Visit Eau Claire, the area’s tourism promotion agency, has unveiled a colorful new logo (above) and brand identity that it says “captures the personality of the city known for its independent spirit, creative culture, penchant for originality, and inspiring natural resources.” The new look is already in use online, and it will be prominently displayed when Visit Eau Claire opens its new visitor center on Oct. 26 in the Pablo Center at the Confluence. Linda John, the group’s executive director, said the branding process was informed by the perceptions of residents, visitors, and people who once lived here and decided to move back. “That evaluation process consistently turned up words and phrases including independent spirit, renaissance, arts and music, a ‘forever young’ mindset especially coming into play with sports, an openness to new and original ideas, caring, collaborative, inclusive, hip neighborhoods with lots happening, and natural resources that inspire creativity,” John said. Visit Eau Claire worked with Odd Brand Strategy, an Eau Claire design firm, to create the new look. To get a peek at the new branding, go to visiteauclaire.com.