It’s a new year and a new look for St. Louis County.

County Executive Sam Page revealed the county’s new logo, branding and slogan at his State of the County address Jan. 10. The brand’s tagline, “Opportunity Central,” “speaks to the many possibilities the county holds for people of all kinds,” the county stated in a press release.

The new logo combines two elements: a fleur-de-lis to symbolize the region’s French heritage, as well as a woven circle, which represents the Missouri, Mississippi and Meramec rivers bordering the county.

“The logo serves as a cohesive symbol of Saint Louis County, bringing our brand tagline “Opportunity Central” to life,” Page said. “Our region’s population has been stagnant for decades. We can’t compete against ourselves. We must work as one. We want the Austins, the Nashvilles, and the other metro regions that have done a fine job of branding themselves to know that we see you, but we are also competing with you.”

According to the press release, the new logo, slogan and branding “will more effectively promote Saint Louis County as a desirable destination for visitors, businesses and future residents alike.”