Indianapolis Downtown Inc., a 21-year-old public-private promotional group, plans to do business under a new name as part of a strategic plan, it announced Wednesday morning.
IDI will now use the name “Downtown Indy” as its public name although the official name of the organization will remain Indianapolis Downtown Inc.
“All public-facing correspondence will now use the new logo and brand: Downtown Indy,” IDI said in a prepared statement. “The mission remains the same: developing, managing and marketing Downtown Indy as a great place to live, work, learn and play.”
Last year, IDI launched a strategic plan called Velocity that identified a need to promote the downtown as a “thriving, inclusive, connected, welcoming and distinctive” location, IDI said. Therefore, the group’s board of directors and staff felt they needed to refresh the organizational brand.
“Velocity validated a need to present an image of downtown that demonstrates boldness and vibrancy,” IDI President Sherry Seiwert said in a prepared statement. “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.”
IDI made public a 20-second video Wednesday morning to promote the name change.
Bob Schultz, IDI’s vice president of marketing and communications, said the group will unveil other changes Oct. 28 at its State of Downtown event, including a new website and blog strategy.