Calgary re-branded as the 'Blue Sky City'

Calgary: Blue Sky City.

That's the new city slogan unveiled by Calgary Economic Development and Tourism Calgary on Wednesday, replacing "Be Part of the Energy," marking the start of a new era of branding. 

Strategists with the groups say this new brand is a nod to innovation — Calgary being a city of blue-sky thinking — and one that reflects all Calgarians.

The new slogan is also a nod to Calgary being one of the sunniest cities in Canada, which Tourism Calgary CEO Cindy Ady said reflects an important part of the branding process.

"That's the thing about any brand, it needs to be true," said Ady. "And for sure, when it comes to sunshine and blue skies, it's true in Calgary."

One marketing specialist told CBC News she thinks the new slogan sends a positive message.

AnneMarie Dorland, assistant professor of marketing with Mount Royal University, says the new slogan will likely resonate with more people beyond just the energy sector.

"There is a whole group of humans that still think of Calgary as the western pride and Howdy and Hidy from the Olympics, all the way through to 'Be Part of the Energy,' which never really took hold the way that everyone was hoping that it would," said Dorland.

But when it comes to city slogans, she said it's important to capture qualities that are meaningful to both residents and visitors.

"I think they've done something tricky, which is to capture the future of Calgary while still recognizing what sets Calgary apart as a city, and then dodging some tricky issues at the same time," she said.

"It is quite the tightrope that they've walked."

The new blue brand was unveiled during a press conference on Wednesday, where representatives from various partner organizations participated in announcing the slogan change.

Joel Cowley, CEO of the Calgary Stampede, says the rebrand also ties into city construction on the Stampede grounds.

"In the new BMO expansion, most of the attention is focused on this 21-metre-tall fireplace that is the largest in Canada, but immediately above that fireplace is a 332-square-metre skylight that was designed specifically to showcase Calgary's beautiful blue skies."