The Schuylkill River Heritage Area has unveiled a new organizational identity — including a name change the organization says better reflects what it does.

Now called Schuylkill River Greenways, the rebranding also includes a revision to the organization’s logo. Executive Director Elaine Schaefer unveiled the new logo during Wednesday night’s annual membership meeting in Pottstown, writes Donna Rovins in the Mercury.

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“We have changed our name and our logo, but we are not changing what we do,” Schaefer said in a press release. “Our new identity better represents the work we do, building and promoting the Schuylkill River Trail, championing the river and revitalizing the communities along it.”

The new logo features a green and blue graphic that is representative of fields and towns with a river running through the center, according to the release. Both the new name and the logo are designed to be reflective of the organization’s mission to connect people and communities to the river and the river corridor.

The rebranding follows the completion of a 10-year strategic plan for the organization. That plan, which was finalized earlier this year, calls for completing the 130-mile Schuylkill River Trail, which will run from Philadelphia to Pottsville. It also sets goals for protecting and restoring the river, connecting communities and engaging people in programs that encourage them to value and advocate for the river.

One of the strategic plan’s goals is underway right now — the search for an outfitter to partner with the organization to provide recreational hubs along the river. The hubs, according to Schaefer, would provide access to kayak and bike rentals as well as refreshments and transportation between river access points. Letters of interest from outfitters are currently being accepted.

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