GR604 Student Project_NPS Rebranding_Visual Standards Guide

03

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 STANDARDS 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 standards guide introduces the new logo design for the brand as well as guidelines for using the logo design and office system. We hope that a new logo and system design will give NPS new life and opportunities. In this section, we’ll discuss how NPS might grow in the future.

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 STANDARDS)

Brand Introduction Brand Timeline Logo Evolution Brand Mission

08 12 14 16

Anatomy Clear Space Variations Size Chart Incorrect Usage

24 26 32 34 36

VISUAL STRATEGY GUIDELINE

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04 | 05

03:04

04:04

( VISUAL SYSTEM)

(OUR FUTURE)

Color Palette Typography

40 42

A park for everyone Future Extensions

48 60

{THIS IS NPS} This section will introduce the NPS brand, including the brand’s introduction, timeline, and logo development. To assist users in better understanding the brand’s history,

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

01:04 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

VISUAL STRATEGY GUIDELINE

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08 | 09

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

02:04 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 Nevada National Park. He Secretary of the Interior fo and environmental upgrad the park.his set the stage f lishment of the bill that fol

(1916 The service)

President Wilson establish framing of the Park Service the “Organic Act”. Thus wa National Park Service with 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. Ev it became Acadia National first east coast national par

VISUAL STRATEGY GUIDELINE

s

experiences in contacted the r equipment des needed in for the establlowed.

SEMESTER: FALL 2022

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)

hed the e by signing as born the a mission dscape and

)

the reated in movement to landscape ventually l Park, the rk.

12 | 13

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

02:04 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.

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

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

03:04 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)

VISUAL STRATEGY GUIDELINE

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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

04:04 MISSION STATEMENT

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

VISUAL STRATEGY GUIDELINE

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

10 | 11

{SCOPE: LOGO STANDARDS} This chapter will describe how to use the new logo so that readers can learn more about it and better understand it.

02:04 LOGO STANDARDS

02/04: LO G O S TA N D A R D S

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

01:08 OUR NEW 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

VISUAL STRATEGY GUIDELINE

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02/04: LO G O S TA N D A R D S

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

VISUAL STRATEGY GUIDELINE

SEMESTER: FALL 2022

22 | 23

02/04: LO G O S TA N D A R D S

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

02:08 LOGO ANATOMY The new logo for the National Park Service combines a shield graphic representing conservation with a custom font. The new logo is meticulously designed, with an “X” serving as the unit of measurement.

The letter “X” is the same width as the carefully designed letter “O.” Our logo should be used at all times in accordance with the guidelines shown on this page.

VISUAL STRATEGY GUIDELINE

(STEP ONE) We chose a font that complements the brand.

(STEP TWO) We changed the angle of the “i” and “o” to reflect the sun in the logo’s graphic shield.

(STEP THREE) We arrived at a visually balanced typography.

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

02/04: LO G O S TA N D A R D S

03:08 CLEAR SPACE It is critical to maintain a designated amount of white space around our logo in order to maintain its readability and visual impact of our logo.

x

x

x This case “x“ equals the height of the letter “O“

As shown in this spread, the clear space is defined by the value “X.” The width of the letter “X” is the same as the carefully designed width of the letter “O.”

x

x

x

VISUAL STRATEGY GUIDELINE

x

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x

x

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x

x

x

x

x

x

x

x

x

x

02/04: LO G O S TA N D A R D S

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

04:08 LOGO IN COLORS We have policies in place for changing the background color of our logos. To ensure the clarity and readability of our logo, please follow the guidelines at the top of this page.

VISUAL STRATEGY GUIDELINE

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02/04: LO G O S TA N D A R D S

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

05:08 LOGO BLACK & WHITE

VISUAL STRATEGY GUIDELINE

SEMESTER: FALL 2022

30 | 31

02/04: LO G O S TA N D A R D S

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

06:08 LOGO VARIATIONS

(PREFERRED HORIZONTAL VERSION) The horizontal signature format is our preferred format. For size recommendations, please see our size chart.

VISUAL STRATEGY GUIDELINE

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( VERTICAL SIGNATURE) Vertical signatures should only be used when there isn’t enough room for parallel signatures.

(SY MBOL ONLY ) The NPS symbol can be used separately from the signature when the NPS logo must be used abstractly, such as the app icon.

( WORDMARK ONLY ) When the NPS symbol is not required or cannot be clearly seen, the NPS wording can be used, such as at the bottom of the package.

