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Bridging our past and our future

On the 112th anniversary of the completion of Lethbridge's iconic High Level Bridge, the City of Lethbridge is bridging it's past with an exciting future by introducing a fresh, new brand. This change will help build community pride while attracting new visitors, investors, businesses, students and residents.

"As we rise up out of COVID-19, we need to be competitive. We have to show up as the progressive, forward thinking community we are," says Mayor Chris Spearman. "This change is long overdue and I look forward to seeing how this will help us consistently share the story of the amazing opportunities Lethbridge has to offer."

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. The City of Lethbridge's brand is built on four foundations: community, service, people and success. 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.

The well-recognized City Crest, created in 1907, will remain an important part of the organization. Its use will return to its original intent - the official Coat of Arms for the Mayor and City Council. All other communication from the City will transition to the new branding when it makes operational and financial sense to do so. The new branding and implementation will be completed using existing budgets and will not have any financial impact on tax payers.

"Every organization has to grow and evolve," says Tara Grindle, Corporate Communications Manager for the City of Lethbridge. "Along with building community pride, this new brand also connects with the proud public servants who work for the City of Lethbridge. We all love this community and we see every day how resilient, innovative and creative Lethbridge is. This new modern look helps us reflect that to the rest of the province and all of Canada."

The creation of the City of Lethbridge corporate brand was built on strong community and stakeholder research already completed through the development of the Lethbridge community brand in 2018. The new look creates unity by aligning with other entities like the Brighter Together community brand and Downtown Lethbridge. This cohesiveness will help market Lethbridge as the strong and connected community it is.

To know Lethbridge is to know that it is engaging and thoughtful, thinks before acting, and then acts with grit, grace and determination. With a population of more than 100,000 people, Lethbridge boasts two world class post-secondary institutions, a thriving agricultural industry and growing technology sector. Home to amazing park space, an exciting arts and culture scene and a brand new, state-of-the-art leisure centre, there is no shortage of opportunities for visitors and residents alike.  

For resources and to learn more about the story of the new City of Lethbridge brand visit

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