Madwell Identity Shields Parks

Madwell has created a new brand identity including logo for US non-profit Trust for Public Land (TPL). For nearly 50 years, TPL has had as its mission creating parks and protecting land for people; the impact spans well-known iconic places like Zion National Park, Yosemite National Park, the Appalachian Trail and even the Hollywood sign, to neighborhood parks and trails. However, TPL has an ambitious vision of nearly doubling its impact over the next five years – and it needed to broaden its support base to do do so.



The agency, based in Brooklyn NY, Denver CO and Hong Kong, approached the challenge by humanizing the environmental movement that fights for everyone to have access to the outdoors. The team based the new logo design on a shield – a symbolic nod to TPL’s deep roots in advocating for and protecting public lands for all. Merging that shape with subtle cues from nature, like the segments in a leaf, allowed the design to flex into other layers of storytelling, bringing in elements representing the outdoors like sky, foliage, and sunlight. “This was a dream project to use our ideas for good – to support the fight for and protection of the urban parks, forests and national parks right in our own backyards in Denver and Brooklyn and beyond,” said Steve Barry, managing director at Madwell. “It’s a new look, but still the same powerful mission.”



Credits include Chief Creative Officer Chris Sojka, Executive Creative Director Jeff Gillette, Creative Director Pedro Saldarriaga, Copywriter Caroline Ganson, and Designers Frank Kortyka and Lauren De La Cruz.