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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.
Seen from above, the district forms a B shape, bounded by Newbury Street’s small businesses and Commonwealth Mall’s greenery, extending to Boylston Street’s tall, blue glass towers. This design doubles as the initials “BB,” with multi-colored half circles reflecting a diverse, vibrant business hub, blending small enterprises with 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