Logotype for Commercial Drive BIA
We love the stunning new logo you've designed for our neighbourhood. It's a great fusion of our modern, eclectic mix with our roots. It will serve us well in all mediums, from advertising to business announcements to banners to post cards to sponsorship initiatives.
Challenge
Update the identity for Commercial Drive, known to patrons and residents as "the Drive" — a completely unique neighbourhood of Vancouver, British Columbia — described by many as Canada's Greenwich Village and listed by Utne Reader as one of North America's 10 hippest neighbourhoods. Historically, the Drive was known as 'Little Italy' — a handle it earned because of the huge influx of Italian immigrants following WW2.
Our original logo, designed in 2000 gave a nod to the Drive's Italian roots and heritage buildings with the classic capital while the clean font pulled it into a contemporary context. It also put the emphasis on the "Drive" as it's affectionately known to patrons.
The neighbourhood now has the second largest inventory of heritage commercial buildings in the city; a diverse population that includes aspiring artists and supreme court judges; renowned chefs and accomplished actors, musicians, producers and designers. Businesses include award-winning restaurants, unique owner-operated boutiques and cafes where you'll hear conversations in 5 different languages as you pass by.
Solution
How about we call it what it is? That's exactly what we did. We used the popular moniker "the drive" on all current marketing communications. Lower case, asymetrical, black & white for maximum contrast.
The logo designed in 2000 will continue to be used on official correspondence until it too can be phased out.