|JCPRD Unveils Unique New Logo|
The new logo was created by EAT Advertising and Design and was the result of a creative process that incorporated staff, board, and patron input and took more than three months to complete.
During this process, a JCPRD Logo Design Committee considered and narrowed the field from more than 50 design concepts developed by the EAT creative team.
During the District Board's Oct. 15 regular meeting, EAT CEO and Creative Director Patrice Jobe said her firm began the process by conducting interviews with three groups representing park patrons, young seasonal employees, and a larger group representing all District divisions. Research was also conducted to consider the graphic identities of similar sports, recreation, and parks organizations, as well as the District’s own publications and marketing materials.
The firm’s overall conclusion was that the logo would need to cover a broad spectrum as the agency itself represents different things to different people. The one common thread was life, or as EAT's Jobe put it, “everything under the sun.” Thus the central motif of the new logo is the sun portrayed in a stylized manner meant to represent the many aspects of the District.
EAT Account Executive Laura McLane explained that the logo portrays the top two-thirds of the sun rising above the horizon.
The sun, she added, is made up of nine rays. The first three on the left, portrayed in yellow in the color version, represent the beginning of a transition and growth. The second three rays are green in the color version and are more organic in form, reminiscent of blades of grass or the leaves of lilies or daffodils. These represent nature's presence and speak to the many beauties of the parks, she said. The final three rays gradually fade to blue in the color version and form shapes representing waves of water.
Below the sun is a negative space which becomes the horizon and suggests plains or meadows on the left and hills on the right, McLane said. Beneath this, she added, is a beckoning element which could be viewed as a stream, river, or path. This is meant to create a depth of space that connects the viewer to the source, or sun.
District Director Michael Meadors, who was a member of the Logo Design Committee, said he is pleased with the new logo, which he referred to as "progressive, attractive, unique, and eye-catching."
"I think it conveys a contemporary, energetic image that calls out for interaction with the viewer," Meadors said. "Every one who sees it knows it's distinctive. There's not another like it. We're excited about making it a part of all our promotional and print and visual communication graphics."
The director said that while replacing the District's current triangle-within a circle logo with the blocky portrayal of a human figure at its center has been a topic of discussion for as many as 20 years, it was always dodged because of the cost of replacing the logo on everything from park signs to vehicles. What made this the perfect time to finally replace the logo, Meadors said, is the anticipated implementation of a new District sign manual.
The District plans to use a phased approach that will transition the new logo into use over time. For example, plans call for inserting the new logo when items like business cards, stationary, wearing apparel, and signs on the sides of District vehicles, are regularly reprinted or replaced anyway.