History

This presentation, titled "History of Edmonton's Place Brand," was created by Edmonton River to trace the natural, cultural, and municipal history of Edmonton's identity and propose an authentic visual identity system that works as a place brand for the city.

Key Themes & Slide Breakdown

Glacial & Natural History:
Begins with the formation and abrupt draining of Glacial Lake Edmonton, which carved out the region's landscape. It also details the historic bison migration corridors across the river valley.

Indigenous Origins:
Highlights Edmonton’s original identity as amiskwacîwâskahikan and a pehonan (a traditional gathering and waiting place for trade, ceremony, and community among the Cree, Dene, Métis, Blackfoot, Saulteaux, and Nakota Sioux).

Early Settlement to Capital:
Covers the establishment of Fort Edmonton, the 1883 settlement plan, and its designation as Alberta's capital in 1905.

River Valley Protection:
Notes landscape architect Frederick Todd’s 1907 vision urging the city to preserve its river valley as a parkland.

Evolving Civic Symbols:
Details the evolution of Edmonton's heraldry, coat of arms, corporate logos, and flags from 1949 through the 1990s and 2010s. It includes pop-culture riffs, artistic parodies, and community flag competitions.

The "Slogan & Campaign Rollercoaster":
Demonstrates a long history of short-lived, top-down branding initiatives that were often met with public pushback or eventual abandonment:

Failed/Short-Lived Campaigns:
"Official Host City for the Turn of the Century" (1987),
"Take a Fun City Alberta Break" (1991),
"It's Cooler Here" (2005),
Gateway pyramid sign project (2006).
City of Champions: Erected in 1987 following sports triumphs, removed in 2015, and repeatedly targeted by grass-root reinstatement campaigns and sign pranks.

Economic & Civic Initiatives:
Covers Make Something Edmonton (2013), Transforming Edmonton, regional marketing via Edmonton Global / YEG Metro, Meet Me Downtown / Marvin the Meatball (2023), and cancelled public projects like the Prairie Sky Gondola and the Walterdale Bridge artwork.

The Fragmented Present & Proposed Solution:
Top-Down Marks: Summarizes how decades of top-down logos and civic organizations sunset, rebranded, or vanished, leaving behind a fragmented visual identity.

2025–2026 Rebrand Mandate: Cites recent feedback from the City's Economic Action Plan and 2026 strategic direction (under Mayor Andrew Knack and City Manager Eddie Robar) calling for a unified, co-created place brand.

Edmonton River Proposal:
Offers the Edmonton River concept as an authentic, accessible, and adaptable place brand designed to be shared by anyone - citizens, businesses, government, etc.

