National Park Service
Branding | Design Strategy
COncept
National Park Service (NPS) is a federal government agency responsible for the care of over 84 million acres of land which consists of national parks, battlefields, lakes and sea shores and historical sites. NPS makes it possible for 257 million visitors every year to experience the natural and historic beauty of United States of America.
The core idea behind this rebranding was to bring NPS closer to the people that love the outdoors and nature. The new NPS will not be restricted to the natural parks and sites but will be more accessible and integrated with the urban lifestyle.
Objective
The challenge I was tasked with, was to rebrand and expand a brand that was struggling or can use a stronger communication with their audience. As someone who loves the outdoors and exploring I chose to work on National Park Service.
Logo concept
The new logo of the NPS gives the agency a contemporary and modern look. It is a simple mark with clean lines that speaks directly about the new mission of the NPS, which is, to integrate the natural environment into the urban space.
Rebranding Objective
The National Park Service has been in the background of many beautiful experiences for millions of visitors. Through this rebranding, we will bring it closer to the people. NPS will try to create spaces within the urban cityscape where animals and humans can coexist.
An environment integrating with modern city planning.
Mark symbolism
The new mark is a combination of the concrete jungle and nature. The two main focusses of the NPS. The form also borrows from NPS's original goals of protection and preservation by incorporating elements of a shield.
Logo Explorations
CREATE + SUSTAIN
The National Park Service wants to bring people closer to nature and make nature more accessible through the following programs. NPS will lead the way towards new integrated and sustainable environment, creating calm oasis for people in the heart of the urban environment.
Create : Growing new green spaces and adding to working
NPS areas.
Sustain : Sustainable development related projects that protect existing NPS spaces.