National Retail Federation SVP Bill Thorne calls a logo the public’s first impression, and if it’s outdated or incomprehensible, it speaks to the association. His 103-year-old association recently updated its 10-year-old shopping bag logo to reflect its mission, which is to represent all of retail—not just the stuff we put into a shopping bag. That means the “N” and “F” in NRF are downplayed in the logo and the “R” was made a little more prominent. Bill says the retail industry changes so dramatically that it was time to reflect online shopping, mom and pops, fast-food retail, and everything in between.

The logo change, which was developed with the help of consultants and whose price tag ran into the six figures, was timed around NRF’s move into new HQ Monday. The org consolidated from two floors to one full floor at 1101 New York Ave NW, across from the new CityCenter. The amount of space the 107-employee org is taking jumped from 26k square feet to 31k. Bill says the space was designed so that employees can enjoy the natural light from wherever they’re sitting; sight lines that expand the entire space; and collaboration and privacy.