The Brief
Pippy Park is one of St. John’s most recognizable outdoor spaces, spanning urban trails, campgrounds, golf facilities, and natural habitats. Your challenge is to execute a complete rebrand for Pippy Park (pippypark.com) that reimagines its visual identity for their guest and visitors.
Develop a cohesive, modern brand system that captures the spirit of Pippy Park. Whether your design focuses on urban wilderness, community recreation, eco-tourism, or seasonal adaptability, your final identity must showcase strong concept development and visual execution.
Deliverable & Template Instructions
All submissions must be formatted directly into the provided 6-panel challenge template. Your design sheet must include:
- Full Logo: The complete primary mark, combining the icon and wordmark.
- Brand Photo: Immersive imagery that reflects the brand direction, framed inside a custom, reusable brand shape.
- Free Space: A custom panel for additional identity elements (ex: color palette, custom patterns, typography specs, or other brand asset).
- Logo Detail: A close-up view highlighting specific detail or custom typography within the logo design.
- Brand Motto: A stylized typographic treatment displaying a original slogan or motto created for Pippy Park.
- Logo Icon: The isolated mark or icon used on its own without text portion of the logo.
- Mock-up: A practical, real-world application showing the identity in use (ex: park signage, apparel, trail maps, merchandise, etc.).
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<img src="/icons/download_gray.svg" alt="/icons/download_gray.svg" width="40px" />
Download the Adobe Illustrator template here:
critique-sept-template.ai
If you prefer another tool, use the following to recreate the template:
- Start with an artboard that measures 18” x 10.25”
- Split into 8 equally sized rectangles, each measuring 4.5” wide x 5.25” tall
- Join the first two cells for the full logo portion.
- Don’t forget to expand the artboard by 0.125” on all sides to account for bleed.
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Finished Example (Current Brand)