Bid adieu to the Crystal City BID — or its name, at least. The Arlington business improvement district officially rebranded itself Monday with the name minted for Amazon’s second home.

The BID approved the name change Monday morning as part of its annual meeting, a new step for the public-private partnership as it continues to reinvent itself in response to Amazon’s arrival.

Last fall, the BID expanded its boundaries, making its footprint 76% larger, by absorbing much of Pentagon City and the Arlington section of Potomac Yard. The area is home to close to 12 million square feet of office space, nearly 6,000 hotel rooms, roughly 450 restaurants and retail spots, and more than 26,000 residents.

BIDs operate as public-private partnerships in geographically specific areas with the goal of carrying out services beyond what the area’s local government does (in a recent project, the Crystal City BID had local artists paint murals on business storefronts). The organization’s vice chair, Glenda MacMullin, said in May 2019 that the goal of this BID would “ensure that the billions of dollars in public and private investments are accomplished in a comprehensive and sustainable way.”

The BID had previously been wary of changing its own name to National Landing, writing that it was “important that this name not supplant the existing names of the unique neighborhoods that are ingrained in and valued by the community.”

National Landing came to be a name for the area in November 2018 when Amazon made the widely expected announcement that it would put half of its second North American headquarters there (the company halted plans for plopping its other half in Queens, New York, after facing pushback from local activists and city council members). Amazon said the name referred to the area in Crystal City, Pentagon City and Potomac Yard where it is setting up its campus.

The name, according to a website created by development group JBG Smith, stemmed from an effort by development authorities in Alexandria and Arlington meant to woo the online mega-retailer in its Hunger Games-esque bidding competition.

And for some, having a name like National Landing was intended to signal an area beyond a mere neighborhood. “It really is an identity that signals the connectivity that’s going to transcend neighborhoods and even jurisdictional boundaries through better transportation and better public places,” then-Arlington County Board Chair Katie Cristol said in 2018.

The National Landing BID’s new logo — a yellow, blue and green “N” whose design is not dissimilar to a preschool popsicle-stick craft — intentionally uses hues that echo Metro, the region’s green space, and the Potomac River, according to a press release. The area’s assets, such as numerous parks and 6,800 residential units that are underway, are also touted in a promotional video for the new branding.

“Three Neighborhoods. Stronger Together,” a still from the video reads just before the BID’s web address and #LoveNationalLanding hashtag are displayed. The hashtag is connected with a recently launched street-art campaign in the region.

During the virtual meeting, Arlington County Board Chair Libby Garvey said the three-pronged goal sheet she laid out for the county in January — equity, innovation and resilience — remains relevant while Arlington navigates the challenges of COVID-19 and addresses racial inequities.

“As we come through this, we are going to be a stronger Arlington, more equitable, more innovative and more resilient,” Garvey said. “There is no place I’d rather be in the world than here in Arlington, and a lot of that right now is simply because of this community. We are strong, we are smart, and we are caring.”