Visual Development Guide

VISUAL DEVELOPMENT GUIDE NATIONAL PARK SERVICE REBRANDING

VISUAL DEVELOPMENT GUIDE NATIONAL PARK SERVICE REBRANDING

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TABLE OF CONTENTS 01 INITIAL SKETCHES 08

Brand History

10

Identity Evolution

12

Key Phrases

14

Round 01: Fun in the Sun

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Round 01: Community Connection

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Round 01: In Every Neighborhood

26

Refined Sketches: Fun in the Sun

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Refined Sketches: Community Connection

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Refined Sketches: In Every Neighborhood

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02

03

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MORE SKETCHES

REFINED SKETCHES

VISUAL GUIDE INSPIRATION

34

Refined Key Phrase

44

Round 03: Further Exploration

64

Summary

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Round 02: Further Exploration

48

Round 03: Refined Sketches

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Identification and Analysis

40

Round 02: Refined Sketches

50

Digital Sketches

58

The Final Logo

60

Similar Logos

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CHAPTER 01

ROUND 01: INITIAL SKETCHES 08

Brand History

10

Identity Evolution

12

Key Phrases

16

Round 01: Fun in the Sun

18

Round 01: Community Connection

22

Round 01: In Every Neighborhood

26

Refined Sketches: Fun in the Sun

28

Refined Sketches: Community Connection

30

Refined Sketches: In Every Neighborhood

01

SECTION

INITIAL SKETCHES

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CHAPTER 01

“ Between every two pine trees there is a door leading to a new way of life. Climb the mountains and get their good tidings. Nature’s peace will flow into you as sunshine into trees.”

-John Muir, Scottish-American Naturalist

BRAND HISTORY

BRAND OVERVIEW The National Park Service, or NPS, is a federal agency within the U.S. Department of the Interior. The U.S. Congress made Yellowstone America’s first national park in 1872. In the years that followed, environmentalists including John Muir lobbied for wilderness preservation throughout the American West with the creation of several more national parks and monuments. On August 25, 1916, President Woodrow Wilson signed an act creating the National Park Service, in order to consolidate management of America’s federal parklands under one agency. This “Organic Act” states that “the Service thus established shall promote and regulate the use of the Federal areas known as national parks, monuments and reservations…by such means and measures as conform to the fundamental purpose of the said parks, monuments and reservations, which purpose is to conserve the scenery and the natural and historic objects and the wild life therein and to provide for the enjoyment of the same in such manner and by such means as will leave them unimpaired for the enjoyment of future generations.” Today, the National Park Service manages 84 million acres across all U.S. states and territories, and has served as a model for countries around the world.

While America’s national parks drew upon earlier examples of European woodland preservation, they were a uniquely American idea rooted in democracy, philosophy and art.

The National Park Service still strives to meet its original goals, while filling many other roles as well: guardian of our diverse cultural and recreational resources; environmental advocate; partner in community revitalization, world leader in the parks and preservation community; and pioneer in the drive to protect America’s open space.

Today more than 20,000 National Park Service employees care for America’s 400+ national parks and work with communities across the nation to help preserve local history and create close-to-home recreational opportunities.

ROUND 01: INITIAL SKETCHES

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CHAPTER 01

IDENTITY EVOLUTION The first logo appeared around the time the National Park Service was established in 1916, which featured a sequoia cone and branches within a circle. This logo was used sporadically until the mid-20th century but never formally recognized as the NPS logo.

The Arrowhead emblem, first appeared in 1952 after Director of the NPS, Newton Drury suggested that the service needed a logo that better expressed its primary function. It was from this idea that the current NPS logo was developed. By 1962 the Arrowhead trademark was officially designated as the symbol of the National Park Service. It was registered with the US Patent Office on February 9, 1965 and later given additional protection under the Trademark Act. Since then there have been a few modifications in the details of the mountains, tree and buffalo, as well as a shaded relief version used for NPS publications.

PRESENT

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1951

The elements of the emblem symbolize the major facets of the national park system. The Sequoia tree and bison represent vegetation and wildlife, the mountains and water represent scenic and recreational values, and the arrowhead represents historical and archaeological values.

1916

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IDENTITY EVOLUTION

INITIAL SKETCHES

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CHAPTER 01

KEY PHRASES Keeping the keywords-accessible, connection, and enjoyment-in mind, three key phrases have been developed in order to provide a foundation on which to begin exploring a variety of visual directions for the new NPS logo.

FUN IN THE SUN Providing existing and future generations with the ability to enjoy and relax, while immersing themselves in the beauty of the nature around them.

