Los Angeles River Brand Identity Guidelines

LOS ANGELES RIVER CORPORATE IDENTITY GUIDELINES JESSICA NECOR

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INTRODUCTION the los angeles river RESEARCH visual audit current signage existing websites competition / similar projects perception analysis products and services target audience BRAND DEVELOPMENT mind maps concept statement + approach key attributes / new products + services vision for the river logo development type development final typography and color APPLICATION DEVELOPMENT primary signage secondary signage directional signage informational signage advertising user interface + website projects merchandise + apparel decorative elements CONCLUSION final solution

PART ONE

Six decades after the L.A. River was first channelized, the City of Los Angeles faces an unprecedented opportunity to reverse the past and re-envision the River as the soul of the City.

INTRODUCTION

The Los Angeles River is 47.9-miles long, beginning in the Simi Hills and Santa Susana Mountains. It was once a source of life for the Tongva people and its path was often unstable and unpredictable. After the huge flood of 1938, the Army Corps of Engineers completely paved the river with concrete and it served as a flood control channel. After over 7 decades, the river has been reopened for recreation.

The challenge is to create a strong identity for the Los Angeles River and apply it to both educational and informational modules. The goal is to design a comprehensive signage system with directional and informational signage. All elements must factor cost efficiency, environmental, and functional concerns.

PART TWO

“Over two hundred years ago, the River gave life to the City of Los Angeles. We’re giving life back to the River, renewing her, transforming her back into the enchanted place she once was.”

MAYOR ANTONIO VILLARAIGOSA

RESEARCH

Master plans for the next 50 years of the river have been drafted through the collaboration of public agencies such as the Army Corps of Engineers and the Bureau of Engineering.

In order to understand and imagine the future of the Los Angeles River, it is essential to research its current conditions, perceptions, and functional limitations, but also its immense potential to be a cultural, environmental, recreational, and educational hub.

VISUAL AUDIT From major freeways, certain spans of the Los Angeles River look like a trickle of water flowing down massive expanses of concrete.

Other spans have a much more powerful current and the natural habitat has been allowed to flourish in some areas without much human interference. There are not many sitting areas along the river or any areas to recreate and gather. Garbage is plentiful among the greenery because permits must be acquired before communities can host river cleanup events.

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LA RIVER CORPORATE IDENTITY

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RESEARCH

CURRENT SIGNAGE The informational and directional signage around the Los Angeles River are not designed cohesively and most have been defaced and vandalized. Many signs are designed like the typical green and white freeway signs and don’t reflect the character of the community.

“Bringing art to urban areas stops graffiti.

Vandals won’t tag a mural but they’ll tag the empty space next to it.”

PRECITA EYES MURAL TOUR, SAN FRANCISCO

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CURRENT WEBSITES There are many websites about the Los Angeles River run by various city agencies and non-profits. They all have their own different visions for how they want to revitalize the river with different levels of community involvement.

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LARIVER.ORG

THELARIVER.COM

LARIVERCORP.COM

FOLAR.ORG

LARIVERRECREATION.ORG

BOE.LACITY.ORG/LARIVER/RCC/

RESEARCH

BRAND ANALYSIS As a whole, the Los Angeles River brand is disjointed from being managed by many different entities and from the fact that its natural geographic location spans multiple cities and counties. Without a clear chain of command overseeing the entire river, signage and visitor experience are inconsistent along the span.

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COMPETITION

SIMILAR PROJECTS

The Los Angeles River is not well-known as a place to recreate. Today, many

The High Line, New York, NY

people and families choose to recreate at places like malls, amusement

San Antonio Riverwalk, San Antonio, TX

parks, zoos, aquariums, and beaches. The river needs attractions and open

Rio Besos, Barcelona, Spain

recreational areas to become a place that people want to visit again and again.

