While it might seem as simple as replacing a storefront sign or changing a URL, rebranding a business’s operating name can be a little more cumbersome and requires navigating a lot of paperwork and a few potential fees.
In Alberta, name changes to corporations, trade names and partnerships can be done through registries and some law firms. They’re subject to a $50 provincial fee and a sliding scale of fees depending on which registry or firm is used.
Municipally, there are no fees charged to update a business operating name as long as the business’s license is still currently active.
Businesses also need to notify the federal government of any changes, though there is no fee.
Replacing signs bearing the name Oliver would be the first and most obvious choice for any business looking to cut ties with the Oliver brand, but doing so can take time and money.
In Edmonton, all signs on private property require City permits, which can run anywhere form $100 to $920. The good news is the City doesn’t charge additional fees for updating signs with new copy as long as a permit is still active.
Where things can get costly, is with the actual work of buying and installing new signs.
Cole Gupta is in business development with PM Signs, a company that manufactures business signs in Edmonton, Calgary and Saskatchewan. Gupta said costs associated with redesigns are hard to pin down, but typically start in the thousands.
“For small businesses, they typically spend a few thousand on a basic sign, but it depends on what they get, where and how large,” he said.