The Village Alliance is a Business Improvement District (BID) in lower Manhattan. The new logo I proposed retains the comfort of familiar visual ties to the typeface and colors of the current logo while alluding to new concepts that solidify the Village Alliance’s role in the community. The introduction of an icon provides versatility in that it represents both progress (an arrow moving forward,) and convergence (lines coming together.) In addition, the symbol references the 8 in 8th street as the core street of the district. The goal in this new logo is versatility, both formal and conceptual. Whether the block format, the horizontal format, or the icon itself is implemented, the Village Alliance’s presence will be further recognized, understood, and appreciated.