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

02/04: LO G O S TA N D A R D S

07:08 LOGO SIZING CHART This page’s size table was made for different NPS signatures. We can make sure that NPS signatures are easy to read by setting a minimum sign size.

ABOVE 50CM VERTICAL VERSION

SY MBOL ONLY

HORIZONTAL VERSION

WORDMARK ONLY

The smallest sizes shown here should be sufficient for most applications and replication methods. When people copy our signatures, please make sure they are easy to read.

50CM

VISUAL STRATEGY GUIDELINE

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10CM VERTICAL VERSION

SYMBOL ONLY

HORIZONTAL VERSION

WORDMARK ONLY

5CM

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MINIMUN SIZE IN SCREEN

02/04: LO G O S TA N D A R D S

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

08:08 LOGO INCORRECT USAGE The logos on this page are meant to make it clear how to use the NPS logo in the same way everywhere. The quality and consistency of our brand are hurt by random changes and different ways of using our logo.

(PREFERRED HORIZONTAL VERSION)

The page has information about the kinds of logo uses we look for and the wrong ways to treat logos.

VISUAL STRATEGY GUIDELINE

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{SCOPE: VISUAL SYSTEM} This section will introduce the logo’s color palette, fonts, and business system.

03:04 VISUAL SYSTEM

03/04:V I S U A L S YS T E M

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

01:02 COLOR PALETTE A more natural style is still being worked on for the new NPS logo. The new logo has a more lively color scheme of green, blue, and yellow.

This makes the brand seem more alive, hopeful, and open to everyone.

C75 M46 Y96 K49 R63 G71 B39 HEX #3F4727 PATONE: 5743C

C56 M0 Y53 K0 R108 G202 B152 HEX #6CCA98 PATONE: 346C

C3 M4 Y13 K0 R246 G239 B222 HEX #F6EFDE

C54 M0 Y11 K0 R99 G207 B227 HEX #63CFE3 PATONE: 310C

VISUAL STRATEGY GUIDELINE

SEMESTER: FALL 2022

C5 M10 Y87 K10 R245 G217 B63 HEX #F5D93F PATONE: 7404C

C0 M0 Y0 K100 R255 G255 B255 HEX #FFFFFF

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C0 M0 Y0 K0 R0 G0 B0 HEX #000000

03/04:V I S U A L S YS T E M

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

02:02 TYPOGRAPHY CHOICE We made a new font system to help our brand’s image and message come across better. Please read what’s on this page carefully and do what it says.

(PRIMARY TY PEFACE)

Nunito Sans and conrtibution So that we can better develop the visuals for the brand. The sketches are symbolic, graphical and textual, and each section corresponds to a keyword and key phrase.

and conrtibution So that we can better develop the visuals for the brand. The sketches are symbolic, graphical and textual, and each section corresponds to a keyword and key phrase.

(SECONDARY TY PEFACE)

Adelle Slab Serif and conrtibution So that we can better develop the visuals for the brand. The sketches are symbolic, graphical and textual, and each section corresponds to a keyword and key phrase.

and conrtibution So that we can better develop the visuals for the brand. The sketches are symbolic, graphical and textual, and each section corresponds to a keyword and key phrase.

VISUAL STRATEGY GUIDELINE

SEMESTER: FALL 2022

42 | 43

(FOR LARGE HEADINGS, CALL OUTS)

Nunito Sans Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()|:”,.

and conrtibution So that we can better develop the visuals for the brand. The sketches are symbolic, graphical and textual, and each section corresponds to a keyword and key phrase.

(FOR TITLES, SIBTITELS, HEADERS, FOOTER)

Nunito Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()|:”,.

and conrtibution So that we can better develop the visuals for the brand. The sketches are symbolic, graphical and textual, and each section corresponds to a keyword and key phrase.

(FOR BODY COPY, CAPTIONS)

Nunito Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()|:”,.

and conrtibution So that we can better develop the visuals for the brand. The sketches are symbolic, graphical and textual, and each section corresponds to a keyword and key phrase.

(FOR HIGHLIGHT MESSAGE)

Adelle Slab Serif ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()|:”,.

and conrtibution So that we can better develop the visuals for the brand. The sketches are symbolic, graphical and textual, and each section corresponds to a keyword and key phrase.

03/04:V I S U A L S YS T E M

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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{SCOPE: BRAND FUTURE} This page is going to be about NPS. We won’t lose sight of our goal, but we’ll also do more than it asks of us. This page will talk about some future ways that NPS and other groups can work together to help NPS do its job better and create more opportunities.

