Oldham employed marketing consultants to come up with the logo
Council bosses in Oldham have unveiled the result of a £100,000 municipal makeover for the borough.
The result is a new visual identity - known as One Oldham - to replace the council's old seven squares symbol.
The new logo features turquoise and white concentric circles and will be phased in gradually.
Oldham Council hired marketing experts to consult residents about their perceptions of the area last year, in a bid to come up with a fresh identity.
Councillors say the symbol associated with the town itself - an owl - will remain in the town crest, which features the motto "Sapere Aude" - or "dare to be wise".
The new logo is intended to represent the entire metropolitan borough and its varied communities, councillors say.
No solitary slogan will be used and a series of phrases all featuring the word "one" will be employed in council branding.
Oldham's new slogans
Many players... One team
Many opportunities... One place
Many paths... One direction
Many cultures... One community
Director for strategy and resources Liz Terry said: "Branding is about managing a reputation and what we have been hearing from people is some out-of-date, negative views about Oldham as a place and as a council.
"So we felt we needed to do something about that.
"The main picture that people will see is a circle. It's a circle of unity, it's about oneness, it's about saying, 'We're about many places but one destination,' for example."
The new turquoise logo will begin appearing on council vehicles and around the town in the next few weeks.
Opinions among some residents given a sneak preview were mixed. Although some felt it was fresh and new, others were worried about the lack of a bird.
One woman told the BBC: "Owls are the symbol of Oldham so I would have thought if they put an owl in the middle of there it would be better."