights Spruce Grove as a welcoming destination for business, investment, and economic opportunity; a place where people, families and businesses can all grow and thrive together.
Shaped by you
Development of the new brand began in 2024 with a comprehensive community engagement process that included focus groups, interviews, and more than 600 survey responses from residents, business owners, community leaders, City Council, and staff. This feedback was used to guide the creation of a bold new brand that is truly a reflection of our community; the people who live, work, play, and raise their families in Spruce Grove.
The logo is a nod to Spruce Grove’s beloved parks, trails, and green spaces.
Its spruce cone shape envelops a grove with a winding path, coupled with towering spruce trees to celebrate the spirit of an active community. The colour palette takes inspiration from the great outdoors, with shades of earthy green in acknowledgement of growth and hues of sky blue and golden wheat in celebration of a vibrant future.
Frequently asked questions (FAQ)
A brand is much more than just a new logo or a catchy slogan, it's the story of our community. A brand is a reflection of our shared values, history, and what makes Spruce Grove unique. It captures attention, tells a compelling story, and forms emotional connections with the community.
The City’s previous brand was developed more than 20 years ago, so it was time for a refreshed look and feel to capture our growth and transformation over the past two decades. It's important that our collective identity accurately reflects who we are today and where we're going. It's also a long-term investment in our community that supports economic development, tourism, attracts new investment, and helps foster community growth.
Yes, in fact the new brand is largely shaped by the feedback and input we collected from the community during a comprehensive engagement process that began in 2024. Focus groups, interviews, and more than 600 survey responses from residents, business owners, community leaders, members of City Council, and City staff were used to develop a bold new brand that celebrates our city as it currently is, while leaving room for continued growth.
No. The new brand will be rolled out in phases, which allows the City to introduce the new brand elements to the community in a way that is manageable and fiscally responsible. You'll see the new branding immediately on the City’s website, social media, and other electronic communications. Then it will gradually start to appear on buildings, vehicles, signs, and equipment as part of regular maintenance and replacement schedules. You might see both new and old branding throughout the community during this transition phase.
Yes, two, in fact! You'll see these taglines referenced in our communication campaigns, promotional materials, and in electronic and social media. They enhance our brand and highlight Spruce Grove as the perfect blend of modern, big-city convenience and close-knit, small-town charm.
Branch Out takes inspiration from our abundant spruce trees, and invites residents, businesses, and visitors alike to go beyond the big city lights of Edmonton to explore something different: the scenic parks, trails, and greenspaces of Spruce Grove, the warmth of our people, and the opportunities for growth.
Growing Strong is a nod to Spruce Grove’s continuous growth - beyond our important agricultural roots and into an evolved, mature version of our community that offers plenty of lifestyle and business advantages to explore. It tells audiences in just a couple of words who Spruce Grove is and what they can expect from it: a place that’s safe, strong, and welcoming.