MOUNT PLEASANT -- A $100,000 "branding" campaign will be delivered today to Town Council by a consultant charged with creating the best way to lure new residents and business.

The effort includes creation of a new town logo. Officials weren't saying much else specific Tuesday about the growth strategy.

"I like the logo a lot. I think it's the old and new Mount Pleasant. It's going to be an oak tree and some other things. It's great," said Mayor Billy Swails.

The current logo is an oak tree and the Latin phrase "Cresco," which means to grow, increase or expand.

Last year, council awarded a contract to Gil Shuler Graphic Design of Mount Pleasant to create a better-defined identity for the town to be used as a marketing tool. Critics said the town first needs to finish its slew of road improvements to relieve traffic congestion for its 66,000 residents. A $78 million project to widen U.S. Highway 17 from the Arthur Ravenel Jr. Bridge to near Wando High School is scheduled to start this summer. The road will grow from four lanes to six lanes and frontage roads will be improved.

If council approves the new town logo, it will be part of the town presentation at the All-America City Awards on June 15 in Kansas City, Mo., where Mount Pleasant will compete against 26 other municipalities, Swails said. The town was recently picked as a finalist in the competition.

Mount Pleasant has grown by 58 percent since 2000 to become the fourth-largest municipality in the state. It has superlative schools, a low crime rate, remarkable public services, easy access to beaches and a treasure trove of recreational ventures, according to its contest application.

The town median family income is $61,054, and the jobless rate is 3.7 percent. About 3 percent of families have incomes below the poverty level. The largest number of town residents, 32.3 percent, are between the ages of 25 and 44. The next largest group, people 19 years old and under, is 26.7 percent of the population followed closely by those between 45 and 64 years old who are 25.2 percent of residents, the application says. Some 76 percent of residents own their home. Professional, management or related jobs provide incomes for half of those living in the town.

The town took action a decade ago to slow double-digit growth by limiting new residential building permits because it wanted to keep roads and other infrastructure from being overwhelmed. Since then, growth has fallen to below 3 percent and the town has tightened its belt to survive lean times without laying off employees or cutting back basic services. It has reduced its work force through attrition.

Reach Prentiss Findlay at 937-5711 or pfindlay@postandcourier.com.