The Greater Tacoma Convention Center has a new name — sort of.

Formerly the Greater Tacoma Convention & Trade Center, the facility gleaned a newly truncated name today, along with a fresh new brand identity. The rebrand was announced by Tacoma Venues & Events, the managing department for the venues operated by the City of Tacoma.

The new logo incorporates a “greater than” symbol with an upper case “T” for Tacoma. According to a release, the mathematical symbolism in the logo “illustrates the service provided by the team of experts that collaborate with clients in all aspects of event planning from safety to audio visual, catering to ticketing.” A similarly slanted tag line — “Something Greater” — accompanies the logo and evokes “the transformative nature of events held at the facility.”

“The launch of our new brand reflects the artful, modern style of the facility and connects us with our clients in our promise to provide ‘something greater’,” stated Kim Bedier, Director for Tacoma Venues & Events, City of Tacoma. “Every event presented here holds a promise of something greater for the guest. Whether they are getting married, performing in a competition, supporting a non-profit, or networking at a conference, we hope that everyone comes away with something greater after a visit to the Convention Center.”

The City worked with Hemisphere Design & Marketing of Tacoma to develop the new brand.