PORTLAND, Maine — City officials have launched a rebranding effort with the aim of growing the city's downtown business district.
The organization that promotes the city's downtown and Old Port neighborhoods, Portland Downtown District, will now called simply Portland Downtown.
The district also has a revamped website with extra features and a new logo. It resembles a postmark with "Portland" emblazoned on it, next to the year 1633, which was when the community was first settled.
"I think people will find that it's clean and modern new logo and branding, but it's also classic and timeless," says city spokeswoman Jessica Grondin. "We really think it captures the essence of Portland, of what it is today, but it also builds on the history and I think it'll take us into the future."
Officials say the rebranding is meant to reflect Portland's growing arts community, internationally known culinary scene and "influx of talent and capital."
Portland Downtown also released a five-year strategic plan. One of its goals is to grow the downtown district.