City of Spruce Grove unveils its new brand

Inspired by vibrant parks and green spaces, a warm community spirit, and an active, welcoming environment, today the City of Spruce Grove unveiled a new brand that captures its exciting journey forward, while staying rooted in what matters most.

“It’s been over 20 years since our last brand update and what we’ve created truly reflects the story our residents shared with us,” said Mayor Jeff Acker. “A community that is welcoming, safe, and a place for all generations. It captures the pride people feel living and raising their families here and highlights Spruce Grove as the perfect blend of modern, big-city convenience and close-knit, small-town charm.”

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 celebrates our city as it currently is, while leaving room for continued growth.

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.

“This new brand celebrates everything that makes Spruce Grove special,” said Acker. “It reflects our warmth and community spirit but also positions us as a welcoming destination for business, investment, and economic opportunity. It highlights Spruce Grove as a place where people, families and businesses can all grow and thrive together.”

The new brand will be rolled out in phases, allowing the City to introduce the new brand elements while ensuring fiscal responsibility. Residents will see the new branding immediately on the City’s website, social media, and other electronic communications. Next, it will gradually appear on buildings, vehicles, signs, and equipment as part of regular maintenance and replacement schedules. Residents may see both new and old branding throughout the community during this transition phase.

Learn more about the brand and see the launch video at sprucegrove.org/NewBrand