For years, you’ve seen our “4 Arrows” logo around town, on signs, on letters, and just about everywhere else. Those four arrows coming together weren’t just a random design. They represented something very real: High Level as the Crossroads of the North, where people, industries, and opportunities collide. That feeling and the truth about who we are haven’t changed one bit.
Our old logo, created by our local newspaper, became a trusted symbol through decades of change and growth. It reminded us of what makes this place special: Our Northern Alberta roots, the resources and industries that keep us going, and the determined northern spirit we’re all proud of.
So, why change it?
High Level continues to grow, and so do our opportunities. As we attract new investment, new ideas, and new energy, it’s time for our outward image to evolve with us. Our new logo and brand reflect where we’re headed while still respecting our past, building on our strengths, and showcasing our pride and progress to the world.
The adoption of our new brand comes as a bit of a bittersweet moment. We’re sad to see the old logo and brand go, as we know many of you are. The old logo is part of our story, and it’s one we’ll always be proud of. We’ve all driven past the Town welcome sign hundreds of times, seen the logo all around us, and embraced it as part of our shared identity. Luckily, the values behind that logo aren’t going anywhere: Community, Connection, Resilience, and Northern Pride.
That’s still who we are, and our new brand celebrates exactly that: the same proud community, the same heard, the same connections, refreshed for the road ahead.
Thank you to everyone who participated in choosing our new brand. This was a community decision, made by High Level voices! We’re excited about what this represents for the Town of High Level, as we continue to honour our past, with optimism, pride, and purpose. Let’s keep building this place, together!