The board turned to talented duo Daimian Lix and Maia Segura of Penniless Projects to develop the rebranding campaign. Penniless Projects had also designed the logo for the MLKBA’s signature dining event, Plate of Nations.

Based on interviews with local business owners and MLKBA members, the team developed a logo that encompassed MLK’s shared pride and sense of interconnectedness, interdependence, and global diversity. The letters “M” “L” “K” are interlocking puzzle pieces. The “MLK” is accompanied by a representation of the world, either as a globe or a map of the world, signifying the great ethnic diversity of the area and how we have all come to depend on each other for our livelihood.

From Penniless Projects Creative Brief:

The MLKBA is a young, innovative, tenacious organization representing proud and passionate community stakeholders who are eager for outsiders to get off the light rail to experience the new open and dynamic attitude of the rare and exciting multi-cultural offerings along the corridor.
By becoming a part of the MLKBA, or supporting its businesses, individuals and organizations will join a highly active and effective group that is committed to empowering an MLK community full of real people – who live and work along corridor by choice. By strengthening the relationships among individual businesses, building trust between diverse cultures, and sharing a common story that is unique from other areas of the Rainer Valley and in the world, the MLKBA is empowering the growth of a truly exceptional and worthy community.