National Park Service Rebrand and Annual Pass Package

Derrick Lin


Designer: Abby Leighton
Project Type: Student Project
School: Pratt Institute
Course: Illustration: New Media
Tutor: Kelly Denato
Location: Brooklyn, United States
Packaging Contents: Tee Shirt, paper, hat

This is a re-brand of the National Park Service along with an annual pass package to bring it into the 21st Century. This branding was inspired by vintage boy scout badges but modified to fit today’s design trends to purposefully bring more awareness to the parks and to gain more of an interest from younger audiences.

The new National Park Service emblem was carefully designed to create a universally recognized symbol of the natural world- whether the viewer sees a tree, leaf, or mountain, this shape will remind them of nature.