For the Love of Lethbridge
The City of Lethbridge's new brand, introduced in the spring of 2021, was motivated by the desire to build community
pride while attracting new visitors, investors, businesses, students and residents. The visual aspects of the brand
combine the elements of a progressive city with local perspectives while tying in the movement of the Oldman river
located in heart of Blackfoot territory. These all work together to tell the City of Lethbridge story. Lethbridge is
Alberta's blueprint for success, the solution that integrates community strength, strong roots, ingenuity,
opportunity and purpose-built to serve and grow an evolving community.
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