After a year and a half of work and $55,000, city officials unveiled Tuesday the brand of downtown - "Downtown Augusta: In Full Swing."

"A brand is more than just a logo," said Barry White, the president of the Augusta Convention and Visitors Bureau. "A brand is what people say when you're not around."

The green-and-gold logo, which was developed by the Downtown Branding Committee, formerly a part of Main Street Augusta, pulls on the city's golf heritage but also reflects the idea that downtown is seeing a resurgence, said Margaret Woodard, the executive director of the Downtown Development Authority.

"Downtowns are coming back," she said during a news conference in the lobby of the Imperial Theatre on Broad Street.

The $55,000 was raised through private and public donations and went toward consultation and development, Ms. Woodard said.

Mr. White said a great deal of research and work went into defining Augusta's identity - that of a vibrant, charming and dynamic Southern city - and also helped find insights about what downtown is lacking and what it should do in the future.

Ms. Woodard said it likely will cost about $10,000 to put the brand on billboards, business cards, and recruiting packages, and will appeal to investors, recruits and visitors.

She said people likely will start seeing the logo on the development authority's front window, and its Web site, by January.

Between now and then she said she will research where and how much implementing the logo will cost in other places. She said some money will come from the development authority's budget, which they will examine in January.

Ms. Woodard said she also plans to look into working with local businesses to help with expenses.