The married artists Eve Biddle and Joshua Frankel had no intention of launching a new branding campaign for the borough of Queens when they set out to paint a mural near their apartment, in 2007. the borough president, Donovan Richards, said the other day, greeting the artists near a noisy tangle of aging urban infrastructure: the Midtown Tunnel, the Pulaski Bridge, the L.I.E. “We get to choose the slogan as the borough president,” Richards explained, noting that Marty Markowitz, the former Brooklyn beep, had added “Fuhgeddaboudit” to “Leaving Brooklyn” signs on the Belt Parkway. Richards, for his part, had considered replacing “The world’s borough,” the long-standing but staid Queens tagline, with a favorite Nas lyric: “Queens get the money.” Above the names, in italics, was the new motto, from their mural: “Queens is the Future!”