Branding 606 park – Chicago’s answer to the High Line

Landor, working with ad agency Sponge and designer Jennifer Harrell, has named and developed the identity for planned Chicago park 606, which will run 4km along a disused railway line.

606 identity
606 identity

The concept for the park is similar to New York’s High Line, which opened in 2009 on an elevated railway line.

The 606 name was selected to reference Chicago’s 606 zip-code, as well as being a nod to the US tradition of using numbers to name railway lines.

606 website
606 website

The 606 identity will be used across the Bloomingdale Trail  – the name for the elevated railway line, as well as the five ground-level parks that will be linked to it.

Beth White, Chicago are office director of the Trust for Public Land, says, ‘As the plans for this project took shape, we realised we were building something much bigger than the Bloomingdale Trail, something that needed a bigger name to reflect the full scope of the project.

How the new park might look
How the new park might look

‘The 606 is a perfect fit because the project is about connection, on so many levels, and the name reflects the connection residents across Chicago share through our common zip-code prefix – 606.’

Landor, Sponge and Harrell all worked pro-bono on the project, and the new park is set to open in autumn 2014.

How the new park might look
How the new park might look

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