THE WAY AHEAD - icma.org
Transcript of THE WAY AHEAD - icma.org
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THE WAYAHEAD
city of edmonton strategic plan 2009-2018
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city of edmonton strategic plan
02. Message from the Mayor
03. Message from the City Manager
04. Introduction
05. Overview
05.Process
06.TermandScope
06.Use
06.ConditionsofSuccess
07. Vision
08. Principles
10. Goals and Performance Measures
11.PreserveandSustainEdmonton’sEnvironment
12.ImproveEdmonton’sLivability
13.TransformEdmonton’sUrbanForm
14.ShiftEdmonton’sTransportationModes
15.EnsureEdmonton’sFinancialSustainability
16.DiversifyEdmonton’sEconomy
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Mayor Stephen Mandel City of Edmonton
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OnbehalfofmycolleaguesonCouncil,IampleasedtoshareTheCityofEdmontonStrategicPlan(2009-2018).Weundertookthisplanningexerciseatatimeofacceleratedgrowththathasgivenrisetoabundantopportunityandsignificantchallenges.Giventhisenvironment,itisessentialthatourPlanguideourdecisionsandsetEdmontononacourseforavibrant,sustainablefuture.ThePlanpointsthewayahead–anditwillhelpus,andfutureCouncils,maketherightdecisionstogetthere.
Createdwithinputfromthousandsofresidents,ourPlancapturesadiversityofideas,aspirationsanddreamsforthefutureofourcity,culminatingintheCity’sVisionofEdmontonin2040.
ThisStrategicPlanturnsthevisionintoreality.Itsetsoutourgoalstostrengthenenvironmentalpreservationandsustainability;totransformthecity’surbanform,makingitmorecompactwhilemaintainingandrevitalizingneighbourhoods.Itprojectsthechangesweneedtomaketopromoteamoreintegratedtransportationsystem.Anditforecastshowweneedtobuildourfinancialcapacityanddiversifyoureconomy.
Achievingthesegoalsmeanswehavetobalancecompetingpriorities–betweentheneedsofourcitizensandthelimitsofourresources,betweenincredibleopportunitiesandpracticalrealities.
Inallourefforts,wewillcheck-inwiththisPtlan,reviewourprogressandmakeadjustmentsalongtheway.Inallourefforts,wewillbesuretostayoncourseforaneverbetterEdmonton.
MESSAGE FROMTHE MAYOR
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Al Maurer City Manager
city of edmonton strategic plan
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Withinputfromthousandsofcitizens,CityCouncilhascreatedanewStrategicPlanthatwillmoveourcitytowardsabold30-yearvisionbypursuing10-yeargoalsandthree-yearpriorities.
TheplanwillformthefoundationfortheworkoftheCityandwillguideusinourcontinuedcommitmenttoenhancethequalityoflifeforresidents.DepartmentswillbuildtheirnewbusinessplansandbudgetsbasedonthisStrategicPlan.Theywillsetouttheactionswewillundertaketoachieveourgoalsandhelpusestablishprioritiesforthedeliveryandimprovementofservices,programsandinfrastructure.
TheStrategicPlanwillalignoureffortsthroughouttheorganizationduringatimeofabundantopportunity,butalsocorporatefiscalchallenges.IamconfidentthisplanwillhelpusmovethiscitytowardstheEdmontonenvisionedbythecitizensweserve.
MESSAGE FROMTHE CITY MANAGER
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INTRODUCTION
Edmontonisbooming.Arecord-settingeconomy,lowunemployment,highpersonalincomeandqualityoflifehavemadeEdmontonaveryattractiveplacetolive.Populationhasgrown10%infiveyearsand,atitspeak,thecitywelcomed1,600newcomersamonth.
Thereisnosignofaslowdown.Fueledbyoilsandsdevelopment,thecityisanticipatingincreasedeconomicgrowth.By2040,anestimated51%morepeoplewillbeinneedofmunicipalprograms,servicesandinfrastructure.
