Calgary Exhibition & Stampede Rebranding

Responsible for what is known as “The Greatest Outdoor Show on Earth”, the Calgary Exhibition & Stampede is a community organization that preserves and promotes western heritage and values. This not-for-profit organization enriches the lives of Albertans through its world famous 10-day Stampede event, year-round facilities, western events and various youth and agriculture programs.

The Challenge

The Calgary Exhibition & Stampede commissioned KADG to redesign their existing identity. The project's largest challenge was to create a year-round master brand that would serve the 10-day Stampede event and the Calgary Exhibition & Stampede equally well. The need to portray a unified branding image was the project's top priority.

Actions

Identity Refresh

Extensive internal and external research was undertaken by the KADG team. The historic C lazy S elements of the brand were retained, along with the brand's distinctive red colour. A refined new script was developed and added to the historic brand elements to create the Calgary Exhibition & Stampede's new master brand.

Sub Brand Design

Working as part of the KADG team, Nando DeGirolamo was instrumental in the development of the Calgary Stampede master brand and sub brands. He effectively created a consistent visual language using typography and an appropriate use of colour that extended from pageantry and building identifications to wayfinding and public entrances.

Results

The newly designed Calgary Exhibition & Stampede master brand was named one of Canada’s top brands by Superbrands Canada.

Moving into the future, BOND Creative is excited to be involved in the Calgary Exhibition & Stampede’s new and comprehensive $600 million park expansion.

A Kent Allan Design Group (KADG) project.

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