Background OSBDCN is a network of 19 Oregon-based Small Business Development Centers— originally called ‘SBDCs’.  Design Goals OSBDCN management wanted to change the organization's somewhat stodgy image. In interviewing their clients, we discovered that many could not remember the 'SBDC' name. Although the network office had their own logo, most of the centers in the network did not use it.  Components New Name, New Reputation. We carefully created an easy-to-remember new name for the organization: BizCenter. We secured a domain name to match: BizCenter.org. We developed a snazzy new BizCenter logo in several versions, each suited for a particular media. The BizCenter corporate identity program included logo-emblazoned signage, hats, stickers, and mugs. BizCenter Network New Name, New Reputation