The organization formerly called the San Diego North Chamber of Commerce is now the North San Diego Business Chamber.

The chamber unveiled a new name, logo and brand that it said better represents the region and services the chamber provides its members. It has adopted the tagline: “Connections Start Here.”

Guided by San Diego-based BottomLine Marketing, a brand and marketing strategy consulting firm, the chamber underwent a brand development process involving the management team, the board of directors and a survey of area businesses, the chamber said.

“We were impressed by the rigor of the branding process and the insight we received about our service area,” said Debra Rosen, president and CEO of North San Diego Business Chamber. BottomLine “did a great job, and we’re thrilled to share our new identity with the business community.”

The North San Diego Business Chamber said the old name and logo no longer defined its membership and was not representative of the area it serves. As one of three regional chambers in San Diego, with members all over the county, the majority of its members are north of Interstate 8, with east-west boundaries that stretch from the coast to east of Interstate 15 and as far north as Temecula.

“Our new and exciting brand is the final step of a strategic transformation we’ve undertaken over the last five years,” said Angelo Damante, the chamber’s board chairman. “We’re now positioned as a connector and true regional advocate for our business community.”