04:04 OUR FUTURE

04/04: O U R F U T U R E

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

01:06 A PARK FOR EVERYONE

PRESERVATION

PRESERVATION INSPIRING EDUCATION

[PR-01] [EX-03] [EN-01]

[CO-01] [CO-03] [CO-04]

[EX-02] [CO-02] [EX-04]

INSPIRING

[PR-02] [PR-03] [SR-02]

[ED-01] [EX-01] [EN-02]

[SR-01] [ED-02] [ED-03]

EDUCATION

VISUAL STRATEGY GUIDELINE

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PRODUCT [PR-01] [PR-02] [PR-03]

NPS CITY GOODS NPS MAGAZINE PLANT GIFT PACK

SERVICE [SR-01] [SR-02]

OUTDOOR COMMUNITY APP GREEN BADGE APP

EDUCATION [ED-01] [ED-02] [ED-03]

NPS GARDEN LAB NPS ONLINE LEARNING SYSTEM PODCAST, NATURE IN NATURE

EXPERIENCE [EX-01] [EX-02] [EX-03] [EX-04]

NPS BADGE PROGRAM NPS CITY GLAMPING NPS FOREST PLAN WHAT’S NEXT MEET UP

ENVIRONMENT [EN-01] [EN-02]

NPS CITY NATURAL ISLAND NPS URBAN MUSEUM

CO-BRANDING OPPORTUNITIES [CO-01] [CO-02] [CO-03] [CO-04]

NPS NPS NPS NPS

X X X X

STRAVA CARHARTT SNOW PEAK TIKTOK

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04/04: O U R F U T U R E

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

02:06 BRAND FUTURE EXPANSIONS PRODUCTS

[PR-01] PRODUCT: NPS CITY GOODS

[PR-02] PRODUCT: NPS MAGAZINE

Discover, learn and create your own urban greenery

Learning about the beauty of different nature, the beauty of the forest, the beauty of the park.

NPS City Goods offers products made by experienced NPS researchers that are related to urban gardens, urban agriculture, and more. Customers can buy the NPS Urban Collection in person or online, depending on what works best for them. These products can be used to create urban greenery at home or in their own gardens.

The NPS magazine shows local national parks and the newest urban parks by state or city. This lets people learn about the beauty of both natural parks and urban parks.

FOCUS: NPS City Goods reinforces our brand mission of preserving, educating and inspiring people by stimulating curiosity and creativity, allowing them to explore their own urban gardens and experience nature’s beauty.

FOCUS: NPS Magazine reinforces our brand mission of preserving, educating and inspiring people by showcasing national and urban parks. This way, people can be inspired by their own natural curiosity and the idea of exploring nature.

LIKE: Gardyn, Isla’s Garden Seeds

LIKE: Magazine B, National Parks from National Geographic

BUT: NPS City Goods offers products that were made and designed by experienced NPS researchers. Each product is based on the soil, plants, and other features of a specific national park.

BUT: The National Park Service magazine will combine the two types of national parks and city parks, as well as publish some planting tips and share experiences about NPS city goods and how they are used in the construction of city parks. We hope to build an ecosystem for users and offer a more comprehensive experience.

LINK TO: NPS Magazine NPS Garden Lab

LINK TO: NPS City Goods

VISUAL STRATEGY GUIDELINE

PRESERVATION

SEMESTER: FALL 2022

INSPIRING

[PR-03] PRODUCT: PLANT GIFT PACK NPS plant gift box, the best choice for holiday gift-giving, prepares a green vibrancy for you.

NPS will prepare holiday gift sets for each day worthy of celebration. The kit includes carefully selected plant seeds as well as a planting guide. Users can also scan the QR code to view and share other people’s plants with family and friends.

FOCUS: NPS Plant Gift Pack reinforces our brand mission of preserving, educating and inspiring people by providing thoughtfully crafted gift packs that allow people to learn about and fall in love with nature in a fun format.

LIKE: Gardyn, Isla’s Garden Seeds BUT: NPS will provide an all-inclusive planting method. philosophy and a system of sharing It will allow people to experience and share their own nature as well as grow it.

LINK TO: NPS Magazine NPS Garden Lab

EDUCATION

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04/04: O U R F U T U R E

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

03:06 BRAND FUTURE EXPANSIONS EDUCATION

[ED-01] NPS GARDEN LAB

[ED-02] PODCAST, NATURE IN NATURE

Discover, learn and create your own urban greenery

A feature podcast about the history of America’s national parks, including memorable milestones and fascinating facts about the parks’ establishment.

