Utah Department of Outdoor Recreation - Branding Project

We recently wrapped up a rebranding project for the Utah Department of Recreation. The trick here was to build off the existing Utah DNR branding to create marks for each of the primary programs that can stand alone or as a group.

We worked with the internal team to understand the goals of the office, who they are serving, and how best to communicate to their audience. During our exploration we identified the trail sign and the trail itself as a consistent visual tying their programs together. The trail sign is the unique identifier for the Recreation office within the DNR and we wanted to build that out to tell the bigger story of their varied programs.

Each program icon was then designed with the frame of the trail sign as the structure, but we intentionally wanted to expand beyond to communicate a sense of the scale of the natural world and what this office does to support it.

The final tying element was to bring the human element to each mark. With the exception of the child in the “Every Kid Outdoors” program mark, we stayed away from using literal humans, but rather showing the way we engage with these environments - trails. Trails are our guiding lines bringing us into the visuals and creating a sense of connectedness.

We thrive on the opportunity to pull out those details of the value our clients bring and identifying ways to communicate that value. There are so many individuals, groups, and organizations out there working to improve the human experience through the outdoors. Our job is to help you tell your story.