The logo is a white Texas star surrounded by broad strokes of red and white with the tagline, "Round Rock, Texas. Purpose. Passion. Prosperity."

"The new logo and tagline will be integral to the city's efforts to market itself to prospective businesses," the city's mayor, Robert Stluka, said in a prepared statement. "This enhances Round Rock's already successful brand and will affirm the message that this city's businesslike attitude, vision and quality of life are second to none."

The branding element is the most visible part of Round Rock's new economic development efforts. It will be used on all the marketing materials including on the city's new economic development website, letterhead, envelopes, business cards and on city vehicles. The new development program calls for diversifying the city's job base by focusing on developing telecommunications, software, business and professional services, health services and retail businesses.