Visual Standards Guide

VISUAL STANDARDS GUIDE NATIONAL PARKS SERVICE REBRANDING

VISUAL STANDARDS GUIDE NATIONAL PARKS SERVICE REBRANDING

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TABLE OF CONTENTS 01 BRAND OVERVIEW 08

Our History

10

Our Mission and Vision

12

Our New Logo

16

Logo Breakdown

05

02

03

LOGO STANDARDS

OUR FUTURE

20

Logo Anatomy

40

NPS Re-imagined

22

Clear Space

48

Our New Offerings

24

Logo Formats

50

In the Real World

26

Logo Variations

28

Black and White Logo

30

Logo Sizing

32

Color Palette

34

Typography

36

Incorrect Usage

06 6

CHAPTER 01

BRAND OVERVIEW 08

Our History

10

Our Mission and Vision

12

Our New Logo

16

Logo Breakdown

01

SECTION

BRAND SECTIONOVERVIEW

077

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CHAPTER 01

OUR HISTORY

OUR HISTORY 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.

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.

BRAND OVERVIEW

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CHAPTER 01

NPS RE-IMAGINED The United States has over 400 national parks that are under the protection of the National Parks Service. The new National Park Service, however, will evolve beyond simply preserving the nature, wildlife and monuments of the United States, but will inspire future generations to immerse themselves in the unique cultural and natural resources of their local neighborhoods. The idea of a national park will be re-defined to become more accessible for everyone, allowing people, no matter where they live, to be able to enjoy, relax and connect with nature and integrate the beauty around them back into their daily lives.

Rather than having to pack up the car and drive to be able to experience national parks, the enjoyment will now be within walking distance.

BRAND SOUL Preserve America’s resources while also providing a space within nature for the benefit and enjoyment of the people.

OUR MISSION AND VISION

BRAND OVERVIEW

Our mission is to provide existing and future generations with ACCESS to space in which they can ENJOY, DISCOVER, and CONNECT with their environment, no matter where they live.

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CHAPTER 01

Our new logo expresses our unwavering commitment to providing a space for the benefit and enjoyment of all people, no matter where they live.

OUR NEW LOGO

OUR NEW LOGO

BRAND OVERVIEW

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CHAPTER 01

OUR NEW LOGO

BRAND OVERVIEW

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CHAPTER 01

LOGO BREAKDOWN

SYMBOL

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.

WORD MARK

SIGNATURE

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LOGO BREAKDOWN

BRAND OVERVIEW

LOGO FORMATS

LOGO BREAKDOWN

+

+

=

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CHAPTER 02

LOGO STANDARDS

02

LOGO STANDARDS 20

Logo Anatomy

22

Clear Space

24

Logo Formats

26

Logo Variations

28

Black and White Logo

30

Logo Sizing

32

Color Palette

34

Typography

36

Incorrect Usage

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CHAPTER 02

LOGO ANATOMY The concept behind the National Park Service logo is the idea of accessibility; that people no longer need thousands of acres of land in order to experience nature and culture.

Urban buildings are intertwined with a tree and circular hills, which represent nature and the outdoors, 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.

Our new logo is built based upon the X value as a unit of measurement, which indicates proportion of the logo components and the negative space around it.

SYMBOL 1/3X

22.4

°

.5

°

21/8X

46

20

71/4X

43/4X

1/2X

1/3X 11/4X

5X

81/4X

LOGO ANATOMY

LOGO STANDARDS

HORIZONTAL LOCKUP 11/4X 21/2X

1/3X X 123/4X

X=BASIC UNIT

VERTICAL LOCKUP

131/2X

11/4X

1/4X 3/4X X 1/4X 3/4X

21/8X

1/8X

81/2X

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CHAPTER 01

CLEAR SPACE It is important for us to make sure that our logo is presented in a clear and visually appealing way. To achieve this goal, we need to designate clear space around our logo so that it can stay distinct among any other information.

The minimum clear space that is allowed is defined by the measurement of X, which equals the height of the letter N in the wordmark. This minimum space should be maintained as the logo is proportionally enlarged or reduced in size.

SYMBOL X

X

WORDMARK

X

X

X

X

X

X

CLEAR SPACE

LOGO STANDARDS

X=BASIC UNIT

VERTICAL LOCKUP X

X

X X

X

HORIZONTAL LOCKUP X

X

X

X

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CHAPTER 02

LOGO FORMATS The new NPS logo can be displayed as different alternative versions that are applied in a number of different circumstances. There are 3 main versions of the logo: vertical lockup, horizontal lockup, logo wordmark.

