Designed by city-based Umbrella Design, the logo, which is a combination of black, orange and blue, has an enclosed oval motif denoting a mother's arm carrying a child.

Inspired by cities such as New York and Melbourne, the Brihanmumbai Municipal Corporation has now come up with a logo for Mumbai.

Designed by city-based Umbrella Design, the logo, made with a combination of black, orange and blue colours, has an oval motif depicting a mother's arm carrying a child. The outline of the mother is painted in blue while the white flower represents the child.

Why such a logo? Bhupal Ramnathkar, founder and president of Umbrella Design, the firm that was appointed for the branding exercise tells Indian Express, "Mumbai is a combination of Mumba Devi, a popular local goddess, and aai, which is the Marathi word for mother. 'Majhi Mumbai' denotes the feeling of motherhood that the city has towards those who live here."

The orange denotes friendship, happiness and beauty while the blue represents the vastness and depth of the sky and sea.

The logo will be used on BMC letterheads, in campaign material, at tourist spots, pillars, flags and, oddly enough, on dustbins.

And there's a tinge of politics in it too. The Express report notes that each of the 24 wards in Mumbai will get a fresh identity by way of separate colour codes. While Sena strongholds of Dadar and Worli have been assigned saffron, the posh Bandra West ward has been assigned a vibrant pink.

So, will we now see tourists walking around in tees emblazoned with the 'Majhi Mumbai' logo, just like 'I love NY'?