New welcome signs have been erected around Murray Bridge, and will be rolled out to the rest of the district over the next month.
But the city's council has had to abandon the most ambitious part of its branding project - a proposal to light up the twin bridges at night.
The shape of the M in the new Murray Bridge city logo was inspired by the girders of the 1927 rail bridge across the River Murray.
It features prominently in a welcome sign erected on the South Eastern Freeway in December, and on the smaller signs which will go up at about 19 townships around the council district.
For the past three years, the council had hoped to illuminate the rail bridge at night to reinforce the "thriving communities" branding.
It also explored lighting up the 1879 road bridge.
But councillors abandoned the plan last week due to a lack of support from state and national authorities.
The Australian Rail Track Corporation, responsible for the rail bridge, initially supported the idea, but changed its mind a year later.
The Department for Planning, Transport and Infrastructure was willing to allow lights to be installed on the road bridge, but only if the council complied with 11 conditions - for example, the lights could only be attached using clamps, not bolted on.
Doing so would have increased the cost of the project to more than $500,000, double the amount the council had allocated in its budget.
City infrastructure manager Matt James advised that the project would not be feasible under such conditions.
Mayor Brenton Lewis described the decision not to proceed as disappointing, especially after several years of negotiation.
Councillor Andrew Baltensperger agreed.
"This could have been something amazing," he said.
"The illustrations are sensational."
The budgeted funds will be reallocated to other projects.