Published: Jan 30, 2012 7:17 PM EST
Updated: Jan 30, 2012 11:33 PM EST

NAPLES, Fla.-  A popular destination in downtown Naples is getting a new look in an effort to draw locals and tourists at an already busy business district.

It's still the same beautiful 5th Avenue, lined with palm trees, well-manicured landscapes and quaint, yet upscale businesses. But there's a new logo and tagline designed to remind locals and tourists why this place is so special: "Timeless charm, downtown chic."

That's the new slogan for the six bustling blocks of 5th Avenue South in Naples that include shoppes, restaurants, and galleries.

Monday, the Fifth Avenue South Business Improvement District unveiled the new logo and tagline to the 199 businesses that span 5th Avenue. The Business Improvement District has also created a new business directory and map as well as a stepped-up web presence, all featuring the logo, designed to highlight the lamp-posts that line 5th Avenue.

The area has re-invented itself over the last 25 years and hopes this latest branding effort will continue to draw not just locals to this Main Street area, but seasonal residents and out-of-town visitors as well.

Businesses that have seen the changes first hand, like Bellini on Fifth, say the evolution is key to the area's continued success.

"There's been growth, there's been evolution, and there's also been the withstanding of the recent economic downtown. We've been able to continue to flourish on 5th Avenue and remain passionate about 5th Avenue and having our business here," said Stefania Martin, of Bellini on Fifth.     

The new logos aren't up just yet, but they will be implemented in the coming weeks and months.