The town was originally known as the Presidio de Arroyo Seco, a military outpost. In 1833, missionary Francisco Cano Santander gave it the ecclesiastical name of Villa de Guadalupe which was the town's formal name until 1840, which it was changed to the current one. Its coat of arms has three parts. The first represents the Cross of the Holy Trinity with hands representing the indigenous peoples and the evangelizers. The second is the rabbit which appears on the facade of the mission church of Concá. This rabbit is the only one to appear on the five mission churches. The third is an arroyo from which the name comes.