Coworking Firm Rebrands To Avoid Racist Connotations

Washington D.C.-based incubator 1776 and Philadelphia-based coworking company Benjamin’s Desk merged four years ago and has gone through many iterations over this time. 

Now, it’s most recent change is rebranding from 1776 to 76 Forward in order “to re-establish their identity and re-ignite their mission.”

This update is being paired with a new logo, website, tagline, as well as the promotion of Charlotte Lee from chief of staff to president of the company.

Lee added that the name and tagline change was essential in order to avoid any connotations of racism, particularly after the most recent racial justice movement after the murder of George Floyd, Breonna Taylor and many others.

Additionally, the use of “1776” has been reappropriated by insurrectionists who stormed the U.S. Capitol on January 6, which the company did not want to be associated with. 

“We believe this new identity not only aligns with our current mission and vision, but sets an aspirational tone for where we could go in the future,” said Lee. “Coupled with a new tagline, ‘Venture Forward Together’, we hope this change will inspire current and future members, partners, and entrepreneurial communities to join us in forging new paths of innovation.”