Her arms are crossed and her message is clear: She’s the Democrat for all New Yorkers.

C. Virginia Fields’s campaign for mayor rolled out a new “logo” this week, which will appear on her television spots, campaign literature, Web site, and direct mail.

“We wanted people to see a determined woman who’s going to be mayor of New York and is up for the job,” Ms. Fields’s consultant, Joseph Mercurio, said of the image. “I think it’s a very powerful image of her … I think it shows a very determined woman who could be mayor of New York.”

He said the image, which was created by Tony Fazio of Winning Directions, sends the message that the current Manhattan borough president wants to engage in a “caring conversation” with New Yorkers in her mayoral campaign.

Marketing and branding experts had mixed reviews of the image.

Allan Steinmetz, CEO of Inward Strategic Consulting Inc., a national branding and market research firm, said logos can draw attention and instantly communicate what a company or individual stands for. He said the new Fields image isn’t what he would consider a “logo,” even though that’s what her campaign is calling it. He said it was more like a bumper sticker or a campaign poster. “What they’re trying to do is put a name with a face,” he said.

But, he added, the image sends a powerful message as an ad.

“The fact that she’s folding her arms says that she’s tough, affirmative, and ready for action,” he said. “The fact that you have the script ‘Virginia’ is very feminine, and then the ‘Fields’ kind of connotes strength, aggressiveness, confidence, and those all fit together.”

Rachel Weingarten, the president of [GTK] Marketing Group, a Brooklyn based firm, called the new image a “bold logo.”

“I’ve met her over the years at different events, and this is not what I was expecting,” she said, adding that Ms. Fields appears to have undergone an “extreme makeover.”

“It’s sort of ‘Sex and the City’ meets the candidate,” she said. “It’s a little aggressive and a little fashionable.”

She said the image was full of interesting contrasts.

“Just so you don’t think of her as a ‘girl,’ and I say that in quotes, she’s wearing the man-tailored suit,” she said. “She’s got the bold red power color in her name. While the ‘Virginia’ and the ‘C’ is scrolled script, the ‘Fields’ tells you she’s no-nonsense.”

She said the message “Democrat for Mayor: A Mayor for All New Yorkers” enhanced Ms. Fields’s overall message.

“She’s African-American. She’s a woman. She’s a Democrat,” she said. “But she’s also the mayor for everyone, and she’s proud of these things, which I think is pretty cool.”