VERTICAL LOCKUP The vertical lockup is one of the primary formats for our logo and can be used in all of our brand communications

LOGO FORMATS

HORIZONTAL LOCKUP The horizontal lockup is the other primary format for our logo. In situations where the horizontal version cannot fit, the vertical one can be a better solution.

LOGO WORDMARK The wordmark can stand alone and be used as an independent logo representation.

LOGO STANDARDS

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CHAPTER 02

LOGO VARIATIONS Our new logo has four different variations, allowing it to be applied to both dark and light backgrounds as long as it follows the examples shown to the right. The primary color version should be used when the logo is placed on a light background. The negative version can be placed on a dark background.

ENJOYMENT GREEN

CONNECTION CHARCOAL

DISCOVERY GREY

ACCESSIBLE WHITE

LOGO VARIATIONS

LOGO STANDARDS

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CHAPTER 02

BLACK AND WHITE LOGO Apart from the color logo, the black and white versions of the logo are needed for single-color applications. There are several benefits of using the black and white versions of our logo given their simplicity, clarity and high contrast. In special cases such as printing special products, scanning and faxing and even collaborating with other brands, black and white logos are crucial to provide quality representation of our brand.

Please note that black logos are at 0% to 40% background and white logos are used at 40% to 100% background.

BLACK LOGO

0%

100%

40%

WHITE LOGO

BLACK AND WHITE LOGO

LOGO STANDARDS

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CHAPTER 02

LOGO SIZING LOGO VERSION

.5 INCH IN HEIGHT

1 INCH IN HEIGHT

VERTICAL LOCKUP

LOGO SYMBOL

HORIZONTAL LOCKUP

LOGO WORDMARK

Minimum size on screen

Minimum size in print

1.5 INCH IN HEIGHT

3 INCH IN HEIGHT

LOGO SIZING

LOGO STANDARDS

5 INCH IN HEIGHT

The size chart on this page demonstrates the different uses of our logo formats. The minimum size of our logo is specified to ensure that our logo will be produced with the highest quality and legibility.

The minimum size for our logo to be applied on screen is .5 inch in width.

The minimum size for our logo to be applied in print deliverables in 1 inch in width. Please note that our logo should never be smaller than the specified sizes.

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CHAPTER 02

COLOR PALETTE The new National Park Service evolves from the rust brown of the original logo and thoughtfully selects a color palette that embodies our spirit of enjoyment, connection, discovery, and accessibility. It emphasizes our commitment to creating opportunities for people to explore the beauty of the world arount them, no matter where they live.

The color palette for our visual systems consists of primary and secondary colors. In order to strengthen our brand identity, these colors must be used in a consistent manner.

PRIMARY COLORS

Our primary colors are strong and straightforward. By combining darker gray tones along with the uplifting green tones of nature, the colors further highlight our mission. The four primary colors are as presented in our logo: NPS community green, NPS connection charcoal, NPS accessible grey, and NPS bright white. The colors should be predominant in any of our brand communications and materials.

COLOR PALETTE

LOGO STANDARDS

ENJOYMENT GREEN

CONNECTION CHARCOAL

DISCOVERY GREY

ACCESSIBLE WHITE

PRIMARY COLOR

CMYK

RGB

PANTONE

C70 M46 Y71 K36

R69 G89 B70

350 C

C70 M63 Y62 K58

R51 G51 B51

445 C

C65 M58 Y57 K37

R77 G77 B77

443 C

C0 M0 Y0 K0

R255 G255 B255

1-1 C

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CHAPTER 02

TYPOGRAPHY PRIMARY TYPEFACE

In addition to color, typography is another key factor that strengthens our new brand identity fo enjoyment, connection and discovery. The typeface that we use for the National Park Service’s communication is Sofia Pro. Sofia Pro is a geometric sans serif with a variety of different weights as well as a condensed version, making it extremely versatile.

Type should never be modified or altered by adding outlines, drop shadows, or any effects.

For more information on font resources, contact our National Park Service Brand Team.

Sofia Pro

Sofia Pro Condensed

TYPOGRAPHY

LARGE HEADINGS, CALL-OUTS, NUMBERS

SOFIA PRO BOLD ALL CAPS A B C D E FG H I J K L M N O P Q R ST U V W X Y Z a b cd efg h i j k l m n o p q rst u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( ) | : ”, .

BODY COPY, CAPTIONS

Sofia Pro Light A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( ) | : ” , .

FOLIOS

Sofia Pro Semi Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( ) | : ” , .

