At today’s Design Review Committee meeting, unanimous approval was given to a new branding concept for the “micro-neighborhood” of Second Avenue North between 25th Street and Richard Arrington Blvd (logo above, designed by Shannon Harris of Big Communications). After writing in this blog about the lack of good neighborhood branding in this City last year, your author teamed up with a group of local 2nd Avenue merchants, residents, and supporters to put together a plan for branding this burgeoning urban place. After much work, and neighborhood presentations to garner support, we now have a plan. And it’s exciting for several reasons.
First, good branding will reinforce this place’s identity for residents, merchants, and visitors. Easy-to-spot banner signage (above) coupled with a website (coming soon!), brochures, and other items will make 2nd Avenue simpler to find, navigate–and market to prospective new users. Awareness is raised, and visibility heightened.
Second, it introduces fresh design to the public realm. Certain items in the public right-of-way (like benches in the lovely 2nd Avenue “butternut” hue, above) help cohere the street and extend the brand. Final locations will be determined–there will be enough for consistency, but not so much to overwhelm the eclectic, natural power of the street.
Third, we love bikes. Bike racks (above) identify the street (and by extension the greater neighborhood) as bike-friendly. Currently in front of Urban Standard alone, the one bike rack is often double-loaded, with others tied to whatever other pole may be available. Our bikes deserve more respect.
Most importantly, we hope this small 4-block effort will serve as a catalyst for a comprehensive branding program endorsed by the City. Nothing would be better than for 2nd Avenue to link logically with other branded neighborhoods. It’s high time we all agree that the current legal neighborhood structure–while important politically–is very different from the reality of how urban places emerge and develop (and often cross over legal boundaries). Most every other city has realized this distinction between political geography and the more complex fabric of urban places.
This is currently a total volunteer effort (graciously assisted by Operation New Birmingham). The next step is to raise funds (through donations, grants, and other sources) to determine the total scope of Phase One. More information will be coming soon. Until then, get ready 2nd Avenue: you’ve only seen the beginning.