ThestrategicplanwasdevelopedtohelptheCityestablishprioritiesandmakeinformeddecisionsinthisclimateofgrowth.Bysettingadirectionanddefiningthepathtogetthere,thestrategywillfocuseffortsandpositiontheCitytoimprovethequalityoflifeforcitizensnowandinthefuture.
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OVERVIEW
PROCESS SetDirection(Vision):Councilinitiatedthestrategicplanningprocessinthefallof2007bycallingoncitizenstosharetheirvisionofEdmontonin2040.Theinputreceivedfromover2200EdmontonianswasusedtocreatetheCityVisionandhelpsettheoveralldirectionofthestrategy.
FocusEfforts(Goals):TofocustheCity’sactionstowardsachievingthevision,Councilidentifiedsix10-yearstrategicgoalsthatwilldirectlong-termplanningfortheCity.Three-yearprioritygoalsthatcontributetotheachievementofthestrategicgoalsprovidedirectionoverthecourseofCouncil’sterm.
Implement:Theinitiativesnecessarytoimplementthestrategicplanwillbesummarizedindepartmentbusinessplans.Departmentswilloutlinetheactionstheywillundertaketoachievethethree-yearprioritygoalsandspecifytheoperatingbudgetsnecessarytosupporttheseactivities.
Report:TheStrategicPlanincludesperformancemeasuresforthe10-yearstrategicgoals.Thesemeasureswillformthebasisforanannualreportingoftheprogresstoward(oraway)fromthe10-yeargoalsandinrealizingthevision.MeasurementsofsuccessofthestrategywillundergoaregularreviewbyCouncil.
Asthethree-yeargoalswillguidedecision-makingatthedepartmentlevel,theprogressoftheCityinsupportoftheseprioritygoalswillbereflectedindepartmentbusinessplans.
Thestrategicplanwascreatedusingafour-stepprocess.
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TERM AND SCOPE OF STRATEGIC PLAN ThisStrategicPlanisintendedtoguideandinformplanningdonebytheCityfora10-yearplanninghorizon.Three-yeargoalsspecifytheprioritiestofocusonwithinthattimeframeandreflectthedepartmentplanningcyclesandCouncil’sterm.
However,thisisadynamicandevolvingplan–createdusinganassessmentoftheoperatingenvironmentandcommunityinputataspecificpointintime.Newissues,challenges,trendsandopportunitieswillemergethroughoutthe10-yearlifeofthestrategy.InadditiontoCouncil’sannualreviewoftheprogressofimplementation,everythreeyearsanextensivereviewandupdateoftheplanwilloccurtoreflectchangesintheoperatingenvironmentandtoensureCouncilprioritiesareaddressed.
AlthoughtheCityVisioncouldguideagenciesandotherCitybuildingpartners,thisstrategyonlycoversthebusinessesofthemunicipalcorporationunderthepurviewoftheCityManager.
USETheStrategicPlanwillbeusedinthefollowingways:
· To align all planning decisions.
AllCityactionswillworktowardtheachievementofacommongoal.Tothisend,theframeworkTransformingEdmontonwascreatedtointegratethenewMunicipalDevelopmentPlan,FocusEdmonton,andallothermajor10-yearstrategicplanninginitiativeswiththeoverarchingvisionandgoalsoutlinedinthisdocument.
· As direction to the development of department business plans and budgets.
Thestrategyisthebasisforallcitydepartmentsinthedevelopmentoftheirbusinessplans.Theactivitiesandresourceallocationofthedepartmentswilldemonstratealignmentwith,andtheachievementof,thethree-yearprioritygoalsofthestrategy.
CONDITIONS OF SUCCESSBecausemuchofthesuccessofthisstrategydependsontheCity’soperationalenvironment,theCitywillworktoenhancethefollowingareas:
·organizationalcapacity(e.g.fiscalandhuman);
·soundmanagementpracticesandprocesses;
·enablinginfrastructure.(e.g.informationtechnology);and
·effectivecommunication.
