Non-profit’s ‘Brandon First’ rebrand unveiled

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This article was published 07/02/2025 (262 days ago), so information in it may no longer be current.

When Brandon First unveiled its new logo and tagline Thursday afternoon, applause erupted from local businesses and politicians who were there to experience it, and that’s exactly the reaction Jennifer Watson, the organization’s executive director, said she was hoping for.

“We wanted something that was new and fresh to describe who we are as an organization and what Brandon is as a community, so now was the time,” Watson told the Sun after a ceremony that was held in the Dome Building on the Keystone Centre grounds.

Brandon First is a not-for-profit organization that brings event tourism to the Wheat City. Watson and her colleague Sara Girard, look for and book events in Brandon, helping fuel the local economy, including hotels and restaurants that cater to event attendees.

The new logo features overlapping shapes that represent buildings, venues, hotels and grain bins that reflect the numerous events associated with Brandon First. Within the logo are the letters, “BDN,” as well as “M” and “B.”

In addition to the logo are graphics meant to show that an event in Brandon will be “up to date, engaging, and exciting,” said Knoll, senior graphic designer with Create Marketing, a local marketing agency. Knoll worked with the team at Brandon First to create the new design.

“There are location pin graphics and mapped dots that show Brandon is the place to hold your next event. They reflect the network of connections with all lines leading to a middle point, Brandon First,” said Knoll.

“The vibrant colours,” she added, “evoke feelings of trust, passion and lively energy, combined with the feeling of Manitoba’s endless summer nights.”

“We feel this creates a brand atmosphere that is inviting and engaging, punchy and personalized, where everything just clicks when you choose to experience your event in Brandon,” Knoll said with excitement in her voice.

The original logo was designed in 2003, said Watson, and had the words Brandon First with a sun in place of the letter “o.” In 2015, the tag line was added, “Bringing Events to Brandon.”

“So, we’re still bringing events to Brandon, but we’ve added the word, experience,” Watson said.

“When we’re out marketing Brandon, we want sports organizations and conference planners to actually experience their event here, to see themselves here,” said Watson.

As soon as Brandon Mayor Jeff Fawcett saw the logo, he said he liked it immediately, adding it will be a good promotion tool when “selling the city.”

“Brandon is second to none when it comes to being a host city,” Fawcett said in a phone interview with the Sun. “I like this update. It will help the Brandon First team and their professional profile. So, kudos to them, the work they’re doing is exceptional.”

In 2024, Brandon First brought 14 events to the Wheat City, including the Canadian National High School Rodeo Championships, Western Canadian U13 Boys and Girls Softball Championships, and the Manitoba 55+ Summer Games.

During 2023, there were a dozen competitions, festivals and conventions held in and around the city. While Watson said she can’t give an exact amount of what the economic impact has been for the city, she said it’s in the “millions of dollars a year.”

The more events that are brought to Brandon the better, said Lanny Stewart, director of marketing and communications with Brandon Tourism, which is a partner of Brandon First.

And when it comes to logos and taglines, public perception is important, Stewart said. This will encapsulate the “modern, fresh and new image that Brandon First is all about.”

“When they go to different conferences to recruit events, having that professional branding and modern look to their organization helps with the overall image, and what they represent,” Stewart said.

When NDP MLA Glen Simard watched the unveiling, he said his first reaction was, “It’s slick and modern and catches your eye right away.”

Simard is minister of municipal and northern relations, as well as the minister responsible for francophone affairs and the Manitoba Liquor and Lotteries Corporation. He was born in Russell, and before he was elected in 2023, was a physical education teacher in Brandon.

“I’m a big fan of connectivity in the logo with the letters embedded and the Brandon skyline,” said Simard.

“It will certainly boost Brandon’s profile and will help send the message that we’re a connected community,” he told the Sun over the phone.

Upcoming events that Brandon First will bring to the Wheat City include the Curl Manitoba Junior Provincial Playdowns at the end of February, the 2025 U Sports Men’s Volleyball National Championship in March, and Canada’s National Arabian Championships in August.

Brandon has endless capability, Watson said, and it deserves to be on the national stage.

“Some people might think that Brandon is a little bit off the beaten path, and say, ‘little old Brandon,’” said Watson.

“But we get people here, and once they see what we do and how well that we do it, they’re sold.”

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