Transcript

1. History of Edmonton’s Place Brand From the Edmonton River Team www.EdmontonRiver.com
2. Edmonton’s Glacial Origins Glacial Lake Edmonton formed when the last glaciers stopped advancing and the 1 km (.6 miles) thick ice began to melt. For nearly 100 years, Lake Edmonton, about 50 to 100 feet (15 to 30.5 metres) deep, was contained on three sides by ice walls. It is believed that the huge lake drained abruptly. A thousand times the volume of water the North Saskatchewan River now carries in a day, rushed down through the Gwynne Outlet, near what is now the International Airport south of the City of Edmonton. It carried huge icebergs three stories high. After Lake Edmonton drained, the narrow gouges in the landscape, left behind by its abrupt passing, created a series of long, sinuous lakes… from Living in the Shed, Bilie Millholland, 2015
3. Indigenous Origin of Edmonton “Edmonton was born at Rossdale Flats as a gathering place for Indigenous peoples 8,000 to 10,000 years before Europeans came. It was a “pehonan”, or waiting place, that was a centre of trade, celebration, and ceremony. The flats are rich in history, stories, and spirit waiting to be brought into being. Lewis Cardinal Spirit of Edmonton 11/2011 Sacred is the only word to describe the full depth of this land.”
4. The pehonan was a place where the people honoured and respected each other while waiting for trade, ceremony, and celebration. A place where a diversity of nations once gathered. The peace and harmony that brought tranquility here is why Edmonton is a place of gathering in friendship and trust. Lewis Cardinal Spirit of Edmonton 11/2011 IKWC Video: https://youtu.be/5f1Q1yxf6qs
5. Old North Trail
6. “Bison are absolutely foundational to who we are as Métis people.” Juanita Marois, CEO, Métis Crossing
7. Fort EdmontonFort Edmonton was rebuilt in 1830 by the Hudson’s Bay Company, as painted by Paul Kane, and was named after an estate near London, England belonging to the company's Deputy Governor
8. Charcoal sketch of Fort Edmonton made around 1867 showing its location near where the Alberta Legislature sits
9. Photograph of Fort Edmonton overlooking the river in 1870 Fort Edmon ton,
10. First Map of Edmonton (1883)
11. Edmonton became a city in 1904 and was celebrated as Alberta's capital in 1905
12. In 1907 Frederick Todd urged the City to protect its river valley ‘Edmonton is “situated in the center of an extensive country rapidly grown in population and wealth, possessed of almost unlimited resources for manufacturing, and with a location admirably adapted not only for the building of a great city, but a city of great beauty and attractiveness...” Frederick G Todd (1876-1948) Canada’s first landscape architect https://www.csla-aapc.ca/society/ frederick-gage-todd “Not only is Edmonton situated in the centre of a large and remarkably fertile district, but the fact that it is also the capital of an immense province whose future greatness is only beginning to unfold, renders it necessary that it shall also be the center of all those things which are an index of man’s highest intellectual attainments, and that it must be a city which will reflect the dignity, stability, and good taste of its citizens” “A crowded population, if they are to live in health and happiness, must have space for the enjoyment of that peaceful beauty of nature — which because it is the opposite of all that is sordid and artificial in our city lives — is so wonderfully refreshing to the tired souls of city dweller; therefore most of the large cities have provided themselves with parks and large open spaces to be used as parks when necessity requires...’
13. Edmonton: Gateway to the North https://albertaaviationmuseum.com 'Wop' May, Edmonton, ~1920-23
14. Edmonton: Oil Capital of Canada Leduc No. 1 Strike was discovered in 1947, operated until1974. and was deemed a national historic site in 1986 for the impact it had on Canada’s oil industry.
15. Klondike Days celebrating the Gold Rush in Edmonton from 1964
16. Winning design by R. B. Mackenzie was adopted by Council in 1949. The City invited the public to submit designs for the city crest in 1948 for a prize of $150. It depicts a river, wheat sheaf, sun, winged wheel, fur trader with a Métis sash, and the goddess of wisdom, Athena. The mace symbolizes the city’s role as capital of Alberta.
17. Norman Yates, Professor, University of Alberta, designed the original Flag of the City of Edmonton, which was adopted in 1966
18. The City then modified Norman’s design
19. The City was granted its Coat of Arms in 1994 Creators: Conceptualized by Robert D. Watt, Chief Herald of Canada, with the assistance of the heralds of the Canadian Heraldic Authority. Painter & Calligrapher: Joan Bouwmeester https://www.gg.ca/en/heraldry/public-register/project/626
