New Look, Same Great Dedication to Alberta

Introducing the ACR’s New Logo!

 An updated look with the same great dedication

The Alberta Chamber of Resources (ACR) has undergone a significant transformation to modernize and update the organization’s brand identity. We are proud to announce the official launch of our website and logo as part of the ongoing evolution of the brand. The ACR has grown and evolved over the last 84 years, and we felt it was time for a change to reflect that.

As of September 2017, The Alberta Chamber of Resources will use this refreshed logo to reflect who we are today and to symbolize our dynamic future. The decision was made internally by the ACR’s staff and Executive Committee. Please visit the ACR’s new website at for more details on our modernization. If you are interested in viewing our updated Branding Guidelines or need a logo, please contact Jennifer Cummings at

Rest assured; the ACR’s services, dedication and commitment to improving Alberta’s resource industry will remain the same. We are also happy to answer any questions you may have.

The Brand Standards & Usage Guide

A new Brand Standards & Usage Guide has been developed to provide the foundation for consistent application of the ACR’s brand across all media including interface, web, collateral, and meeting templates, etc. Consistently expressing the ACR’s visual identity builds a strong brand awareness, maintaining our position as the voice for Alberta’s resources industry. An extended color palette has been created for use in presentations and other corporate materials. To find colors that are consistent with the business needs of your department, please refer to the relevant style guides. To ensure consistent representation of our brand identity, always use high-quality vendors and reproduction methods. These guidelines are available by clicking here. For further information or if you have any questions, please contact Jennifer Cummings at

Why the Colour & Design Change?

The three chosen colors provide a strong visual link to our brand identity across a wide range of applications. The consistent representation of these core colors helps reinforce the distinctiveness of the ACR. We are proud of our rich history and that’s why our new logo retains the core elements of who we are; a three-layer multi-design that represents the values we respect in achieving our vision of responsible development of Alberta’s natural resources. The shape mimics the Alberta Flag and crest, and depicts our province’s mountains coming in from the west.

  • The brown layer at the bottom represents ‘underground’ and Alberta’s resource potential
  • The green layer in the centre represents ‘above ground’ and Alberta’s rich landscape
  • The top blue layer represents the ‘sky, environment and water’
  • The darker brown outline represents an abstract visualization inspired by earths tectonic plates

Stationery System

Our stationery system – which includes PowerPoint templates, letters, etc. – is the ACR’s most widely used communications tools. Its components, both individually and as a whole, are designed to create a coherent visual identity through consistent use. Therefore, all stationery must follow proper brand guidelines. To maintain a consistent look across all internal and external communications, we have created a distinct new stationery system that incorporates the new branding. For templates, letterheads and other materials, please contact Jennifer Cummings at