In 2021, Tourism Prince Albert contracted Encore Graphics to design a new logo and visual identity that captures the vibrancy of the local attractions and natural landscapes surrounding Prince Albert. The resulting logo reflects the unique character of the area, while the tagline, "Explore the Gateway to the North," was developed to emphasize Prince Albert’s role as a key access point to northern Saskatchewan adventures. This refreshed branding has helped position Tourism Prince Albert as a premier destination for visitors.