The City of Alice is re-branding itself. As part of that effort, the City has unveiled a new logo, and at its center is what appears to be a cog or gear.

The City said that the gear represents that Alice is a very important gear in the regional economy of the Coastal Bend and South Texas. The logo also incorporates burnt orange to be in sync with the Alice School District, and the City has also changed its slogan from "Moving Alice Forward" to "Positive Energy."

"And so what we mean by positive energy, if we're talking about improved school systems, that's positive energy," Alice City Manager Ray De Los Santos, Jr., said. "We're talking about 4,000 new jobs in and around Alice, absolutely, and that's positive energy."

De Los Santos said that soon, folks will begin seeing large banners with the new slogan draped over the side of City Hall.