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VISION
A creative description of Edmonton’s future, the vision guides our decisions, helps us set direction and encourages us to align our priorities as we work to make Edmonton the city we want it to become in 2040.Takeariverboatfromoneshoreoftheworld’slargesturbanparktotheother,fromtheuniversitytothelegislature.Fromthewater,lookupandconsidertheskyline,thebustlingcoreandthetowersandurbanvillagestotheeastandwest.
Thepeopleonthesidewalksandtrails,fromFirstNationstonewCanadians,linkedbyacommonpurpose—tolearn,toprosper,tocelebrate.TaketheLRTinanydirectionfromhereandyou’llbeintheheartofsomewherespecial.WelcometoEdmonton,thecapitalofAlberta,anortherncityofartandideas,researchandenergy.
·Edmontonisanenergycity.Energydrawnfromthegroundandfromabove;fromthesunandwind.ButthetruepowerofEdmontonisthedemocraticsparkinitspeople.
·Edmontonisacityofdesign—urbandesign,architecturaldesign,andenvironmentaldesign.Walkitssafe,leafyneighbourhoods,rideitsefficientandaccessibletransportationsystem.Thecityhasgrownup;nowwe’rebuildingsmarter.
·EdmontonlinksthecontinentwiththenorthandwithAsia.Thiscooperativeregionaleconomyispowerfulanddiverse,orientedtowardthefuture.Visittheuniversitiesandcolleges,thehummingresearchparks,thedowntownofficetowers:Edmontonisadestinationforadvancedtechnologies,healthcare,andgreenenergy.
·Edmontonisarecreationcity,anartscity.Itisacitythatembracesallseasons.Run,rideorskionitstrailsandfields,cheerinitsarenasandstadiums.Enjoythemuseums,galleries,clubs,andtheatres.Readitsnovels,watchitsfilms.SpendanhouroraweekinthegloriousNorthSaskatchewanRiverValley,theworld’slargestpreservedpark.
·Edmontonisacityofmanycultures,educationalopportunities,andallpoliticalandsocialorientations;yetitscitizensareinspiredbyasharedvisionandthecertaintythatthiscityonariverisoneofthemostspecialplacesonearth.
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Fourprinciplesunderpinthedevelopmentandimplementationofthisstrategicplan.
INTEGRATIONAholisticviewofstrategicplanningthatacknowledgestheinter-relatedandinter-dependentrealityofcomplexurbanenvironments.Goalsandprioritiessetfordifferentelementsinurbanplanningareasinterrelatedecosystemsandconsideredintermsofhowtheyimpact,supportanddriveeachother.
SUSTAINABILITYAwayoflivingwhichmeetstheneedsofthepresentanddoesnotcompromisetheabilityoffuturegenerationstomeettheirownneeds.Urbanplanningtakesanintegrated,holisticviewofurbanenvironmentsanddefinessustainabilityinthecontextofinterrelatedecosystemsencompassingeconomic,social,environmentalandculturalsustainability.
Theprincipleofsustainabilityalsoincludesfinancialsustainability,ensuringurbanplanningrecognizesandaddressesresourceconstraintsandcapacities.
LIVABILITYAninterrelatedsetoffactorsthatinfluencespeopletochooseaplacetoliveandreinforcestheirsenseofwell-beingthere.Theconceptoflivabilityisbasedontheknowledgethattheeconomicandsociallifeofthecommunityisintimatelylinkedtoitsnaturalandbuiltenvironment,andtogethertheseelementsimpactsocialandculturalgoals.Livabilityfactorsinclude:
PRINCIPLES
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·Socialcapital:Thehumancapitalofthepeoplewithinacityinalltheirdiversityandpotential,togetherwithanurbanculturethatreflectspeople’ssocialvaluesandmakesthemfeelincludedandrespected.
·Amenities:Acleanandwell-designedcommunitythatallowsmanychoicesoflifestyleandincludesopenandgreenspaces,respectforhistoricfeaturesandintangiblessuchasasenseofplaceandfosteringcommunitycharacter.
