Bentonville/Bella Vista chamber rebrands with new name, logo

The organization formerly known as the Bentonville/Bella Vista Area Chamber of Commerce has rebranded to better reflect its role within the growing Northwest Arkansas region, according to the chamber. It is now called the Greater Bentonville Area Chamber of Commerce and has updated its website and is installing new signage on Friday (Jan. 27), to reflect the changes, including a new logo.

Debbie Griffin, vice president of communications, marketing and design, said although Bella Vista will no longer be in the organization’s name, the chamber will continue to support the city. Bentonville and the surrounding area has grown a lot in the last few years, she said, and changing the name to the Greater Bentonville Area Chamber of Commerce indicates its commitment to also serving growing communities like Centerton and Pea Ridge.

Regarding the chamber’s new logo, Griffin said, “We wanted to move forward with a clean, bold, fresh look for the city, reflecting where the city’s going and its current climate.”

The new logo is intended to signify the relationship between business and community, she said. Different shades of the blue segment represent different aspects of business. Dark blue is meant to symbolize “heritage, pride, loyalty and stability – the pillars on which Bentonville is built,” and the lighter blue is represents the growing arts and cultural landscape of the area.

On the orange segment, symbolizing community, the darker color is meant to be a “supportive ribbon signifying the strong leadership of our community in past, present and future, providing foundational wisdom, support and opportunity,” Griffin said. The lighter color represents the community’s enthusiasm and growth trajectory.

The chamber’s board of directors voted in November to change the name, and the idea had been part of discussions for several months, Griffin said.

In its 90th year, the chamber has about 1,000 members.