Edmonton, AB — Alberta Soccer Association (ASA), the provincial governing body for soccer in Alberta, is proud to unveil its new brand identity—ushering in a dynamic, unified, and professional era for the sport.

Unveiled at a special launch event attended by players, coaches, clubs, referees, media, and sports personalities, the rebrand includes a new logo, jerseys, merchandise, and messaging that reflects Alberta Soccer’s growth, ambition, and inclusive spirit.

“This is more than a logo change,” said Lisa Grand, Executive Director of Alberta Soccer. “This is about honouring our past, reflecting who we are today, and setting the stage for where we’re going. We are building something every Albertan can be proud to wear and stand behind.”

The new brand features a modern, stylized shield that tells the story of Alberta Soccer’s identity and purpose. At its core, the design blends boldness with deep meaning:

• Alberta’s wild rose, the province’s official floral emblem, proudly sits at the heart of the design, representing our roots, our home, and the natural beauty that defines our landscape.
• The North Star, carved within the rose, symbolizes Alberta Soccer’s guiding role—leading and uniting players, clubs, and communities across the province.
• The angled “A” shape pays homage to Alberta’s iconic mountain ranges, reflecting our ambition, strength, and continuous rise in Canadian soccer.
• Three rising lines stand for ASA’s brand pillars: Collective Growth, Inclusion, and Support—a visual commitment to shared progress and unity across all game levels.

More than a visual update, the new identity was designed to resonate emotionally with every person who finds purpose and pride in the game—from first kicks to championship moments.

“Whether you’re a five-year-old kicking a ball for the first time, a national-level athlete, a coach, a volunteer, or a fan—you’re part of this team,” added Lisa Grand. “Our new identity is bold, inclusive, and built by the people who live and love this game across Alberta.”

The rebranding was developed in collaboration with Brandish, following months of consultation, design exploration, and storytelling rooted in Alberta’s diverse soccer community.

Highlights from the Rebrand:

• New ASA Logo & Visual Identity
• Brand Pillars: Collective Growth, Inclusion, Support
• New Campaign Hashtag: #WeAreOneTeam

The brand launch is the first phase of a broader engagement initiative that will roll out across digital platforms, partner clubs, events, and competitions throughout 2025 and beyond.

To learn more about Alberta Soccer’s rebrand, watch the launch video and access brand materials at: www.albertasoccer.com

Download the full Alberta Soccer Brand Guidelines here