Photo by Georgetown BID
Georgetown's new logo
Georgetown's new logo

Beckoning residents and visitors alike, the Georgetown Business Improvement District (BID) wants you to "Come out and play." That's the new tag line behind the branding initiative officially kicked off June 10. The Georgetown Dish was invited to a sneak preview.

Jim Bracco, Missy Frederick, WBJ, John Asadoorian, Asadoorian Retail Solutions, Dusty Lockhart, Three Lockharts, Nancy Miyahira, BID and Lydia Depillis, Washington City Paper (Photo by: Judith Beermann) Jim Bracco, Missy Frederick, WBJ, John Asadoorian, Asadoorian Retail Solutions, Dusty Lockhart, Three Lockharts, Nancy Miyahira, BID and Lydia Depillis, Washington City Paper

“When we started this thing a year ago, it came down to what you represent.” Said Jim Bracco, BID president.  “It’s better to define yourself than wait for someone else. We think we’ve got what other people don’t have in this city and we want people to make some memories, have some fun.” After interviewing eight firms, they chose the Arlington-based The Roan Group to help define "Washington’s IT neighborhood."

Nancy Miyahira, BID marketing director introduced a short video capturing the tony Georgetown experience under a backdrop of familiar historical landmarks, cobblestone streets, the waterfront, and exclusive shopping and dining venues.

Missy Frederick, John Asadoorian and Dusty Lockhart (Photo by: Judith Beermann) Missy Frederick, John Asadoorian and Dusty Lockhart

“People work a lot these days. How you play as an adult  really equates with how you live. Everyone has a different  idea but there’s something here for everyone." John Asadoorian of Asadoorian Retail Solutions, told the group. "Let's  package it, define it and use it as a tool so we can achieve our potential.”

 

Lydia Depillis, Washington City Paper , Topher Mathews, Georgetown Metropolitan, and Jim Bracco, BID (Photo by: Judith Beermann) Lydia Depillis, Washington City Paper , Topher Mathews, Georgetown Metropolitan, and Jim Bracco, BID

"Destination branding is an effective tool that builds loyalty." Dusty Lockhart of Three Lockharts, PR added. Integral to the roll-out, a new logo, which Miyahira described, "has a bit of whimsy. With a nod to historical details prevalent in the neighborhood, we included a star surrounded by scrolling calligraphic-inspired flourishes framing a  simple 'GEORGETOWN' in Sackers Gothic font."  

Starting Friday, you'll notice the BID’s Clean Teams will be donning new uniforms, and you'll see an improved website including a mobile application featuring real-time bus information feed. Asked about parking, Bracco said, "We've got 3,800 parking spaces here, and we're looking into ways to capture that in real-time too."

0 Comments For This Article

Anonymous

"Come Out and Play." And what will they do about the roving bands of teenage thugs (see the mother who was punched on Wisconsin this week)? Or the rude purse cart hawkers?

Anonymous

Could not agree more - the tag line "come out and play" is juvenile and immature -- what serious adults say this to each other? -- and encourages more of the weekend party crowd that makes it unpleasant even to be on Wisconson or M on a Saturday.

Moreover, the logo looks like a rip-off a San Pellegrino water bottle -- the blue font, the dots, the red star.

They could have done so much better. This is both a missed opportunity and a waste of time and money, and I think this "branding" will further cheapen the neighborhood. It is already bad enough with the tacky stores and crowds. Why can't we make Georgetown nicer, instead of playing to the "let's play" (are we 12?) crowd.

Anonymous

I could not agree more with the last (2) postings . Immature, youth oriented, crime provoking and setting Georgetown back. I do appreciate the concept, but the name needs to change pronto! We need upscale, luxury,
How about "Georgetown Haute Summer Nights"... Again, I love the ideas, but the execution as planned will backfire.