I think it is spot on. The orange colour reminds me of the golden wheat fields and somehow fits Alberta's western flair. The script is active, yet not too feminine for such a stereotypically masculine province. And the tagline is so true to the spirit of Albertan life. In classic "go big or go home" gusto, the provincial government is spending $25 million dollars for the project.
As a former Calgarian, I just might salute the initiative and go put on my cowboy hat.
