April 12th, 2024

Alberta Wildlife Foundation reveals new identity

By Medicine Hat News on February 24, 2024.

AWF CEO Kelly Carter addresses the crowd alongside an image of the new logo. -- News Photo Anna Smith.


Anna Smith

Local Journalism Initiative Reporter

Medicine Hat News

Looking back on their past 100 years, the Alberta Wildlife Foundation has announced their new logo in order to give a fresh look to the years to come.

The rebranding effort began last November, when they made the transition from the Alberta Fish and Game Association to the Alberta Wildlife Federation. The accompanying logos were unveiled on the opening night of the annual conference on Thursday in Medicine Hat.

“Over the last five years, the Fish and Game Association has undertaken some significant work to reflect on who we are, what we do and how we accomplish our goals,” said Faran Schaber, president of the Alberta Wildlife Federation.

“We knew we needed to make some significant changes to modernize and maintain our role as leaders in conservation.”

The process took significant internal digging, as well as looking to outside sources for expert advice, before landing on the new identity that CEO Kelly Carter hopes will carry them into their next 100 years.

“The new logo a good visual appeal to it that,” said Carter. “When we look at external marketing, and how we utilize it going forward, is going to help us attract and recruit new members engagement, and give us a renewed sense of purpose and what we do.”

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