GDBA’s previous logo had multiple aspects keeping the brand from reaching its intended audience in an authentic way. It read as “Downtown Gilroy Business Association,” which caused name confusion. It had thin serifs and script text, which were difficult to read when scaled down. The layout and typography felt stiff and the “g” was out of alignment with the rest of the word. “Business Association” didn’t have a connection to the rest of the logo and felt like an afterthought.

The new logo does a much better job of conveying the vision and mission of the brand for a number of reasons. Right off the bat, the name reads properly, as “Gilroy Downtown Business Association.” The well-established “g” from the original brand, along with the signature green color, helps carry brand recognition through to the new design. Stronger serifs help with scalability. Including the word “downtown” in the main portion of the logo and connecting it to the “gilroy” with the garlic bulb emphasizes the focus on the downtown area. elements that touch, overlap and reach for one another enhance the brand value of community and connection.