LAC LA BICHE - When Lac La Biche’s new $44.9 million aquatic centre opens next year, it will feature the new logo of the Bold Centre.
The old logo, which is currently on the outside of the Bold Centre, has the name of the facility spelled out in large gold letters.
Jihad Moghrabi, the manager of marketing and communications for Lac La Biche County, says plans have been in place to replace the logo on the side of the Bold Centre building when the new pool is complete, as the new facility’s footprint will cover the location of the current sign.
The aquatic centre will feature amenities such as a 25-metre competition lap pool, leisure pool, diving board, and waterslides. Work began last January on the facility, which is slated to open in 2026.
The new logo for the community’s fitness and recreation complex embraces elements of Lac La Biche County’s emblem, including similar iconography and colours. This makes it a more recognizable part of the County’s brand, says Moghrabi.
“This helps us better market the Bold Centre’s programs and services to our community,” he explains.
The municipality has been gradually switching out the old logo with the new one on marketing materials and throughout the building. Most recently, the logo on the Bold Centre electronic sign along Beaver Hill Road was changed.
“Compared to replacing the logo everywhere at once, a gradual method is more economical,” Moghrabi says.
The current Bold Centre logo, according to Moghrabi was selected by members of Lac La Biche County council during the regular council meeting on Feb. 7, 2023.
This was part of a larger project to further develop Lac La Biche County’s brand standards, which includes its main brand, the Bold Centre, along with the municipality’s tourism marketing brand.
“By having clearly defined brands that overlap and align in key ways, Lac La Biche County is able to better market our programs, services, and region as a whole as an attractive, professional, and welcoming place to live, work, and visit. Having logos and brand stories that express who we aspire to be informs not just our advertising, but also influences the types of programs and services that we offer,” says Moghrabi.
When asked how much is being spent to rebrand and replace the Bold Centre logo, Moghrabi says it was part of a proposed operating initiative for brand standards that was approved in 2022. Lac La Biche County has a budgeted total of $250,000 to spend from 2022 to 2026 - or $50,000 each year.
Not all these funds have been spent on replacing the Bold Centre logo.
“This also covers activities that have helped us implement and promote the brand-new Lac La Biche Region brand in our marketing materials,” he explains.
