Spruce Grove debuts new city branding

SPRUCE GROVE -- The City of Spruce Grove has updated its municipal branding for the first time in over thirty years.

According to the City, the new branding is inspired by Spruce Grove's vibrant parks and green spaces, warm community spirit, and active, welcoming environment. The branding includes a new logo and can now be viewed on the City’s website, social media, and other electronic communications. In the coming months, it will then gradually appear on buildings, vehicles, signs, and equipment as part of regular maintenance and replacement schedules.

"It was time for the City to get a refresh," said Jeff Acker, Mayor of Spruce Grove. "Our last brand started back in the early 1990s, and even for the last twenty years since I've been involved, we've been talking about that as our community evolves, and as we matured as a community, became more sophisticated, providing additional amenities and services, that identity is really important to our community."

Development of the new brand began in 2024 with a comprehensive community engagement process that included focus groups, interviews, and more than 600 survey responses from residents, business owners, community leaders, City Council, and staff. This feedback was used to guide the creation of a bold new brand that celebrates our city as it currently is, while leaving room for continued growth.

"It's making sure it captures those values that make Spruce Grove what Spruce Grove is all about," said Acker. "It's about community, it's about our green spaces, it's about our active community in all aspects -- whether it's in the retail commercial side, or in our sports recreation, or even passive recreation."

Mayor Acker says the new brand will be rolled out in phases, allowing them to introduce the new brand elements while ensuring fiscal responsibility.