What's in a name?

There's more than just a little irony to be found in a historic preservation group's decision to change its name — but that's exactly what St. Petersburg Preservation has done. The group rebranded itself as Preserve the 'Burg, to celebrate the 40th anniversary of its founding.

To be fair, “Preserve the 'Burg” isn't an entirely new moniker. The group had been using the phrase as its official motto for years. But the change signals a shift in tone, if not mission, for the preservationists, who've seen their ranks grow to more than 1,000 as millennial workers have flocked to St. Pete — drawn, in part, to the city's historic charm and well-defined sense of place.

Kyle Parks, principal of St. Petersburg-based B2 Communications and a spokesman for Preserve the 'Burg, led a panel discussion Jan. 30 that focused on historic preservation efforts in St. Pete over the years and also served as the official unveiling of the group's new brand, designed by St. Pete-based marketing and advertising firm Pyper Young.