OTHELLO — “Abundant Land, Bountiful Life.”

This is the new marketing slogan, the new brand identity, for the city of Othello, unveiled by the city’s Chamber of Commerce at a city council meeting Monday evening.

“The branding process started in November with roundtable talks,” said Bianca Mendez, manager of the Othello Chamber of Commerce. “Community members came to give input on what Othello meant to them.”

The city’s new brand logo shows a sandhill crane taking flight in front of the rising sun, and was designed by Greenville, South Carolina-based Arnett Muldrow and Associates, a firm which specializes in helping towns and cities with rebranding and economic development.

The city council voted unanimously Monday to give the Chamber of Commerce $15,000 from the city’s tourism fund — money derived from Othello’s hotel tax — to help promote the city’s new brand.

However, city council member John Lalas just wanted to make sure that tourism promotion funds weren’t being taken from other recipients.

“We’re not shorting anyone else, are we?”

According to Finance Officer Spencer Williams, while the $15,000 hadn’t been budgeted for the chamber of commerce, it was being drawn from the tourism promotion budget’s reserve, currently at $38,000, leaving the city with around $23,000 left in the fund.

“This is an allowable expense,” Williams said.

Members of the city council also talked about new signs at the city limits and painting the new logo on the city’s water tower.

Mendez told members of the city council that the new branding scheme, which cost the chamber around $18,000, can be used by any business or civic organization in the city to holidays, festivals, and local events.

“Some cities are spending $100,000 and not getting nearly what we got,” said City Administrator Wade Farris. “We got a pretty good deal on this.”

Charles H. Featherstone can be reached via email at countygvt@columbiabasinherald.com