Portland Downtown District, which promotes the city’s downtown and Old Port areas, has adopted a new name and look.

The organization will now be called Portland Downtown, executive director Casey Gilbert announced at a Thursday afternoon news conference at Post Office Park.

As part of the rebranding, the organization’s website, portlandmaine.com, also got a redesign with new content and added features.

“Portland has seen some changes in recent years – a growing arts community, a globally recognized culinary scene, an influx of new talent and capital – and we felt it was time that our organization reflected that amazing new energy,” Gilbert said in a release.

The new logo resembles a postmark with “Portland” in the center and “Est.1633” arching across the top with “Downtown” anchoring the bottom.

Portland Downtown, which maintains the cleanliness and safety of the downtown, and assists businesses there, partners with many other Portland groups such as the Chamber of Commerce, the Convention & Visitors Bureau, Creative Portland, Portland Buy Local and the city of Portland.