Beacon Bluff – The Brand
Beacon Bluff is the new name and brand of the old 3M headquarters site, as well as adjacent Port Authority-owned property along the Phalen Corridor, located on the East Side of Saint Paul. The newly named area retains the history of Saint Paul’s East Side while the name takes on inspiration from a number of resources.
The word ‘beacon’ represents hope and renewal with a forward-looking sense of place. Beacon also refers to the physical location of the site, at the top of the hill on East Seventh Street, which has a commanding view westward of the Twin Cities. Industrial pioneer 3M became a beacon of innovation at this location. New leaders are emerging to embrace opportunity at Beacon Bluff.
The word ‘bluff' is more tangibly tied to its place in the historic Dayton’s Bluff area of Saint Paul. The combined complete name, Beacon Bluff, is easy to pronounce and can create an immediate visual impression.
The tagline ‘A Next Generation Business Center’ has multiple meanings as well. ‘Next Generation’ refers to the determination to revitalize the neighborhood by providing infrastructure for jobs, and a solid community focus for the people that live in the community. It is also a nod to the past generation who were innovators in this exact location.
The enduring history of this location, along with the progressive signal or light inspiration combines to create a name that will endure and reestablish pride and investment into this great community.
