Mendoza emphasized, 'I took a step back and realized we're branding a business association that's catering to this community that wants to feel safe and wants to connect with each other.' He aimed for the logo to resonate with the local merchants and foster pride within the community.
'The logo's letters are a mishmash of typefaces, mixing capitals and lower case,' Mendoza described, reflecting the eclectic nature of the district. 'Sixteen green leaves in the upper corner represent the 16 blocks the district comprises along East Santa Clara Street.'
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