National Park Service Rebrand

The National Park Service. America’s Best Idea. This rebrand concept is inspired by rock cairns found alongside trails. The rebranding aims to make the National Park Service as decorated and beautiful as the land it protects.

The National Park Service protects five pillars of the American landscape: land, water, vegetation, animals and geology. These rings, stacked like rock cairns, form the basis for the NPS branding.