Three Neighborhoods, Stronger Together
Since early 2018, the Crystal City BID recognized that all three neighborhoods in National Landing function as one cohesive downtown. In September 2019, the Arlington County Board approved the Crystal City BID’s expansion to Pentagon City and Potomac Yard, following overwhelming support of stakeholders in both the existing district and expansion areas. No longer only serving Crystal City, this expanded organization needed a new name.
Dedicated to Community In-Reach
Throughout 2020, the Crystal City BID undertook an extensive community engagement effort in preparation for a name change to the National Landing BID, holding six open houses, a survey, focus groups, and in-person listening sessions. The community outreach paid off. When the name change took effect in June 2020, neighborhood residents and businesses applauded the name change, new visual identity, and expanded BID.
New Look, New Name
On June 22, 2020, the Crystal City BID officially changed its name to the National Landing BID — and a new name meant a new visual identity that had been in the works for over a year. An iconic new logo highlights the strengths of the area and looks to its promising future with excitement.
A flexible identity system incorporates a clean typeface that underscores all three neighborhood names — Crystal City, Pentagon City, and Potomac Yard — while highlighting the umbrella term of National Landing, and allowing for changes in hierarchy depending on use. The bright yellow and blue reference the Metrorail lines and the blue of the Potomac River; the green refers to the abundant greenspaces in National Landing. The identity system designed by Pentagram responds to ideas integral to the position, connectivity and centrality of the area, with clear references to transit systems. New photography highlights little-known angles of the neighborhood and the easy urban lifestyle possible here.
National Landing is City Life Reimagined.