Visitors to Plymouth will now be greeted by a sign welcoming them to "Britain's Ocean City" after the new brand was unveiled yesterday.
Five new signs, which cost £85,000 to install, are the first of their kind and use a full-colour picture of local landmark Smeaton's Tower.
There is one sign as you come off the Tamar Bridge into Plymouth on the A38, and another on the same road at Deep Lane, Plympton. There will also be three signs of the same design, one on the A386, one at Elburton and one at the Torpoint Ferry.
The signs replace the Spirit of Discovery signs that were put up around 20 years ago.