Identity switch for North Loop neighborhood

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December 20, 2004 // UPDATED 4:58 pm - April 25, 2007
By: Sarah McKenzie
Sarah McKenzie

The North Loop Neighborhood Association has selected Little & Company, a strategic design firm based Downtown, to come up with a new identity and logo for the neighborhood.

The design firm is expected to unveil a new identity for the North Loop next spring, complete with a neighborhood logo, a color scheme for its marketing and communications materials. The group decided Dec. 15 to keep the "North Loop" name.

Matt Clark, treasurer of the North Loop Neighborhood Association, said the organization plans to spend $25,000 on the neighborhood identity project.

The North Loop, one of the city's fastest-growing residential areas, is bordered by I-94, Plymouth Avenue, the Mississippi River, Hennepin Avenue (north of Washington Avenue) and 3rd Avenue North (south of Washington Avenue).

Despite its Downtown location, neighborhood leaders want to raise the area's profile to attract new retail and other businesses. The neighborhood is named for its old streetcar lines, but some worry the historic name doesn't have a lot of public recognition.

The area is better known for its proximity to the Warehouse District, the Mississippi river and Sex World, 241 N. 2nd Ave.

The North Loop Neighborhood Association enlisted the help of two volunteers, Lisa Goldson Armstrong and Mary Beth George, to select a design firm.

"We're anxious to share this eclectic and thriving residential community with others," said George in a prepared statement about the identity project. "We have a lot to offer in architecture, geography, culture and historical significance. Not to mention it's a unique place that bridges Downtown Minneapolis to the growing Northeast area."

Little & Company has worked on crafting brands for companies and organizations for 25 years, including the Mill City Museum, 704 S. 2nd St., the Penumbra Theatre Company, the Minnesota Historical Society, Wells Fargo, Marshall Field's and Sony.