St. Louis County Has New Logo

County Executive Dr. Sam Page unveiled Saint Louis County’s new logo and branding at today’s State of the County address.
“The logo serves as a cohesive symbol of Saint Louis County, bringing our brand tagline “Opportunity Central” to life,”

Dr. Page said. “Our region’s population has been stagnant for decades. We can’t compete against ourselves. We must work

as one. We want the Austins, the Nashvilles, and the other metro regions that have done a fine job of branding themselves

know that we see you, but we are also competing with you.”
This new branding will have a number of wide-reaching effects. It will give a stronger and more consistent voice for all county

governmental agency communications. It will more effectively promote Saint Louis County as a desirable destination for visitors,

businesses and future residents alike. And it better represents the current values of the county while positioning us well for the future.
The new logo for the county combines two, traditional St. Louis elements: The first is a fleur-de-lis, a nod to our area’s French history

and heritage. The second element is this woven circle design. This represents the Missouri, Mississippi and Merman rivers that

border our county, but it also speaks to the partnership between the government and its people, the county and its municipalities,

as well as the balance of work and life. It’s a reminder that only through collaboration can Saint Louis County continue to move toward

prosperity. Paired with our new county logo is a new county slogan: Opportunity Central. This line speaks to the many possibilities

the county holds for people of all kinds. It serves as an invitation for businesses to come and thrive, a call for families to make their

homes here or a destination for visitors to come to relax, learn, eat, play and more.