COMMUNITY CONNECTION Current and future generations are able to connect with their neighborhood, experiencing its cultural and natural beauty.

IN EVERY NEIGHBORHOOD Creating open space for existing and future generations to appreciate nature, no matter where they live.

INITIAL SKETCHES

KEY PHRASES

“ Everybody needs beauty, as well as

bread, places to play in and pray in, where nature may heal and give strength to body and soul.”

-John Muir, Scottish American Naturalist

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CHAPTER 01

KEY PHRASE 01: FUN IN THE SUN Providing existing and future generations with the ability to enjoy and relax, while immersing themselves in the beauty of the nature around them.

ROUND 01: FUN IN THE SUN

INITIAL SKETCHES

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CHAPTER 01

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ROUND 01: FUN IN THE SUN

INITIAL SKETCHES

1

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Working with the idea of the NPS being anywhere outside.

2

The idea of using a shield is interesting since the NPS is a federal agency.

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CHAPTER 01

KEY PHRASE 02: COMMUNITY CONNECTION Current and future generations are able to connect with their neighborhood, experiencing its cultural and natural beauty.

ROUND 01: COMMUNITY CONNECTION

INITIAL SKETCHES

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CHAPTER 01

ROUND 01: COMMUNITY CONNECTION

INITIAL SKETCHES

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3

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3

The shape of the arch and the idea of interconnecting and intertwining is interesting.

4

Thinking about the idea of incorporating leaves and nature into a typeface.

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CHAPTER 01

KEY PHRASE 03: IN EVERY NEIGHBORHOOD Creating open space for existing and future generations to appreciate nature, no matter where they live.

ROUND 01: IN EVERY NEIGHBORHOOD

INITIAL SKETCHES

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CHAPTER 01

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ROUND 01: IN EVERY NEIGHBORHOOD

INITIAL SKETCHES

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5

Thinking about the idea of parks being everywhere: urban and rural

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Continuing to develop the idea of depicting parks in urban settings and playing around with the idea of using a shield.

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Thinking about what a park is today? The idea of urban parks.

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CHAPTER 01

KEY PHRASE 01 REFINED SKETCHES FUN IN THE SUN Providing existing and future generations with the ability to enjoy and relax, while immersing themselves in the beauty of the nature around them.

REFINED SKETCHES: FUN IN THE SUN

REFINED SKETCHES

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While the idea of “fun in the sun” is strong, the logos in this camp are too generic and do not provide the overall look and feel that is the NPS.

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CHAPTER 01

KEY PHRASE 02 REFINED COMMUNITY CONNECTION Current and future generations are able to connect with their neighborhood, experiencing its cultural and natural beauty.

REFINED SKETCHES: COMMUNITY CONNECTION

REFINED SKETCHES

The idea of intertwining and connecting the community has potential with further exploration.

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CHAPTER 01

KEY PHRASE 03 REFINED IN EVERY NEIGHBORHOOD Creating open space for existing and future generations to appreciate nature, no matter where they live.

REFINED SKETCHES: IN EVERY NEIGHBORHOOD

REFINED SKETCHES

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The idea of depicting parks in every neighborhood, whether that be in a more urban setting or a more typical setting has potential.

Combining nature with city.

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CHAPTER 02

REFINED SKETCHES

02

ROUND 02: MORE SKETCHES 34

Refined Key Phrase

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Round 02: Further Exploration

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Round 02: Refined Sketches

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CHAPTER 02

REFINED KEY PHRASE ENJOYMENT IN EVERY NEIGHBORHOOD By combining the key phrases—in every neighborhood and fun in the sun—we are able to capture the new essence of the National Park Service. Enjoyment in every neighborhood focuses on providing open space for existing and future generations to appreciate and enjoy nature, no matter where they live.

Current and future generations are able to connect with their neighborhood, experiencing its cultural and natural beauty.

REFINED KEY PHRASE

REFINED SKETCHES

“ In the presence of nature, a wild

delight runs through the man, in spite of real sorrows.”

-Ralph Waldo Emerson, American Author

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CHAPTER 02

ROUND 02 SKETCHES: FURTHER EXPLORATION ENJOYMENT IN EVERY NEIGHBORHOOD By combining the key phrases—in every neighborhood and fun in the sun—we are able to capture the new essence of the National Park Service. Enjoyment in every neighborhood focuses on providing open space for existing and future generations to appreciate and enjoy nature, no matter where they live.

