The Banff Centre for Arts and Creativity has unveiled its new brand identity, including a new look that pays homage to its location.

The new mountain-centric Banff icon and brand identity change, led by design firm Pentagram in New York, was aimed at clarifying the centre’s position as a leading arts institution, says Lisa Cooke, VP marketing and communications.

Previously, there was some ambiguity around its positioning, prompting the organization to change its name (from simply The Banff Centre). The change to its visual brand identity is the first in more than 30 years, Cooke says. Along with the logo and name change, the centre has also overhauled its website.

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The move comes after a process that began in May 2015 and included the development of a new five-year strategic plan aimed at positioning the centre as a leader in creativity and engaging three major audiences: professional artists (for whom the centre provides professional training programs), the public in Alberta (including promoting the centre as a destination for Albertans) and the business community.

The centre is also currently working with Cossette in Toronto on a creative campaign, set to launch in the fall.