Thank you for making this publicly available! I’m not a NPS employee or volunteer, but having grown up in the northern Shenandoah Valley, the Shenandoah National Park, Harper’s Ferry, and the work of the NPS and USFS are very dear to me. I’ve always loved to unique aesthetic of the signage, architecture, and uniforms, associated with the NPS; and especially the design philosophy of taking from, and blending into, natural surroundings rather than contrasting with them. I love that NPS treats natural wonders as something to be enjoyed in their own right, rather than augmented or subjectively improved on. I really appreciate the work you all are doing to craft a kind of brand identity for the NPS, but I’m concerned when I hear it described with, or compared to, other major communications organizations like Disney or the NFL. I desperately implore you not to think of branding for the NPS in short-term marketability, which is what many brands do, in an effort maintain fleeting relevance with a constantly changing society. The arrowhead logo, the Park Ranger uniforms, the NPS rustic architecture, the fonts, the black banner, the things that scream “National Park Service” the second you look at them, are themselves relics worth preserving. The NPS, and its branding, are uniquely historical in their own right. They reflect the time, people, and philosophy, that created them. That’s not to say changes shouldn’t ever be made; but when changes are made, they should be mission oriented. Frutiger is a perfect example. It was a stylistic change that lost some of the historic flavor of the Clarendon typeface, but did so for the purpose of better performing Clarendon’s mission of legibility and recognizability as a distinctly NPS stylistic element . There’s always a risk of individuals within an organization wanting to use their position, and the organization’s resources, to “leave their mark” in the organization itself. It’s the same compulsion for personal legacy that drove visitors the vandalize park property, which resulted in the NPS being formed in the first place. Please be careful to treat your positions in brand identity as stewards of a valuable relic, rather than artists tasked with reimagining the NPS with a personal flare. I have no doubt that those managing the NPS brand have the talent to create beautiful work, but please love the NPS enough to protect it, rather than view it as a canvas.

Id like to work with you guys!!

I love it

New sub! ☘️

Let's be friends 👍

Good job. Keep up the great work. I just subscribed!

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