“After learning that city councillors had endorsed the word ‘Edmonton’ followed by a little red maple leaf as the city’s new “one-word brand” on Tuesday, NAIT marketing instructor Ray Bilodeau warned that people might not fill in the blank the way the city expects. “Do we really want to be known as the construction city or the photo radar city?” Bilodeau said. “Google ‘Edmonton photo radar city’ or ‘photo radar capital’ and you’ll see the images come up where people have filled in that blank. I don’t think a brand wants to leave it to chance.” “At a minimum, the City of Edmonton might want to look at modernizing the font that they chose to use,” Bilodeau said.  But in the grander scheme of things, he said he thinks the city could be missing an opportunity to brand itself beyond its name, to a target market that includes the investment community. “I’ve always been a big fan of having a brand like ‘an inspiring capital,’ ” he said, adding it recognizes Edmonton as the capital of Alberta, but also what it has to offer.  The Edmonton Economic Development Corporation (EEDC) worked with city officials to come up with four themes it believes describe Edmonton: open, innovative, courageous and collaborative.  The City of Vancouver also recently commissioned a new wordmark, simply City of Vancouver. It was mocked tirelessly on social media. The mayor announced that it was being put on hold for further community consultation. “ [Via](https://www.cbc.ca/news/canada/edmonton/reaction-to-rebranding-edmonton-as-edmonton-1.4190296)