The Parks Alliance of Louisville is bold, insightful, and forward thinking. They champion equitable spending in Louisville’s green spaces – fundamentally changing the way the city and community views local parks. They were deserving of a name and identity that capture their lively attitude, courageous spirit, and commitment to changing Louisville for the better.

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The Parks Alliance of Louisville’s mission to bring public green spaces to historically marginalized neighborhoods and communities served as inspiration for this vibrant, whimsical, and approachable brand.

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The new mark conveys multiple meanings: The converging of lines represents the connection between neighbors – the forming of community. The allusion to a spark represents forward thinking, new ideas, and change. With the addition of color, this simple shape becomes the sun, a symbol of passion and the source of joy for many people when enjoying Louisville's parks.

Agency: Via Studio
designer: mitch wiesen