SASKATOON — Saskatchewan Jazz Festival organizers will now be officially known as Sask Jazz Fest, with the rebrand taimed at embracing the name the community that hosted the event for years. The rebrand was launched on Tuesday, Feb. 17. The Sask Jazz Fest will be held from July 5 to 11 at Victoria Park.
“The community has been fondly referring to the festival as ‘saskjazz’ and ‘jazzfest’ for years. So, we felt it was time to embrace that name as part of our new brand identity,” said executive director Shannon Josdal, who added that the rebranding process involved a public survey aimed at collecting 500 responses.
The festival, beginning in spring 2025, launched an online public survey, and the final number of responses reached almost 1,500, nearly tripling the initial goal. Saskatoon-based digital marketing agencies Howard & Lloyd Design and Blue Moose Media also organized in-person focus groups with artists, sponsors, partners, volunteers and festival-goers.
“The entire rebrand is very much rooted in Saskatchewan. Saskatoon-based businesses led it, and it’s meant to encapsulate the uniqueness of our city and province. It’s unmistakably grounded in prairie roots, but it’s so vibrant and colourful that it’s like we’re saying, ‘Hey! We hear you, see you, and we’re ready to grow with you, too.’ And of course, then there’s jazz,” Josdal said.
Howard & Lloyd Design owner Cody Schumacher said it was a huge honour on his part to be invited to be part of the team that helped shape the jazz fest’s next chapter, as the annual music event has been a special part of his summers in Saskatoon. Their goal for the focus group discussions was to gain a deeper understanding of how people viewed SaskJazz and what they wanted to see going forward.
“Between the focus groups, the over 1,400 incredibly thoughtful survey responses, and the many passionate conversations I’ve had with people about JazzFest over the past year, it was impossible to miss how deeply the community cares. We’re so grateful to the festival’s Board of Directors, Josdal, and the entire team for not only trusting that feedback, but fully backing what the research was telling us,” said Schumacher.
The research was detailed and focused on SaskJazz's legacy since its inception in 1987, and was alive and well. But it was also clear about something else. Although people wanted to see the festival honour its history, they also wanted to see SaskJazz move forward. The new brand boldly responds to that message.
“Knowing how much this festival means to people and artists here at home, the only way we felt we could show our respect and say thanks for that passion was to build something unique, jam-packed with symbolism, and a whole lot of fun,” Schumacher said.
The new logo will feature the “Sask” on a dark green road sign. The “F” represents the shape of the province, with the classic Saskatchewan yellow and green colours, and the “S” symbolizes the South Saskatchewan River flowing through the heart of Saskatoon. The heart itself is also a nod to Riversdale’s street signage, the neighbourhood that is home to the festival’s main site at Victoria Park. The blue river in the logo is shaped as a music staff because the event celebrates everyone’s love for music.
“Jazz has been massively influential in my life, like so many other musicians I know. Of course, it’s a genre, but I think it’s fair to say that jazz is like a living, breathing thing. It evolves, it changes — very much like people. One of the key ideas that came out of the research that relates to that concept is the phrase, ‘Prairie loud, no wrong notes.’ So there’s space for everyone here,” Josdal said.
Sask Jazz said they would like to offer a special thank you to the City of Saskatoon and Tourism Saskatchewan for their support of the rebrand project, as well as to Howard & Lloyd Design, Blue Moose Media, and everyone who took the time to participate in the focus groups and online survey.
