The new branding of Memphis River Parks is successful in its use of GT Haptik Black. The quirky typeface matches OCD’s colourful palette and succeeds in creating interesting signage in what may be otherwise mundane locations.
The new concept plan turned previously fragmented public property into one connected riverfront. The icon is a mini-map of the new configuration. It captures the six-mile River Line running through the five park districts: Greenbelt, Mud Island, Fourth Bluff, Big River and MLK.
The icon was driven by that tricky switchback at the hip of the path. That hitch informed type selection; Grilli Type’s GT Haptik had a particularly evocative R. And then the arches of the Hernando de Soto Bridge, the swirl of the river and the curve of Beale Street Landing informed the layout of the system. […]
No two signs are the same. The pieces are color-coded by district.
Design Partners: Jennifer Kinon, Bobby C. Martin Jr.
Designers: Hanah Ho, Talia Cotton
Signage: Andrew Freeman
Signage Photos: Bob Bayne