The Trust for Public Land partners with communities and supporters to fund parks and green spaces throughout the country. Being outdoors is essential to our happiness, health, and well-being, and they came to us looking for a refreshed brand identity that matched the energy and joy of the outdoors, as well as better reflected their mission of protecting access to the outdoors for all.

In iterating on their logo and branding system, we developed a stylized illustration vocabulary that celebrated outdoor spaces in their various forms (with a slight nod to Cincinnati artist Charley Harper) that could extend to limited run merchandise, including skateboards, bikes, and patches.

While many think of TPL’s efforts as simply traditional parks, it’s often overlooked that their efforts include skate parks, bike parks, and urban recreation centers.

The final logo combined the form a shield and shovel silhouetting a leaf pattern. These come together to symbolize their efforts to protect existing green spaces as well as build new ones, while showing the bridge of both urban and rural outdoor spaces.