New Name Proposed for the Association

The association is proposing the new name Engineers and Geoscientists Saskatchewan (EGSK) for the Government of Saskatchewan’s consideration. The new name is part of the proposed changes to the Engineering and Geoscience Professions Act. 

Why change the name?

The review of the Act provided APEGS with the opportunity to reflect on our purpose (regulate the professions to protect the public) and explore how well our existing brand (how we present ourselves to the world) aligns with our purpose. APEGS worked with Bradbury Brand and Design Experts throughout 2025 on a comprehensive review of the foundational elements of a brand–APEGS’ story, purpose, promise, values, positioning, and tone of voice, along with the tangible aspects of a brand–our name, logo, publications, signage, etc. The process included consultations and focus groups with staff and members and surveys of the public and members. The review revealed that it was timely and relevant for APEGS to modernize our brand to enhance public understanding of what we do while reinforcing our regulatory authority.

Why was this name chosen?

The proposed transition to Engineers and Geoscientists Saskatchewan follows branding best practices, which prioritize memorability, clarity, and adaptability, while directly communicating the organization’s regulatory mandate. The new name reflects the association’s modern regulatory practices, enhances cognitive efficiency, optimizes digital visibility, and reinforces the association’s statutory authority. Similar changes have proven successful for other regulatory bodies across Canada, including Engineers and Geoscientists British Columbia and Engineers Geoscientists Manitoba. The key benefits of the name change are noted in detail below.

Enhanced Clarity and Recognition

  • The simplified name “Engineers and Geoscientists Saskatchewan” reduces cognitive load, the mental effort required to process and retain information.
  • Research indicates that names exceeding four syllables face a 40 per cent drop in recall accuracy, making brevity critical for regulatory bodies requiring public trust.
  • Removing the word “Professional”, which is inherent in the legislation, protected titles, and registration categories, provides a simpler, more accessible public-facing name.

Reinforced Regulatory Authority

  • The term “association” historically implies a voluntary, member-serving organization rather than a mandatory regulatory body.
  • Removing “Association” emphasizes regulatory authority by avoiding the implication of voluntary membership and eliminating misunderstandings about the association’s nature and purpose.

National Consistency and Recognition

  • Aligns with the naming conventions adopted by other provincial regulatory bodies in recent years.
  • Creates cohesion within the national engineering and geoscience community.
  • Facilitates clearer inter-provincial communication and collaboration.
  • Supports mobility recognition across jurisdictions.

Modernization of Brand Identity

  • Reflects contemporary branding principles that prioritize clarity and directness.
  • Positions the organization as forward-thinking and adaptive.

Digital Optimization

  • Aligns with today’s digital communication needs (website URLs, social media handles, email addresses).
  • Shorter names improve digital visibility and search engine optimization.