Brand Strategy

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The City of Spruce Grove has not gone through a formal branding exercise in 20+ years and during that time, the community has grown substantially in both population and diversity.

This year, the City is proceeding with a formal branding exercise to create a unique brand that enables the City to identify and promote itself as a distinct, regionally competitive city for economic and community development.

A brand is not just a logo, a product or a service. It’s an emotional connection to our community, an investment in economic development and business expansion, and supports civic engagement and a positive reputation.

The end result will be a strong and refreshed brand strategy that will:

  • Reflect the significant growth and transformation the City of Spruce Grove has seen over the past two decades.

  • Communicate the City’s purpose and message as a diverse, vibrant, and growing community with compelling investment opportunities, many recreational and cultural activities and amenities, and a high quality of life.

  • Help drive economic development, attract investment, retain businesses, and enhance community pride.

The success of this project relies on those who know Spruce Grove best and can provide vital insights on who we are now — as well as who we aspire to be in the future.

All community members, businesses and others familiar with Spruce Grove such as visitors, former residents and friends and families of residents are encouraged to provide feedback to help in the creation of an updated brand for our city!


The City of Spruce Grove has not gone through a formal branding exercise in 20+ years and during that time, the community has grown substantially in both population and diversity.

This year, the City is proceeding with a formal branding exercise to create a unique brand that enables the City to identify and promote itself as a distinct, regionally competitive city for economic and community development.

A brand is not just a logo, a product or a service. It’s an emotional connection to our community, an investment in economic development and business expansion, and supports civic engagement and a positive reputation.

The end result will be a strong and refreshed brand strategy that will:

  • Reflect the significant growth and transformation the City of Spruce Grove has seen over the past two decades.

  • Communicate the City’s purpose and message as a diverse, vibrant, and growing community with compelling investment opportunities, many recreational and cultural activities and amenities, and a high quality of life.

  • Help drive economic development, attract investment, retain businesses, and enhance community pride.

The success of this project relies on those who know Spruce Grove best and can provide vital insights on who we are now — as well as who we aspire to be in the future.

All community members, businesses and others familiar with Spruce Grove such as visitors, former residents and friends and families of residents are encouraged to provide feedback to help in the creation of an updated brand for our city!


  • Thanks for your feedback!

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    Thanks to everyone who participated in our brand strategy survey! The survey is now closed and the feedback will be used to help create a new brand identity for the City of Spruce Grove. Stay tuned for updates!

  • We need YOU!

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    The success of Spruce Grove’s updated brand relies on our community’s most valuable asset: YOU! Our residents, businesses, visitors, and others familiar with Spruce Grove know our city best and can provide vital insights on who we are now — as well as who we aspire to be in the future.

    There’s still time to have your say on the development of an updated brand for our community by completing our short online survey. Your valuable insights will ensure our brand accurately reflects our community's interests, values, and aspirations, but don’t wait too long – the survey is only open until July 2!

  • Advantages of a strong brand

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    While a brand does help set our community apart from others nearby, it offers a variety of other advantages too — which is why we’re gearing up for an exciting new look and feel for our community! Our updated brand will:

    🤝 Help us forge strong emotional connections with residents, visitors, and businesses

    🎉 Celebrate our community’s distinct assets and exciting experiences

    💥 Spark people's curiosity in Spruce Grove and increase the number and length of visits

    👔 Help attract repeat business and drive investment to the area

    ❤️ Facilitate renewed civic pride and ambassadorship

    Be sure to share your thoughts through our online survey!

  • What is a brand anyway?

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    We are about to embark on the adventure of creating a new brand for our city, and we need your help! But first: what IS a brand, anyway?

    ❌ A brand is not just a logo, a product, or service.

    ✔️ A brand is an emotional connection and (in our case) sense of place. It captures attention and tells a compelling story about who we are and why it matters.

    Help us develop an updated brand for Spruce Grove by sharing your feedback through a short online survey. Thanks for your participation!

  • City kicks off project to update Spruce Grove’s brand

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    The City of Spruce Grove is updating its brand and wants to hear from you!

    “It’s been more than 20 years since the City has gone through a formal branding exercise, and our community has grown significantly and evolved during that time,” says Mayor Jeff Acker. “Developing a new brand for Spruce Grove will allow us to show visitors and investors what makes us unique, while also inspiring residents to take pride in their community, engage more actively in community events and promote our city outside of Spruce Grove.”

    The City is inviting all community members, businesses and people familiar with Spruce Grove (ie. visitors, former residents, friends/families of residents, etc) to share their thoughts on how we can identify and promote Spruce Grove as a distinct, regionally competitive city for economic and community development.

    Simply complete a short online survey to provide feedback, which will be used to help create a new brand identity for the City. The survey will be open from May 22 to July 2, 2024. For those not wishing to complete their survey online, paper copies will be available at service counters in City Hall, the Border Paving Athletic Centre, Community Social Development and Public Works.

    "The success of this project relies on those who know Spruce Grove best to share their insights on who we are now — as well as who we aspire to be in the future,” adds Mayor Acker.

    More than just a logo, a brand is an emotional connection to the community, an investment in economic development and business expansion, and supports civic engagement and a positive reputation. Over time, a strong brand can lead to a more diverse community, more customers for businesses and more investment into the local economy. Additionally, an updated brand encourages greater community engagement and participation in the community, further strengthening the quality of life for all residents.

    Spruce Grove’s updated brand will also tell the story of our community by connecting to our history, culture, values, and future aspirations.

    The updated brand strategy is expected to launch to the community later this year.

Page last updated: 08 Jul 2024, 08:24 AM