The City of Chattanooga is getting a fresh look. The Kelly Administration recently unveiled the city’s first-ever brand, which was created by local designers Steve Hamaker and David Littlejohn, with input from residents.

Created to address the city’s need for a unifying visual identity, the brand will be used across city departments, initiatives, and agencies. This is part of the redesign of the city’s website, which is set to be completed by next month.

This logo is also separate from the city seal, which will remain unchanged, returning to its proper use as an authenticator in official documents.

Here’s what the city says the elements of the brand represent:

Arrow notch | Chattanooga’s past + shows forward progress (from a little arrow of change to a big arrow of change)
The arrow | Forward movement
The type | Chattanooga’s rich history (while maintaining a clean, modern appearance)
The leaf | Nature, clean air + 33 years of being designated a Tree City
The water | The rivers, streams, and lakes that course through the city + the waves signify the community’s dynamic energy and ongoing pursuit of unity

Folks will also see two other variants of the brand, a stacked logo + a shortened logo. It will be phased in over time, but will soon be seen on city uniforms, vehicles, signs in parks, on buildings, and across the city’s digital footprint.

Want to rep the city’s new brand? You can purchase shirts, hats, backpacks, and more from the online store.