Designed by the famous Olmsted brothers, FDR Park is South Philadelphia’s largest park and an important public institution which reflects the cultural diversity of Philadelphia. The City of Philadelphia wanted to give this “A Park
For All” a compelling brand so it could attract major events and welcome visitors of all backgrounds to experience nature, and enjoy South Philadelphia’s vibrancy. 

 

The new brand for FDR Park had to stand up against logos like those for Philadelphia’s 250th anniversary, and the FIFA World Cup, and the Olympics!
In addition, it would need to be harmonious with existing park-related branding, satisfy all the visitors from near and far, and inspire all city park design moving forward. Certainly no small task, but one that we welcomed!