City Re-Branding

Calgary is a cosmopolitan city in the western Canadian province of Alberta. The concept, ‘The City of Wildflowers’ and the logo were derived from the city’s provincial flower which is a “prickly wild rose” and a horseshoe representing the annual rodeo. The wild rose is a small, deciduous shrub known for its beautiful pink blooms and thick, thorny stems. Wildlife enjoys its edible rosehips, which inclined growers can use in jams, jellies, and rosehip tea. This arrangement speaks directly to the targeted audience (as there are cowboys and girls always present at the rodeo).