Make it Clear gives The Royal Parks a new look

Make It Clear has created a new identity system for The Royal Parks, to help make a distinction between the organisation and individual parks.

The Royal Parks identity
The Royal Parks identity

The consultancy, which has worked with The Royal Parks previously for its 160th anniversary, has looked to clarify the organisation’s identity and increase its presence as the destination for events companies, conservation groups, specialist interest groups and anyone with commercial interests.

Hyde Park
Hyde Park identity

By introducing a ‘signature style’ to the individual parks and a series of pictograms, Make it Clear senior account manager Ali Nicholl says the consultancy has been able to ‘leverage the relationship people have with parks’.

The Regent's Park
The Regent’s Park identity

A ‘softening of the font’ for each park name ‘gives the impressionistic feel of a signature’, says Nicholl.

The full set of new identities
The full set of new identities

Pictograms have been developed ‘so that iconic things within the parks can be trumpeted,’ and this family of icons will show the diversity of features and activities available in each park according to Nicholl, who says ‘over time they will evolve’.

Pictograms applied to a poster
Pictograms applied to a poster

The brand launches today, with the delivery of guidelines before a digital and environmental roll-out begins to effect park signage, shops and vehicles. 

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Comments
  • Jason Hunt November 30, -0001 at 12:00 am

    I really want to like this, and the idea is sound, but in small executions, it just looks like a messy ripped-up crown – the negative space is playing too many tricks here. I’ve even just seen a bra! Need to rest…

  • Neil Hedger November 30, -0001 at 12:00 am

    Pictograms aside, the original leaf/crown logo was designed by Moon Communications back in 1994 and has always been deemed a classic. It’s a great idea! It looks like there has been a bit of a simplification of the original but, all in all, an example of how timeless thinking lasts. Full credit to Make It Clear for embracing what exists already to give the whole park system a gentle nudge forwards.

  • Martin Carr November 30, -0001 at 12:00 am

    Typography? Not in our book….sorry

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