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City of Philadelphia
Fairmount Park Conservancy

Indigo Awards 2022


Branding an iconic Philadelphia park.

FDR Park logo pattern



Can you help us redesign — and reinvigorate — a piece of Philadelphia history?

Designed by the famous Olmsted brothers, FDR Park is South Philadelphia’s largest park and an important public institution which reflects the cultural diversity of Philadelphia. The City of Philadelphia wanted to give this “A Park For All” a compelling brand so it could attract major events and welcome visitors of all backgrounds to experience nature, and enjoy South Philadelphia’s vibrancy. 


The new brand for FDR Park had to stand up against logos like those for Philadelphia’s 250th anniversary, and the FIFA World Cup, and the Olympics! In addition, it would need to be harmonious with existing park-related branding, satisfy all the visitors from near and far, and inspire all city park design moving forward. Certainly no small task, but one that we welcomed! 


Home to three bodies of water, FDR Park is often referred to by its nickname, "The Lakes."

The park’s three entrances are separated by three lakes. This became a source of design inspiration. Energy, access, nature, connection, unity, fun — we wanted this logo to have it all. Once approved by Fairmount Park Conservancy, the mayor, the architect firm and all the stakeholders, we turned this logo into signage, t-shirts, nametags, stationary, everything that FDR Park would need to achieve its mission.  


Branding an iconic Philadelphia Park

This new brand is helping the Fairmount Park Conservancy achieve their vision: building one of the greatest urban parks in America, rooted in the ideals of diversity, inclusion, and environmental sustainability. It is also being used by the city of Philadelphia as a model for park branding in the future.

FDR Pattern
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