20. The City then trademarked their rendition The City’s trademark application in 1995 included Old English Blackletter font, which was used by Johannes Gutenberg to print the Bible in the 1450s.
21. Artist Raymond Biesinger designed a humorous version "This is a 2006 mangling of Edmonton's civic crest. The city's mantra (“Industry, Integrity, and Progress”) was ditched for the first few ridiculous words I could think of. Placing the pioneer's head in Minerva's arm seemed like a good idea, and that gave space for a Soviet flag reflecting one of Edmonton's nicknames, “Redmonton.” Minerva lost her book of wisdom, a wine bottle and handgun was added, a “Flammable” logo replaced a rising sun." https://www.vividprint.ca/raymond-biesinger-edmonton-civic-crest.html
22. Local designer Salgado Fenwick created a version of the coat of arms using the magpie, hare, beaver, bison two sturgeon, High Level Bridge and city skyline. https://www.facebook.com/ SalgadoFenwick/
23. People submit 113 new Edmonton Flag entries that replace the crest
24. City Council agrees to adopt a new City Flag but then aborts the process
25. City designs its Logo in 1976 Trademarked in 1993 with the ITC Serif Gothic font made famous in the Halloween horror film, And a new identity was born:
26. City Logos Converge Hunter Tura, CEO, Bruce Mau Design, critiqued the City of Edmonton Logo : “There’s really not much to admire here: the vaguely ‘Mary Tyler Moore Show’ typography doesn’t exactly express the vibrancy of a city that’s on the vanguard...” City asks citizens for new imagery in 2013. Edmonton River design is trademarked in 2014 & is shared with the City & Mayor. City updates its corporate logo in 2016. This modernization yielded a shared visual baseline for the corporate and citizen-led brands, ensuring seamless co-existence.
27. City Encourages Local Makers to Contribute City launches in 2013 Edmonton River joins as requested, providing Edmonton place brand imagery and bespoke products. Edmonton River supplies and validates premium local maker merchandise in regional markets since 2016. The City transfers the Edmonton Made directory to Edify Magazine, successfully moving local product promotion entirely into the community sector.
29. Edmonton Tourism’s logo in 1987: “Official Host City for the Turn of the Century”
30. Edmonton Tourism’s campaign in 1991: “Take a Fun City Alberta Break”
31. Edmonton explores new logos
32. Edmonton Tourism launches the “It’s cooler here” campaign
33. City debates signage & selects winner in 2006
34. But stops due to public outcry & costs
35. People express nostalgia for our old city signage. facebook.com/oldcanada
36. Edmonton.com website is refreshed in 2007 The logo mark includes a stylized, golden “e”
37. Edmonton.com is Revamped in 2008 and again in 2009 with a FRIENDS TV SHOW font
38. Edmonton.com is Revamped in 2013 with EEDC CEO Brad Ferguson launching IMPACT
39. Impact Meeting News in 2014 New logos: Old logo Brad Ferguson, President & CEO, Edmonton Economic Development Corporation, presenting at Impact https://blog.mastermaq.ca/2014/01/25/eedc-looks-to-deliver-monumental-value-with-new-energy-identity-and-purpose/
40. Edmonton.com site then reflects the skies
41. Edmonton.com Revamp in 2020 Depicting northern lights and dynamic imagery
42. Edmonton.com redirects to ExploreEdmonton.com
43. Klondike Days Rebranding Proves Controversial 2006 2013
44. City of Champions launches in 1987
45. City of Champions Signs are Removed in 2015
46. People Fill in the Gap with New Slogans
47. Citizens Campaign to Reinstate City of Champions
48. Citizen-led City of Champions campaign continues
49. Edmonton Mayor offers a Transformative Vision
50. City asks Citizens to Improve Edmonton’s Reputation Allison Salz
51. City asks Citizens to Make Edmonton projects
52. Transforming Edmonton lives on https://transforming.edmonton.ca
53. Metro Mayors ask for 1 brand to market region globally Don Iveson Gale Katchur Greg Krischke John Whaley Rodney Shaigec Stuart Houston Nolan Crouse Roxanne Carr Tom Flynn Photo courtesy of the Metro Mayors Alliance and https://blog.mastermaq.ca City of Edmonton City of Fort Saskatchewan City of Leduc Leduc County Parkland County City of Spruce Grove City of St. Albert Strathcona County Sturgeon County …
54. City’s Impact Rebrand is Queried
55. Don Iveson Emoji Offers a Personal Angle
