Rebranding Aimed At Building Toward National Park Service Centennial In 2016

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A rebranding effort has been launched by the National Park Service to build public enthusiasm toward the agency's centennial in 2016.

The Park Service says the centerpiece of its 2016 Centennial will be a broad public engagement campaign to reintroduce the national parks and the work of the National Park Service to a new generation of Americans, inviting them to visit and get involved. The two-year effort will begin in 2015 and run throughout the National Park Service’s 100th anniversary year in 2016. Plans for the campaign, Find Your Park, are underway in collaboration with the National Park Foundation, the official nonprofit partner of the National Park Service.

The National Park Service and the National Park Foundation will team up with partners to produce programs, events, and activities that will drive broad awareness, deepen engagement, and increase support for America’s national parks, the work of the National Park Service, and its partners. In addition to making all 401 national parks go-to destinations, the campaign will highlight the historic preservation and outdoor recreation work the National Park Service does with communities across the country and the value it brings to Americans every day.

“We are excited to use the Centennial to invite every American to get to know their national parks and to understand how our one hundred years of conservation experience translates into on-the-ground revitalization projects in their neighborhoods,” said Park Service Director Jonathan B. Jarvis. “Our campaign will encourage Americans to ‘Find Your Park’ – to discover a personal connection to a place or a story that provides inspiration or enjoyment, and to then join us in our second century of stewardship of America’s most treasured places.”

Marking the first phase of the campaign, the National Park Service and the National Park Foundation unveiled two new additions to the National Park Service brand family. Building off of the National Park Service’s iconic arrowhead, the new graphic identities highlight the partnership between the National Park Service and its Congressionally-chartered nonprofit partner, the National Park Foundation. The arrowhead will continue to serve as the official seal of the National Park Service.

In addition, the National Park Service and National Park Foundation have both launched Centennial web pages, the start of a communications effort that will kick into high gear in early 2015 across all digital platforms to invite engagement in Centennial activities.

The National Park Foundation has retained Grey New York to develop the multi-channel public engagement campaign which includes the creation of strategic partnerships with media, corporations and talent.

To help guide Centennial efforts, Director Jarvis asked the National Park System Advisory Board to create a Centennial Advisory Committee made up of 31 members representing the broad spectrum of National Park Service partners and stakeholders. The committee is chaired by Gretchen Long.