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COLORADO SPRINGS, COLO. -- Colorado Springs has a new brand for the first time in years.

It is no longer "We Create Community," but instead "Live it Up!"

The new brand is the culmination of months of work by a local task force that was established in March by former mayor Lionel Rivera.

The project cost more than $100,000 dollars, and included the city, El Paso County, The Chamber of Commerce, business leaders and residents to name a few.

Those involved said there is a lot behind the "Live it Up" tagline.

"It really kind of refers to what it means here to be alive, and really the essence of our brand is living means doing here, we are not spectators we are very active," Doug Price, Co-Chair of the Brand Task Force, said.

Price said the brand is designed to encompass visitors, residents and businesses.

He said he wanted to shift away from saying "The Pikes Peak Region."

"We wanted Colorado Springs to be at the heart of the brand, but we felt that 'The Springs' really does a great job encompassing the whole region," Price said. "So that is why we have two logos, one for Colorado Springs and one for The Springs."

As for the timing of the new brand, it falls in line with the city's new form of government and new strong mayor, Steve Bach, who said the brand is refreshing.

"There has been a period of time that has been very difficult for our community, and I think now is the time for us to be very positive about our future, and "Live it Up" to me says it all," Bach said.

From here, city officials will educate the community about the new logo and tagline, which they said will be implemented in 2012.

"We are going to help people use this in their own branding and marketing and advertising, so we can have a consistent look and feel," Price said.

Officials said the money used for the task force came from contributions and tourism tax dollars among other things.