LOGO STANDARDS

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CHAPTER 02

INCORRECT USAGE Incorrect use of the National Park Service logo compromises its integrity and effectiveness.

The examples of logo misuse below are not comprehensive; they are only a small sample of possible misuses of the NPS logo. To ensure accurate and consistent reproduction of the National Park Service logo, never alter, add to, or attempt to recreate it.

NATIONAL

PARK SERVICE

Do not stretch the symbol or wordmark in anyway.

Do not place a shape to tightly surround or enclose the logo.

Do not change the typeface of the wordmark.

Do not apply any effects to the logo.

Do not change the orientation of the logo.

Do not use transparency on the logo.

INCORRECT USAGE

LOGO STANDARDS

Do not switch the position of the wordmark and symbol.

Do not change the proportion of the logo.

Do not rotate the logo in any way.

Do not change the color of the logo, unless it strictly follows the standards.

Do not place the logo over very busy or complicated background.

Do not change the space between the symbol and the wordmark.

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CHAPTER 03

LOGO STANDARDS

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CHAPTER 03

OUR FUTURE 42

NPS Re-Imagined

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Our New Offerings

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Brand Extenstions in the Real World

03

OUR FUTURE

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CHAPTER 03

NPS RE-IMAGINED ACCESS

ENJOY

DISCOVER

PR 02 EN 03

PR 01 SR 02

EV 01

EV 05

EV 02

SR 03

EN 02

EV 03

EV 04

EX 03

EX 01

EN 01

EX 02

ED 01 ED 02 SR 01

CONNECT

BRAND PROJECTION

EDUCATION ED 01 ED 02

NPS LEARNING LAB NPS NATURE TOURS EXPERIENCE

EX 01 EX 02 EX 03

NPS DISCOVERY FAIR NPS SUMMER CAMP NPS WALKING TOUR SERVICE

SR 01 SR 02 SR 03

NPS LOCAL APP NPS GARDEN CLUB NPS BIKE RENTALS PRODUCTS

PR 01 PR 02

NPS PARK DAY ESSENTIALS KIT NPS MONTHLY SUBSCRIPTION BOX ENVIRONMENTS

EN 01 EN 02 EN 03

NPS COMMUNITY CENTER NPS PUBLIC GARDEN NPS NURSERY EVENT

EV 01 EV 02 EV 03 EV 04 EV 05

NPS YOGA IN THE PARK NPS MOVIES IN THE PARK NPS CONCERTS IN THE PARK NPS RESTAURANT PROGRESSIVE SERIES NPS COMMUNITY GIVE-BACK

OUR FUTURE

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CHAPTER 03

OUR NEW OFFERINGS EDUCATION NPS LEARNING LAB

ED 01

NPS Learning Lab will provide a variety of resources that allow people to explore the local culture, discover activities within their neighborhood and learn ways in which they can work to preserve their community. Our aim is to open people’s eyes to the beauty and diversity that exists right in their backyard.

MISSION FOCUS The NPS Learning Lab reinforces our mission to provide opportunities for people to enjoy, discover and connect with their environment, no matter where they live, by creating resources that enable people to learn about the local history and discover the unique qualities of their community.

SIMILARITY Community Learning Centers DIFFERENTIATION NPS Learning Lab is focused on helping people discover the unique qualities of their community. It is unlike a community center because its is not centered around helping individuals, but instead creating a greater sense of togetherness within the community through discovery.

LINKS NPS Community Center

NPS NATURE TOURS

ED 02

NPS Nature Tours will be a guided community tour that explores the beauty in each community, including exploring the unique architecture and appreciating the native plants. These tours will allow people to connect with their neighborhood, whether they live in a busy city or quite town.

MISSION FOCUS The NPS Nature Tours underscores our commitment to provide opportunities for people to enjoy, discover and connect with their environment, no matter where they live, by enriching their knowledge of their community and fostering a greater feeling of community appreciation and spirit.

SIMILARITY Tourist Guided Tours DIFFERENTIATION NPS Nature Tours differs from a typical guided tour because it goes deeper than simply pointing out the typical tourist attractions.

LINKS NPS Bike Tours NPS Walking Tours

OUR NEW OFFERINGS

OUR FUTURE

EXPERIENCE NPS DISCOVERY FAIR

EX 01

NPS Discovery Fair will provide the opportunity to explore the history of local communities, and discover local businesses, such as restaurants, bars, and shops all in one place. It will provide people with a deeper look into neighborhoods around them.

