New logo, new lineup for new-look Minneapolis Aquatennial

A refreshed image for the popular Minneapolis Aquatennial has been revealed – along with new events planned for this month's shortened festival.

Organizers announced in May that this year's summertime civic celebration of the City of Lakes will take place between July 22-25, slimming it down from the usual 10-day event a year after it marked its 75th anniversary.

On Wednesday, the festival revealed new logos, including some featuring iconic Minneapolis landmarks such as the Foshay Tower and the Stone Arch Bridge, designed by Minneapolis-based Zeus Jones.

A full list of events has been published on the Aquatennial website, marking a shift away from lake-based events to focus more on activities in downtown Minneapolis and along the Mississippi River.

The refreshed look is part of a concerted effort by the Minneapolis Downtown Council, which organizes the Aquatennial, to "activate and re-energize the downtown area," the Star Tribune reports.

Gone are the milk carton boat race and the sand castle competition – which formed part of the popular Aquatennial Beach Bash on Lake Calhoun.

In its place is the Twin Cities Carifest – a Caribbean festival on the West River Parkway – an aquatic dance party at the Minneapolis Renaissance Hotel, and Wilderness Inquiry Voyageur canoe rides at Loring Park.

But some old favorites have been retained, with the CenterPoint Energy Torchlight Parade through downtown kicking off proceedings on July 22, followed by performances by the Twin Cities River Rats on the Mississippi on July 23, before the festival concludes with the Target Fireworks on July 25.

Minneapolis city council member Jacob Frey told The Journal that the new, slimline Aquatennial is designed to "complement the redevelopment and growth" of the downtown neighborhoods near the Mississippi River.