New slogan for Houston?

Finding a slogan for the country's fourth largest city can be daunting. Over the years, there have been many attempts. Remember a campaign called 'Houston, it's worth it?' Or perhaps you recall those glossy TV ads by the city's Convention and Visitors Bureau called 'My Houston.'

Now comes the latest attempt to identify this city -- 'Keep Houston Rich.'

"The idea behind the slogan is to promote the city's diversity," said graphic designer Vernon Caldera, who came up with the idea earlier this year.

Caldera's friends were originally supportive, though not very optimistic.

"I was familiar with Austin and 'Keep Austin Weird' and I thought that's good. We can always use something to promote the city. It sounds like fun, so I was, like, 'Go for it'," said friend Steve Hempel. "I never thought it would turn into anything like this."

But Caldera pushed ahead. He's printed T-shirts, banners and even built a web site aimed at keeping Houston rich both culturally and economically. He's hoping the idea, unlike past efforts, will catch on.

"I think it would be great if the city adopted it as its official slogan," said Caldera. "I think it would be fantastic."

There's no word on whether or not the city will do that, but he's interested in spreading the slogan as much as possible.