National Parks Conservation Association Logo Redesign
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
• WWF • 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.