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The Back Bay Business Improvement District (BID) is charged with making the historic Back Bay commercial corridor even better. We worked closely with the BID steering committee and with Meg Mainzer-Cohen, President of the Back Bay Association, to create a compelling and memorable identity for the BID.
The Back Bay business district is bordered by the eclectic businesses of Newbury Street to the north and the hotels, malls, and towers to the south. We designed this identity for the non-profit Back Bay BID, whose mission is to ensure that one of America’s most dynamic neighborhoods is clean, safe, inviting, vibrant, and the premier place to shop, dine, visit, live and work in Boston.
Viewed from above, the district lines resemble the letter B, bordered by the small businesses of Newbury Street and the green space of Commonwealth Mall to Boylston Street with its tall, blue glass towers. This shape turns into a graphic device than can be used as the initials BB. The reflected B’s formed out of multi-colored half circles represent a diverse and multi-faceted business district full of small businesses and corporate towers.
The shape functions both as a monogram and a memorable symbol that graphically illustrates how the separate small businesses and corporate towers work together to create a commercially vibrant Back Bay.
The shape can be used on its own or as part of the larger “BB” monogram. The double B’s can also be used as a symbol on BID materials. On applications, the B’s can be cropped to play with the edges or wrapped around items like business cards, banners, and totes.
Adams Design
20 Park Plaza
Boston, MA 02116