The NPS Garden Lab includes an introduction to parks and cities, as well as tips on how to bring green to life. The NPS Urban Series tools and products are used in the lab to educate the younger generation on life skills.

The National Park Service is happy to offer a free podcast that you can find on Apple Podcasts, Spotify, Google Podcasts, or your favorite podcast app. This podcast shows you what America’s national parks are all about by talking about their history and interesting facts.

FOCUS: NPS Garden Lab reinforces our brand mission of preserving, educating and inspiring people by educating them about the concept of urban gardens so that the next generation can make a green difference in their own lives.

FOCUS: NPS Podcast reinforces our brand mission of preserving, educating and inspiring people by sharing fascinating stories about the history of America’s national parks and instilling a desire to explore and protect them.

LIKE: Metropolia Urbanfarmlab, Urban Farm Lab by sitra

LIKE: Nature talks by apple podcasts, ted talk

BUT: The NPS Garden Lab provides various educational and urban gardening solutions based on the characteristics of the city in which it is located, such as soil, climate, and environment. It enables users to learn more effectively.

BUT: The Nature in Nature podcast is unique in that it focuses on providing knowledge and programs in a “fun and educational” manner.

LINK TO: NPS City Goods NPS Magazine NPS Green Badge app

LINK TO: NPS Garden Lab

VISUAL STRATEGY GUIDELINE

PRESERVATION

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INSPIRING

[ED-03] NPS ONLINE LEARNING SYSTEM Take part in online professional learning and education on a wide range of topics to learn about camping and how to stay alive in the wilderness.

To make learning easier for people of all ages, the National Park Service will offer courses, materials, and resources for outdoor survival experiences through a web-based, online educational platform taught by experienced NPS staff.

FOCUS: NPS Online Learning System reinforces our brand mission of preserving, educating and inspiring people by giving people professional platforms and information resources that can make them more interested in exploring the wilderness.

LIKE: Alderleaf Wilderness College, Udemy BUT: We will develop a learning platform that will be delivered by professionals and include resources.

We will also have a number of rich interactive skills courses that will allow people to master information while having fun.

LINK TO: NPS City Goods NPS Magazine NPS Green Badge app

EDUCATION

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04/04: O U R F U T U R E

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

04:06 BRAND FUTURE EXPANSIONS SERVICE

[SR-01] SERVICE: OUTDOOR COMMUNITY APP

[SR-02] SERVICE: GREEN BADGE APP

To provide a platform for people who enjoy nature and outdoor sports to explore.

This app lets people find trash in the forest and recycle it, which helps protect the natural environment and the climate.

NPS created the best outdoor community search platform for “hiking,” “exploring,” and “entertainment.”

Users can also participate in NPS-organized events by joining groups. Through this form, we hope to bring more beauty to people who love nature, want to participate in nature, and want to explore nature in the city.

The Green Badge app is a system of applications that provides a fun reward mechanism and point exchange by recycling trash found in the forest. The app allows users to find “recycling stations” in the forest and city and earn badges for recycling their trash, as well as share it with friends and family.

FOCUS: Outdoor Community App reinforces our brand mission of preserving, educating and inspiring people by providing fun suggestions for exploring and enjoying the outdoors, so it can connect people who love adventure and nature.

FOCUS: Green Badge App reinforces our brand mission of preserving, educating and inspiring people by educating people about the importance of environmental protection in a fun format that will influence those around them to join the community and protect nature.

LIKE: Starva, Komoot

LIKE: iRecycle, Brisbane Bin and Recycling

BUT: What distinguishes Outdoor Community from similar products is that the app offers official NPS events in which users can explore NPS’s urban collection and unlock more fun by experiencing products from urban gardens. Users can also share relevant experiences with friends and family.

BUT: The app provides a unique map to explore based on the user’s preference for natural scenery and their city, and on this map, the user can recycle trash and place it in a forest recycling bin.

LINK TO: NPS City Goods NPS Magazine

LINK TO: NPS City Goods NPS Magazine

VISUAL STRATEGY GUIDELINE

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04:06 BRAND FUTURE EXPANSIONS EXPERIENCE

[EX-01] EXPERIENCE: BADGE PROGRAM

[EX-02] EXPERIENCE: NPS CITY GLAMPING

To provide a platform for people who enjoy nature and outdoor sports to explore.

