First thing this morning it was the Memphis Convention & Visitors Bureau, but at 10 a.m., a new sign and new name was unveiled. Kevin Kane, now the president/CEO of Memphis Travel, Inc., pulled down the cover from the new sign at CVB, er, Memphis Travel’s offices at 47 Union Avenue.

He’d been thinking about renaming for a while and wanted one that wasn’t too cute (as some other organizations have done around the country) and had some staying power.

And here’s the new logo, straight from the T-shirt, where we claim homeownership of most of America’s music. Take that, Cleveland and Detroit and you other pretenders.