 Fountain Tire's slogans have included "Home of the Tire Experts," "Winning the West," "Your Alberta Tire Store" and “Trust.Fountain Tire.” 

Actor comedian Thom Sharp became Fountain Tire’s spokesperson in 1994 and was known as “The Fountain Tire Guy” for more than 20 years.In 2018, Fountain Tire launched a new brand and tagline, “We’re on this road together,” to reflect a philosophy of partnership across the company.