Stuart Elliott's article in The New York Times "Telling the Story of PHL (Also Known as Philadelphia)" explains why the Philadelphia Convention and Visitors Bureau recently changed its name from PCVB to PHLCVB. ex;it and BAJ Design Principal Alan Jacobson contributed on how his companies worked with PHLCVB.

“People needed tools to communicate the message of the Philadelphia experience,” Mr. Jacobson said, in a way that would be “compelling and contemporary.” There was a need for “a fresh approach” to portray the city as “a must-visit place,” he added, and the PHLCVB “understands that to sell the city, you need the whole city selling the city.”

The idea for the agency to use PHL in doing that stemmed from a need for “a clean, memorable mark that would be recognized internationally,” Mr. Jacobson said.

See the brand strategy project here and the Philadelphia narrative project here.