Visual Identity System

This project is to redesign a trademark and cohesive identity system for an existing non-profit organization. I chose the National Park Service, an agency of the federal government of the United States. It exists to manage all national parks.The current identity consists of a tree, a bison, mountains, and a lake representing vegetation, wildlife, and scenic and recreational values. I think it is too complicated and is a little bit hard to see all the details. After researching photos of different kinds of national parks, I narrowed down the elements to just a mountain and a lake. There is a creek coming from the top of the mountain in the background and flows into the lake at the front. I kept the color brown in the current logo because it is the color of nature and is a significant symbol of this organization. I added a secondary color to create an appearance of a patch to make the logo look formal and official to a governmental agency. Since there are different types of national parks, I build up a color system to separate them into National Forest Parks, National River-shore Parks, and Historical National Parks.