Allegheny Riverfront, Pittsburg, PA

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RESEARCH

CURRENT PERCEPTIONS ON YELP Neglected Dirty Polluted Vandalized Homeless camp Dump

Attracts crime Man-made Movie set Toxic waste runoff Cities not cohesive along river Underrated

EXISTING PRODUCTS AND SERVICES Walking paths Bicycling paths Kayaking Helicopter tour (FOLAR) Walking tour (FOLAR) River Rover educational bus (FOLAR) Children’s playgrounds

DESIRED PERCEPTIONS Community-centered Family-friendly Educational Relaxing Fun

Tourist hot spot Adventurous Urban oasis Animal sanctuary Historic

MASTER PLAN PROPOSALS Pocket parks Light rail stops along the River Horseback riding Fishing Cafes Public art Sports fields Skate park Bird watching JESSICA NECOR 2014

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“Our communities want parks.

They want wildlife habitat.

They want neighborhood revitalization for our families and children.”

ED REYES, LA RIVER COMMITTEE

TARGET AUDIENCE Los Angeles and Southern California have a wide range of residents from all socioeconomic backgrounds. The river spans 33 major communities and should be able to be enjoyed by all. My target audience includes families, school children, artists, tourists, and older residents who have seen the river paved over and want to see it revitalized. Space for exercise and physical activities like walking, biking, and nature tours will also appeal to the masses.

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PART THREE

“The plan is to create value-- improving the quality of life for residents, increasing the attractiveness of the city, and empowering communities by encouraging participation.�

LOS ANGELES RIVER MASTER PLAN

BRAND DEVELOPMENT

The only signage that highlights the Los Angeles River along major freeways is a simple blue sign with an egret on it. The following exploration leads to clearly defined brand guidelines, connecting all 52 miles of the river and its surrounding parks and recreation. Clear brand identity ensures quality experiences for all visitors along the entire span.

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CONCEPT STATEMENT AND APPROACH

The Los Angeles River begins in the Simi Hills and Santa Susana Mountains and flows through Los Angeles County to Long Beach. It is a 52-mile long natural environment in various states of reclamation for educational and recreational use.

• Identify areas to break up the concrete • Identify the areas most prone to floods and design a natural way to control the water flow

• Designate certain areas for habitat restoration, wildlife sanctuaries, and recreation

This green space in an urban area will preserve a lasting natural legacy that enhances environmental awareness and appreciation of nature for people of all ages. To revitalize the

• Repurpose concrete for signage, pathways, the amphitheater, benches, and monuments

• Make signage visible along highways that cross

river, I plan to break up the concrete and restore a functioning

or run along the river to make the public aware

riparian ecosystem along the river. Breaking up the concrete

of its existence

will allow fish to repopulate in restored habitats, water to be

• Craft campaigns to engage the public and

filtered naturally, and help the river become a more navigable

generate interest i the river as a local attraction

waterway.

to visit and recreate in

• Involve schools and communities in educational The Los Angeles River and its surrounding environment is a much needed leisure and recreation area that provides fun, community development, and education to all who visit.

events, river clean up, and physical activity

• Gather community and city leaders to create a cohesive experience along the river with consistent signage and frequent events

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BRAND DEVELOPMENT

MIND MAPPING

KEY ATTRIBUTES PROPOSED PRODUCTS AND SERVICES

ACCESSIBLE

ENGAGING

• Well-maintained entrances in neighborhoods of all

• Amphitheater for performances, movie screenings, and

socioeconomic levels

live music in the spring and summer

• Multiple pedestrian footbridges so both sides of the river are accessible without the need to drive around

• Finish line for the Los Angeles Full/Half Marathon and 5k Fun Runs or walks for charity

• Dog-specific parks with open green space

• Periodic river clean up parties • Annual fish derby

PROMOTES HEALTH

EDUCATIONAL

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Bicycle paths and rentals along the entire span of the river

• Group nature tours lead by passionate docents • Visitor’s Center with maps, recreation information, and the

Pocket exercise parks made of reclaimed concrete

• School field trips to picnic and learn about the ecosystem

• • • •

Rock climbing walls

• Frequent signage pointing out plants and wildlife • Plein air painting workshops

Multiple access points for kayaking Tranquil sitting areas for relaxation

Yoga and group workout classes Designated swimming areas Cafes serving food grown in a local garden

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BRAND DEVELOPMENT

history of the river

My plan for the Los Angeles River will creatively reclaim what has been utilized to submiss the water to build a new, exciting future for all the riverside communities.

