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