The London Bridge Business Improvement District Company (LBBC) has changed its name to Team London Bridge.
The organisation was established in 2005 when rate paying businesses in the area between London Bridge and Tower Bridge voted to create a Business Improvement District (BID). The BID took on some of the tasks performed by the Pool of London Partnership.
The company – funded by 261 levy-paying businesses – aims to ensure that the area is better managed, cared-for and connected.
The clumsily named BID has become known variously as 'the BID', 'the LBBC', 'the London Bridge BID', and the 'London Bridge Company'.
The company decided it needed a new name as it begins to prepare for a re-ballot of local businesses who will decide in two years' time whether the BID should continue.
Team London Bridge was selected to emphasise the teamwork and partnerships that are at the heart of the company's work.
"Being easily identifiable and developing a clear brand is an integral part of our communication strategy, but often we are simply referred to as 'The BID' which was becoming misleading as there are now 17 individual BIDs in Greater London alone," explains executive director Nadia Broccardo.
"Our new identity and branding will help local business recognise what initiatives are being carried out on their behalf, ensuring they know who to contact in order to become more involved."
The new name and branding take effect on 1 August and will be first seen on the 20 young trees that Team London Bridge have planted on Snowsfields, Melior Street and Kirby Grove, and the 80 new seasonal hanging baskets that have recently been introduced to the London Bridge area.
SE1 has two other Business Improvement Districts: Better Bankside and the Waterloo Quarter Business Alliance.