Some thought it should return to Kami the Trout - a nostalgic cast back to the 1960s - but the Kamloops Chamber of Commerce opted for a fresh approach with its new logo.
Three interlocked boomerang-shaped figures in the logo unveiled on Thursday symbolize the chamber's three pillars of service - member benefits, advocacy and education, said executive director Deb McClelland.
The logo's grey, lime-green and red colours represent the culture of the chamber and are intended to project a friendly, welcoming image.
"The colours talk about the fact that we are vibrant and alive, and we are a community unlike any other in the country," McClelland said.
Kami the Trout was adopted as the chamber logo in 1967 before the organization moved to a landscape-like logo 15 years ago. The happy little leaper, of course, represented the city's standing as a freshwater fishing capital.
Along with the new branding, and centralized downtown offices celebrated with Thursday's grand opening at 615 Victoria St., the chamber has undergone other changes. Last year, it relinquished a longtime contract to operate the Kamloops Visitor Centre. Tourism Kamloops has taken over that contract and serves as a better fit for the function, she said.
"We're focused more on the chamber's mandate since the visitor's centre was an independent part of the organization and served visitors," McClelland said. "We can concentrate on our members and help grow their businesses a little bit more than before."
In that vein, the chamber is developing new member programming, including presentations by business excellence award winners. The winners will be invited to talk, not only about their businesses, but about specific obstacles they have overcome en route to success.
"We really feel that those businesses do have stories to tell that will be of interest to members."
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