National Park Trust Unveils New Branding
FOR IMMEDIATE RELEASE: January 4, 2022
Branding Highlights the Park Trust’s Growth and Impact on National Park Preservation and Youth Engagement Movements
Washington, D.C. (January 4, 2022) – The National Park Trust, a nonprofit organization dedicated to preserving parks today and creating park stewards for tomorrow, has unveiled its updated branding and new logo. This unique design not only highlights the organization’s past achievements, but it also symbolizes the Park Trust’s significant growth and critically important mission of protecting our national parks.
Since National Park Trust’s inception, a tree has been the centerpiece of its logo and identity as a conservation organization with a strong focus on acquiring the “missing pieces” of our national parks. Keeping the tree but giving it a meaningful, more inclusive design honors the organization’s past while reflecting its expanded mission that now includes a robust national youth and families program. ‘National Park Trust’ was kept in the same font connecting it with the original logo; however, the words ‘Park Trust’ are more emphasized, highlighting the organization’s land trust work, a central focus of the nonprofit. The bright tree colors represent the organization’s playful youth & family programs and the vibrancy of our nation’s parks. The simple and modern logo will reproduce effortlessly across multiple digital and physical platforms.
“Each element of National Park Trust’s new logo has been carefully designed to tell the story of who we are and where we are going as an organization. Our new visual identity better reflects and symbolizes our mission and the work we do to preserve parks for future generations.”
Grace Lee, executive director, National Park Trust
ELEMENTS OF NATIONAL PARK TRUST’S NEW VISUAL IDENTITY
The Tree: The tree illustrates strength, growth, and stability and is designed to reference the different plant and animal species found in parks. It also represents elements of diversity. Two different shades of green signify old and new growth, bridging older and younger generations and linking the past with the future. The branches are defined, smooth, and curved to flow from different directions merging to come together symbolically as one. The tree also represents strong roots, inclusiveness, and the importance of being welcoming, valuing and respecting our differences, and connecting with people from a broad range of communities.
The Land: As the literal foundation for the tree, the land element is represented with a rounded curve. The curved design represents the rolling hills throughout our nation. The warm brown color reflects the soil needed to nurture the many ecosystems in our environment.
The Water: Oceans, lakes, and rivers are the lifeblood of our environment. This element is represented with a bright blue that interfaces with the tree and land elements, just as it does in our parks. The shape is fluid, with light-reflecting onto the water.
The Wordmark: “National Park Trust” was intentionally kept in the same font and similar format to connect with the original logo. “National” is less emphasized with more prominence on “Park Trust,” referring to the organization’s historical focus as a land trust. The organization’s name is printed in black for easy readability; however, the tagline, “Treasure Forever,” is accentuated in a fresh green hue to separate it from the organization’s name and to highlight that the Park Trust’s accomplishments will be treasured forever.
Overall, the logo comprehensively represents the Park Trust’s updated and relevant mission. Each element of this new logo has been carefully designed to tell the story of the Park Trust and its continued evolution, growth, and impact.
ABOUT NATIONAL PARK TRUST
National Park Trust is a non-profit dedicated to preserving our national parks. The Park Trust accomplishes this goal through land acquisition to expand and “complete” our national parks and by creating a pipeline of future park stewards by connecting kids to parks. Established in 1983, the Park Trust has preserved nearly 30,000 acres in 31 states, one U.S. Territory, and Washington, D.C. In addition, since 2009, National Park Trust has engaged more than 3 million kids and families with the great outdoors through their national Buddy Bison School Programs and annual Kids to Parks Day. Find out more about the Park Trust’s mission of preserving parks today and creating park stewards for tomorrow at www.parktrust.org.
MEDIA CONTACT:
Ivan Levin at 540.818.5818 or ivan@parktrust.org
