Riverfront Park Brand
IN 1974, SPOKANE’S RIVERFRONT AREA TRANSFORMED from a railway yard to an urban park, which today stands as a testament to the energy and spirit of our city by the falls. In 2014, Spokane voters decided it was time to reinvest in the park’s legacy, modernize its attractions, and create a destination for all ages.
Courtesy of the Northwest Room. Spokane Public Library.
Capturing the vision of a “new” park.
The redevelopment was the first time the park had been updated in over 40 years. DH led the development of a brand that would capture the vision of the “new” park and that would last for another 40 years. We conducted intake sessions with internal and external stakeholders to help us dream big and develop creative criteria for the new brand.
We explored several logo and brand concepts but ultimately landed on a modern, abstract take on the park’s iconic Clock Tower and Pavilion. The logo uses the cable-work of the Pavilion as a way to represent the intersecting pathways and streets that make up our downtown park—and connect people to our river and the heart of our city. Green, blue and gray represent the striking juxtaposition of the natural and urban elements that make this park unique.
Adaptable for years to come.
As Riverfront Park continues to transform and evolve, so too will our ways of describing it, visualizing it, and engaging with it. Our new brand is designed to adapt to those changes. We’ve created a simple, flexible framework for clearly and consistently communicating Riverfront Park’s unique value to both residents and visitors alike, across many different applications and contexts, for many years to come.