Ontario Parks Brand Identity Redesign
Purpose: Personal design exploration project
NOTE: This project is a design project I have created for personal branding exploration, and is in no way affiliated with Ontario Parks.
Photography credits: Unsplash; Copy credits: Ontario Parks, edited by Brittany Tena
Designing a rebrand for Ontario Parks.
For my brand redesign, I thought it was important for the new identity system to feel cohesive across all brand applications, to make Ontario Park's goals and values reflective within their branding, and to allow for better use of a bilingual language system where English and French are more equally represented. This rebranding was also designed with the intention to update and simplify their logo and brand presence, while also keeping the rebranded logo somewhat related to their current logo in order to allow for Ontario Parks to still feel familiar to audiences.
About Ontario Parks
Ontario Parks is an Ontario government agency that aims at researching, protecting and maintaining provincial parks, providing education and resources for the public to learn about these parks, and providing opportunities for visitors to enjoy and explore these parks across Ontario.
The new redesigned logo combines an icon depicting a park landscape next to a new display of a bilingual wordmark. This new logo acts as an updated take on their current logo, with the icon using cleaner and more simplified shapes to depict a natural landscape that coincide along a more modern and cleaner wordmark that incorporates both English and French.
A full secondary logo has also been designed in order for accommodate logo usage that are more optimal for vertical spacing, or when horizontal space is limited. An icon logo has also been designed to be used on its own, with the icon being contained inside of the capital letter 'O'.
Park Classification Icons
Icons have been designed for Ontario Parks' 6 park classifications, which allow for these park categories to be more inclusive throughout the rebranding. The 6 types of park classes are (from left to right): Recreation parks, Cultural Heritage parks, Natural Environment parks, Nature Reserve parks, Waterway parks, and Wilderness parks.
The new website design was designed to improve how park information and resources is shared with and accessed by site visitors, while also allowing for a more cohesive site experience that includes the refreshed branding system being implemented throughout the site through the brand colours, type, and imagery.
Ontario Park vehicle passes are easily distinguishable between park access through colour and illustration, in both English and French.
Park signage uses an updated layout system that considers the cohesive display for longer and shorter park names. The colour of the sign background may also be adapted to the green, blue and yellow brand colours in order to improve sign readability within its surrounding natural environment.
Business cards, letters, envelopes, and folders.
Social posts allow for Ontario Parks to continue promoting, educating and keeping viewers and visitors updated on park announcements and engagements. These social posts can also easily be translated to English and French.