Initial Sketches

from GR604 Visual Development Guide National Park Service Rebranding

Logo History

ROUND 01

To aid in visualizing the attitude of the brand, it is important to generate phrases that embody the soul of the core values of the brand. From the keywords discover, connect, and experience, the National Park Service’s terms can be evolved into three key phrases:

See what lies ahead

DISCOVER

Common ground

CONNECT

Stop & smell the flowers

EXPERIENCE

KEY PHRASE 01

See what lies ahead

DISCOVER

Sometimes we can forget what is right around the corner. We must take it upon ourselves to uncover the beauty and joy of going outside. In this camp, the concept is exploration and rediscovery. This is visualized through wordmarks, graphics, and symbols that represent the action of uncovering, discovering what’s outside, or looking beyond the horizon.

Depictions of the sun and hills refer to the idea of enjoyment and endless possibilities.

The magnifying glass is a symbol that conveys the act of seeking knowledge and prospects.

Transforming the “S” into a trail alludes to the idea of discovering what’s ahead.

The arrow head is a symbol of defense and protection in the Native American culture.

The imagery of a compass is another representation of exploration and discovery.

The shield is a universal and an easily recognizable symbol of defense and protection.

Signs can be found across different types of parks, trails and historical sites which guides people to explore various locations.

An arrow in the form of a wordmark is a way to show growth and discovering beyond what is right in front of us.

Animals are generally found in nature parks. The bison is a nod to the first official National Park, Yellowstone.

REFINED SKETCHES

KEY PHRASE 02

Common Ground

CONNECT

While the world is full of diverse people from all sorts of backgrounds, we all share Earth as our home. It is important that we band together in order to protect it.

In this camp, the concept is a combination of unity and protection. When we’re united, we’re stronger in our efforts to protect nature and our history. This is visualized through wordmarks, graphics, and symbols that represent linking together and preservation of nature and culture.

Bear tracks refer to the animals that inhabit these parks. The footprint embedded into the bear track is a way to show the idea of commonalities between two different things.

A block/cube represents different parts or sides that make up a strong foundation. The letters would be a custom logotype.

Branching away from what could be found in the wilderness would be a shovel that refers to the urban activity of people tending to nature/garden.

Puzzle pieces are a literal representation of linking different pieces together to create a whole.

Redwood trees are an iconic symbol of forests and nature. They’re usually the type that are easily recognizable.

Pinecones were a way to showcase something growing/coming out of the ground. It’s also a nod to the original NPS logo.

Footprints signified leaving behind traces of ourselves in nature as well as the idea of leaving a positive impact on our world and generations to come.

Although unsuccessful, there were explorations of various ways that show connection through wordmarks/logotypes.

REFINED SKETCHES

KEY PHRASE 03

Stop and smell the flowers

EXPERIENCE

Enjoy and appreciate life as well as the world around us. Life can get hectic, so it is important to take time out of your day to relax in the outdoors.

In this camp, the concept is enjoying the beauty of nature and our communities to provide a reason to protect it. This is visualized through intricate wordmarks, graphics, and symbols that represent the beauty in preserving nature and culture.

Building off the previous wordmarks, this particular camp and concept called for more intricacy. This exploration was inspired by rustic themes.

The idea of culture is represented through city skylines since cities are epicenters of diverse communities.

Graphic marks of badges were inspired by scout badges which signified recognition of going through a particular experience.

This scout badge incorporates the organic partnership between humans and nature.

Further explorations of badges in the form of shields show harmony between the different elements of nature and culture.

The idea of trees as the reflection from the city skyline represent a way to experience both “worlds.”

Playing into the idea of fun, this symbol in particular is of hopscotch; a common game children play. The tree in the starting square refers to the idea of enjoying nature.

The sun in Native American culture symbolizes growth, while the rays signified direction.