GR604 Student Project_NPS Rebranding_Visual Development Guide

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NATIONAL PARK SERVICE INSTRUCTOR Hunter Wimmer

NAME & SEMESTER Peiyao(Heather) Tang 2022 FALL

PROJECT SCOPE Identify a failing, or defunct brand. Create a new visual identity system and business opportunity through a proven visual language by investigating its brand heritage and mission.

VISUAL DEVELOPMENT GUIDE

01/04: B R A N D I N T R O D U C T I O N

BRAND: N AT I O N A L PA R K S E R V I C E

INTRO (ABOUT THIS BOOK) This visual development guide has information about the brand’s history, the history of logo design, how to make a new logo, where to find ideas, and sketches.

We wanted to revitalize NPS with a new brand mission, which we will carry out through our logo and a series of brand identities. In this section, we’ll talk about how the logo was made and how it was changed so that it shows the new mission of the NPS in a very clear way.

01/04:TA B L E O F CO N T E N TS

BRAND: N AT I O N A L PA R K S E R V I C E

CONTENTS

01:04

02:04

( THIS IS NPS )

( LOGO EXPLORATION )

Brand Introduction Brand Timeline Logo Evolution New Concept

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Initial Skeches Further Exploration Initial Refinements Final Refinements

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03:04

04:04

( FINAL LOGO )

( INSPIRATION )

Our New Logo “Look-a-like“ Logos

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Brand Inspiration

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{SCOPE: BRAND INTRODUCTION} This section contains the brand selected from the five brands of the National Park Service. And this brand will be rebranded; I will introduce and research the brand story, brand soul and mission, brand point in time insight, and future insight.

This will aid me in the next phase of better visualizing and positioning the brand.

01:04 BRAND INTRODUCTIO

ON

01/04: B R A N D I N T R O D U C T I O N

BRAND: N AT I O N A L PA R K S E R V I C E

01:05 BRAND INTRODUCTION

( ABOUT NATIONAL PARK SERVICE )

(BRAND SOUL)

The National Park Service is an agency of the U.S. federal government, and they serve to manage all national parks, most national monuments, and natural, historic, and recreational properties that hold various designations. They do this to preserve the natural and cultural resources and values of the National Park System for the enjoyment, education, and inspiration of present and future generations.

To immerse each generation in the beauty of nature and to pass it on.

The national park system is not limited to“parks” but includes all projects under the jurisdiction of the National Park Service. The naming and planning of a project unit need not include the word “park”; in fact, most do not. The system as a whole is considered to be the sum of America’s national treasures, and the relatively famous national parks and museums are sometimes referred to as America’s treasures.

National Park Service

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What a country chooses to save is what a country chooses to say about itself.

–Mollie Beattie, American conservationist

01/04: B R A N D I N T R O D U C T I O N

BRAND: N AT I O N A L PA R K S E R V I C E

03:05 BRAND TIMELINE

1860s

1870s

1910s

(1864 The birth)

(1872 The first national park)

(1914 The service)

The federal government set aside land in California’s Yosemite National Park, which was the birth of the national park concept.

Yellowstone was so epochal as the first national park that it has been called America’s best idea.

Stephen Mather visits and e Nevada National Park. He c Secretary of the Interior for and environmental upgrade the park.his set the stage fo lishment of the bill that foll

(1916 The service)

President Wilson establishe framing of the Park Service the “Organic Act”. Thus was National Park Service with a to preserve the natural land its heritage.

(1917 The east coast )

Around the same time that National Park Service was cr 1916, there was a growing m preserve Maine’s Acadian l of forests and seashore. Eve it became Acadia National first east coast national park

VISUAL STRATEGY GUIDELINE

experiences in contacted the r equipment es needed in or the establowed.

ed the by signing s born the a mission dscape and

)

the reated in movement to andscape entually Park, the k.

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1930s

1950s-1970s

(1933 The stor yteller)

(1956 The mission 66)

56 national monuments and military sites were transferred to the National Park Service, which allowed the National Park System to include history, scenery, and science. Became an important player in telling the history of the United States.

Mission 66 is a 10-year plan to upgrade facilities, staffing and resource management across the system.

(1935 The Preservation Law) The enactment of the Historic Sites Act provides stronger legal support and meaning to the National Park Service.

(1966 The National Historic Preservation) All historic parks are listed on the National Register of Historic Places in accordance with the law.

(1970 The General Authorities Act ) Help redefine the National System to include all areas managed by the National Park Service “for park, monument, historical, parkway, recreational, or other purposes.

01/04: B R A N D I N T R O D U C T I O N

BRAND: N AT I O N A L PA R K S E R V I C E

03:05 BRAND TIMELINE CONTINUE

2010s

2020s

(2016 The anniversar y)

(2022 The future)

The National Park Service’s 100th Anniversary.

Today, NPS will renew and grow nto a more inclusive, forward-looking, service-oriented community that provides cultural heritage preservation and access to nature without any distinction.