According to the master plan, the vision for the Los Angeles River’s revitalization includes four basic organizing principles:

• • Green the Neighborhoods • Capture Community Opportunities • Create Value • Revitalize the River

The environment thrives when, with much insight and research, we choose when and when not to interfere with nature JESSICA NECOR 2014

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LOGO DEVELOPMENT

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BRAND DEVELOPMENT

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EARLY DIGITIZATIONS

los angeles river

LOS ANGELES RIVER

Los Angeles River

LOS ANGELES RIVER

LOS ANGELES RIVER

LOS ANGELES RIVER

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BRAND DEVELOPMENT

TYPE EXPLORATION

THE LOS ANGELES RIVER THE LOS ANGELES RIVER Clear Sans

Neutraface

THE LOS ANGELES RIVER The Los Angeles River Edmondsans

Baskerville

The Los Angeles River

THE LOS ANGELES RIVER

Oswald Regular

Din Alternate

THE LOS ANGELES RIVER

THE LOS ANGELES RIVER

Oswald Light

Avenir

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FINAL LOGO

Symbol

LOS ANGELES RIVER

TM

Wordmark

Logo

Grayscale

TM

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BRAND DEVELOPMENT

TYPOGRAPHY + COLOR

ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklm nopqrstuvwxyz1234567890 DIN Alternate Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 DIN Alternate Medium

FF DIN is a realist sans-serif typeface designed in 1995 by Albert-Jan Pool.

DIN is an acronym for Deutsches Institut fur Normung (German Institute of Standardisation). DIN’s horizontal strokes are thinner than the vertical ones and the transitions between circles and straight lines are harmonized, resulting in better readability. I chose this typeface for its friendly yet structured style and variety of weights for signage of all sizes.

#9bbfd2

#5d90a7

#406782

#7a6f6f

C M Y K

38 14 10 0

C M Y K

67 33 25 1

C M Y K

80 54 34 10

C M Y K

52 51 48 14

R G B

157 192 212

R G B

92 144 168

R G B

65 104 130

R G B

122 111 111

I chose these colors to reflect the ebbs and flows of the current of the river. I kept the colors away from green to keep from making references to the ocean and accented it with a warm earthy gray.

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PART FOUR

The purposes of the guidelines are to create a framework for consistent signage along the river and develop and reinforce an identity for the Los Angeles River park system

APPLICATIONS

The next step after developing a logo is to take its look and feel and develop a complimentary wayfinding system for communities the river flows through.

Signage is grouped into categories: primary, secondary, informational, and directional.

Well-designed signage systems get visitors, new and frequent, where they want to go while providing valuable and interesting information along the way. Signs not only direct but unite an experience through a space. They play an important role in how we orient ourselves with the environment.

PRIMARY SIGNAGE Primary signs are the first signs visitors see for a destination. These signs lead people from main streets and mark points of entry. The signs are made of metal, metal poles, and reclaimed concrete from the river.

MAYWOOD RIVERFRONT PARK

LOS ANGELES RIVER VISITOR CENTER

TOP VIEW

FRONT VIEW

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SIDE VIEW

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APPLICATIONS

TOP VIEW

FRONT VIEW

SIDE VIEW

POINT OF ENTRY ARCH

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SECONDARY SIGNAGE These signs, made of reclaimed concrete on poured and dyed concrete bases with metal type, are seen after the primary signage. The two signs have different aesthetics to suit the location it is posted. The sign for entry adjacent to residential neighborhoods is smaller and less obtrusive while the main street entrance is wider.

