LOVE Park

Love Park

Rebranding a beloved urban square in Center City Philadelphia

When Philadelphia’s LOVE Park underwent extensive renovations to create a more modern and accessible public space, it was the perfect time to build a new brand as well.

Positioned between City Hall and the city’s regional rail hub, the park is both a multicultural crossroads and meeting place. A bold, versatile brand was created to mirror the vibrancy of both the people of Philadelphia and the park itself.

The tilted-heart logomark pays tribute to the park’s eponymous public art piece, Robert Indiana’s iconic LOVE sculpture.

Although it is common for folks to propose or get married in the park, the brand’s extensive palette breaks through the conventional romantic connotation, creating myriad opportunities for marketing the wide range of activities and events held there.

Language for events and seasonal messaging throughout the space play up the idea of “love” to enhance the experience of those who come to the park.