National Parks of New York Harbor
National Park Service
New York, New York
The branding of the National Parks of New York Harbor consists of a parent logo for the organization, along with site logos for each of the 22 destinations within the National Parks of New York Harbor.
The strategy was to create a typestyle with embedded icons evoking the individual sites. Each icon incorporates specific aspects of the site, referencing architectural elements, the natural environment, and historical events and personalities. Each logo is underlined by a set of waves, reflecting their shared relationship to New York Harbor.
This specialized alphabet, in concert with National Parks System arrowhead logo, gives each site a common denominator, tying disparate graphic elements together without losing the individuality of each destination’s name and character.
This identification system includes press kit materials, maps, posters, a web site, and promotional items.