HUTCHINSON — The Kansas State Fair is getting a new look.

The State Fair revealed a new logo on Tuesday as a way to announce the launch of a new brand initiative. The new branding was approved at the Fair Board's Monday meeting in Topeka. Hutchinson's BowerComm led the project.

The board will now begin rolling out items with the new logo and plans to roll out the new initiative this spring.

"The fair isn't just about great concerts and having fun, it's about celebrating the people, products and communities that make Kansas great," said the fair's General Manager Robin Jennison in a release. "We see Kansas' largest gathering as an enormous opportunity to help our state move forward."

The new logo plays on the former logo, keeping the sunflower but moving to colors and items that reflect pride in the state.

"Nothing says Kansas as a sunflower, and we wanted to continue to build on this theme," said Marketing Director Amy Bickel in a release. "The addition of the ribbon to the sunflower really says fair. Our goal is for this logo to become a well-known symbol for Kansas."

Keeping the sunflower allows Fair personnel to more easily update logos around the fairgrounds over time.

The fair also is increasing its focus on making the Kansas State Fairgrounds a year-round event venue. The agency manages the nearly 300-acre, state-owned fairgrounds, which has 70 buildings and currently holds about 500 events annually. The new fair strategy will help fair staff boost the usage of the fairgrounds during the non-fair season.