Fresh identity launched September 24

After years of sharing Cranbrook’s natural beauty, cultural treasures, and outdoor spirit with the world, Cranbrook Tourism is proud to step into a bold new era with the launch of its new name and identity: Visit Cranbrook.

This change isn’t just cosmetic — it’s purposeful. It reflects a deeper understanding of what Cranbrook truly is: a place shaped by stories, both ancient and unfolding. The rebrand introduces a vibrant visual system, a confident tone of voice, and an invitation to look beyond first impressions.

“Cranbrook has never been about surface-level appeal,” said Kristy Jahn, Executive Director of Visit Cranbrook. “What makes this place remarkable is what lies beneath — the layers of history, the personal connections, and the wild, sometimes unbelievable stories that shape our identity. Our new brand is about telling those stories with clarity and pride.”

At the heart of the new brand is a guiding belief: every trail, building, and bend in the road holds a tale.

As Visit Cranbrook, the organization now leads with this storytelling mindset — embracing the real, the raw, and the remarkable. The new identity is inspired by the idea that Cranbrook’s true character isn’t always obvious at first glance. It’s tucked into railcars, etched in fossils, echoed in mountain peaks, and carried in the hearts of its people.

“Some of the stories we tell are joyful. Others are complex. From ancient oceans to wayward elephants, from the glamour of jazz-era railcars to the resilience of reimagined spaces, we’re committed to sharing all of it — honestly, and with care. These aren’t just tourist tales. They’re truths. They’re part of what makes Cranbrook unforgettable. Our job is to help visitors scratch the surface — to discover not just a sunny mountain town, but a living anthology of people and place,” added Jahn. “This brand is how we do that.”

What’s new with Visit Cranbrook

•  A Clear, Actionable Name — “Visit Cranbrook” signals purpose and invitation across all channels.
•   A Visual Identity Inspired by Place — Sunbursts, open-book icons, and a colour palette pulled from the Kootenays themselves.
• A Story-Led Voice — Proud, unfiltered, and welcoming. The tone reflects the city’s character: timeless, neighbourly, and full of heart.

The rebrand is the culmination of interviews, surveys, and engagement sessions and was supported by partners at Destination Think and Partner & Hawes.

See the brand and explore Cranbrook’s stories.

Visit Cranbrook photo

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