In the midst of a City Council meeting Tuesday, one councillor brought forward an idea to change the signs welcoming motorists into Alberta’s capital city.

Councillor Michael Oshry issued a ‘notice of motion’ that would renew the push to change the current, decades-old welcome signs, and look at whether Edmonton’s slogan: ‘City of Champions’ should stay.

“I think we need to have some signage that better reflects where we are today and where we’re going,” Oshry told CTV News. “We’re a fast moving, growing, exciting place to live and I think those signs need to demonstrate that.”

It’s not the first time in recent years a re-brand has been brought up, the last time was in 2008, and it was voted down over the hefty price tag attached - $2.6 million for a modern pyramid design.

“You can spend as much as you want, or as little as you want, but we spend a lot of money on branding the city or positioning the city and this is the first impression people get when they get into the city, I think it’s important to spend a little money on this,” Oshry said.

The idea is not sitting well with one other councillor.

“From the reaction at council, I’d say we’re not that interested,” Councillor Tony Caterina said.

However, Mayor Don Iveson is onside with pursuing the idea further.

“I think there’s a chance to refresh it, you know, perceptions are changing of the city, there’s a new sense of confidence here,” Iveson said.

The ‘City of Champions’ slogan dates back to 1987, linked to the response to the ‘Black Friday’ tornado, and the volunteers who jumped into action in its wake – an inspiration council agreed on in 2008.

“I think we had all settled that ‘City of Champions’ certainly doesn’t mean sports,” Caterina said.

But in recent years, the slogan also became synonymous with the huge successes of the city’s professional sports teams at the time the slogan was attached to the city.

One public relations expert said the meaning of a slogan depends on what people believe it is about.

“So what we perceive something to be, and the court of public opinion,” Colin Babiuk from Macewan University said. “Those perceptions over time become truth.”

Oshry’s motion needs to be presented to Council for debate – if passed; it will go back to City administration for a report on the costs and issues associated with the change.

It’s possible the idea could go to public consultation, before the motion would come back to council for a final vote.

With files from Bill Fortier and Laura Tupper