·Economicprosperity:Sustainableeconomicandemploymentopportunities.
·Safety:Asenseofpersonalandcommunitysafetyandoverallsocialorder.
·Accesstosocialservicesandinfrastructuresuchashealthcare,education,recreationandartsandculture.
·Environment:Anenvironmentsustainedforcurrentandfuturegenerationsthroughresponsiblepractices.Cleanairandwater,accesstolocalfoodsuppliesandthehealthyco-existenceofnaturalandurbanenvironments.
·Affordability:Theabilityofpeopleofallincomestohaveaccesstoaffordablecoreneedssuchashousing,food,transitandcoresocialservices.Therecognitionaswellthataffordabilityofotheramenitiesaffectstheoverallcompetitivenessofacityinattractingandretainingresidentsandimpactsthequalityoflifeofthosewholivethere.
·Easeofmobilityandmovement:Accessibleroadsandtransportationmodesthatmeettherequirementsandchoicesofsociety,communitiesandpeopleofallagesandneeds.
·Participation:Politicalanddemocraticprocessesthatallowpeopletoparticipateindecisionsthataffectthem.
INNOVATION Aplanningapproachandoperationalculturewithinamunicipalitywhichencouragesandenablescontinuousimprovementandtheexplorationandadoptionofnewtechniques,technologies,productsandwaysofoperatinginordertoimproveresultsandleadprogressivechange.
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GOALSSix ten-year strategic goals were established
to provide a clear focus for the future. Priority goals shape the City’s actions in the near
term and performance measures will assist in measuring progress towards the vision.
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PRESERVE AND SUSTAIN EDMONTON’S ENVIRONMENT: Ten-year strategic goal: Inpartnershipwithitscitizens,businessesandinstitutions,Edmontonisthenation’sleaderinsettingandachievingthehigheststandardsofenvironmentalpreservationandsustainabilitybothinitsownpractices,andbyencouragingandenablingthepracticesofitspartners.
Elaboration:WiththegoaltopreserveandsustainEdmonton’senvironment,theCityintendstoleverageexistingstrengthsandnewinnovationstoimprovetheenvironmentinasustainablewayandminimizetheecologicalfootprintoftheCity.StrivingtopreservenaturalresourcesasCitybuildingpartnersandthemunicipalcorporationdeliverservicestocitizens,emphasiswillbeplacedonbothpreservationandsustainability.
ProgressMeasures:
·Consumptionofnon-renewableandnon-recyclableresourcesdecreases.Indicators:
1. City-widewaterused(total,percapita,sector)
2. City-widesolidwastegenerated(total,percapita,sector)
3. City-wideenergyused(total,percapita,sector)
4. Greenhousegas(GHG)emissions
5. Ecologicalfootprint
·Naturalenvironmentisprotected,enhancedandrestoredIndicator:
1. Acresofgreenspace(aspercentageoftotalspace)
·Environmentalhealthofthecityimproves(e.g.airandwaterquality,hazardouswaste)Indicators:
1. Airqualityindex
2. Waterqualityindex
3. City-widewastewatergeneration(total,per-capita,andsector)
4. Citypurchasesofhazardousmaterial
Three-yearprioritygoals:*
·Increaseandbroadenadvancementtowardszerowaste;
·Reducewaterconsumption(percapita);
·Increaseuseofrenewableenergy(incityoperations);
·Reducegreenhousegasemissions(incityoperations);
·Improveair,waterandsoilquality(incityoperations);and
·Increaseaccessandproximitytoecological(naturalandgroomed)systems.
* Progress measures for three-year priority goals will be included in department business plans.
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IMPROVE EDMONTON’S LIVABILITY: Ten-year strategic goal: EdmontonisoneofCanada’smostlivablecitiesbecauseitiswelcomingtoall;issafeandclean;fostersitsheritageandsupportsitsartsandmulticulturalcommunities;encouragesactivelifestylesthroughrecreationalopportunities;andengagesitscitizen’sinthecity’svisionanddirections.
