Our mission is to preserve parks and create park stewards for tomorrow.
National Park Trust
Branding and Identity
who is national park trust?
Our mission is to preserve parks and create park stewards for tomorrow. Since 1983, we have completed more than 100 park projects benefiting 49 national park units and other public lands in 33 states. Furthermore, to foster future park enthusiasts and stewards, we launched in 2009 our Buddy Bison school program and in 2011 Kids to Parks Day, our nationwide day of play.
For the logo, the concept of the mark is to connect multiple elements of nature into a singular and cohesive design: The overall shape of the mark represents an acorn, the top “cap” features the peaks seen in a mountain top, the negative space that cuts the mark into two halves has the form of a river, and the bottom of the acorn can reflect a shield of badge, such as seen in a Boy Scouts’ patch or a park ranger’s badge.
Nature and ecosystems can only be sustainable and function when all of its elements flow together in harmony, and this is to be echoed in the National Park Trust’s logo. The tint or orange used in the mark is a perfect balance of organic colors, and something that is warm, but not too hot. The logotype—created using the typeface Kabel Black—is an exciting and intriguing font, that is welcoming and playful, but also not too hectic. A large part of the brand’s goal is to appeal to the youth, and I believe that this is a logo that can attract to both the youth and adults, which is integral to the organization’s mission.
One of the biggest challenges in today's world to get kids outside and have them to enjoy nature is to be able to seperate them from their screens—television, smartphones, video games, iPads, etc. We feel that this is a problem unique to today's generation of children, and through our ad campagins and brand expression, we try to blend the imagery seen in video games with realistic nature photography. These campaigns are intended to show kids how much fun that can have in nature, with no Wi-Fi or downloads required.