The Town of High Level has unveiled a new community brand and logo, marking a major step forward in celebrating High Level’s community identity as the Crossroads of the North, while embracing the future with optimism and pride.
For decades, High Level’s familiar “Four Arrows” logo has been a symbol of community connection, appearing on signs, letters, uniforms, and municipal materials throughout the community. The design, originally created by the local newspaper, has represented the place where people, industries, and opportunities come together in Northern Alberta.
“A rebrand doesn’t change who we are,” said Mayor Josh Lambert “Instead, it’s about expressing who we’ve become, which is a proud, forward-looking community with deep roots and big ambitions.”
“The Four Arrows will always be part of who we are,” said Viv Thoss, Chief Administrative Officer of the Town of High Level. “They represent decades of growth, resilience, and community spirit. Our new logo builds on that same foundation, as a reflection of High Level’s strong roots, combined with our excitement for what’s ahead.”
The decision to refresh the Town’s brand came as part of a broader effort to position High Level for continued growth, investment, and recognition. The updated design reflects a renewed sense of energy and optimism, while staying true to the community’s core values of Community, Connection, Resilience, and Northern Pride.
Community input played a key role in shaping the new brand, with residents providing feedback and helping guide the final branding selection. The Town emphasized that the process was locally driven and community-informed from start to finish.
“Our new logo represents the same heart and the same connections that define High Level,” Thoss said. “It’s simply a fresh look for the road ahead, and it makes it so much more meaningful that it was selected by those who built this community and who call High Level home.”
The Town will begin updating signage, materials, and digital platforms in the months ahead as part of a phased rollout.
Bill Schnarr,
Communications Coordinator
Town of High Level
bschnarr@highlevel.ca
(780) 821-4015