An unforgettable night of urban nature glamping

This program provides an excellent exploratory and interactive experience. People earn badges by participating in the NPS badge program, which is available in various cities, and completing the required tasks.

People can eventually exchange their badges for NPS City products and services. People can have different experiences and have fun while participating by meeting new people and visiting new cities.

How far can you travel from the city to nature?

What, five hours? What, six hours? NPS city clamping is an ideal solution for those of you who want to camp but don’t know where to begin. This is a two-day, one-night event that creates the ideal environment for connecting with nature in the city by selecting scenic city parks and providing the necessary glamping equipment.

FOCUS: The Badge App reinforces our brand mission of preserving, educating and inspiring people by connecting people to their urban adventures, so that they are able to better appreciate the pleasures of urban parks and nature.

FOCUS: NPS City Glamping reinforces our brand mission of preserving, educating and inspiring people providing opportunities for communities that have lived in cities for a long time and crave nature to have a positive, fun outdoor experience.

LIKE: Urban Adventure, Meet up

LIKE: Outdoor Asian, Soy sauce Nation, Sierra Club

BUT: The badge program is distinct in that it is inextricably linked to the entire NPS service system. The badge program is also city-specific and managed by NPS professionals.

BUT: What distinguishes NPS City Glamping is that the activity’s core goal is to provide a good, natural camping experience for everyone. Users do not need to bring any special equipment; all they need to do is feel and love nature with their hearts.

LINK TO: NPS City Goods NPS Garden Lab Green Badge App

LINK TO: NPS City Goods NPS Magazine NPS X Snow Peak

04/04: O U R F U T U R E

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

05:06 BRAND FUTURE EXPANSIONS EXPERIENCE

[EX-03] EXPERIENCE: WHAT’S NEXT MEET UP

[EX-04] EXPERIENCE: NPS FOREST PLAN

Post the parks you want to adventure in and find partners to adventure with you

The Community Forestry Program starts with every plant and tree around us.

The What’s Next app serves as a foundation for a reliable membership system. Users can post the park locations or routes they want to take on adventures on the platform, and friends who share your adventure hobby will send you invitations.

The National Park Service’s special program is a community-based, professionally organized, volunteerbased “community forest maintenance” program that allows us to volunteer to improve our neighbors’ gardens, our own decks, and the parks near our homes.

FOCUS: What’s next meet up reinforces our brand mission of preserving, educating and inspiring people by providing customized outdoor activities for people who share the same adventurous spirit to meet, explore, and adventure in nature.

FOCUS: NPS Forest Plan reinforces our brand mission of preserving, educating and inspiring people bringing people together in a community-based approach with a focus on protecting nature. This gives people a better experience and understanding of how to protect the natural environment.

LIKE: Instagram, Facebook groups

LIKE: Outdoor Asian, Soy sauce Nation, Sierra Club

BUT: The What’s Next app employs a membership system that employs a user invitation system based on the user’s NPS credit. The platform provides a safe and secure environment to protect users’ adventures.

BUT: NPS will focus more on community-based units, starting small, to help improve urban and forest environments.

LINK TO: NPS City Goods NPS Magazine NPS Green Badge app

LINK TO: NPS City Goods NPS Magazine NPS X Snow Peak

VISUAL STRATEGY GUIDELINE

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05:06 BRAND FUTURE EXPANSIONS ENVIRONMENT

[EN-01] NPS CITY NATURAL ISLAND

[EN-02] NPS URBAN MUSEUM x TEAM LAB

Discover, learn and create your own urban greenery

Interactive feeling of nature through technology

This will result in a completed “urban park” activity area where visitors will be able to experience the atmosphere of bringing nature into the city. The desire to explore and protect nature will be stimulated by providing users with such an environment. The goal of the NPS Natural Island is to bring people together in order to preserve their cities and bring nature into them.

Team Lab’s interactive technology powers the NPS Urban Museum. Visitors can engage with nature through the pavilion’s digital art. This museum offers a digital experience that allows visitors to engage with nature beyond physical bounds.

FOCUS: NPS City Natural Island reinforces our brand mission of preserving, educating and inspiring people by giving people a full “urban park” environment that encourages people to protect nature and strengthens community ties.

FOCUS: NPS Urban Museum reinforces our brand mission of preserving, educating and inspiring people by providing a space without physical boundaries.

This lets visitors better experience the park’s landscape without being limited by physical conditions.