These sketches explored the idea of combining the feelings of happiness, joy, and relaxation along with visual representations depicting the accessibility of the new NPS. Current and future generations are able to connect with their neighborhood, experiencing its cultural and natural beauty.

ROUND 02: FURTHER EXPLORATION

REFINED SKETCHES

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CHAPTER 02

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2

ROUND 02: FURTHER EXPLORATION

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MORE SKETCHES

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1

The idea of a smile is interesting but becomes almost too playful and resembles the Amazon logo.

2

Continuing to work with the idea of a shield and incorporating city and suburban neighborhoods.

3

Incorporating nature into the letterforms is interesting but needs further exploration to be successful.

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CHAPTER 02

ROUND 02 SKETCHES: REFINED ENJOYMENT IN EVERY NEIGHBORHOOD By combining the key phrases—in every neighborhood and fun in the sun—we are able to capture the new essence of the National Park Service. Enjoyment in every neighborhood focuses on providing open space for existing and future generations to appreciate and enjoy nature, no matter where they live.

These sketches explored the idea of combining the feelings of happiness, joy, and relaxation along with visual representations depicting the accessibility of the new NPS.

ROUND 02: REFINED SKETCHES

REFINED SKETCHES

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Continuing to come back to idea of incorporating a shield. Helps to make the logo feel more federal as the NPS is a government agency.

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CHAPTER 03 01

ROUND 03: REFINED SKETCHES 44

Round 03: Further Exploration

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Round 03: Refined Sketches

50

Digital Sketches

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The Final Logo

60

Similar Logo Research

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SECTION

REFINED SKETCHES

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CHAPTER 03

ROUND 03 SKETCHES: FURTHER EXPLORATION ENJOYMENT IN EVERY NEIGHBORHOOD By combining the key phrases—in every neighborhood and fun in the sun—we are able to capture the new essence of the National Park Service. Enjoyment in every neighborhood focuses on providing open space for existing and future generations to appreciate and enjoy nature, no matter where they live.

These sketches explored the idea of combining the feelings of happiness, joy, and relaxation along with visual representations depicting the accessibility of the new NPS. Since the NPS is also a government agency, the idea of incorporating a shield into the logo was also explored.

ROUND 03: FURTHER EXPLORATION

REFINED SKETCHES

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CHAPTER 03

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2

ROUND 03: FURTHER EXPLORATION

3

REFINED SKETCHES

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1

The rounded bottom of the shield works most successfully, otherwise the circles start to feel like rainbows.

2

The use of the building with nature also has potential to work.

3

The arches also hold potential but the shape needs to be refined more.

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CHAPTER 03

ROUND 03: REFINED SKETCHES ENJOYMENT IN EVERY NEIGHBORHOOD By combining the key phrases—in every neighborhood and fun in the sun—we are able to capture the new essence of the National Park Service. Enjoyment in every neighborhood focuses on providing open space for existing and future generations to appreciate and enjoy nature, no matter where they live.

This set of refined sketches utilizes the shape of a shield along with city buildings and trees to depict that the NPS is in every neighborhood, even more urban settings. The idea of incorporating a shield brings the brand back to its roots as a government agency.

ROUND 03: REFINED SKETCHES

REFINED SKETCHES

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CHAPTER 03

DIGITAL SKETCHES ENJOYMENT IN EVERY NEIGHBORHOOD By combining the key phrases—in every neighborhood and fun in the sun—we are able to capture the new essence of the National Park Service. Enjoyment in every neighborhood focuses on providing open space for existing and future generations to appreciate and enjoy nature, no matter where they live.

This set of refined sketches utilizes the shape of a shield along with city buildings and trees to depict that the NPS is in every neighborhood, even more urban settings. The idea of incorporating a shield brings the brand back to its roots as a government agency.

DIGITAL SKETCHES

REFINED SKETCHES

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CHAPTER 03

DESIGN 01 The new NPS focuses on providing open space for people anywhere, moving the National Park Service away from the idea that in order to experience a national park one needs thousands of acres of land. As a result, urban city buildings and houses are combined with icons of nature to depict this concept. The shape of logo feels similar to shield or badge to help maintain the federal look and feel that goes along with the NPS and similar government agencies.

REFINED SKETCHES

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DIGITAL SKETCHES

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CHAPTER 03

DESIGN 02 This logo concept focuses on the idea of community connection and the idea that the NPS re-imagined is about getting people to become more in touch with their neighborhood by discovering local businesses and experiencing the natural beauty that is in their backyards.

