The Initiative’s Outreach and Communication Committee, led by James Cavello, worked closely with SoHo branding firm Mucca to develop the new name, logo, color scheme and slogan. The new brand was launched at our First Annual Meeting, which took place on June 24, 2015 at Scholastic.
The Committee felt the name “Business Improvement District” did not represent the entire community of SoHo Broadway. We wanted a name that is inclusive of the diverse SoHo Broadway community of residents, businesses and visitors that also reflects a group that takes action to improve the district. The name SoHo Broadway Initiative represents creativity, vision, motivation and action.
The name and visual identity were developed under intense review from the Outreach and Communication Committee. Mucca created several name and logo options for the Committee to refine until this final version was selected by the Committee.
Our new slogan, “We are SoHo Broadway,” represents our unity as one community and helps create a vision for the SoHo Broadway Initiative working with the community to improve the SoHo Broadway corridor.