A new name and new identity for the Louisville Parks Foundation, now the Parks Alliance of Louisville.

The Parks Alliance of Louisville is bold, insightful, and forward thinking. They are fundamentally changing the way we view our local parks as they champion equitable spending in our community’s green spaces. They were deserving of a name and identity that capture their lively attitude, courageous spirit, and commitment to changing Louisville for the better. We collectively recognized the need for a stronger brand identity and naming convention that truly reflects the powerful and important work this organization does for our community. Through our brand strategy process, we executed a new brand concept called “What Parks Should Be”: The Parks Alliance of Louisville is the only organization in town that’s bold enough and insightful enough and forward thinking enough to fundamentally change the way we view parks and champion equitable spending in our community’s green spaces.

“A New Era of Parks for All.” Parks are the one civic institution truly intended for all people, regardless of race, ethnicity, gender, sexual orientation, ability status, socioeconomic status, or religious background. 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, accessible and approachable brand identity.

The new mark conveys a lot of meaning: 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 our city’s green spaces.Their mission is to unite all of Louisville in the drive for equitable funding for all parks.

They are no longer the quiet “foundation”, but rather a leader with a rallying cry for our public spaces: Parks for All.