California has always been known for its amazing natural diversity. Our natural area has the highest number of species found in the United States and is one of the top 25 biological hotspots worldwide. The mission of California State Parks is to provide, protect and preserve its incredible biodiversity for people to experience and enjoy.

California State Parks is a vast system, with over 250 natural, cultural and historical park units distributed across 163,969 square miles, divided into 12 regions that are a blend of 6 different natural habitats. A dynamic identity system was created to bring simplicity, unity and understanding to this complex design challenge. This project is presented as a case study, and was created in the Advanced Graphic Design class at San Jose State University with guidance and instruction from Professor Connie Hwang.

Understanding California

An analysis of the 6 habitats was performed to understand the distribution of natural diversity in California. The data from this analysis was used to create an identity that overcomes the informational challenges of our vast system, while matching the brand spirit and values of the California State Parks system.

finding our nature

The leaf and petal are symbols that have a solid association with nature, with plant life being the foundation of all ecosystems. Variations and combinations of the basic leaf symbol allow a wide range of options for an effective dynamic identity.

The basic symbols were used to create symbols that represent the 6 habitats found in California. These habitat symbols are used to educate visitors who engage with the brand, and help them understand and navigate its many parks and regions.

Dynamic logo system

Using the leaf symbols that form the foundation of our brand, we are able to create a dynamic identity system, that gives each of the 12 regions an individual identity, while still being recognized as part of the same state park system.

Main System Logo

Our main logo represents the entire California State Parks system, using the basic symbol to create a flower. It communicates a sense of unity and simplicity, making our park system feel approachable to visitors. The colors work well to communicate the natural elements of California through its hot and cool seasons.

Regional Logos

Regional logos are systematically created by analyzing the habitat data of the area and incorporating habitat symbols to the basic logo structure. Above is a system map that illustrates the region logo creation process. The system creates a dynamic identity that also functions as an infographic.

Stationary

Maps book

Park Signage

Promotional

Merchandise

The California State Parks project began with in-depth research about the natural environments of California, as well as the informational challenges and brand values of the park system. The most influential resource was the Atlas of the Biodiversity of California, from the California department of fish and Game, which visualized the state's biodiversity using maps of different natural data sets, including habitat regions.

Since the system is so large, a clear understanding of the California State Parks system structure was necessary, so that its informational challenges could be addressed during the design process. This branding objective chart blends brand values with informational challenges, to keep us focused during the design process.

The habitats map from the Atlas of Biodiversity of California was traced using illustrator. This made it possible to calculate surface area of each habitat by using the pixel color count method for each habitat color in photoshop. This data was essential to creating the dynamic identity of the state parks system, and a great example of effective design research. There was also extensive research into understanding each of the 6 habitats and their characteristics.

Using the basic symbol, we expanded its usage to create icon sets that can also be used throughout the State Park system. By using the basic symbol as the foundation of these icons, we create a visual language that is exclusive and consistent with our brand identity.