Say goodbye to HRM.

Halifax Regional Council has approved a new branding strategy that includes dropping the name ‘Halifax Regional Municipality.’

The legal name of the municipality will not change and individual communities will retain their respective names but the region will now simply be called Halifax.

Council also approved a new look and slogan – Be Bold – designed by local marketing firm Revolve Branding Inc.

“First of all, it’s going to allow us to promote Halifax in a cohesive way, in a strategic way,” said Halifax Mayor Mike Savage.

Revolve was hired last fall to head up the branding project, which the city says is the “most comprehensive public engagement exercise in Halifax’s history.”

More than 20,000 residents provided feedback over a three-month period on what it means to live and work in the Halifax region.

Some residents are pleased with the rebrand, saying the result is a fresher, cleaner look.

“I think it’s really good to be bold about things and I don’t think it would take away anyone’s individuality or anything,” said one resident.

But some residents worry the rebrand could result in a loss of local identity.

“I thought it was very insulting to Dartmouth. It was never supposed to be Halifax. It was supposed to be HRM,” said one resident.

“I don’t really agree with it. I think HRM is great. It represents Dartmouth and all the surrounding areas, whereas Halifax, it seems it represents just one spot,” said another.

But Savage said dropping regional municipality from the name doesn’t diminish other communities in the region.

“I think that’s hogwash…look, Westphal only became part of Dartmouth in 1961. It doesn’t change Westphal. Westphal is what it is,” he said.

The report cost about $300,000. There is no word at this time on how much will be spent to replace signs and paint city vehicles. Savage said that will be a gradual process and replacements will be made as needed.

With files from CTV Atlantic's Ron Shaw