The move to bin the famous bowman and spend £120,000 on a replacement brand - 'N'- attracted fierce criticism when unveiled last week. But the N logo has been created because the county is about more than just 'men in green tights', said Experience Nottinghamshire head of marketing Nicola Poultney.
'The bowman was fine for the tourism platform but this creates a sense of place. He will never encourage inward investors and will not sell us as a capital for style, business or conferences.'
The bowman logo was not used by businesses and was only designed for Nottingham, not the county, she added.
The decision was slammed as 'plain dull', a 'waste of money' and 'absolutely pathetic' by critics logging on to a BBC website.
The new brand incorporates the N logo, a set of 'brand values' and a range of promotional images, all of which are being promoted in a regional press and broadcast drive called 'Capital for...'
Experience Nottinghamshire, the public-private partnership responsible for Nottinghamshire's image, consumer and business tourism, said the new logo was more appropriate in representing the county's culture, heritage, business and shopping.
A campaign to encourage use of the new brand and to explain its values to Nottinghamshire's business community is now under way.
Nottinghamshire Chamber of Commerce and Industry director of policy John Dowson told PRWeek: 'Anything that starts people talking about the positive aspects of Nottingham is a good thing.'
The body is collecting feedback on the new brand over the next week, he added.
The N sign is already being used on tourism leaflets, road signs and on company literature.