Indianapolis Downtown Inc. is now doing business as Downtown Indy. The organization says the name change is part of a larger rebranding effort that resulted from its recently-announced five-year strategic plan. Vice President of Marketing and Communications Bob Schultz says in October, Downtown Indy will roll out a new website design and improved digital platforms. August 20, 2014

News Release

INDIANAPOLIS, Ind. – Indianapolis Downtown, Inc. has officially changed its name and updated its brand and is now doing business as “Downtown Indy,” effective today. See a 20-second video here:

Last year, upon its 20th anniversary as a public/private nonprofit partnership, Downtown Indy launched Velocity – a co-created five-year strategic action plan for Downtown, several strategies and tactics emerged that communicated a Downtown that is thriving, inclusive, connected, welcoming and distinctive. In addition, recent data supports a record high demand for living Downtown. Therefore, Downtown Indy's board of directors and staff responded by refreshing its organizational brand and updating its name.

“Velocity validated a need to present an image of Downtown that demonstrates boldness and vibrancy,” said Sherry Seiwert, Downtown Indy president. “The Downtown 'product' has evolved in recent years with greater energy, opportunity and diversity and we feel this refreshed organizational brand communicates the more vivid trajectory of the product we represent.”

The new Downtown Indy brand is expressed through a combination of elements: a refreshed logo, tone of voice, new colors and style of imagery.

The overall tone is welcoming and full of life:

-Friendly but not overbearing

-In the know but not a know-it-all

-Hip but not overly trendy

-Bold but not cocky

-Active but not rugged

-Social but not showy

The new color palette is representative of Downtown’s residents, employees and visitors:

-Blue represents confidence, professionalism, trust and strength.

-Red stands for love, life, energy and youth.

-Green symbolizes nature, growth, harmony and freshness.

-Orange denotes creativity, health, happiness and sunshine.

-Gray represents solid, stable, neutral and modern characteristics.

“The new brand and name change is part of a larger marketing strategy,” said Bob Schultz, vice president of marketing and communications for Downtown Indy. “At our ‘State of Downtown’ event on Oct. 28, we will unveil many additional components including a completely new, optimized website and blog strategy, plus new imagery, video and photography representative of true urban authenticity consistent with our new tone. It's an exciting time for Downtown.”

The official name of the organization will remain Indianapolis Downtown, Inc. However, all public-facing correspondence will now use the new logo and brand: Downtown Indy. The mission remains the same: developing, managing and marketing Downtown Indy as a great place to live, work, learn and play.

About Downtown Indy

Founded in 1993, Downtown Indy, a public/private partnership existing to improve Downtown is also known as Indianapolis Downtown, Inc. As a private, not-for-profit organization, Downtown Indy is uniquely positioned to address issues that affect the area’s growth and well-being. Downtown Indy focuses on three areas: development, management and marketing to advance Downtown as a great place to live, learn, work and play.

Source: Downtown Indy

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