Pure and simple - two words that best describe Longview and the people who live here - will form the centerpiece of a new city branding campaign that was officially launched today.

The new logo, "Longview, East Texas, Pure and Simple," is the result of a nine-month study conducted by North Star Destination Strategies, a Tennessee-based company hired to develop the city's marketing campaign.

Slide show: See the presentation of Longview's branding campaign. The last half of the presentation showcases promotional materials.

Kelly Hall, president of Longview Partnership, described the new brand as "very usable, and a good reflection of the city."

"The look and the style is so crisp and fresh and fun. It is who we are," she said.

At a cost of $90,000, the branding campaign is a joint venture between the city of Longview, Longview Partnership and Longview Economic Development Corp. Each entity invested $30,000 to fund the campaign, Hall said.