READING, Pa. – The Berks County Visitors Bureau is unveiling a new look and a new name.

The tourism group will be known as “Experience Reading and Berks County.”

It most recently went by “Pennsylvania’s Americana Region.”

The group’s new logo features the Pagoda, a hawk, and a train.

Officials showed off the new look on Thursday morning at the Franklin Station Brewpub in Reading.

A Pittsburgh-based advertising agency helped with the re-branding effort.

“Our new name is Experience Reading & Berks County – Every Stop Has a Story, so we’re going to really be focusing on all the wonderful stories we have here in Reading and Berks County and getting that out to potential visitors to bring more people in to town to enjoy all we have to offer,” said Heather Zimmerman, president and CEO of Experience Reading and Berks County. 

Officials say their mission remains the same: to promote the region’s diverse attractions, communities, and stories.