City unveils new roadside welcome signs and slogan
We’ve been industrial, we’ve been progressive. We’ve even been the home of fat steers. Now we’re going to be energetic. But when all is said and done, nothing can compare to being phenomenal.
That was how the city was branded back in 1912 in a book simply called Calgary.
While it was never adopted as an official slogan, it would seem a pretty great way to describe a place to live.
Some experts say city signs and slogans can do a lot to create unity or showcase a recognizable identity.
“Slogans are inspirational. They’re meant to inspire people and they can help to bring them together. If they’re good, they can represent everything about you,” says Ed Roach, an Ontario- based branding strategist.
Conversely, a bad slogan can leave people questioning how much was wasted on it.
Baltimore paid $ 500,000 in 2006 to come up with “Get In On It.” Seattle spent 16 months and $ 200,000 to come up with “Metronatural.” Sweden spent $ 250,000 on “Visit Sweden.”
Closer to home, the town of Okotoks just launched its new slogan, “There are a number of things to do in Okotoks.”
It was quickly mocked on social media with tweets such as “Okotoks: Twice as OK as the Okanagan.”
This week, Calgary installed a sign on the south city limits emblazoned with its newest slogan: Be Part of the Energy.
Created in 2010 by Calgary Economic Development, it is also being used by Calgary Tourism to attract business and workers to the city.
The phrase replaces the former slogan, Heart of the New West, which was adopted in 2000. Calgary Economic Development wants to move the city beyond the western stereotype and highlight the economic significance of its energy industry. Roach likes the idea. “You could read it internationally, or locally. The word energy could represent a whole plethora of things whether it’s energy in the ground, energy of the people.”
However, a renowned branding expert says it won’t change anything.
“Cities and towns try to be cute and clever and it doesn’t make any difference. Logos and slogans only make up two per cent of a brand,” says Roger Brooks, also known as the “Dr. Phil of tourism.”
“It’s way overblown. That slogan won’t convince me to move there or do business there. There’s too much energy, there’s your pun, spent on slogans.”
Brooks also believes it’s a mistake for Calgary to move away from what he sees as a globally recognized symbol.
“You go with what put you on the map. The Stampede and rodeo put Calgary on the map. Being Part of the Energy doesn’t say anything about Calgary. It’s like saying we have something for everyone. It won’t change people’s perception one iota.” Calgarians seem to agree. An Internet survey conducted by Leger Marketing in 2012 when the slogan was being considered showed that 44 per cent of residents preferred Heart of the New West. About 21 per cent of respondents were in favour of Be Part of the Energy and 25 per cent wanted a different tag line altogether.
At least the energy slogan is short and to the point.
One of the city’s earliest mottoes was quite a mouthful. A 1906 book published by the Calgary Board of Trade heralded Calgary as The Land of Golden Wheat, Fat Steers, Industrial Opportunities and Unequalled Climate.