Pentagram gives ‘Washington Square Park’ a colorful identity
This park rarely stands still, and now it has its own brand to follow suit.
Prolific design firm Pentagram has unveiled a new identity for the Washington Square Park Conservancy, drawing on the energy of a space where no two moments or visitors look exactly alike.
The redesign was led by Pentagram partner Paula Scher, in collaboration with “WeShouldDoItAll.” The project aims to make the role of conservation more visible by highlighting its work in maintaining the park, supporting staff, and organizing cultural programs. Along with the visual refresh, a website was introduced and updated to better connect visitors with events, amenities, and ways to interact with the space.
The identity is centered around one of the park’s most recognizable landmarks, the Washington Square Arch. Rather than treating it as a static emblem, the arch is used as a recurring anchor, surrounded by a changing array of illustrated figures that reflect how people actually use the park. Musicians, chess players, skaters, and passersby appear throughout the system, creating a visual language that changes depending on context.
This approach reflects the nature of Washington Square Park itself. Located in Greenwich Village, the space has long served as a gathering place for performances, protests, and everyday activities. Founded in 2012, The Nature Conservancy works with city agencies to manage the space, which attracts millions of visitors each year. The new identity comes as the organization takes on a clearer role as the park’s nonprofit partner, aligning it with similar conservation organizations across New York City.
Color and movement play a crucial role in the brand’s expression. A vibrant palette and animated elements convey the park’s constant movement through signage, digital platforms, and printed materials. Rather than presenting it as a quiet relaxation area, the visuals reflect its social intensity, where activity and interaction shape the atmosphere from morning to night.
The updated design is designed to help visitors navigate the park more easily, while simplifying the search for programs and resources. Combining illustrations with clear, accessible information, the identity acts as a guide and storytelling tool, connecting people to conservation work without overwhelming the experience.
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