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Annie Riker

Creative Director, Illustrator, Designer



National Parks Conservation Association Logo Redesign

Project Description

PART ONE: Why do you want to change your logo?

1. I want to work with a logo I’m proud of.
2. I love our mission and believe our organization deserves better.

PART TWO: Current (or old) company Logo. New / proposed logo. (just sketches are fine!)


PART THREE: Fill in some details that you can use to make your case.

(Some suggested topics below, but feel free to add your own or modify!)

1. Logo Qualities

• Memorable/unique
• Good concept and execution
• Clear
• Clean/simple
• Serious yet approachable
• Positive
• Versatile/adaptable

2. Current Logo Dissection
(Point out what needs Improvement)

• Hard to read
• Design and space inconsistencies
• Graphics are confusing/need more definition 

3. Peer (or Competitor) Evaluation

• Clean Air Partners
• The Humane Society

4. Current Logo History 

• The bears have been the symbol of NPCA for decades.
• The bears represent our first park, Yellowstone.
• In Indian legends, the bear represents strength and greatness on Earth.
• The bear is a common charge in heraldry, interpreted as symbolizing strength, cunning and ferocity in the protection of one’s kin.
• Smokey Bear is considered of as a Forest Service ‘mascot.’ Yogi Bear is a symbol of “Jellystone.”

5. Logo Evolutions (Find example sources online that will help ease resistance to change from your colleagues)

• WWF, Apple, Adobe, FedEx, etc.

6. Proposed Logo In Context (Examples of what you can mockup)

• Website
• Ads
• Brochures

7. What You Accomplished With A New Logo

• Bears have been re-drawn with stronger definition to be much more recognizable.
• Two bears still communicate present and future generations. They are able to be enlarged within the mark for an easier visual read.
• “National Parks” type stands out well, and is legible at small sizes.
• Shape has evolved to a box to make best use of the space for digital and print applications.


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