The Crystal City Business Improvement District is officially renamed the National Landing Business Improvement District (BID) following an action by its voting membership at its annual meeting today.
The organization’s adoption of the National Landing name is the culmination of a robust, years-long community engagement process in which the BID sought and received positive feedback from residents, civic associations and stakeholders, and attained approval from the Arlington County Board.
The name and coinciding brand assets, which were unveiled for the first time at the meeting, aim to better reflect the BID’s enlarged boundaries and to foster a more cohesive identity for National Landing, which is comprised of Crystal City, Pentagon City and Potomac Yard-Arlington. The National Landing area encompasses nearly 12 million square feet of office space in a mixed-use, walkable urban center that includes more than 26,000 residents, nearly 5,900 hotel rooms and over 450 restaurants and shops.
The new visual identity for the organization and unified district includes a new logo and corresponding digital assets including a video, website, and social handles (@NationalLanding on Twitter & Instagram, @NationalLandingBID on Facebook). The branding features an iconic “N” comprised of bright yellow, blue and green, which reference the Metrorail lines, the area’s abundant natural green spaces and parks, and the water of the Potomac River.
To reinforce the unified spirit of the area, all three neighborhood names are included in the logo.
In her remarks, Ms. Gabriel reflected on the BID’s accomplishments over the past year, which include achieving its longstanding goal of expansion. “At nearly one square mile or 60 blocks, an expanded BID geography enables us to promote the area’s unified identity as a vibrant, nationally-recognized urban center and to shape and manage growth and investment in ways that enhance the quality of life for those who live, work and visit here,” said Ms. Gabriel. The BID also worked with local organizations and businesses to produce its signature lineup of programs and events and introduced new art installations and beautification projects this year.