The DC Tourism Development Board unveiled a new logo and brand.

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LAKE CITY, Florida. (WCJB) – “Florida Springlands” is what the tourism development board wants Lake City to be called.

Through research and conversations with members of the community, the springs, including Ichetakni, are a top tourist attraction.

That’s why the new logo features a kayak in the center.

“We did a little research,” said DC Tourism Board executive director Paula Vann. “We asked consumers, customers, local industry representatives to define who people know us as. What do people think of when they hear Lake City Florida? The logo kind of illustrates that and brings it all together for us.”

The new brand will be visible on the DC website, in the visitor center, on signage and more.

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