Brooklyn Center unveiled a new logo and plans for infrastructure and redevelopment projects Tuesday as part of a rebranding effort to improve the city’s image.

After a year of planning and research, the city identified six priorities to focus on over the next two years: economic stability, redevelopment, community image, citizen communication, creating a safe, secure and stable community, and infrastructure improvements.

Brooklyn Center is one of the most racially diverse cities in Minnesota — roughly half its population of about 31,000 are people of color — and the median household income of its residents is about $45,000.

The new logo — which was printed onto several large signs set up in the City Council chambers Tuesday — will appear on the city’s social media pages and the water tower soon, and on signs and public vehicles over the next few years.

“We believe our previous logo and tagline have served us well, but it was time for us to convey more about our city,” said Mayor Tim Willson.

Mike Marsh, acting public works director, detailed two infrastructure projects that he said will work with the rebranding. One is reconstruction and modernization of the Brooklyn Boulevard corridor, which includes adding trails and landscaping, improving transit stops and sidewalks, modifying turn lanes, and moving utilities underground.

Marsh said that project will take place in two phases: the first, from 49th Avenue North to Bass Lake Road, begins next year, and the second, from Bass Lake Road to Interstate 94, is scheduled to start in 2021.

The second project he described is scheduled for 2021 along Highway 252. The stoplights at 66th Avenue will be replaced by an interchange, and 70th Avenue will close and be replaced with a pedestrian overpass.

Gary Eitel, the city’s development director, cited three projects, including housing updates at a site near Shingle Creek Parkway and Bass Lake Road, the redevelopment of retail and residential units at 57th and Logan avenues by 2020, and the redevelopment of a former Jerry’s Foods store.

Reggie Edwards, deputy city manager, talked about improving residents’ economic stability. He said the city is evaluating whether it pays a living wage to its staff, and that it hired 19 interns to give young residents a chance to get some work experience.

“This has been a detailed planning process in which we sought the feedback of the public on their beliefs, needs and interests,” City Manager Curt Boganey said in a statement. “We’re thrilled to finally take the next step toward our city’s future.”


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