New York is "The City That Never Sleeps," and for Las Vegas the slogan is "What Happens in Vegas, Stays in Vegas."
Now Stockton has a new logo and a new slogan.
"Stockton: Stocked Full of Flavor," that's how the Stockton's visitors bureau is hoping to rebrand the city.
It's the result of months of research, brainstorming by focus groups, and $80,000 in spending to rebrand the city.
Visit Stockton CEO Wes Rhea says it's what people will see and hear over the next decade as Stockton tries for a new image.
"Really it does play on the abundance of great things there are to do in Stockton," says Rhea. "It could be the flavor of the people, the flavor of the food, or the flavor of the arts and culture."
Past slogans have included "Stockton Someplace Special," "California's Sunrise Seaport" and the last was "Celebrate."
Stocktonians I spoke with had mixed reactions.
"Ha ha, stocked full of flavor, that's cool I guess, catchy."
"I think it's a horrible, horrible slogan."
"I don't really know how that's going to bring people in but I love Stockton."
Rhea says the slogan won't wipe away the city's past and its problems but will shine a new light on what the city has to offer.