Although admittedly, Kamloops is not in Calgary, it is on the way to any good road trip destination. This is a good enough reason for us to post this entry in the Around Calgary section. An overnight stay on the way to Vancouver gave us the opportunity to enjoy the scenery and enjoy the new Tourism Kamloops logo.
Created by Cossette Communication Group, the self proclaimed largest marketing communications firm in Canada. Here is what they say about the new identity:
“The new visual identity for Kamloops uses colourful curved lines to visually represent physical movement in this active, sports-oriented community. The coming together of the lines to a focal point symbolizes the unity of the community-and also forms a “K”. The colours used capture the region’s energy (yellow), heritage (orange), nature (green), and life (blue).”
This seems like quite a complicated explanation. We think the new logo is great for the following reasons:
• It’s a great upgrade over the previous logo. The tagline of “Tournament Capital of Canada” seems like such a narrow focus for a city mission statement. The logo is also very dated and uses fonts and colours that would feel right at home watching Magic Mongo in your parent’s rumpus room.
• The new identity is simple and straightforward. The “K” means Kamloops and that point is not hard to miss.
• The colours are fresh and modern, great for a city that’s hot in the summer and cold in the winter, offering people swimming and skiing respectively (yellow and blue).
• The “K-bridge” concept is also great because it encourages people to identify Kamloops as a bridge to the Okanagan, offering the best of both world’s British Columbia has to offer to residents and tourists alike.
For a city like Kamloops, wising to become the destination rather than a part of the journey, the thinking behind this new identity proves they are well on their way.