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BRAND: N AT I O N A L PA R K S E R V I C E

01/04: B R A N D I N T R O D U C T I O N

04:05 LOGO EVOLUTION

( NPS LOGO EVOLUTION ) 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 archeological values

(1951)

(1952)

(1968)

(2000)

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BRAND: N AT I O N A L PA R K S E R V I C E

VISUAL STRATEGY GUIDELINE

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05:05 OUR NEW CONCEPT We have developed three key words: conservation, accessible, and contribution.

And phrases are the essence of brainstorming based on these three keywords.

This will be the basis and reference for us to start our visual development

(CONSERVATION)

Passing on nature to tomorrow (ACCESSIBLE)

Delivering nature to people (CONTRIBUTION)

Developing a vision for the world

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01/04: B R A N D I N T R O D U C T I O N

BRAND: N AT I O N A L PA R K S E R V I C E

02:05 MISSION STATEMENT

Our mission is to pre and natural resource educating and inspiri our natural resources

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eserve our cultural es by constantly ing people to make s accessible.

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{SECTION INTRO: VISUAL DEVELOPMENT } In this section, we will create a series of key phrases based on the brand’s three keywords and use them as the foundation for visual development and brand building.

02:04 LOGO EXPLORATION

02/04: LO G O E X P LO R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

01:05 INITIAL SKETCHES R1 This section will demonstrate the process of transitioning from hand sketches to computer sketches. This is centered on the inspiration derived from the three key phrases extracted for the NPS brand’s soul: concern, accessibility,

and contribution. So that we can better develop the brand’s visuals. Each section corresponds to a keyword and key phrase, and the sketches are symbolic, graphical, and textual.

(CONSERVATION)

Passing on nature to tomorrow (ACCESSIBLE)

Delivering nature to people (CONTRIBUTION)

Developing a vision for the world

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02/04: LO G O E X P LO R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

(CONSERVATION)

Passing on nature to tomorrow

(SY MBOLIC MARKS)

(BEFORE WE START )

This is a customized symbol or graphic mark for the brand that includes meaningful shapes or allusions to the brand’s soul in a variety of directions, such as mythology, animals, culture, the humanities, and so on.

I did some “Why?” and “How?” and a series of related words about conservation during the brainstorming session. When people hear NPS, the first thing that comes to mind is protection and guardianship, so we can use words like shield, roof, hand, unity, and so on.

(Letter N)

(NPS+NAME)

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02/04: LO G O E X P LO R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

(CONSERVATION)

Passing on nature to tomorrow (OBJECTIVES)

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Shield+Natural Elements+City

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(OBJECTIVES) Abstract Shield shape+elements

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(ABSTRACT )

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Mountains, trees, cities(shields)

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(LETTER N+SHIELD)

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02/04: LO G O E X P LO R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

(ACCESSIBLE)

Delivering nature to people

(SY MBOLIC MARKS)

(BEFORE WE START )

This is a customized symbol or graphic mark for the brand that includes meaningful shapes or allusions to the brand’s soul in a variety of directions, such as mythology, animals, culture, the humanities, and so on.

One of the key words in the new branding is “accessible,” and we want the NPS to be more than just parks, with people no longer having to drive five or six hours to experience nature. We want to bring people closer to nature and culture, whether they are in the city or in a national park.

(ANIMAL+ OBJECT HAND)

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(OBJECTIVES)

Key+Shield

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VISUAL STRATEGY GUIDELINE

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02/04: LO G O E X P LO R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

(ACCESSIBLE)

Delivering nature to people

(LETTER N)

(ABSTRACT)

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Potential Reject

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VISUAL STRATEGY GUIDELINE

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(GROUP 1)

(GROUP 2)

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02/04: LO G O E X P LO R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

(CONTRIBUTION)

Developing a vision for the world

(SY MBOLIC MARKS) This is a customized symbol or graphic mark for the brand that includes meaningful shapes or allusions to the brand’s soul in a variety of directions, such as mythology, animals, culture, the humanities, and so on.

(ANIMAL )

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(OBJECTIVES)

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Hands, through hands to touch

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02/04: LO G O E X P LO R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

(CONTRIBUTION)

Developing a vision for the world (ABSTRACT)

People working together

(GROUP 1)

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(ABSTRACT)

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People working together

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(GRAPHIC)

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Shield + N

(GROUP 1)

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02/04: LO G O E X P LO R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

02:05 FURTHER EXPLORATION R2 We chose more specific keywords and directions in this section based on the first round of drafts and reflections. Two of them are “conservation” and “accessibility.” This foundation will be expanded with more detailed drafts and explorations.

(CONSERVATION)

Passing on nature to tomorrow (ACCESSIBLE)

Delivering nature to people (CONTRIBUTION)

Developing a vision for the world

(INSIGHT ) Protecting our natural andcultural resources. As well as making our natural resources accessible to all.

