LAFAYETTE — Lafayette Consolidated Government unveiled a new logo on Thursday — a cursive “L” set within red and blue.

The re-branding of local government also brings a new tag line: “Innovation with an accent.”

“It think it shows Lafayette as a very progressive, forward-thinking community,” said City-Parish President Joey Durel.

The new logo replaces one used since 1996, a fleur-de-lis superimposed on an outline of Lafayette Parish backed by colors that shift from reddish orange to yellow to green to blue.

Durel said part of the thinking behind the new logo was to dispense with the fleur-de-lis or any other stereotypical symbols of the area.

“It kind of is what you expected from us in south Louisiana,” Durel said of the old logo.

Durel said he heard complaints soon after coming into office in 2004 about how the old logo was outdated and difficult to reproduce because of the shifting colors.

“I think it’s time that we had to do something,” said Lafayette Convention and Visitors Commission Executive Director Gerald Breaux. “You have to put your name out there in a positive manner.”

The new logo was designed by Lafayette-based advertising agency Right Angle, which also redesigned the Lafayette Parish School System’s logo in 2009.

The design team has been working on the project for about a year and interviewed more than 80 people to gather ideas, according to information from city-parish government.

The final design had been closely held by Durel, who had the ultimate say on what it would look like.

Durel said he passed over about a dozen other ideas and opted not to use a committee to select the new logo “because we would still be talking about it.”

Councilman Jay Castille said he had been consulted for ideas about the new logo but that he, like other councilman, had not seen the final product until Thursday.

“I think it’s money well spent, he said.

Right Angle did the work under a $27,000 contact to design the logo and then integrate it into e-mail signatures, business cards, letterhead and city-parish government’s web site.

Durel said the new logo will be phased in gradually and that there are no plans to immediately replace all uniforms, signs, business cards and stationary.

“We are not throwing everything away,” he said.