A Visual Identity Refresh
By any other word would be a logo re-design
By Sara Green, Shannon Palmer, and Stephanie McDermott
Photos: Freya Fennwood & Graphics: People People
Since 2020, state parks have seen massive upticks in visitors. The pandemic forced people to self-reflect and find new ways and places to interact. As a result, the outdoors became a safe haven for many, and state parks became an avenue for those looking to reconnect with nature. Washington State Parks (Parks) was no exception and saw 43,840,590 visitors in 2021, a 14-percent increase from 2019. Encouraged by the record numbers, agency officials saw an important opportunity to re-examine how it presented its mission and values to the public.
Parks’ visual identity has remained relatively unchanged since the 1960s, when an employee sketched the original logo for practical purposes—a recognizable shield for uniforms and park entrances. The logo served its purpose and was well-loved by many, but did not represent the growth the agency experienced over the years, nor did it celebrate the 120,000 acres of diverse natural landscapes across the state.
Parks officials wanted to emphasize the reconnection with nature and outdoor recreation spurred by the record number of visitors during the pandemic. There was a desire for the logo to strengthen the belief that the outdoors should be welcoming and accessible to all—from seasoned nature enthusiasts to first-time adventurers—and represent the range of memories and emotions tied to these remarkable places. Parks leaders needed a North Star, a point to focus on and work toward, to ensure people from all around the state, of all ability levels, would feel welcome and wanted in the outdoors.
Foregoing expensive advertising and billboards, Parks invested in itself, allocating part of its creative-services budget for research and a visual-identity refresh. Wanting to work with a local business to capture the essence of its cherished brand, Parks turned to the Seattle-based creative agency People People to identify a clear path forward.
Informed By Research
To understand what held the greatest importance for Washingtonians, the team developed a research strategy that focused on understanding and prioritizing the emotional themes that connect people to Parks. The creative team used an online survey that could be rapidly and broadly distributed yet still invited personal responses to support the exploratory orientation of the work. Participants were solicited via an email list of more than 600,000 people. The agency minimized the survey length to reduce barriers to participation, and survey recipients were not offered an incentive to respond.
Participants were given optional, multiple-choice demographic questions and three fill-in prompts:
What is your most memorable experience in Washington State Parks? Or, what is your most memorable experience being in the outdoors?
Sometimes a picture says a thousand words. Would you like to share a photo of the outdoors/nature that holds meaning for you?
The Washington State Parks logo is pictured here. How do you feel when you see it? Does it represent anything in particular to you?
A method called qualitative coding was used to categorize responses based on common themes and patterns. More than 6,000 replies confirmed that Washingtonians deeply value the state’s natural beauty and appreciate the classic look and feel of the original logo. Respondents reflected on emotional connections to their state parks, with many sharing heartfelt memories and significant life moments experienced in the outdoors.
Following the survey, Parks engaged the market research firm Fieldwork to help recruit people for 10 focus groups to ensure creative decisions were based on the experiences of a variety of demographics.
A Symbolic Landscape
With research complete, the team set out to depict a landscape where the viewer could imagine a true range of emotions.
“The research allowed us to test our visual ideas by asking ourselves, ‘In this landscape, could someone imagine getting married while another remembers nursing heartbreak?’” People People strategist Kate Schenot explains: “Would this image feel like it could encompass the best moment in someone's life, and offer someone peace and healing from their worst pain? Can it look like a fun place for a casual jog while also feeling appropriate as a place of profound feeling?”
The resulting logo is geographic fiction, combining elements from western and eastern Washington, such as Mount Spokane, columnar basalt formations, picturesque coastlines, and the official state tree, the Western Hemlock. The layout and typography were modified, and the color palette was updated with brighter, warmer tones. GT Walsheim font was selected as the primary font for its readability and subtle nostalgic nods. As requested by Parks, the original shield remained, but a curved shape was added to soften the overall composition. The text was also reoriented to sit at the bottom of the container for unity and legibility, and a small “1913” was added to represent the year Parks was founded. The final design captures the wild and welcoming spirit of Washington State Parks—inviting people of all backgrounds to connect with nature and create lasting memories.
“Our new brand is rooted in our past, has a solid foundation in the present, and will lead us into our next chapter,” says Stephanie McDermott, Parks Brand and Creative Marketing Manager. “The adjustments to our logo—evolving landforms, broadening our color palette, unifying our text—signify this new era.”
McDermott embarked on a month-long, brand roadshow to celebrate the visual identity refresh, visiting each of the Parks’ regions to introduce the new look. Using the remaining project budget, Parks purchased complimentary “swag” for its employees, generating internal excitement with branded vests, T-shirts, mugs, stickers, and sweatshirts. Parks strategically soft-launched the new logo and visual identity on social media and the website first, with plans to slowly roll out the rest over a two-year period. Uniforms and park signage will be updated on an as-needed basis to avoid unnecessarily adding to landfills.
Curiosity, Collaboration, And Cost-Efficiency
Parks’ rebranding started from a place of curiosity, questioning whether its narrative aligned with the communities it serves and whether its visual elements mirrored its core values. A successful rebranding requires diligent groundwork, research, strategy, and vision. Design emerges organically when rooted in data rather than in personal biases.
Parks intentionally solicited feedback and early buy-in from various stakeholders, which made the rebranding an overwhelmingly positive experience. It built lasting relationships with communities from around the state and encouraged active participation from a wide variety of park staff members, including mechanics, rangers, and corporate employees in order to foster a collaborative and holistic approach. With one dedicated point person serving as the conduit for communication, Parks streamlined its efforts for maximum efficiency.
Parks managed to keep costs down by taking a hands-on approach to a significant portion of the design work in-house. Utilizing the creative agency’s brand guides and templates, Parks maintained a balanced budget while crafting a revitalized visual identity that resonates authentically with its past and future.
Stephanie McDermott is the Parks Brand and Creative Marketing Manager for Washington State Parks. Reach her at Stephanie.Mcdermott@parks.wa.gov
Sara Green is the Founder & Principal of People People in Seattle, Wash. Reach her at sara@people-people.com
Shannon Palmer is the Creative Director for People People. Reach her at shannon@people-people.com