National Park Service
BRAND IDENTITY
The National Parks Service has been a unique and integral part of our country since 1916- but its visual identity was in dire need of a rebrand.
PRIMARY LOGO
SECONDARY LOGO
The new logo for the National Park Service represents the natural beauty and history that America’s national parks are infamous for- the trees representing the flora, the bison fauna, and the mountains geologic formations. The department’s history is also highlighted by the inclusion of the founding date.
Design wise, the simple and minimalistic lines convey a National Park Service of the twenty-first century, without depriving the brand of that natural and outdoor feeling. Additionally, the simple lines and diamond shape remind the viewer of camping and road signs which are very prominent and associated with our national parks.
For the icons as part of the new brand architecture, the various elements from the main logo are used. The tree, mountain, and bison will be used throughout the branding in a wide variety of elements- maps and guides, website, social media, and more.