Elaboration:ToimproveEdmonton’slivability,theCityintendstofocusonthepeopleconcernsassociatedwithimprovedlivabilitybyconcentratingeffortsonpreventionandgettingtotherootcausesorbarriersthatareinthewayofachievingamorelivablecity.Thisgoalisfocusedspecificallyonthestrategicareasofwelcoming,safetyperception,cleanlinessandaspectsimportanttothenotionofurbanvillagecreation.
ProgressMeasures:
·EdmontonisconsistentlyratedasoneofCanada’smostlivablecitiesintheseareas:
·Communityinvolvementandparticipation(e.g.participationinCapitalCityClean-up);
·Artsandculturalactivitiesreflecttheculturaldiversityofthepeople(e.g.numberofculturalfestivals);
·Lookandfeelofthecity(e.g.publicspacesareattractiveandwellmaintained);
·Satisfactionwithqualityofthebuiltenvironment(e.g.proximitytotransitandservices);
·Emotionalhealthandwell-being(e.g.personalsafety);
·Preservationofheritagebuildings,sitesandobjects. Indicators:
1. Selectsocialindicators(CityofEdmontonGenuineProgressIndicators)ascomparedtoAlbertaandCanadianaverage(e.g.crime,volunteerism,freetime,commuting)
2. SelectindicatorsfromtheFederationofCanadianMunicipalities’QualityofLifeReportingSystem(e.g.,personalsafety,civicengagement)
·CitizensperceivethatEdmontonisaverylivablecityIndicator:
1. Residents’perceptionsofsafetyintheirneighbourhoods,downtownandonpublictransit
2. Resident’sperceptionsoftheaccessibilityandaffordabilityofrecreational/leisureactivities
3. Residents’perceptionsthatthecityisattractiveandwell-maintained
4. Residents’perceptionsthatthecitysupportsartsandmulticulturalcommunities
5. Residents’perceptionsthatthecityprovidesopportunitiesforandvaluescitizeninput
Three-yearprioritygoals:
·Enhancesocialconnectednessforallcitizens;
·Reduceandpreventcrimeinour:transit,downtownandcommunities;
·Reducelitter,graffitiandvandalismintargetareas;
·Preserve,celebrateandsupportEdmonton’sheritage,artsandculture;
·Reducebarrierstoparticipationinrecreationactivitiesandlocalprograms;
·Improvecommunityengagementandparticipation;and
·Increasethesupplyandrangeofaffordablehousingtomeetcitizens’needs.
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TRANSFORM EDMONTON’S URBAN FORM: Ten-year strategic goal: Edmontonhasincreaseditsdensityandoptimizedexistinginfrastructurewhilemaintainingandrevitalizingstrong,vibrantneighborhoods;ensuringhighstandardsofurbandesign;adoptingbestlandusepractices;andpreservingnaturalareasandpublicspaces.
Elaboration:InsettingthegoaltotransformEdmonton’surbanform,theCityrecognizestherealitiesofthechangingeconomicsofurbanservicedelivery.Amorebalanceduseofdwellingdensities,mixed-use,andplacemakingwhichrecognizesthestrategicimportanceofbuildingneighborhoodsdifferentlyisenvisioned.ThisgoalimpliesEdmonton’sroleshouldbeshiftingtomoreofanurbancenterwithinathrivingregionandaprioritizationoftheplacementofnaturalandpublicspaces.
