Entered by Daughter

For most of its history, Calgary’s civic identity was defined by a single image: the cowboy. While iconic, this one-dimensional narrative no longer reflected the lived reality of Calgarians. Research showed that 60% of citizens felt disconnected from the existing brand, and national perceptions were similarly limited. Calgary had evolved into a diverse, innovative, and globally connected city, consistently ranked among the world’s most liveable, one of Canada’s most entrepreneurial, and the country’s sunniest.

Yet the city’s visual identity did not capture this dynamism. At the same time, there was an urgent need to compete more effectively for talent, business investment, and visitors. Cities around the world are increasingly design-led in how they present themselves, using brand as a lever for economic growth, tourism, and civic pride.