The face of the Jefferson City Parks, Recreation and Forestry Department will change as it goes through its planned rebranding.
The Jefferson City Parks and Recreation Commission approved the rebranding of the department earlier this month, which will include a new logo and a shortened name.
The current Parks Department logo will be replaced with an oak leaf symbol and the shortened name "JC Parks."
The new logo first will appear digitally and will be phased in as the department orders new materials and replacement signage.
The Parks Department contracted with High 5 Communications last year to look at ways it could improve or rebrand the department.
Parks Director Todd Spalding said the rebranding will be an "experience-changer" for residents and help increase awareness of the department.
"Market research indicated that our patrons are largely unaware of what Parks offers and maintains," Spalding said. "We don't want to be the best-kept secret. We have great parks, programs and staff; and we want more patrons to benefit from these resources."
High 5 Communications also recommended upgrading the Parks Department's website as part of the rebranding process.