Downtown Boulder Partnership and RIOS unveil new logo design for the Pearl Street Mall’s Iconic Anniversary in 2027
Boulder, Colo. — [October 28, 2025] — The Downtown Boulder Partnership and RIOS are thrilled to unveil the official logo celebrating the 50th Anniversary of the Pearl Street Mall that will take place in 2027. (In addition, there is a color / horizontal version.)
Dedicated in 1977, the Pearl Street Mall quickly became one of the most celebrated pedestrian malls in the nation. What began as a bold experiment in pedestrian-focused placemaking has evolved into one of the most beloved community gathering spaces in Colorado - a symbol of Boulder’s creativity, vitality, and enduring local spirit.
As the Mall approaches its 50th anniversary in 2027, the commemorative logo pays homage to the businesses that have shaped its character over its five decades of bringing people together. The design draws inspiration from the typography of the signs of 10 iconic Pearl Street establishments, including:
- Fast Eddie’s
- Sundown Saloon
- University Bicycles
- Tom’s Tavern
- The Little Jewel
- Lindsay's Boulder Deli at Häagen-Dazs
- West End Tavern
- Hurdle’s Jewelry
- Boulder Bookstore
- Boulder Theater
Working in close collaboration with the Downtown Boulder Partnership team, the design team at RIOS crafted a logo that reflects the Mall’s deep connection to downtown’s business community - the true heart and soul of the district. Each typeface nods to the independent spirit, creativity, and resilience that define the Pearl Street / downtown / Boulder experience.
“Designing this logo was an opportunity to showcase the Boulder businesses that have shaped Pearl Street for five decades.” said Betsy Hawley, Senior Designer at RIOS. “Each letter draws from the typography of current and historic storefronts to create an eclectic mark that reflects the independent spirit of this community. It's a visual celebration of the people and places that make Pearl Street unique.”
“The Pearl Street Mall has been Boulder’s living room since August 6, 1977,” said Bettina Swigger, CEO of the Downtown Boulder Partnership. “The thoughtful design of this logo celebrates our past while setting the stage for a future of continued creativity and connection between people, businesses, and shared spaces.”
“This logo is a love letter to the entrepreneurs, dreamers, and community members who make Pearl Street such a vibrant place,” said Terri Takata-Smith, Vice President of Marketing for the Downtown Boulder Partnership. “It captures the essence of Boulder — celebrating the businesses both on and beyond the Pearl Street Mall that have shaped downtown’s character and charm. This anniversary celebrates the pedestrian mall and is a tribute to the entire downtown community where local pride and creativity come together.”
“As a business that’s been part of Pearl Street for decades, it’s an honor to be represented in this anniversary logo,” said Nicole Hurdle, Partner at Hurdle’s Jewelry. “It’s more than just a design, it’s a reflection of the generations of local businesses that have poured their hearts into making downtown Boulder what it is today.” Hurdle’s Jewelry has been a cornerstone of downtown Boulder for more than 75 years. Established in 1947 by Chester L. Hurdle, the store began as a small jewelry business on Pearl Street and has since grown into one of the most respected family-owned jewelers in Colorado and the longest-running family-owned and operated business in downtown Boulder.
The unveiling of the 50th Anniversary logo marks the first step in a series of celebrations that will kick off in 2027. Over the next year, Downtown Boulder Partnership, in collaboration with the City of Boulder, will work closely with community partners, businesses, and community members to plan events, installations and activations honoring this extraordinary milestone.
For upcoming announcements and celebration details, visit 50YearsOnPearl.com and follow @downtownboulder on social media.Tax-deductible donations to support programs and activities associated with the 50th Anniversary can be made directly to DBP’s 501c3 nonprofit entity, Downtown Boulder Community Initiatives at 50YearsOnPearl.com.
Press information:
Terri Takata-Smith, VP of Marketing & Communications |303.449.3774 | terri@downtownboulder.org
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About Downtown Boulder Partnership:
TheDowntown Boulder Partnership (DBP) is a 501(c)6 membership-based organization that relies on membership revenue to help promote the civic, economic and commercial vitality of downtown Boulder - while helping preserve its historic and cultural environment as the heart of the greater Boulder community. DBP supports downtown businesses through public policy advocacy and provides some funding for staffing and administration to implement the mission of DBP along with those of the Downtown Boulder Business Improvement District (BID) and Downtown Boulder Community Initiatives (DBCI).
About RIOS:
RIOS is an award-winning international design collective actively pursuing wonder within the built environment. Founded in 1985, the collective practices interconnected design across architecture, interiors, landscape architecture, master planning, and experience design for diverse projects spanning residential, commercial, civic, hospitality, retail, and institutional sectors. Known for creating bold, contextually responsive solutions, RIOS believes design is an act of optimism through which invention and ideas transform the world. Recent projects by RIOS include Boulder Civic Area, Denver Skyline Park, and Boulder’s Element Research Center.