MISSION FOCUS The NPS Discover Fair bolsters our mission to provide opportunities for people to enjoy, discover and connect with their environment, no matter where they live, by bringing the community together to discover local businesses, while also getting people outside and interacting with the world around them.

SIMILARITY Farmer’s Market Art and Wine Festival DIFFERENTIATION NPS Discovery Fair is different from a farmer’s market because it features more than just local food. Instead it will feature local businesses of all types-restaurants, bars, shops, and even non-profits that are unique to each community.

LINKS NPS Restaurant Progressive Series NPS Local App

NPS SUMMER CAMP

EX 02

NPS Summer Camps focus on exposing future generations to the beauty and unique characteristics of the neighborhood that surrounds them by allowing them to play and explore.

MISSION FOCUS NPS Summer Camps reinforces our mission of creating space for future generations to be able to enjoy, discover and connect with their environment by providing opportunities for kids to explore the outdoors through games and discover the unique characteristics of their neighborhoods.

SIMILARITY YMCA Summer Camp DIFFERENTIATION NPS Summer Camp takes a unique approach by placing an emphasis on community. While being able to play and have fun, kids will also be learning about what makes their neighborhood unique and as such, developing a deeper connection with the community.

LINKS NPS Public Garden NPS Bike Rental

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CHAPTER 03

NPS WALKING TOURS

EX 03

NPS Walking Tours are for people of all ages and explore the beauty and unique qualities of each neighborhood. The tours highlight the local culture and provide opportunities to support local businesses, while also enjoying the fresh air.

MISSION FOCUS The NPS Walking Tours emphasize our commitment to providing opportunities for people to enjoy, discover and connect with their environment, no matter where they live, by enriching their knowledge of their community and fostering a greater feeling of community appreciation and spirit.

SIMILARITY Tourist Guided Tours DIFFERENTIATION NPS Walking Tours differs from a typical tourist-type guided tour because it goes deeper than simply pointing out the typical tourist attractions. The NPS Tours aim to foster a strong sense of community by highlighting culture that is unique.

LINKS NPS Nature Tours NPS Arts and Wine Festival

SERVICE NPS LOCAL

SR 01

NPS Local App is a search platform that allows people to discover local businesses, parks and activities within their neighborhood. The goal of this service is to help people feel more connected with their community and in doing so, also support local businesses.

MISSION FOCUS The NPS Local App search platform bolsters our mission to help people enjoy, discover and connect with their neighborhood by providing access to numerous local businesses, outdoor spaces and activities all within a specific community.

SIMILARITY Nextdoor Meetup DIFFERENTIATION NPS Local App will help people immerse themselves in their communities by supporting local businesses and participating in community activities that maybe they did not know about previously.

LINKS NPS Discover Fair NPS Movies in the Park NPS Concerts in the Park

OUR NEW OFFERINGS

NPS GARDEN CLUB

OUR FUTURE

SR 02

NPS Garden Club provides an opportunity for people to immerse themselves in nature. People will be able to learn about a variety of local plants. As a member, community members will be able to receive locally grown produce.

MISSION FOCUS The NPS Garden Club underscores our commitment to provide opportunities for people to enjoy, discover and connect with their environment, no matter where they live, by creating a service that sends members produce grown within the NPS Public Garden, which as a result, supports local economy and encourages people to adopt a more sustainable mindset.

SIMILARITY Imperfect Produce DIFFERENTIATION People who sign up to be a part of the NPS Garden Club will receive locally grown produce as well as a newsletter that includes recipes as monthly updates regarding the NPS Public Garden and any events that may be happening that month.

LINKS NPS Public Garden

NPS BIKE RENTALS

SR 03

NPS Bike Rentals offers a fun way for people to get outside and immerse themselves in their surrounding neighborhoods.

Riders are able to explore at their own pace while also choosing their own path, allowing them to be in the driver’s seat.

MISSION FOCUS NPS Bike Rentals reinforces our mission to provide people the opportunity to enjoy, discover and connect with their environment by allowing them to explore their neighborhood on their own time and immerse themselves in the community, while also spending time outside.

SIMILARITY SF Bike Rental Tours Segway Tours DIFFERENTIATION NPS Bike Rentals allows people to explore on their own time, without a guide, which enables them to be in control and immerse themselves in the environment however they choose.

LINKS NPS Local App

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CHAPTER 01

PRODUCTS NPS PARK DAY ESSENTIAL KIT

PR 01

NPS Park Day Essentials Kits will provide everything needed for a day at the park, such as a blanket, reusable cups, sunscreen, frisbee and/or cards, reusable utensils, etc. all of which will be packed into a canvas tote bag for easy transportation. Sold online or in stores, a variety of different types of kits will be offered. Discounts to local restaurants, bars, and shops will also be included inside these kits in order to encourage people to buy locally.

