Acclaimed design studio Pentagram has redesigned the identity and logo for the New York City Department of Parks and Recreation, which manages huge city icons like Central Park as well as smaller neighborhood playgrounds.

The new identity is aimed at unifying and updating the agency’s image, which had been in place since 1934 and are now not immediately recognizable as “parks”, the studio wrote on its website. In addition to a refreshed logo, Pentagram also provided signage systems and other environmental graphics.

The designer behind the update, Paula Scher gave the iconic leaf logo a more modern spin, with smoother edges and a more contemporary shade of bright green. The new logo will be featured prominently in marketing collateral, from brochures to event posters, Pentagram said.

The unwieldy New York City Department of Parks and Recreation title has also been shortened to simply “NYC Parks”, set in Akkurat.

Replacing the clutter of the old signage system is a new modular one that can be expanded with additional panels, depending on the amount of information each park requires.











[via Pentagram]


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