Downtown Lethbridge ReOpening With New Look

If COVID-19 has shown us anything, it's that we cherish being together with family and friends and that togetherness is at the heart of Downtown Lethbridge. As businesses rise up from a difficult time, Downtown Lethbridge has a new look, a new sense of identity and a much deeper appreciation for how much stronger we are – together.

Over the next several months, residents will see many new enhancements that will showcase a new visual identity for Downtown Lethbridge. This includes parklets (on-street patios), light standard banners and a "Streetery" at Festival Square on 6 St. S., providing additional outdoor seating for food establishments while physical distancing remains in place. All of these items will showcase new Downtown Lethbridge branding that celebrates the originality of the downtown core with a uniquely crafted feel.

"Over the years, we've had different groups working on the revitalization and development of Downtown, says Andrew Malcolm, City of Lethbridge, Urban Revitalization Manager. "We felt that we could be more successful in promoting the amazing things happening downtown if we did that all together under a single Downtown Lethbridge brand."

The City of Lethbridge, the Downtown Business Revitalization Zone (BRZ) and the Heart of Our City Committee of Council have collaborated to gather feedback from businesses and use research for Economic Development Lethbridge's community brand project to develop the new direction for downtown.

The groups received $50,000 in grant funding from the Alberta Government's Community and Regional Economic Support (CARES) program, to support this project.

"We're really excited for this fresh new start," says Ted Stilson, Executive Director of the Downtown Business Revitalization Zone. "The new brand is about telling the stories of what makes Downtown Lethbridge special. The downtown businesses have been through a lot of change but they have grit and resiliency and they need our support now more than ever."

Because Downtown Lethbridge is so many different things to different people, the new visual identity focuses on font and texture rather than trying to find a single icon that could accurately represent the downtown. Using the visual appeal of the repetitive letter within the words "down" and "town", the creative reflects on areas that are similar and highlights uniqueness – just like the brand story.

"The new look for Downtown Lethbridge shows character which matches the people and places that are downtown," says Dawn Leite, Chair of the Heart of Our City Committee. "Just like Downtown Lethbridge, you'll notice it's not perfect, it's a little rough around the edges but it still has a fun and friendly feel. We were also able to use complimentary colours to the community brand and a similar "together" theme between the two."

As the new Downtown Lethbridge brand is introduced to the community, residents are encouraged to share their favourite downtown shops, restaurants, events, activities and memories on social media using #togetherdowntown and #downtownlethbridge.

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