56. Launches in 2018 to Attract Investment “Last night we launched Edmonton Global – an economic development organization for the region. I spoke to the audience about how places like Edmonton are ideally situated... Markets seek certainty and stability. Edmonton is that place… Edmonton is one of the most inclusionary cities. 1/3 of us was born outside of Canada. Almost 40% of Edmonton are visible minorities. 1/3 of us can speak a language other than English or French… We are the safe, resilient and surest bet. We are the place you want to invest. To move to and raise a family. The place where the business climate is fertile for growth.” https://blog.mastermaq.ca Simon O'Byrne Senior VP Stantec
57. Designs Brand Based on YEG Airport Code Edmonton Global launched the “Young, Educated, Growing” tagline and argued against the use of the words “Capital Region” in 2019.
58. Changes are Recommended “After six months of meetings and deliberations, an ad hoc committee of mayors from around the region have recommended changes to Edmonton Global's funding model, governance, and communication practices.”
59. Partners are Leaving Fort Saskatchewan left in 2023 Strathcona County left in 2023 Sturgeon County left in 2023 Devon left in 2023 Parkland County left in 2023 Leduc County departure pending Departed members may not rejoin for 5 years
60. Edmonton Project Aims to Unleash Creativity to Better the City The Edmonton Project, which launched Friday, is looking for residents to pitch ideas to better our city. Founder Jeffrey Hansen-Carlson calls the project a platform to allow Edmontonians to “uncover one single. idea that captives our imagination.” He said the five companies behind the project – ATB, BDO, EllisDon, Kasian and Zag Creative – have the infrastructure to turn that idea into a reality. The initiative is community-driven but has support from the city. Mayor Don Iveson said fresh thinking about a signature project could change the face of the city. “It’s exciting. It’s timely,” he said, adding. it will “uncork” the creativity of Edmontonians to come up with a place-making initiative.
61. Gondola wins the Edmonton Project Contest but…
62. Planned Public Art Installation is Cancelled
63. City Launches Downtown Vibrancy Strategy
64. Downtown Vibrancy funds projects such as: Meet Me Downtown Campaign (2023) Creative Manager: Ray Au City of Edmonton Designer & Copywriter: Mark Steiner Team Lead, Design City of Edmonton https://rgd.ca/hiring-designers/award-winners/2026-in-house-award-winners/meet-me-downtown
65. Mayor Amarjeet Sohi Launches Meet Me Downtown Campaign
66. City of Edmonton offers Tartan Socks in 2022 Edmonton’s Official Tartan was approved in 1977 and has colours symbolizing the sky, sun, agriculture, wheat, and snow.
67. More Merch is Offered by the Mayor in 2023 Designers of the t-shirts, mugs, tote bags, dog bandanas, park-signage not identified; media coverage is limited to 1 facebook post.
68. We are YEG Metro Brand Launch in Calgary, 2024
69. Top-Down Edmonton Marks Difficult to Sustain Metro Mayors Alliance Symbol of 2009-2018 Plan disappeared Logos from 2017 rebrand no longer in use Alliance disbanded by government restructuring Marvin logos have not been used since 2025 Inactive since 2020 due to new mandates Dissolved in 2025 along with its regional branding effort Transferred from City to Edify in 2021 Edmonton merchandise no longer available Archived since EEDC sunset in 2021 No longer in use
70. Edmonton Displays Many Different Identities EDMONTON
71. Identity not seen as clear, consistent or compelling Collaborators call for unity
72. City of Edmonton to Change Branding from 2026-9
73. Edmonton is Co-Creating a New Place Brand Edmonton River aligns with this approach and Indigenous perspectives…
74. Lance Cardinal Art Displayed at Airport and Downtown
75. Edmonton display features Métis artist Crystal Lee Clark
76. River and Its Sites Recognized
77. Edmonton’s place brand should be: AUTHENTIC rooted in the ancestry and diversity of Edmonton ACCESSIBLE usable by citizens, nonprofits, business, government, anyone ADAPTABLE for many purposes, responsive to emerging feelings and needs This is what Edmonton River has built and proven for 12 years.
78. Edmonton River isn't asking Edmonton to adopt another brand. Citizens It is proposing a common visual language that Edmonton's existing organizations can use. Business Government
79. Help shape Edmonton's shared identity Participate Identify what Edmonton should stand for. Use it Experiment with the identity in your own organization. Champion it Help make Edmonton's identity visible beyond the city. This isn't a campaign owned by Edmonton River. It's an identity that Edmonton can own together.
80. Contact: Michael Overduin Co-Founder & Director Edmonton River 780 222 6281 michael@edmontonriver.com Alberta Limited company incorporated in 2017, developing this project for 12 years, and advised by 1000 local leaders and companies. Mario Minichiello Professor, City Branding
81. Thank you