The Golden Gate National Parks Conservancy approached us with two challenges: their name was too long, and their logo lacked clarity. We began by identifying what made the organization distinctive. Their parklands surround the San Francisco Bay Area, offering locals easy access to miles of scenic landscapes right in their backyard. The Golden Gate Bridge emerged as both a geographic anchor and a symbolic connector to these parks.

We simplified their name to “Parks Conservancy” and developed an identity system that is clear, inviting, and captures the energy of the parks, and the passion of the people behind them.