DIGITAL SKETCHES

REFINED SKETCHES

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CHAPTER 03

DESIGN 03 This logo concept tries to create a harmony between the open space offered by parks and the busy structured architecture of urban settings in order to demonstrate that the new NPS is accessible for everyone. Trees are shown on top of a city building to bring the different settings together.

DIGITAL SKETCHES

REFINED SKETCHES

National Park Service

National Park Service

National Park Service

National Park Service

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CHAPTER 03

THE FINAL LOGO

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Our new logo conceptually and visually expresses the new mission of the NPS—providing existing and future generations with access to space in which they can enjoy, relax and connect with their environment, no matter where they live. The new NPS stands for accessibility; that people no longer need thousands of acres of land in order to experience nature and culture. As a result, urban buildings are intertwined with a tree and circular hills in our new logo. The shape of the logo resembles a shield or badge in order to help maintain the federal look and feel that goes along with the NPS and other government agencies.

DIGITAL SKETCHES

REFINED SKETCHES

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CHAPTER 03

SIMILAR LOGO RESEARCH LOGOS WITH SHIELDS AND NATURE The new National Park Service focuses on accessibility, community, and the importance of spending time outside part of one’s daily routine. In order to show this visually, the new logo includes city buildings and a tree which are encompassed in a shield to maintain that the NPS is a government agency. By comparing existing logos with the new logo that has been created, it ensures that the new NPS logo will stand out.

LOGO RESEARCH

SIMILAR LOGO RESEARCH

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CHAPTER 04

VISUAL GUIDE INSPIRATION

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VISUAL GUIDE INSPIRATION 64

Summary

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Identification and Analysis

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CHAPTER 04

SUMMARY Conducting visual research and leveraging inspiration is an important part of being a designer. It is a skill that allows us the ability to look critically at other works, synthesize relevant information and ultimately, be able to combine the best practices to create work that is unique, engaging and eye-catching for audience members. Additionally, this skill allows us to challenge ourselves and push us out of our comfort zone, trying approaches that we might not have thought of otherwise.

SUMMARY

VISUAL GUIDE INSPIRATION

“ It’s through mistakes that you

actually can grow. You have to get bad in order to get good.”

-Paula Scher. Graphic Designer

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CHAPTER 04

IDENTIFICATION AND ANALYSIS

NEW IDENTITY INTRODUCTION VMware does a good job introducing its new brand identity as well as providing insights into the change. By providing a side by side comparison of both the past and new logo, the thought process behind the change becomes very clear to the reader.

LOGO ANATOMY Exploratorium uses scale and exact measurements in order to provide exact measurements for the logo. It indicates clear space and minimum size so that there is no room for confusion and potential misuse of the logo.

IDENTIFICATION AND ANALYSIS

VISUAL GUIDE INSPIRATION

TYPE SPECS The Exploratorium presents the type specs of the brand in an interesting and engaging way, unlike many other brand standards guides.

Additionally, it showcases the typefaces and several different sizes and weights, as well as providing captions that explain how these weights should be used.

MAIN ID COLORS Symantec provides extremely detailed information regarding the color palette. It includes the background, primary, secondary, print and digital making it very clear what colors should be used in various applications of the logo. The layout is also very clear and easy to understand.

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CHAPTER 04

ALTERNATE VERSIONS OF LOGO The FedEx standards guide is very detailed in regards to listing alternate versions of the logo. It provides the logo in many different possible applications (with and without background), while also including the various operating company signatures.

LOGO DON’TS UPS shows lots of different possibilities, making it very clear to the reader what is considered correct and incorrect use of the logo. Explanations of the images are also shown, which adds even further clarification.

IDENTIFICATION AND ANALYSIS

VISUAL GUIDE INSPIRATION

APPLICATIONS USA Today shows the logo in several different applications, including in the app icon, and masthead logo for both print and digital. The guide also shows how the logo should be used when depicting partnerships with other brands.

SYMBOL SYSTEM Vantiv does a good job showing its symbol system. The guide features both a symbol library, but also the symbols in action. It is shown in a variety of applications with and without the logo, providing the reader with a very robust understanding of how the symbols should be handled.

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SOURCES unsplash.com nps.gov wikipedia.com history.com shutterstock.com google.com

COLOPHON DESIGNER Amanda MacDuff

CLASS GR 604 Nature of Identity

INSTRUCTOR Hunter Wimmer

SEMESTER Fall 2021

TYPOGRAPHY

Sofia Pro Sofia Pro Condensed

SECTION

SECTION

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CHAPTER 01

VISUAL DEVELOPMENT GUIDE