Use our Brand and Identity

brandtoolkit cover

Brand and Identity

You can use our Brand and Identity freely within any relevant activities you lead across London

Our Identity Toolkit sets out how people will see, feel and understand that London is a National Park City and the movement behind it.  It’s a badge, a statement and symbol to share and adopt.

The National Park City is a place to enjoy, a vision to share and a movement to join, which can be shared and used by everyone to promote connection and enjoyment of London’s great outdoors.

Together, we’re working to:

  1. Enjoy London’s great outdoors more
  2. Make the city greener, healthier and wilder
  3. Promote London’s identity as a National Park City

The London National Park City identity is an important way to communicate our shared aims and to build a larger, stronger and more diverse community working towards them.

We want our supporters and collaborators to proudly use and share our identity, so we can build the movement together. Working with the designers at North, we’ve developed a visual identity that is highly accessible, usable and adaptable.

Usage Guidelines

You can use the London National Park City logo for non-commercial events or activities that supports the movement and our aims. This might be community organised play streets, nature walks or neighbourhood planting. It could be a group who meets regularly to enjoy an outdoor activity. It might be events or fundraisers.

Our wordmark and logos can only be used for things connected to our movement. They cannot be used to endorse commercial activities, campaigns or funding bids without our approval.

We ask that you consider sustainability and the environment when planning any product or activity that you wish to associate with the London National Park City. If you are creating or manufacturing something please do consider these aspects and contact us before using the identity.

We do want to be as open and flexible as possible. If, after reading these usage guidelines you are unsure if you are allowed to use our identity or not, please do contact us with your idea or proposal.

Contact us by emailing hello@nationalparkcity.org with a brief description of your project and an example of how you want to use the logo and we will reply within 48 hours. We may ask you to make adjustments or to use a different form of the logo.

A growing and evolving identity

You can share your proposed designs with us for light review – We are here to help to make you make best use of our identity to further your projects.

The identity set out in the Identity Toolkit below is a starting point and we have been evolving best practice as we and others have used it. There are some guidelines which are not set out in the document and we ask that if you are creating a Wordmark, Logo or materials which use the identity that you please give us a chance to review and give you advice.

Contact us by emailing hello@nationalparkcity.org with an example of your work, a brief description of your project and we will reply within 48 hours. We may ask you to make adjustments, or advise you on some optional adjustments to make your communications as effective as possible, making the best use of the identity.

The Aster

The Aster functions both as a symbol and as a traditional asterisk. When it’s used as an asterisk it can denote the presence of more information or points of interest in both text and image. When it’s a symbol it can function like any other logo, being a visual shorthand.

aster intro

Full Identity Toolkit

For more details and to get started please download our Identity Toolkit.

Wordmarks to show your support

LNPC Supporter GRN
As a group, organisation, or company taking action to make progress on the National Park City’s aims you can use the National Park City Supporter wordmark. Please read the IdentityToolkit for guidance on how to use this wordmark in its different colours, and please try and align it to the left. Feel free to add have fun with the Aster asterisk, adding your own footnote explaining how you support the National Park City.

Download Supporter ZIP file – all colours and formats

LNPC Maker GRN
As a person or a group or organisation taking action to make progress on the National Park City’s aims you can use the National Park City Maker wordmark. Please read the Identity Toolkit for guidance on how to use this wordmark in its different colours, and please try and align it to the left. Feel free to add have fun with the Aster asterisk, adding your own footnote explaining how you are making the National Park City.

Download Maker ZIP file – all colours and formats
LONDON NPC Is Open Green
As a group, business, organisation organising an event, talk, project etc in support of the National Park City in 2019 you may use this to badge aspects of your campaign on posters, online, emails, t-shirts, etc.

Download London National Park City Is Opening* – all colours and formats
PART OF LNPC Wordmark BLK GRN
The National Park City is a place, a vision and a movement, which can be shared and used by everyone. A project or place within London can refer to itself as being Part Of the London National Park City. As above you are free to use this for any activity, but if it is a commercial or campaign usage please check with us first.

Download “PART OF” logo

Using the London National Park City Wordmark and Aster

Before using this please review the usage guidelines above. If you want to use our logo to support a campaign, funding bid or a commercial project, ask us first following the instructions above.

Download WordMark ZIP file – all colours and formats

Download Aster PNG with transparent background files – black, green, white

Download Aster EPS files – black, green, white

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