MISSION FOCUS NPS Park Day Essentials Kits emphasizes our mission to provide opportunities for people to enjoy, discover and connect with their environment, no matter where they live, by making it easy and convenient for people to spend time outdoors.

SIMILARITY Outdoor Survival Kits DIFFERENTIATION Unlike outdoor survival kits, the NPS Park Day Essentials Bag is designed specifically for a relaxing day at the park. In addition the bags will include discounts to local restaurants, bars and shops in order to foster a sense of community connection.

LINKS NPS Local App

NPS MONTHLY SUBSCRIPTION

PR 02

NPS Monthly Subscription Box will include a newsletter that details the goings-on in a neighborhood that month along with discounts to local business and small items from local shops. This will allow people to get out in the community and explore.

MISSION FOCUS The NPS Monthly Subscription Box underscores our commitment to providing opportunities for people to enjoy, discover and connect with their environment, no matter where they live, by encouraging them to get outside of their usual routine and explore their neighborhoods.

SIMILARITY FabFiFun DIFFERENTIATION NPS Monthly Subscription Box features items solely from local businesses, placing a special emphasis on community engagement and interaction.

LINKS NPS Discover Fair

SECTION

SECTION

ENVIRONMENTS NPS COMMUNITY CENTER

EN 01

NPS Community Center will be located in the center of communities and provide information about what is going on in town including activities, restaurants, shops, parks and local history.

MISSION FOCUS The NPS Community Center reinforces our mission to provide access to space in which people can enjoy, discover and connect with their environment, no matter where they live, by creating a location in which people can learn about the local history, discover the unique qualities of the community and participate in local events.

SIMILARITY Community Learning Center DIFFERENTIATION NPS Community Center act as a hub for neighborhoods, providing information regarding how people can enjoy their surroundings while also immersing themselves in their communities.

LINKS NPS Learning Lab NPS Discover Fair

NPS PUBLIC GARDEN

EN 02

NPS Public Garden provides an opportunity for people to immerse themselves in nature. People will be able to learn about the different plants that are grown in the garden as well as simply sit and enjoy being outside.

MISSION FOCUS The NPS Public Garden bolsters our mission to provide access to space in which people can enjoy, discover and connect with their environment, no matter where they live, by creating a place that is rich with nature, allowing people to be able to discover and appreciate the beauty in their everyday lives.

SIMILARITY Public Garden DIFFERENTIATION The NPS Public Garden will provide the produce that is sent out to members of the Garden Club, while also feature beautiful flowers and plants that can be enjoyed by people passing by. The garden will also feature a grass area where people can sit, chat and connect with their environment.

LINKS NPS Garden Club

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CHAPTER 03

NPS NURSERY

EN 03

NPS Nursery is a storefront that allows people to discover and learn more about the local plants within their communities.

The goal of this environment is to help people bring nature back into their everyday lives, even if its something as small as having a houseplant in an apartment.

MISSION FOCUS The NPS Nursery emphasizes our commitment to providing opportunities for people to enjoy, discover and connect with their environment, no matter where they live, by creating a storefront for people to purchase plants that are native to their area and learn more about the nature around them.

SIMILARITY SummerWinds SF Plants Gardent Center at The Home Depot DIFFERENTIATION NPS Nursery will sell plants that are local to each specific community, unlike many other typical nurseries that sell plants from all over.

LINKS NPS Community Garden NPS Garden Club

EVENTS NPS YOGA IN THE PARK

EV 01

NPS Yoga in the Park is about bringing the community together in a fun way, while also enjoying being outside in the fresh air. It is an event for people for all ages.

MISSION FOCUS NPS Yoga in the Park is an event that bolsters our mission to provide opportunities for people to enjoy, discover and connect, with their environment, no matter where they live, by bringing the community together to enjoy the fresh air and interact with one another, taking a moment to appreciate the beauty around them.

SIMILARITY Outdoor Exercise Classes DIFFERENTIATION NPS Yoga in the Park aims to bring nature back into people’s everyday lives. It is an hour long class, making it accessible for people to come, enjoy the fresh air, and take a break from their hectic lives.

LINKS NPS Movies in the Park NPS Concerts in the Park

OUR NEW OFFERINGS

NPS MOVIES IN THE PARK

OUR FUTURE

EV 02

NPS Movies in the Park is about bringing the community together in a fun way, while also enjoying being outside in the fresh air. It is an event for people for all ages.

