Marketing Magazine
December 18, 2009
By Norma Ramage

Cochrane, Alta. has unveiled a new town logo and brand identity that honours the town's Western and cowboy heritage while looking to the future.

The new logo, which the town calls "the mosaic horse," features a traditional cowboy on horseback above the slogan "How the west is now," but the horse's body is composed of a multi-coloured mosaic.

Laurie Drukier, communication co-coordinator for the town just west of Calgary, said the mosaic reflects the diversity of today's Cochrane.

"It reflects our lively arts and culture community, plus the ways we are diverse in terms of landscape, community makeup and population, while still celebrating our ranching and cowboy roots."

Drukier said the original idea for the mosaic horse came from Calgary's Twist Marketing, "and we worked with them to refine it."

"We developed the brand strategy, including a new visual identity and marketing direction, based on research gathered from Cochrane's Sustainability Plan visioning process as well as customer and employee surveys," said Cochrane Mayor Truper McBride, in a release.

The final logo will be used in all of the town's marketing and branding, including stationery, town signage, advertising and a new visual identity package. Drukier said the town is developing final standards and guidelines for the new logo and expects to roll it out early in 2010.