RESIDENTIAL NEIGHBORHOOD ENTRY

FRONT VIEW

TOP VIEW 32 LA RIVER CORPORATE IDENTITY

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APPLICATIONS

SIDE VIEW

MAIN STREET ENTRANCE

FRONT VIEW

SIDE

TOP VIEW

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DIRECTIONAL SIGNAGE Directional signage helps visitors orient themselves in the TOP VIEW

environment and points out special attractions and facilities.

These signs are made of metal and reclaimed concrete.

VISITORS CENTER KAYAK ACCESS BIKE PATH ZIPLINE PICNIC AREA

FRONT VIEW 34 LA RIVER CORPORATE IDENTITY

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APPLICATIONS

SIDE VIEW

TOP VIEW

ZIPLINE GIFT SHOP + CAFE

1 MI

.5 MI

RESTROOMS

250 FT

AMPHITHEATER

.3 MI

PARKING LOT

1 MI

FRONT VIEW

FRONT VIEW

SIDE VIEW

SIDE VIEW

TOP VIEW JESSICA NECOR 2014

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INFORMATIONAL SIGNAGE LIGHT BOX

I N F O R M A T I O N

SIDE VIEW

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FRONT VIEW

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APPLICATIONS

BACK VIEW

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INFORMATIONAL SIGNAGE These small signs mark the entrances to attractions. They are made of reclaimed concrete with metal bases as supports. The symbols are debossed into the concrete and the letterforms are metal. The signs are also bilingual to support the large Spanishspeaking population in the Los Angeles area.

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APPLICATIONS

RESTROOM SIGNAGE

WASTE RECEPTACLES

1/4 MILE TO RIVER LOS ANGELES RIVE R

20 mi les to se a

PATHWAY MARKERS

SIDEWALK GRAPHICS

Paths may be paved with broken pieces of concrete and one stone is painted to guide visitors or state the distance to the river.

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ADVERTISING

BANNER POLE

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CONSTRUCTION FENCE AD

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APPLICATIONS

This texture on concrete walls would appear on spans of the freeway that run along or cross the river. It is a subtle way of telling drivers that the river is nearby.

FREEWAY WALL TEXTURE

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LIGHTING Along park walkways line tall organically shaped light sculptures that illuminate the paths. They are attached to cement bases underground and are bright and elegant.

BENCHES Benches all along the Los Angeles River will be made of reclaimed concrete and wood, integrating the brand identity into material’s surface.

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APPLICATIONS

AMPHITHEATER

POCKET GYMS

In larger parks, amphitheaters may be built for drama

Small exercise pocket parks along the river make

performances, live music, and movie screenings.

workout equipment available to the masses. These

Reclaimed concrete will be used for seating and the

outdoor gyms would be designed like sculptures,

construction of the stage.

beautiful and functional.

INSPIRATION

INSPIRATION

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USER INTERFACE: RIVER GUIDE APP This simple River Guide app is all you need to get around the river parks. The app has a map feature of the entire span, a bike route planner, a calendar for community events, and a self-guided walking tour that gives you the inside scoop on cool things along the river.

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APPLICATIONS

WEBSITE All information visitors would need about the river will be consolidated into one website. The branding is consistent and information is accessible.

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PART FIVE

“One night, not long after I first moved to Los Angeles, I was on my way to the bus stop when I first saw the L.A. River; I knew I would be involved in it for the rest of my life.”

LEWIS MACADAMS, FOUNDER OF FRIENDS OF THE L.A. RIVER

FINAL SOLUTION

The revitilization of the Los Angeles River begins in the water by slowly restoring the river’s riparian ecosystem. By breaking up the concrete, nature is allowed to thrive again and the concrete can be repurposed for a multitude of projects and signage.

What once enclosed the river can help unite the experience of all who come to visit and recreate by the water. The river can once again be the life of the city.

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LAGUNA COLLEGE OF ART + DESIGN CORPORATE IDENTITY SPRING 2014