The Midtown Alliance — the neighborhood's main booster and civic organization — has revamped its corporate logo.
The change to a multicolored branded logo coincides with the Midtown Alliance's merging of its organizational website with its entertainment and destination counterpart.
"Midtown is full of colorful stories and history and an exciting future that is still unfolding," Kevin Green, the Midtown Alliance's chief executive officer, said in a statement.
"We wanted our new visual identity and website to be a more consistent reflection of Midtown Alliance and what we've done to make Midtown an even better place to live, visit and do business."
The change also comes as the Midtown Alliance is engaged in a survey of residents and other neighborhood stakeholders that seeks their input on what they want in terms of the area's development.
Among the questions asked are what types of retailers do they want to see in terms of amenities, what adjectives best describe the community, why they visit Midtown, if they're from outside the neighborhood, and would they consider moving there.