MISSION FOCUS NPS Movies in the Park is an event that emphasizes our mission to provide opportunities for people to enjoy, discover and connect with their environment, no matter where they live, by bringing the community together to laugh, chat and interact with one another.

SIMILARITY Imperfect Produce DIFFERENTIATION NPS Movies in the Park will be hosted in a variety of cities throughout the United States. Local vendors will also be present.

LINKS NPS Concerts in the Park NPS Community Center

NPS CONCERTS IN THE PARK

EV 03

NPS Concerts in the Park is also about bringing the community together in a fun way, while also enjoying being outside in the fresh air. It is an event for people of all ages.

MISSION FOCUS NPS Concerts in the Park is an event that emphasizes our mission to provide opportunities for people to enjoy, discover and connect, with their environment, no matter where they live, by bringing the community together to laugh, chat and interact with one another.

SIMILARITY SF Movies in the Park DIFFERENTIATION NPS Concerts will be held at a variety of outdoor settings, both large and small, for cities throughout the United States.

Local vendors will be featured as well, selling food and drinks.

LINKS NPS Movies in the Park

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CHAPTER 03

NPS RESTAURANT SERIES

EX 04

NPS Restaurant Series will feature three different local restaurants, beginning with appetizers, main course and dessert.

Through this event people will get to try local restaurants, allowing them to connect with their environment while also supporting local businesses.

MISSION FOCUS The NPS Restaurant Series reinforces our mission to provide opportunities for people to enjoy, discover and connect with their environment, no matter where they live, by exposing them to local flavor and allowing them to interact with their neighborhood.

SIMILARITY Bar Crawl Off the Grid Presidio DIFFERENTIATION NPS Restaurant Series will feature three different local restaurants, beginning with appetizers, main course and dessert.

People in attendance will start at one restaurant and work their way through all three of them.

LINKS NPS Local App

NPS COMMUNITY GIVE-BACK

EV 05

NPS Community Give-Back is a volunteer event that aims to enhance and preserve the beauty neighborhoods for future generations by planting trees and cleaning up trash, while also enabling people to feel more connected to their communities.

MISSION FOCUS The NPS Community Give-Back bolsters our mission to help people enjoy, discover and connect with their neighborhood by providing an opportunity for people to volunteer and give back to their communities and connect with their not only their surroundings, but the people too.

SIMILARITY Beach Clean-up DIFFERENTIATION NPS Community Give-Back event will help people connect with their communities as well as feel good about themselves, knowing that they helped in the efforts to maintain the beauty of their neighborhood for future generations.

LINKS NPS Community Center

OUR NEW OFFERINGS

OUR FUTURE

“ Wilderness is not a luxury, it is a

necessity of the human spirit.”

-Edward Abbey, American Author

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CHAPTER 03

Through bike rentals, we enable people to explore their neighborhoods and also get outside.

IN THE REAL WORLD

OUR NEW OFFERINGS

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NPS BIKE RENTALS SR 03

NPS Bike Rentals offers a fun way for people to get outside and immerse themselves in their surrounding neighborhoods. Riders are able to explore at their own pace while also choosing their own path, allowing them to be in the driver’s seat.

MISSION FOCUS NPS Bike Rentals reinforces our mission to provide people the opportunity to enjoy, relax and connect with their environment by allowing them to explore their neighborhood on their own time and immerse themselves in the community, while also spending time outside.

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CHAPTER 03

Riders are able to explore at their own pace, allowing them to be in the driver’s seat.

IN THE REAL WORLD

OUR NEW OFFERINGS

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CHAPTER 03

SIMILARITY SF Bike Rental Tours Lyft Bike DIFFERENTIATION NPS Bike Rentals allows people to explore on their own time, without a guide, which enables them to be in control and immerse themselves in the environment however they choose. Using the NPS Local App, users are able to locate and pay for the use of the bikes.

LINKS NPS Local App

IN THE REAL WORLD

OUR NEW OFFERINGS

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Bikes can be rented through the NPS Local App, making it easy for everyone to use.

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CHAPTER 03

Yoga in the Park provides people with a chance to get outside and enjoy the fresh air.

IN THE REAL WORLD

OUR NEW OFFERINGS

NPS YOGA IN THE PARK

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EV 01

NPS Yoga in the Park is about bringing the community together in a fun way, while also enjoying being outside in the fresh air. It is an event for people for all ages.

