The Lodi area is already famous for its wine, and now it wants to be known as a tourist destination.
Billboards and posters will try to give the area a new identity.
More than 200 people were on hand as the new slogan and logo were unveiled.
Don McEchern of North Star Strategies devised the logo...a wine glass in front of the words Lodi California and the slogan "behind the wine" underneath.
"Lodi is a sensory journey that takes you beyond the label, behind the wine, and closer to the grape, there's more magic to the wine than what's in your glass. Lodi, California, behind the wine," said McEchern
Lodi Visitors Bureau Director Nancy Beckman says Lodi is wine country but it's also meant for tourists.
"We want people to look at something and go 'Wow, that's Lodi, I remember.' We want to be top of mind perception," said Beckman.
A recent study showed wine related visits to Lodi generated more than $400 million in tourism spending.