The theme for the 2012 Issaquah Salmon Days Festival is no longer a mystery.

“Thrills and Gills” was announced as this year’s motto, during Wednesday’s Greater Issaquah Chamber of Commerce luncheon.

This year’s theme and design will highlight the 43 years of history and tradition that Salmon Days is known for.

Before there was Salmon Days, Issaquah hosted a rodeo. This year’s image, which is the brainchild of graphic designer Robin Dale Spicer, will blend the rodeo cowboy with the salmon.

“We love the movement, action and quirkiness of the cowboy riding the salmon,” said festival director Robin Kelley. “It fits us – it’s fishy and fun.”

The 2012 theme is a culmination of efforts by Kelley; Spawnsor/PR manager Pauline Middlehurst, vendor manager Laura Walker; Issaquah citycouncil member and longtime Salmon Days volunteer Eileen Barber.