Symbolism

The new logo features an iconic foothills scene, including mountains, hills, and the Sheep River, and symbolizes the unification of two distinct communities and the breathtaking scenery of southwestern Alberta. 

The designers chose a vibrant "sunset" orange hue as the primary logo graphic colour, representing the uplifting energy and unique, eclectic nature of the community. The deep forest green in the primary palette represents the evergreen trees and abundant nature surrounding and sheltering the community. 

The wordmark uses a distinctly western-inspired font, a nod to the area's farming and ranching roots, which have informed the communities' neighbourly ethos, volunteer spirit, and small-town charm.  

Our logo's nature theme represents our dedication to responsible land stewardship and respect for the First Nations people of Treaty 7, whose traditional territories our community is situated on.  

Development

The new visual identity was produced by Incite Strategies with input from public engagement sessions, staff and stakeholder interviews, and a community survey which received 442 responses. 

The results of these sessions found that residents value the town's friendly community, vibrant arts and music scene, proximity to outdoor recreation areas, and scenic beauty. They also appreciate the area's historic legacy, relaxing and peaceful vibe, and reputation as a charming and safe community in which to raise a family or retire.

Supporting Documentation

• Media Release announcing the launch of the new brand (May 1, 2023)
• Frequently Asked Questions (FAQs) on the new brand and the branding process.
• Read the complete Brand Story and Logo Narrative.

Display the New Logo!

The Town has launched an online store where residents and visitors can shop for apparel and other branded items with the new Diamond Valley logo. 

We are also exploring partnerships with local businesses who may wish to feature Town of Diamond Valley branded merchandise in their stores.  Please contact the Town if you would like to use the Town's logo for promotional or commercial purposes.  

The Town is currently undergoing a website redesign that will incorporate the new brand colours and a fresh new look, due to be released by the end of the year.