A new logo will refer to Wangaratta as the place where the Ovens and King rivers meet and as a destination for tourists and investment.

But not everyone is happy.

A petition has been launched the keep the cormorant, urging people to sign to "let all councillors know they are expected to act in a financially responsible manner and vote no to any re-branding of RCoW logo".

Mayor Dean Rees stood by the change, saying although the cormorant will be forever associated with Wangaratta, it had done its job.

"It's been our branding now for probably the past 30 years and it has no significance for outside people to Wangaratta," he said.

"We need something more invigorating, more exciting."

Wangaratta's rebrand will be put before councillors at next week's meeting.

Cr Rees said the council's goal was to not only give its residents pride in the city, but bring more people from Melbourne to live or visit.

"We need to change and we need to improve and make ourselves different, unique," he said.

"It's a way to move forward.

"The cormorant hasn't worked for us over the last 30 years in attracting business so a change is certainly inevitable.

"To put it bluntly, our region's been underperforming in its growth for a long period of time.

"A brand strategy is really what's needed to help build the awareness of how great a place Wangaratta is."

The strategy has been tested on 300 people in and out of Wangaratta before being presented to the council.

"I believe it's spectacular, it's modern, it's exciting and it will be good for Wangaratta in attracting more business, more everything," Cr Rees said.

IN OTHER NEWS:

Receive our daily newsletter straight to your inbox each morning from The Border Mail. Sign up here