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Chamber to unveil new logo and signs

The St. Albert Chamber of Commerce's new digital signs won't be ready for about another month, but their installation and unveiling will coincide with a change in the group's overall look.
The St. Albert Chamber of Commerce has a new logo it will formally unveil next month.
The St. Albert Chamber of Commerce has a new logo it will formally unveil next month.

The St. Albert Chamber of Commerce's new digital signs won't be ready for about another month, but their installation and unveiling will coincide with a change in the group's overall look.

The chamber will officially reveal its new logo in December, at the same time two new digital signs at the city's north and south end are plugged in. For the last couple of weeks the chamber has "softly" started using the new design, which incorporates the city's "Cultivate Life" brand.

"It's a fresh new look for the chamber and it's been a long time since our chamber of commerce changed its brand," said president and CEO Lynda Moffat.

Designed by Mike Gerencser of Ocean Air, the new logo flows from a pair of green and blue leaves overtop green lines reminiscent of farmers' fields.

"We're to keep it in the same focus and realm of the city, but not trying to duplicate what they've got," said Gerencser. "A lot of companies have gone with taking the city's brand and adding their tagline to it. We wanted something more unique, but kind of getting away from the old block style they had before."

Gerencser wanted to steer clear of the city skyline, which other groups have used in their logos, and try to achieve more with less.

"It's taken from the 'Cultivate' city brand, adds an element of the granary and leaves and also brings in rural areas as well, and that's what I've got as a stylized farmer's field."

Once the branding committee had whittled down its vision, Gerencser said putting it to paper happened quite quickly.

"We tied it in with the city and I think it's a great compliment to it," he said. "It compliments the city branding and gives its own distinct nature to it."

Sign delay

After telling city council back in September that its two new digital signs would be up and ready for the end of October, the installation is moving more slowly than hoped, said Moffat. They now hope to have the two 7.62-metre-tall signs ready for December.

"[On the north end] we had to get some electrical lines moved. I don't think there's anything unusual," Moffat said. "Our signs are being manufactured and everything's humming along."

The hole has been dug and the base poured at the north end site, located on the median on St. Albert Trail and Villeneuve Road. The south site, at Hebert Road and St. Albert Trail, where the chamber's current light-bulb sign is located, is waiting for that sign to be removed.

Moffat says the membership has been eager to buy space on the new digital signs. Given the setbacks, companies that purchased space on either or both digital signs will have their ads bonused for December and won't start paying for them until January.

"They have a choice," Moffat said. "They can pick the north one or the south one or whatever."

Indoor market

The chamber is also gearing up for its annual four-week indoor farmers' market, running Nov. 26 to Dec. 17 in St. Albert Place.

Moffat said the vendor spots are full, with merchants offering produce, fruit, baking and handcrafted items. The chamber is hoping the timing and homemade feel of the market's wares will bring in residents looking for Christmas gifts or treats.

The market will be open each Saturday from 10 until 3. There will be no park and ride service as the chamber normally offers with the outdoor farmers' market.

"We have hundreds of people come for the winter market. Thousands come for the outdoor market," said Moffat.