MISSION FOCUS NPS Yoga in the Park is an event that bolsters our mission to provide opportunities for people to enjoy, discover and connect, with their environment, no matter where they live, by bringing the community together to enjoy the fresh air and interact with one another, taking a moment to appreciate the beauty around them.

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CHAPTER 03

IN THE REAL WORLD

OUR NEW OFFERINGS

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People are empowered to take a break from their hectic schedules to connect with others and nature.

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CHAPTER 03

SIMILARITY Outdoor Exercise Classes DIFFERENTIATION NPS Yoga in the Park aims to bring nature back into people’s everyday lives. It is an hour long class, making it accessible for people to come, enjoy the fresh air, and take a break from their hectic lives.

LINKS NPS Movies in the Park NPS Concerts in the Park

IN THE REAL WORLD

OUR NEW OFFERINGS

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Classes take place in different settings, allowing people to discover new areas of their community.

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Concerts in the Park provide people with a chance to get outside and enjoy the fresh air.

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NPS CONCERTS IN THE PARK EV 03

NPS Concerts in the Park is also about bringing the community together in a fun way, while also enjoying being outside in the fresh air. It is an event for people of all ages.

MISSION FOCUS NPS Concerts in the Park is an event that emphasizes our mission to provide opportunities for people to enjoy, relax and connect with their environment, no matter where they live, by bringing the community together to laugh, chat and interact with one another.

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Local artists will perform, allowing people to discover new music.

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SIMILARITY SF Movies in the Park DIFFERENTIATION Concerts will be held at a variety of outdoor settings, both large and small, for cities all throughout the United States.

Local vendors will be featured as well selling food and drinks allowing people to connect with the local community.

LINKS NPS Movies in the Park NPS Restaurant Series

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Local food and beverage vendors will be present so people attending can show support for small businesses.

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NPS Summer Camps allow children of all ages to get outside and connect with each other.

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NPS SUMMER CAMP EX 02

NPS Summer Camps focus on exposing future generations to the beauty and unique characteristics of the neighborhood that surrounds them by allowing them to play and explore.

MISSION FOCUS NPS Summer Camps reinforces our mission of creating space for future generations to be able to enjoy, relax and connect with their environment by providing opportunities for kids to explore the outdoors through games and discover the unique characteristics of their neighborhoods.

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Summer Camps provide the opportunity for kids to explore the surrounding natural beauty.

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SIMILARITY YMCA Summer Camp DIFFERENTIATION NPS Summer Camp takes a unique approach by placing an emphasis on community. While being able to play and have fun, kids will also be learning about what makes their neighborhood unique and as such, developing a deeper connection with the community.

LINKS NPS Public Garden NPS Bike Rental

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Children are able to learn more about their neighborhoods through games.

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CHAPTER 03

Through the app, people are able to discover local businesses, parks and activities.

IN THE REAL WORLD

OUR NEW OFFERINGS

NPS LOCAL APP

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SR 01

NPS Local App is a search platform that allows people to discover local businesses, parks and activities within their nieghborhood. The goal of this service is to help people feel more connected with their community and in doing so, also support local businesses.

MISSION FOCUS The NPS Local App search platform bolsters our mission to help people enjoy, relax and connect with their neighborhood by providing access to numerous local businesses, outdoor spaces and activities all within a specific community.

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NPS Local App helps people feel more connected to their community.

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OUR NEW OFFERINGS

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SIMILARITY Nextdoor Meetup DIFFERENTIATION NPS Local App will help people immerse themselves in their communities by supporting local businesses and participating in community activities that maybe they did not know about previously.

LINKS NPS Discover Fair NPS Movies in the Park NPS Concerts in the Park NPS Bike Rentals

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The NPS Local App encourages people to support local businesses.

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CHAPTER 03

NPS Park Day Essentials Kit provides everything needed for people to enjoy a day at the park.

IN THE REAL WORLD

OUR NEW OFFERINGS

NPS PARK DAY ESSENTIALS KIT

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PR 01

NPS Park Day Essentials Kits will provide everything needed for a day at the park, such as a blanket, reusable cups, sunscreen, frisbee and/or cards, reusable utensils, etc. all of which will be packed into a canvas tote bag for easy transportation. Sold online or in stores, a variety of different types of kits will be offered. Discounts to local restaurants, bars, and shops will also be included inside these kits in order to encourage people to buy locally.

MISSION FOCUS NPS Park Day Essentials Kits emphasizes our mission to provide opportunities for people to enjoy, relax and connect with their environment, no matter where they live, by making it easy and convenient for people to spend time outdoors.

