Invercargill is hoping the symbol of a giant letter 'I' will boost the city's morale and help rejuvenate its struggling inner city businesses.
The city council has launched a new logo for the city that turns the word Invercargill on its side to form a giant letter I.
Wellington-based designer Tim Christie - who has worked with the All Blacks, Hurricanes and RNZ - designed the logo.
It has been rolled out on council cars, billboards, and merchandise at an estimated cost of about $170,000, and businesses can apply to the council to use the specially-designed letter on their products.
The council's city centre coordinator, Kari Graber, said so far a pie company and a chocolate company were using the brand, which can be stamped on retailer bags, followed by a business statement such as 'I made this'.
"It's super diverse and it can fit into anything," she said.
She said the I resonated with residents.
"It's not a catchphrase, it just is. It's stoic, it's iconic.
"There are no other Invercargills in the world," she said.
She said the rebrand was "imperative" to rejuvenating the city's struggling CBD and the council hoped it would encourage businesses to promote themselves.
"Southlanders in particular tend to be very humble about their achievements and they tend to be a bit self-deprecating in that they just don't want people to know the positives."
Ms Graber said there was potential for a giant letter I to be erected at the entrance road to the city, but as yet that was still a concept.
The campaign also involves using the images of six famed Invercargill as brand ambassadors: Burt Munro, Suzanne Prentice, Bill Richardson, Eddie Dawkins, Wendy Frew and current mayor Tim Shadbolt.