LIKE: Urban Living, Singapore Changi Airport

LIKE: Exploratorium, Moma

BUT: What makes NPS City Natural Island unique is that NPS offers weekly activities with appropriate themes, such as “Adventure Week,” “Nature Week,” “Sharing Week,” and so on, so that the community can have fun, share it with others, and incorporate it into their own lives.

BUT: Through the use of cutting-edge interactive technology, the NPS urban museum will allow visitors to forget about physical boundaries and obstacles and interact with nature by simply tapping on the screen.

LINK TO: NPS City Goods NPS Magazine

Outdoor Community NPS Green Badge app

LINK TO: NPS City Goods NPS Magazine

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

06:06 BRAND FUTURE EXPANSIONS CO-BRANDING

[CO-01] CO-BRANDING: NPS X STRAVA

[CO-02] CO-BRANDING: NPS X CARHARTT

A social network for nature lovers

Gear for wilderness nature lovers, tools for urban nature lovers

The collaboration between NPS and Strava will allow users to record any nature-related activities such as hiking, camping, biking, and so on. You can share it with your friends and followers, as well as leave comments, likes, and retweets on each other’s posts!

Carhartt, known as one of the most durable apparel companies on the market, will focus on both the “outdoor” and “urban” categories, providing outdoor gear for nature park enthusiasts and garden tools for urban nature enthusiasts. Tools, aprons, shovels, and other items provide resources and dependable security for nature enthusiasts.

FOCUS: NPS X STRAVA reinforces our brand mission of preserving, educating and inspiring people by connecting each other’s footprints in nature with social media, people can enjoy a fulfilling life in nature through inspiration and sharing.

FOCUS: NPS X CARHARTT reinforces our brand mission of preserving, educating and inspiring people by giving people more professional and reliable gear that lets them get closer to nature and enjoy it more.

LIKE: Runkeeper, Komoot

LIKE: Northface, Rei

BUT: This partnership will help us connect with the NPS outdoor community by keeping track of and sharing our friends’ nature trails and holding fun events and giving away prizes every three months.

BUT: This co-branding gives opportunities to both people who like nature in the wild and people who like nature in the city. It is guided and advised by NPS professionals, so people can enjoy and create nature in better, more mature conditions.

VISUAL STRATEGY GUIDELINE

PRESERVATION

SEMESTER: FALL 2022

INSPIRING

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EDUCATION

[CO-03] CO-BRANDING: NPS X SNOW PEAK

[CO-04] CO-BRANDING: NPS X TIKTOK

Glamping is more than just embracing nature, it’s more of a life style.

To give people who love nature and outdoor sports a platform where they can explore.

The collaboration of NPS and the outdoor lifestyle brand Snow Peak will unleash a storm of “embracing nature in the city.” With the professional glamping gear provided by Snow Peak, NPS will have more chances to offer the community a two-day, one-night urban camping experience, small parties in the open air, and other things.

It will be entertaining, and we will collaborate with TikTok users who are interested in nature exploration and adventure categories. Conduct an NPS x TikTok series in which each blogger sends videos related to the theme by creating content in order to take over the internet with NPS and attract more adventure, exploration, and nature lovers.

FOCUS: NPS X SNOW PEAK reinforces our brand mission of preserving, educating and inspiring people by providing an urban glamping environment in the community, allowing people to get a closer look at nature’s beauty.

FOCUS: NPS X TIKTOK reinforces our brand mission of preserving, educating and inspiring people by providing diverse video content that inspires people to explore and protect the limitless possibilities of nature in order to resonate and connect with the community.

LIKE: Glamping Hub, Hitcamp

LIKE: Instagram, Facebook group

BUT: What distinguishes this co-branding is that we will not only provide urban glamping for the community, but we will also aim to educate people about the value of nature in the city. Of course, through immersive experiences and enjoyment.

LINK TO: NPS City Goods NPS Magazine

Outdoor Community NPS Green Badge app

BUT: What distinguishes this co-branding is that it will better connect the community through the videos of different micro-influencers within the community, resulting in an NPS nature storm in various communities and cities, while also being more interesting and diverse due to the various video creators.

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

NPS CITY GOODS

[PR-01] PRODUCT: NPS CITY GOODS Discover, learn and create your own urban greenery

NPS City Goods offers products made by experienced NPS researchers that are related to urban gardens, urban agriculture, and more. Customers can buy the NPS Urban Collection in person or online, depending on what works best for them. These products can be used to create urban greenery at home or in their own gardens.

Figure 1.1 This is the city garden of NPS

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FOCUS: NPS City Goods reinforces our brand mission of preserving, educating and inspiring people by stimulating curiosity and creativity, allowing them to explore their own urban gardens and experience nature’s beauty.