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The kit makes it easy and for people to spend time outdoors, no matter where they live.

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SIMILARITY Outdoor survival kits Picnic boxes DIFFERENTIATION Unlike outdoor survival kits, the NPS Park Day Essentials Bag is designed specifically for a relaxing day at the park.

In addition the bags will include discounts to local restaurants, bars and shops in order to foster a sense of community connection.

LINKS NPS Discover Fair NPS Movies in the Park NPS Concerts in the Park NPS Bike Rentals

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Discounts to local restaurants, bars, and shops will also be included inside these kits.

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NPS Restaurant Series features three different local restaurants.

BRAND EXTENSIONS IN THE REAL WORLD

OUR FUTURE

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NPS RESTAURANT SERIES EV 04

NPS Restaurant Series will feature three different local restaurants, beginning with appetizers, main course and dessert. Through this event people will get to try local restaurants, allowing them to connect with their environment while also supporting local businesses.

MISSION FOCUS The NPS Restaurant Series reinforces our mission to provide opportunities for people to enjoy, relax and connect with their environment, no matter where they live, by exposing them to local flavor and allowing them to interact with their neighborhood.

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People will get to discover new restaurants, allowing them to connect with their environment.

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SIMILARITY Bar Crawl Off the Grid Presidio DIFFERENTIATION NPS Restaurant Series will feature three different local restaurants, beginning with appetizers, main course and dessert. People in attendance will start at one restaurant and work their way through all three of them.

LINKS NPS Local App

IN THE REAL WORLD

OUR NEW OFFERINGS

This event highlights the local flavor of each community.

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CHAPTER 03

NPS Public Garden creates an opportunity for people to immerse themselves in the local nature.

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OUR NEW OFFERINGS

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NPS PUBLIC GARDEN EN 02

NPS Public Garden provides an opportunity for people to immerse themselves in nature. People will be able to learn about the different plants that are grown in the garden as well as simply sit and enjoy being outside.

MISSION FOCUS The NPS Public Garden bolsters our mission to provide access to space in which people can enjoy, relax and connect with their environment, no matter where they live, by creating a place that is rich with nature, allowing people to be able to discover and appreciate the beauty in their everyday lives.

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People will be able to learn about the different plants that are grown in the garden

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SIMILARITY Public Garden DIFFERENTIATION The NPS Public Garden will provide the produce that is sent out to members of the Garden Club, while also feature beautiful flowers and plants that can be enjoyed by people passing by. The garden will also feature a grass area where people can sit, chat and connect with their environment.

LINKS NPS Garden Club

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People are able to discover and appreciate the beauty in their everyday lives.

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Movies in the Park is an event for all ages, making it accessible to everyone.

IN THE REAL WORLD

OUR NEW OFFERINGS

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NPS MOVIES IN THE PARK EV 02

NPS Movies in the Park is about bringing the community together in a fun way, while also enjoying being outside in the fresh air. It is an event for people of all ages.

MISSION FOCUS NPS Movies in the Park is an event that emphasizes our mission to provide opportunities for people to enjoy, relax and connect with their environment, no matter where they live, by bringing the community together to laugh, chat and interact with one another.

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NPS Movies in the Park is about bringing the community together in a fun way.

IN THE REAL WORLD

OUR NEW OFFERINGS

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SIMILARITY SF Movies in the Park DIFFERENTIATION NPS Movies in the Park will be hosted in a variety of cities throughout and the United States. Local vendors will also be present.

LINKS NPS Community Center

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People are able to laugh, chat and interact with one another.

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CHAPTER 03

NPS Nursery showcases the local plants of the community, allowing people to learn more about their neighborhood.

IN THE REAL WORLD

OUR NEW OFFERINGS

NPS NURSERY

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EN 03

NPS Nursery is a storefront that allows people to discover and learn more about the local plants within their communities. The goal of this environment is to help people bring nature back into their everyday lives, even if its something as small as having a houseplant in an apartment.

MISSION FOCUS The NPS Nursery emphasizes our commitment to providing opportunities for people to enjoy, discover and connect with their environment, no matter where they live, by creating a storefront for people to purchase plants that are native to their area and learn more about the nature around them.

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NPS Nursery helps people bring nature back into their everyday lives.

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SIMILARITY SummerWinds SF Plants Garden Center at The Home Depot DIFFERENTIATION NPS Nursery will sell plants that are local to each specific community, unlike many other typical nurseries that sell plants from all over.

LINKS NPS Community Garden NPS Garden Club

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People are able to purchase plants that are native to their area.

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