ProgressMeasures:
·AveragedensityofEdmonton’shousingstockincreasesIndicator: Numberofdwellingsperhectarefornewhousingprojectsonbuildableland
·Amountoftransit-orienteddevelopmentprojectsincreasesIndicators:
1. Percentofpopulationthatiswithin400/800metresofatransitnode/corridor
2. Percentofpopulationthatiswithin400/800metresofaparkoropenspace>10hectares
3. Percentofpopulationthatiswithin400/800metresofcommercialservices
·SpendingoninfrastructuremaintenanceoptimizedIndicator:Infrastructureconditionandlifeexpectancy(e.g.assetgradingconditionA-F)
·NumberofacresofpublicopenspaceincreasesIndicator:Numberofacresofpublicopenspaceasapercentageoftotal(bycommunityandtotal)
Three-yearprioritygoals:
·Increasedwellingdensity1withconditionssuchas:
·recognizinguniqueneighbourhood,commercial,industrialcharacteristicsandserviceneeds;
·transit-orienteddevelopment(TOD);
·adequateandaffordablehousingandlivingenvironments;
·amix-useofresidentialandcommercialdevelopment;
·eco-efficient;
·safe;and
·aestheticallypleasing.
·StrategicallyinvestinselectinfrastructureassetbytheLong-rangeFinancialPlanandtheStrategicInfrastructureFinancialStrategy;
·Refocusspendingonrenewingexistinginfrastructurerelativetoinvestmentinnewinfrastructure;and
·Improvecity’surbanarchitectureandurbanformtoensureitmeetsenvironmentalstandardsandexemplifiesexcellenceinurban,architecturalandlandscapedesign.
1 per capita excluding river valley in calculation.
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SHIFT EDMONTON’S TRANSPORTATION MODE: Ten-year strategic goal: Modesoftransportationshiftto“fit”Edmonton’surbanformandenhanceddensitywhilesupportingthecity’splanning,financialandenvironmentalsustainabilitygoals.
Elaboration:InshiftingEdmonton’stransportationmodestheCityrecognizestheimportanceofmobilityshiftstocontributetotheachievementofotherrelatedgoals.Todososuggeststheneedtotransformthemixoftransportmodes,withemphasisonroaduseforgoodsmovementandtransitingpeople,andtransituseformovingpeople.Thisgoalreflectstheneedforamoreintegratedtransportationnetworkcomprisingofheavyrail,lightrail,airandgroundtransport,andrecognizestheimportantcontributionthattransportationmakestoenvironmentalgoals.
ProgressMeasures:
·Residentsuseofsustainablemodesoftransportation(e.g.,bus,bike,pedestrian,LRT)increasesIndicators:
1. Transitridershippercapita
2. Vehicleownershippercapitaandbyhouseholdlocation
3. Lengthandqualityofcyclingnetwork
4. Modesplitintocentralareas(throughcordoncountsurveys)
5. Residentsperceptionsoftheaccessibilityandaffordabilityofsustainabletransportationoptions
·Theabilitytomovegoodsthroughandaroundthecityisoptimized.Indicators:
1. Traveltime/congestiononinner/outerringroadorhighwayconnector
2. Percentofintermodalandwarehousefacilitieswithin1,600metresofinner/outerringroadorhighwayconnector
Three-yearprioritygoals:
·Increasetransitridership;
·Ensuretransitsustainabilitythroughappropriatecostrecoveryratio;
·Reducebarrierstotheuseofdifferentmodesoftransportation;
·Increasetrafficsafety;
·Selectandremedyhighcongestionareastobetterfacilitatetravelthroughandaroundthecity.
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ENSURE EDMONTON’S FINANCIAL STABILITY: Ten-year strategic goal: Edmontonisfinanciallysustainable,withtherevenueresourcesrequiredtosupportitsplansandprovidetheinfrastructureperformanceandservicescitizensneed.
Elaboration:InensuringEdmonton’sfinancialsustainability,theCityrecognizesthetiebetweendemandsontheCityandthelimitedmeanstoaddressthesedemands.TheCitywillworktodiversifyrevenuesourceswhilemaintainingtheobligationstheCityhastoitscitizens.Thisgoalreliesontherevenuebenefitsthatcouldberealizedfromtheothergoals,suchasEconomicDiversityandUrbanFormtransformation
ProgressMeasures:
·RevenueresourcesincreaseanddiversifyIndicator: Totalandpercentofcityrevenuefromallsources
Three-yearprioritygoal:
·Increaserevenuesourcesandreducerelianceonresidentialpropertytaxtomeetstrategicinfrastructureandserviceneeds
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DIVERSIFY EDMONTON’S ECONOMY: Ten-year strategic goal: Edmontonisrecognizedasaneconomicpowerhouse,maximizingthediversityofitseconomicadvantages,includingitslocationasPortAlbertaandasaportaltothenorth;astheurbancentreofregionalindustrialdevelopment;asaknowledgeandinnovationcentreforvalue-addedandgreentechnologiesandproducts;andasaplacethatattractsandsupportsentrepreneurs.
