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A Sign of the Times: Ballston BID Unveils New Branding

The Ballston Business Improvement District (BID) has rebranded to reflect the changes in the rapidly changing neighborhood.

Signs with the new black, white and orange logo — which includes a lowercase “B” in a map-pin shape — have been popping up around the neighborhood — along Fairfax Drive, Glebe Road and near the Ballston Metro station. More signs will be installed this week, a BID spokeswoman said.

The BID unveiled its new look during last week’s “Ballston Street Bash and Mega Market” festival. In some of its new marketing materials, the new BID logo is followed by its new slogan, “Life is Full.”

“‘Life is Full’ was strategically created to reflect the premier neighborhood’s significant growth as a true hub of the best of what the region has to offer for businesses and residents alike,” said the spokeswoman.

Over the last 18 months, the neighborhood has seen the opening of the renovated Ballston Quarter and Ballston Exchange retail centers, along with numerous new restaurants and other new businesses. New nightlife spots like Bronson and the future Quincy Hall, meanwhile, are helping to turn Ballston from a place where people mostly just live and work to a going-out destination, as well, local leaders say.

“With all the new developments and the completion of Ballston Quarter and Ballston Exchange, Ballston is now a 18-hour neighborhood,” said Ballston BID CEO Tina Leone.

According to the BID, there are currently 60 restaurants and 15 fitness studios in Ballston, and 2,400 new apartments under development.

“Since we launched [the BID] seven years ago, we have been a rapidly developing neighborhood in one of the most thriving, sought-after cities in the U.S.,” said Leone. “It is time for our brand to reflect all that Ballston has to offer and to communicate that ‘life is full’ right here.”

In addition to the new signs, the BID’s new branding is now adorning the rear ad panels of Metrobuses that service the neighborhood.

The BID operates as a nonprofit, funded from a commercial property tax surcharge, serving Ballston businesses and residents via everything from community events to park maintenance. Upcoming projects proposed in the BID’s $1.5 million Fiscal Year 2020 budget include:

  • Establishing a digital business resource center in coordination with Arlington County and Arlington Economic Development.
  • Exploring collaboration opportunities between Ballston Quarter and the Washington Capitals.
  • Coordinating a Ballston holiday market.
  • Developing a landscaping and signage proposal for the Route 66 gateway on Fairfax Drive.

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