We distilled the BHPFA’s purpose to a simple phrase, “Supporting Wonder and Exploration,” and built messaging around this central concept. We created messaging for internal use, customer-facing messaging, and partner-facing messaging.
The icon is a loose interpretation of a Ponderosa Pine and inspired by National Parks and Forest’s iconography. The word-mark places emphasis on Parks & Forests. Together, the icon and word-mark create a visual identity that is both rugged and outdoorsy, while standing out as unique among similar brands.
The logo and messaging developed gained broad support from all associated stakeholders and reinforced the BHPFA’s core values in a way that will resonate with the public and their partners.