Park Identity System and Website

  • The Prospect Park Alliance partners with the City of New York to ensure ongoing care and long-term preservation of Brooklyn’s largest park. Since 1987, they have worked to help fund the Park’s operating budget. No small task at 585 acres in size with more than 10 million visits each year.

  • OCD worked with PPA to improve the park’s digital experience, as well as build community and clarify the brand. In 2015, we launched a new online platform including an interactive map and dynamic calendar. A big part of the assignment was to refresh the logo and build a comprehensive identity system. The overarching strategy was simple: make a great park greater.

  • The original Park logo was designed by Chermayeff & Geismar in 2002 and was updated with the Gotham typeface by the internal design team in 2009.

  • A simple refresh allowed the Park to maintain its beloved mark while updating color and proportion to make usage across multiple platforms more practical.

The System

The Iconography

The Mascot

  • It was a happy day when we discovered a bird in the Prospect Park Alliance tree. Prospect Park is Brooklyn’s favorite backyard and Brooklyn is full of kids, so it was important that the new identity system speak directly to its youngest constituent.

  • Combined with a bold use of bright yellow, the kids’ mascot will be used to call out family-friendly areas and activities both in the park and online.

The Guidelines