LIKE: Gardyn, Isla’s Garden Seeds BUT: NPS City Goods offers products that were made and designed by experienced NPS researchers. Each product is based on the soil, plants, and other features of a specific national park.

Figure 1.2-1.3 Children are building gardening skills using kits from NPS City Goods

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

NPS OUTDOOR COMMUNITY APP

[SR-01] SERVICE: OUTDOOR COMMUNITY APP To provide a platform for people who enjoy nature and outdoor sports to explore.

NPS created the best outdoor community search platform for “hiking,” “exploring,” and “entertainment.”

Users can also participate in NPS-organized events by joining groups. Through this form, we hope to bring more beauty to people who love nature, want to participate in nature, and want to explore nature in the city.

Figure 2.1 People can start exploring through the NPS Outdoor Communitiy app

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FOCUS: Outdoor Community App reinforces our brand mission of preserving, educating and inspiring people by providing fun suggestions for exploring and enjoying the outdoors, so it can connect people who love adventure and nature.

LIKE: Starva, Komoot BUT: What distinguishes Outdoor Community from similar products is that the app offers official NPS events in which users can explore NPS’s urban collection and unlock more fun by experiencing products from urban gardens. Users can also share relevant experiences with friends and family.

LINK TO: NPS City Goods NPS Magazine

Figure 2.2-2.3 People can start exploring through the NPS Outdoor Communitiy app

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

CO-BRANDING: NPS X SNOW PEAK

[CO-03] CO-BRANDING: NPS X SNOW PEAK Glamping is more than just embracing nature, it’s more of a life style.

The collaboration of NPS and the outdoor lifestyle brand Snow Peak will unleash a storm of “embracing nature in the city.” With the professional glamping gear provided by Snow Peak, NPS will have more chances to offer the community a two-day, one-night urban camping experience, small parties in the open air, and other things.

Figure 3.1 The NPS and SNOW PEAK co-branding offers people living in the city the possibility to explore nature

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FOCUS: NPS X SNOW PEAK reinforces our brand mission of preserving, educating and inspiring people by providing an urban glamping environment in the community, allowing people to get a closer look at nature’s beauty.

LIKE: Glamping Hub, Hitcamp BUT: What distinguishes this co-branding is that we will not only provide urban glamping for the community, but we will also aim to educate people about the value of nature in the city. Of course, through immersive experiences and enjoyment.

LINK TO: NPS City Goods NPS Magazine

Figure 3.2-3.3 Children are playing in the city glamping playground, and families can share food and fun times together

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

NPS FOREST PLAN

[EX-04] EXPERIENCE: NPS FOREST PLAN The Community Forestry Program starts with every plant and tree around us.

The National Park Service’s special program is a community-based, professionally organized, volunteerbased “community forest maintenance” program that allows us to volunteer to improve our neighbors’ gardens, our own decks, and the parks near our homes.

Figure 4.1 The NPS forestry plan leads the community to work together to preserve the environment

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FOCUS: NPS Forest Plan reinforces our brand mission of preserving, educating and inspiring people bringing people together in a community-based approach with a focus on protecting nature.

This gives people a better experience and understanding of how to protect the natural environment.

LIKE: Outdoor Asian, Soy sauce Nation, Sierra Club BUT: NPS will focus more on community-based units, starting small, to help improve urban and forest environments.

LINK TO: NPS City Goods NPS Magazine NPS X Snow Peak

Figure 4.2-4.3 The NPS forestry plan leads the community to work together to preserve the environment

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

NPS PODCAST: NATURE IN NATURE

[ED-02] PODCAST, NATURE IN NATURE A feature podcast about the history of America’s national parks, including memorable milestones and fascinating facts about the parks’ establishment.

The National Park Service is happy to offer a free podcast that you can find on Apple Podcasts, Spotify, Google Podcasts, or your favorite podcast app. This podcast shows you what America’s national parks are all about by talking about their history and interesting facts.

Figure 5.1 NPS provides free, fun podcast content for people to enjoy

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FOCUS: NPS Podcast reinforces our brand mission of preserving, educating and inspiring people by sharing fascinating stories about the history of America’s national parks and instilling a desire to explore and protect them.

LIKE: Nature talks by apple podcasts, ted talk BUT: The Nature in Nature podcast is unique in that it focuses on providing knowledge and programs in a “fun and educational” manner.