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02/04: LO G O E X P LO R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

(CONSERVATION)

Passing on nature to tomorrow (GROUP 2)

(GROUP 1)

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Potential Reject

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(GROUP 3)

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02/04: LO G O E X P LO R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

(ACCESSIBLE)

Delivering nature to people

(GROUP 2)

(GROUP 1)

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02/04: LO G O E X P LO R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

03:05 INITIAL REFINEMENTS In the third round of sketch exploration, we have a more detailed direction. We’ll focus on the “shield” graphic and run a series of more creative experiments.

(CONSERVATION)

Passing on nature to tomorrow (ACCESSIBLE)

Delivering nature to people

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02/04: LO G O E X P LO R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

(ROUND 3 REFINE)

INITIAL SKETCHES EXPLORATION

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VISUAL STRATEGY GUIDELINE

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BRAND: N AT I O N A L PA R K S E R V I C E

(ROUND 3 REFINE)

INITIAL SKETCHES DIGITAL EXPLORATION (DIGITAL REFINEMENT)

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02/04: LO G O E X P LO R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

04:05 DIGITAL FINAL REFINEMENTS In this section, we have a clearer direction and a final choice. Based on these, we transferred the drafts to the computer and experimented with different negative spatial relationships, element arrangements, and fonts to find the best solution.

(GROUP 1)

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02/04: LO G O E X P LO R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

05:05 DIGITAL FINALIZATION TYPE & COLOR EXPLORATION (GROUP 2)

VISUAL STRATEGY GUIDELINE

(GROUP 3)

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{SECTION INTRO: FINAL LOGO} In this section, we will present the final logo as well as a look-alike logo as a case study.

03:04 FINAL LOGO

03/04: F I N A L LO G O

BRAND: N AT I O N A L PA R K S E R V I C E

01:02 THE FINAL LOGO Following extensive exploration and research, we created a new logo and visual system for NPS. This symbolizes the union of city and nature, as well as the NPS’s accessibility to all.

Symbol

NPS New Logo

Word Mark

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03/04: F I N A L LO G O

BRAND: N AT I O N A L PA R K S E R V I C E

VISUAL STRATEGY GUIDELINE

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03/04: F I N A L LO G O

BRAND: N AT I O N A L PA R K S E R V I C E

02:02 “LOOK A LIKE“ LOGOS The shield is often used as the most visually appealing solution in logos, and the color, font, and other elements represent different meanings depending on the color, font, and other elements.

We attempted to find as many similar logos as possible in this study in order to gain inspiration and avoid unnecessary misunderstandings. For us, the new NPS logo represents safety, community, and accessibility.

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{SECTION INTRO: BRAND INSPIRATION} In this section, the brand guidelines of different brands are presented as a source of inspiration and research

04:04 BRAND INSPIRATION

N

04/04: B R A N D I N S P I R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

01:01 LEVERAGE AND ANNOTATE Exploring the various visual criteria and guidelines used by the best brands can teach us how to communicate materials and messages more effectively. After looking into different brands, it’s important

(NEW IDENTITY INTRODUCTION)

to do a lot of research, figure out what works, and use that as a starting point.

When dealing with logos with very simple elements, this is a good way to show the logo itself. The note in the bottom right corner explains the logo’s meaning in detail.

(LOGO ANATOMY)

From the color of the brand logo to the largest to the smallest size, I believe it is a very consistent presentation. The detail arrows indicate the position and details of the logo.

VISUAL STRATEGY GUIDELINE

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04/04: B R A N D I N S P I R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

01:01 LEVERAGE AND ANNOTATE Exploring the various visual criteria and guidelines used by the best brands can teach us how to communicate materials and messages more effectively. After looking into different brands, it’s important

(TYPE SPECS)

to do a lot of research, figure out what works, and use that as a starting point.

The fonts that can be used are clearly displayed and allowed to be used in the brand, as well as the various weights.

(COLOR)

This is a good example because it clearly shows the colors appropriate for the brand and also makes a reference through the display of the logo mark.

VISUAL STRATEGY GUIDELINE

(DO NOT USE THE LOGO IN THIS WAY)

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Again, the form in which the brand logo should not appear is obvious and provides a more detailed explanation via the text description.

(ALTERNATE VERSIONS OF THE LOGO)

This is a good example that clearly shows the logo’s versatility in different colors and backgrounds.

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04/04: B R A N D I N S P I R AT I O N

BRAND: N AT I O N A L PA R K S E R V I C E

NEXT PHASE (NEXT PHASE)

In the following step, the carefully designed brand logo, based on drafts and inspirational research, will be presented, along with the rules for its use. Our goal was to give the National Park Service a visual system that was complete and useful.

04/04: D I S C LA I M E R

BRAND: N AT I O N A L PA R K S E R V I C E

02:03 DISCLAIMER

(DISCLAIMER) This is a fictional re-branding project done as a student project. No parts of this project were used commercially except for academic purposes. This project is in no way intended to represent the parent brand.

(CONTENT ) NPS.gov NPShistory.com

(IMAGES) Pexel.com Unsplash.com

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