Town of Smithers Refreshed Visual Identity:
At the April 29, 2025, Regular Meeting, Council formally adopted the Town of Smithers’ refreshed brand standards, marking an important step forward in the Town’s efforts to modernize its communications and strengthen its visual identity.
The brand refresh was identified as a key priority in the Smithers Economic Development Plan, recognizing the need for a more flexible and contemporary brand that supports the Town’s goals for economic development, inclusivity, and community engagement. Funding for this project was provided through the Rural Economic Diversification and Infrastructure Program under the Economic Development Diversification stream.
The refreshed brand features a new logo inspired by Smithers’ natural surroundings, with stylized representations of mountain peaks, a flowing river, a steelhead trout, and a rising sun. These elements symbolize the Town’s diverse landscapes, recreational opportunities, and vibrant community spirit.
Key updates include:
- A modernized logo designed for both print and digital applications
- Additional colours added to the existing palette
- Refreshed typography for improved accessibility and clarity
Maintaining Our Heritage
The refreshed visual identity builds on the strengths of the Town’s history. Alpine Al remains a familiar and welcoming presence on Main Street, and the mountain-themed architecture of downtown continues to be a defining feature of Smithers’ character. The existing Alpine Al logo will remain a trademarked legacy logo for the Town of Smithers.
Phased Implementation
The Town’s digital platforms, including the website and social media channels, will transition to the refreshed branding immediately. Physical updates, such as signage and other assets, will be implemented gradually as part of regular replacement schedules to manage costs effectively.
Purpose of the Refresh
The previous visual identity, introduced in 2008, no longer aligned with the Town’s evolving goals or the demands of modern communication platforms. The refreshed brand positions Smithers for future growth by:
- Enhancing the Town’s ability to attract businesses, residents, and visitors
- Providing a consistent and professional image across all media
- Reflecting the values and aspirations of the community
The Town of Smithers is proud to share this refreshed identity with residents, businesses, and visitors, and looks forward to building on the community’s rich history with a forward-looking approach.
Read the full press release here.
For more information about the brand refresh or to view the Brand Guidelines, please contact the Communications team at communications@smithers.ca