The new moniker comes as the chamber moved offices last month by taking over much of the 17th floor of the SunTrust Center at 919 E. Main St. downtown. It moved from the Main Street Centre building, where it had been since January 2006.

And during that move a decade ago, the chamber shortened its name to the Greater Richmond Chamber — dropping the words “of Commerce” — and unveiled a new logo. The chamber, founded in 1867, is a nonprofit business association with more than 1,100 members. It represents businesses in the city of Richmond; the counties of Charles City, Chesterfield, Goochland, Hanover, Henrico, New Kent and Powhatan; and the town of Ashland.

Officials with the business group said using “RVA” as part of its moniker embraces the entire region.

Besides, an increasing number of businesses and organizations in the area are using the three letter word as part of their names since the RVA brand began in early 2011.

Businesses using RVA as part of their names include RVA Segway Tours, RVA Repairs or PartyRVA. The RVA brand also gets incorporated into names for everything from art exhibits to organized bar crawls.

“An organization’s brand is not what you say it is; it is what your customer says it is,” said Ken Wayland, president of Free Agents Marketing, the Henrico-based marketing firm that spearheaded the brand refresh for the chamber.

“In this case, the community refers to us as ‘The Chamber.’ We decided to capitalize on that with the new name ‘ChamberRVA’ — our name combined with the region we serve,” Wayland said.

The new logo with its clean modern look and swirl of sunny yellow is designed to better communicate that the chamber reaches the entire region, said Chrystal Neal, the chamber’s senior vice president of strategy and brand. “Our new logo reflects our warm and friendly approach to helping our members make the critical connections they need for their businesses to thrive.”