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OSWEGO, N.Y. -- New digs for the City of Oswego as officials look to increase tourism in the Port City.

City officials have unveiled a new logo and advertising design. A rebranding committee took on the challenge, headed up by former Oswego mayor, Randy Bateman.

The new logo features the classic ship, redesigned with brighter colors. The slogans are new too, among them, "Oswego: Cool by Nature" and "Where the Water Never Ends." Those slogans will be used in ads promoting Oswego's natural resources, like Lake Ontario.

Officials say the goal is to attract new visitors to the city and possibly even new residents.

"We have a lot to be proud of from a cool factor stand point, we want to be a cool community and I think we have that potential, we're seeing that with our downtown, there's a lot of reinvestment," said Shane Stepien, Step One Creative President.

"I think anytime you can rebrand a city with a new concept, it's a very positive thing. Come see the new Oswego," Mayor Tom Gillen said.

The new logo and ad campaign recently appeared in the political publication the "Legislative Gazette" and city officials say it will be used in other publications this summer to continue to promote the city.