Halifax has a “bold” new logo that council showed off Tuesday. Halifax council approved the re-branding and staff will roll out the new imagery online and in material about the municipality.

“The goal of this branding project was to articulate a single rallying cry that will help us put our best foot forward and show the world what a great place our region is to live, work, visit and invest,” Mayor Mike Savage said.

“We now have a brand that is both current and aspirational, and I’m excited for Halifax to share its new face with the world.”

The slogan — which HRM called a “brand promise” — is “Be Bold.” The related imagery can be viewed here.

The city said it shows Halifax must be “dynamic, optimistic and, ultimately, bold in its approach to welcoming visitors, newcomers and business investment to Halifax.”

HRM paid Revolve Branding $217,000 for the new look. The company talked to 20,000 citizens over three months to get an idea of how people saw the city.

Revolve Branding also recommended calling the municipality “Halifax,” not Halifax Regional Municipality, but the legal name will not change.