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The problem with neighborhood branding is that many neighborhoods are similar: They have trees. They have history. They are close-knit communities.

For that reason, the four design concepts the Office of Planning has offered for a Brookland brand could probably apply to any number of neighborhoods in D.C. (The “small town, big city” trope has in fact already been used by several). With the exception of the one at right using the iconic shrine, all of them are completely generic.

Which doesn’t mean they’re not perfectly nice logos. And remember, I think branding can be useful! Just more so when it communicates the one thing a neighborhood has that no other one does.

Three more options after the jump.