Elaboration:TodiversifyEdmonton’seconomy,theCityrecognizestheeconomicadvantagesarethoseexistingstrengths.LeveragepointsincludeEdmonton’sphysicallocale,centresofexcellenceandindustrial/entrepreneurialcomparativeadvantagewithlocal,northernandAsianopportunities.Specifictargetareasarelogistics,eco-industrialandenvironmentaltechnologyknowledgetransfer.Inestablishingthisgoal,theCityrecognizestheseparaterolesofEdmontonEconomicDevelopmentCorporationandtheMunicipalCorporationandenvisionstheCity’sroletobethatofanenabler.
ProgressMeasures:
·Economicdiversityincreasesintargetedbusinessareas(clusters).Indicators:
1. Selecteconomicindicators(Edmonton’sGenuineProgressIndicators)ascomparedtoAlbertaandCanadianaverage
2. Percentageofjobsindefinedsectors(e.g.“green-collar”jobs)
Three-yearprioritygoals:
·Workwithbothpublicandprivatesectorpartners,toimprovethefavourablebusinessandinvestmentclimatefor:
·Eco-industrialbasedeconomy;
·LogisticsandservicingfortheneedsoftheNorthandAsia;
·Greentechnologydevelopmentandcommercialization;and
·Entrepreneurs.
·InvestintransportationnetworktosupportPortAlberta.
·Improve,continuously,thecapacityandcapabilityoftheorganizationinthedeliveryofservicestobusiness andcitizens.
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THE BRAND AND THE VISION
ThepyramidshapedlogomirrorsthepyramidlandmarkatCityHall.JustasthepyramidsitsatopCityHall,TransformingEdmontonsitsatoptheCityofEdmonton’sstrategicplanninginitiatives.Thepyramidrepresentstheapex,theculminationofalloftheotherplans;thepyramidstructurerepresentsstabilityandcohesiveness,withaclearupwardfocus.
ThespectrumofcolouredstreamsthatoriginateontherightsideofthepyramidrepresentthespectrumoftheCityofEdmonton’splanninginitiatives.ThebluestreamatthetoprepresentstheCityVision,whiletherestofthecolourspectrumrepresentsthefullcomplementoftheCity’splans.Theblendingofcoloursintherightcornerofthepyramidrepresentstheintegrationoftheplansintheirdevelopment.Asthecolourstreamsmoveoutwardtheytakeontheirownidentitieswithnoendpointinsight.
Thegreystreamsthatoriginateontheleftsideofthepyramidrepresentthepublic.Aseachgreystreamintersectswitheachcolouredstream,sodoeseachcitizenofEdmontoninteractwiththeCity’splanninginitiatives.
Boththegreystreamsandthecolouredstreamsextendpasttheirnaturalboundariestoshowprogressionbeyondthe10yearplanningcycleandtheongoingandinfiniteoutcomesthatthey’llproduce.Asstrategicplans,theireffectswillbefeltbeyondanyfixedperiodoftime.
Overall,thedesignismeanttoreflecttheintegrationoftheCityofEdmonton’splanninginitiative,andinvokefeelingsofpurposeandpossibility.
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InformationontheCityofEdmontonisavailablethroughtheinternetwww.edmonton.ca
Inquiriesmayalsobedirectedto:
TheCityofEdmontonDeputyCityManagersOfficeBusinessStrategyandPerformanceReporting12thFloor,Tower1,ScotiaPlace10060JasperAvenueEdmonton,AlbertaT5J3R8780-442-4389