New Revelstoke tourism brand unveiled: Revelstoke, full stop

Tourism Revelstoke has unveiled its new brand identity, which will replace the current red, rectangular logo.

The new brand identity is based on a sign that was on the side of the former Revelstoke Station building on the CPR line. Photo: Aaron Orlando/Revelstoke Mountaineer Magazine

The new branding was unveiled at a premiere event at the Explorer’s Society Hotel on Jan. 30, where about 100 people gathered to check out the new logo, a video presentation, and mingle to the backdrop of DJ music.

The new brand is based on a sign that used to hang on the side of the Revelstoke Station on the CPR line, which was once the hub of transportation to Revelstoke prior to the arrival of the highway.

From left: The team behind the rebrand: Jana Thompson, Revelstoke Chamber of Commerce Executive Director; former marketing coordinator Sara Peterson; Tourism Revelstoke Executive Director Meghan Tabor; Tourism Revelstoke Marketing Coordinator Eva Akopian. Photo: Aaron Orlando/Revelstoke Mountaineer Magazine

The new brand, which is, strictly speaking, a wordmark not a logo, features the word ‘Revelstoke’ in the same font from the old railway sign, followed by a distinct period that also appeared on the original sign.

Check out a new promo video featuring the new branding:

This place has always been more than just a stopover. This is the definitive mountain destination.
This is #TheRealStoke. This is #Revelstoke. pic.twitter.com/nqPAYBHAwX

— Tourism Revelstoke (@SeeRevelstoke) January 31, 2019

The brand was created by C&B Advertising from Calgary, which was chosen from about a dozen bidders on the branding project. C&B recently completed branding for Banff, Lake Louise, Jasper, and Richmond.

Some of the brand identity panels on display at the unveiling event. Photo: Aaron Orlando/Revelstoke Mountaineer Magazine

Jana Thompson, Revelstoke Chamber of Commerce Executive Director, said the brand theme combines the traditional and new elements of Revelstoke. “It’s a mix of old and new. We’re building on how amazing the town has been,” she said.

“It’s basically to pay homage to our past,” she said. “We think it embodies Revelstoke — who we are right now.”

In addition to the unique heritage font, the entire brand package contains detailed instructions on how the brand is to be used.

Thompson said the organization opted not to do a logo, and stick to just the wordmark with the distinctive heritage font. “We don’t need to be like everyone else because we’re not,” she said.

In addition to their rollout of digital and print branding, the tourism association is also exploring plans for replacing signage around Revelstoke.