Brand Identity / Graphic Design / Wayfinding

Washington Park is home to many of Portland’s most beloved gardens and cultural institutions including the International Rose Test Garden, the Portland Japanese Garden, Hoyt Arboretum, the World Forestry Center and the Oregon Zoo. Despite the high level of recognition for the individual destinations, many visitors—both locals and tourists—have a poor understanding of Washington Park as a whole, how to access it, and what they can do there.

Two people stand at a table reviewing large printed documents and plans, with one holding a phone and pen.

Working closely with the diverse group of institutions, owners, and government agencies we developed a new brand identity and wayfinding system to help people build an understanding of Washington Park and more confidence in visiting and exploring.

A city skyline with tall buildings is seen through colorful flowers and trees with a snow-capped mountain in the background under a clear blue sky.
A wooden gazebo is surrounded by a lush garden filled with blooming roses and greenery against a backdrop of tall evergreen trees under a clear sky.
A serene garden scene with a small cascading waterfall surrounded by lush green foliage and rocks beside a calm pond.
A colorful logomark with sections depicting an elephant, trees, gardens, and water waves above the text Washington Park.

The brand system is anchored by a logomark that helps visitors build a mental model of the Park.

The four sections of the logo depict the four major zones and destinations in the Park: the elephants at the Oregon Zoo, the Hoyt Arboretum and the World Forestry Center, the iconic Portland Japanese Garden gate and the Rose Garden, and the city’s historic reservoirs.

Open booklets display a branding guide with typography, color palettes, logos, and uniform designs on a gray surface.
A colorful mural on a wall features sections labeled Oregon Zoo, World Forestry Center, Washington Park with its logomark, Portland Japanese Garden, and Rose Garden, set against a backdrop of trees and a clear sky.
Six round pin-back buttons are arranged on a white surface, featuring colorful logos with the text Washington Park and one button with an abstract red design.

The logomark’s overall shape represents a map—encouraging exploration—and the letter “W” for the Park’s name.

A white water bottle with a colorful Washington Park logo is resting on dry leaves and pine needles near a log.
A street lamp post with two colorful banners, one red with a graphic design and the other black with a logomark and the text Washington Park, surrounded by trees and blurred flowers in the foreground.

By designing the brand identity and wayfinding system simultaneously, we were able to find unique opportunities for them to reinforce each other.

The adjacencies of the Park’s four zones are shown geographically in the logomark, helping visitors build a better mental model.

The symbology in the logomark is used to create icons representing the different parts of the Park on maps and signage.

A colorful sign version of the logomark and the text Washington Park is mounted on a stone wall surrounded by trees and greenery.
A detailed map of Washington Park showing trails, landmarks, and facilities with a logo and the label "Rose Garden" at the bottom.
Map showing the Portland Japanese Garden, International Rose Test Garden, and Rose Garden Children's Play Area with paths, parking, shuttle stops, and various garden features labeled.

A new map integrates heads-up mapping and the brand colors and symbols to help visitors find their way around the Park and discover new places.

The Park wayfinding includes a complete sign system to ensure cohesive and consistent communication throughout the Park—from parking lots to trails.

A series of modern, colorful Washington Park signs and informational displays are arranged in a row against a white background.
A two-page spread showing a detailed design layout for entry marker gateways including a 3D model, map, and various visual elements with annotations.
A collection of drawing sheets showing signage design specifications for Washington Park.
A black and white shuttle bus labeled "Free Shuttle" and "Washington Park" with the logomark is parked on a paved path surrounded by green bushes and trees.
Two people holding white canes stand near a green Washington Park directional sign prototype listing trails and attractions.
A person with long hair wearing a floral dress is standing outdoors reading a large informational sign prototype about park attractions at Washington Park near the Oregon Zoo.

We tested early designs and concepts using paper mock-ups with different types of visitors in order to learn and improve the designs.

Later in the process, we tested semi-permanent signs for 3 weeks in prominent locations.

A group of people, including one pushing a stroller, are gathered around a large map sign prototype in a park setting with trees and greenery.
People wearing casual clothing and backpacks are standing and walking near informational signs and large cylindrical stone structures in an outdoor park setting with trees and a cloudy sky.
A circular yellow sign on a dark background invites viewers to scan a QR code and share their thoughts on a park sign prototype.

With the brand toolkit and wayfinding plan in hand, the Park as been working with their internal marketing team and partners to implement new projects including a Washington Park shop, products, advertising campaigns, and new signage at the renovated South entrance.

A wooden-framed informational sign for Washington Park displays colorful icons and photos highlighting attractions like the Oregon Zoo, World Forestry Center, Hoyt Arboretum, Portland Japanese Garden, and International Rose Test Garden.
A road curves past a parking area with trees and a sign directing to the zoo, forestry center, veterans memorial, arboretum visitor center, and gardens.
A person wearing a black puffer jacket and a black cap with the park logo is standing outdoors holding and looking down at a folded item in front of a vehicle with colorful graphics.

Special thanks to Heather McCarey and the project’s advisory committee for devoting their time, passion, and patience to this project.

Project Team

Client Lead
Heather McCarey, Explore Washington Park

Advisory Committee
Anna Goldrich and Becky Schreiber, Hoyt Arboretum
JC Vannatta, TriMet
Lisa Christy, Portland Japanese Garden
Krista Swan, Oregon Zoo
Danny Dunn, Portland Parks & Recreation
Kathy Goeddel, Arlington Heights Neighborhood Association


Photography
Tom Cook

Signage Fabrication Consultant
Raena Mayhew, ACME

South Entry Signage Design Development
Knot Studio

South Entry Signage Fabrication
Vancouver Signs

sparks+sullivan Role
Brand Strategy
Brand Identity
Wayfinding Strategy
Signage and Map Design

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