LINK TO: NPS Garden Lab

Figure 5.2-5.3 People can share stories about nature together and be inspired to explore and protect it.

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

NPS ONLINE LEARNING SYSTEM

[ED-03] NPS ONLINE LEARNING SYSTEM Take part in online professional learning and education on a wide range of topics to learn about camping and how to stay alive in the wilderness.

To make learning easier for people of all ages, the National Park Service will offer courses, materials, and resources for outdoor survival experiences through a web-based, online educational platform taught by experienced NPS staff.

Figure 6.1 People can learn wilderness survival skills on the NPS online system

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FOCUS: NPS Online Learning System reinforces our brand mission of preserving, educating and inspiring people by giving people professional platforms and information resources that can make them more interested in exploring the wilderness.

LIKE: Alderleaf Wilderness College, Udemy BUT: We will develop a learning platform that will be delivered by professionals and include resources.

We will also have a number of rich interactive skills courses that will allow people to master information while having fun.

LINK TO: NPS City Goods NPS Magazine NPS Green Badge app

Figure 6.2-6.3 The NPS online system provides professional classroom content for people of all ages and locations, anytime, anywhere. People can learn anywhere, at any age.

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

NPS WHAT’S NEXT MEET UP

[EX-03] EXPERIENCE: WHAT’S NEXT MEET UP Post the parks you want to adventure in and find partners to adventure with you

The What’s Next app serves as a foundation for a reliable membership system. Users can post the park locations or routes they want to take on adventures on the platform, and friends who share your adventure hobby will send you invitations.

Figure 7.1 People of all ages and cultures come together to explore nature and join us in this challenge.

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FOCUS: What’s next meet up reinforces our brand mission of preserving, educating and inspiring people by providing customized outdoor activities for people who share the same adventurous spirit to meet, explore, and adventure in nature.

LIKE: Instagram, Facebook groups BUT: The What’s Next app employs a membership system that employs a user invitation system based on the user’s NPS credit. The platform provides a safe and secure environment to protect users’ adventures.

LINK TO: NPS City Goods NPS Magazine NPS Green Badge app

Figure 7.2-7.3 A player is preparing for a new challenge.

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

NPS CITY NATURAL ISLAND

[EN-01] NPS CITY NATURAL ISLAND Discover, learn and create your own urban greenery

This will result in a completed “urban park” activity area where visitors will be able to experience the atmosphere of bringing nature into the city. The desire to explore and protect nature will be stimulated by providing users with such an environment. The goal of the NPS Natural Island is to bring people together in order to preserve their cities and bring nature into them.

Figure 8.1 Two women are working in the office provided

by Natural Island

Outdoor Community NPS Green Badge app

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FOCUS: NPS City Natural Island reinforces our brand mission of preserving, educating and inspiring people by giving people a full “urban park” environment that encourages people to protect nature and strengthens community ties.

LIKE: Urban Living, Singapore Changi Airport BUT: What makes NPS City Natural Island unique is that NPS offers weekly activities with appropriate themes, such as “Adventure Week,” “Nature Week,” “Sharing Week,” and so on, so that the community can have fun, share it with others, and incorporate it into their own lives.

LINK TO: NPS City Goods NPS Magazine

Figure 8.2-8.3 People enjoy the natural, beautiful environment in the nature island.

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

NPS CITY GLAMPING

[EX-02] EXPERIENCE: NPS CITY GLAMPING An unforgettable night of urban nature glamping

How far can you travel from the city to nature?

What, five hours? What, six hours? NPS city clamping is an ideal solution for those of you who want to camp but don’t know where to begin. This is a two-day, one-night event that creates the ideal environment for connecting with nature in the city by selecting scenic city parks and providing the necessary glamping equipment.

Figure 9.1 Prepare glamping tents in the city’s rooftops

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FOCUS: NPS City Glamping reinforces our brand mission of preserving, educating and inspiring people providing opportunities for communities that have lived in cities for a long time and crave nature to have a positive, fun outdoor experience.

LIKE: Outdoor Asian, Soy sauce Nation, Sierra Club BUT: What distinguishes NPS City Glamping is that the activity’s core goal is to provide a good, natural camping experience for everyone.

Users do not need to bring any special equipment; all they need to do is feel and love nature with their hearts.

LINK TO: NPS City Goods NPS Magazine NPS X Snow Peak

Figure 9.2-9.3 People are enjoying the pleasant atmosphere in the city glamping; The glamping tents prepared by nps for people are very beautiful in the night

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

VISUAL STRATEGY GUIDELINE

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