(Updated at 2:10 p.m.) Last week the Alexandria Chamber of Commerce unveiled a new look for the brand that includes a shift towards “ALX” as a moniker for Alexandria, like all the cool kids are doing.

At a meeting on Dec. 10, the group unveiled a new logo that shortens the organization’s monicker to The Chamber ALX.

ALX is not a new abbreviation for Alexandria — it’s the Amtrak designation, for one. It is also used by the coworking company ALX Community, which just launched another new location on the waterfront. (ALXnow.com, for the record, was first registered by our parent company in May 2013, six years before our Oct. 1 launch.)

The Chamber says the new logo reflects a more modern stance for the long-time local business advocacy organization, which was founded in 1906 and has has more than 800 members.

“In 2020 you’ll see a transformation at the Chamber, from the look and feel of our events to advocacy opportunities and how we engage online,” the organization said in a video. “Our new brand represents your unique path to achieving your business goals.”

The organization described the new logo as bringing “Alexandria’s legacy into the present.”

Photo courtesy Alexandria Chamber of Commerce