Monroe Park Conservancy
Process Book Systems in Design Brandon Shields
Contents
Basic Organization Information
4
Research
6
Ideation
8
Concepts
10
Color
22
Lockups
24
Color applications
26
Typography
28
Applications
30
Basic Organization Information
Name of organization
Monroe Park Conservancy
Statement of business objectives
“To administer the restoration, enhancement and operation of Richmond’s Monroe Park — an historic landmark with cultural, environmental and recreational significance to the City of Richmond, Virginia Commonwealth University, area residents and businesses.1
Audience
Richmond City residents and businesses, specifically Carver, Oregon Hill, Jackson Ward, Monroe Ward, and Fan neighborhoods; VCU students, faculty and staff
Distinctive qualities
The Monroe Park Conservancy is a nonprofit group responsible for fundraising $3 million to fund the renovation project of Monroe Park through a publicprivate partnership. The Conservancy also will assist with maintenance and operation of the park along with the Department of Parks, Recreation and Community Facilities; and VCU.
Establishment
2011
Location
Monroe Park, between Franklin, Belvedere, Main and Laurel streets
Why is it a cultural asset
Monroe Park is one of Richmond’s oldest parks that currently is a recreational and navigational destination in the city. The land where the Park stands was purchased in 1851. Before the land was a Park, it was a Confederate military camp and state fairground. In 1869, the Richmond City Council named the park after the ward that surrounded it.
How is it used, enjoyed, functions
Monroe Park is used frequently by students at VCU and residents as a relaxation spot and a passageway to get in between classes and dormitories. Large events are hosted in the Park.
Organizational underpinnings
Ethical
MPC is a 501(c)(3) non-profit organization. The Park is leased to the Conservancy from the City for 30 years, with the City able to terminate the lease at any time.
Historical
The Conservancy will assist the City in financing and managing restoratiwon, maintainer, operation and enhancement of the Park. The leadership includes members from the City of Richmond, VCU, and residents.
Geographical
The park has modest slopes of grassy areas with paths. There are a variety of canopy, evergreen and small ornamental trees. Key points within the Park are a central fountain, public restroom, event and office pavilion, historic markers and monuments.
Functional
The City of Richmond will be responsible for plumbing, electrical and other infrastructure improvements. The Conservancy will be responsible for construction projects above ground including maintenance, operations and improvements.
Conceptual
Monroe Park is described as the “lung” for fresh air and filter for clean water.
Research
Parks
I wanted to go beyond the cliches normally associated with parks. Many park identities tend to use icons of nature. I was inspired by several contemporary identities representing parks and zoological centers.
Zoos
Ideation
Overall concepts
Overall concepts
I started with the pathways of the park and explored some unsuccessful concepts with park features.
Monroe Park form exploration
Checker House exploration
Concepts
Outer boundary
Pathways of the park
I was satisfied with the distinct shape of Monroe Park as it is unique form and recognizable. I began to explore how the paths can further be used in the formation of a central logo.
Reduction of parts
Exploration of various forms
Concepts
Bold lines
Bold lines with sample gradient
I explored a form with bold lines that emphasized the paths. In contrast, I had a solid form that was divided with the paths. I also began to explore gradients as a potential color scheme. Gradients portrayed motion within the paths.
Solid form with thin lines
Solid form with sample gradient and thicker lines
Concepts
Outline form
Solid form
While this simplified concept did not progress, I was able to find the typeface Filson Pro Bold which matched the character of the park and complemented the form.
Separate form and type
Concepts
Bold lines form
Outlined form
I further explored multiple variations of the successful “pathways� form. The same gradient was used as a sample to create transition and action within the form.
Filled form
Outlined paths
Concepts
Original form styles
Bold forms
This is a further exploration of the form. In these forms, I explored how the form could be used as a directional device or isolate certain parts of the park that would, for example, have an event. This dynamic logo was inspired by MTV.
Outlined forms
The last form in this formation was ultimately chosen as the primary identity.
Concepts
Below form position
Offset position
For the primary symbol, the lines were thicken. The type was placed in several positions.
Three line offset position
Diagonal position
Color
Left to right; top to bottom Relaxation Amusement Commerce Morning run Nightwalks Helping hand
Application in Pathways form
The gradients theme was further pushed as the default color scheme. These colors represent the moods or activities the park promotes.
Application in Zone form
Application in Full Park form
Lockups
Primary lockup
Clear zone
The primary lockup has the type under the form, left aligned. The secondary lockup has the type to the right of the form.
Secondary lockup
Clear zone
Concepts
Color applications
I was satisfied with the color applications of the identity.
Typography
The primary typeface is Filson Pro Bold. It is primarily used as headers.
Filson Pro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 !@#$%^&*()_+[]{};:’”<>?/|\
The secondary typeface is Museo Slab 500. It is primarily used as body type.
Museo Slab 500
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 !@#$%^&*()_+[]{};:’”<>?/|\
Applications
Accepted front concept
Accepted back concept
The business card is based on uses the Full Park mark as a background element while the primary logo is in the center. On the back, the same visual aesthetic was applied.
Rejected back concept
Application
Applications
Primary lockup
The letterhead features the contact information in the left column while the rest of the type is in the right third of the grid. The right gradient bar allows the composition to have a small element of color.
Application
Applications
Accepted front concept
Accepted back concept
The Zone form is used to identify where the event will be held, in this case on the Main Stage. The gradient and typography choices are emphasized in this piece.
Mockup
Applications
Rejected design
Accepted design
The first sample put more emphasizes on the symbol and wasnâ&#x20AC;&#x2122;t successful. The second sample kept the logo together and has a tagline that fills the space.
Applications
The lamp post design has a positive and negative relationship and could be swapped out with different phrases and gradients.
Positive space design
Itâ&#x20AC;&#x2122;s a walk in the Park
Negative space design
Best date in the Park
Mockup
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