National Park Service Graphic Identity

"A strong, consistent visual identity will help the American public better understand who we are, what we do, and why our work is relevant to them."

Robert Stanton
15th Director of the National Park Service

NPS Graphic Identity Program

The National Park Service Graphic Identity Program develops and promulgates graphic standards that guide the design of a broad range of communication media. The intent of the standards is to improve public understanding of the National Park Service by bringing greater quality and consistency to the agency’s visual communications, heighten awareness of NPS efforts in parks and beyond park boundaries, and to strengthen the connections between parks so that the public has a greater appreciation of their collective value.

The need to refine and strengthen the National Park Service's graphic identity was first identified in 1999 as part of the NPS Message Project. The specific recommendation was that "a systemwide style guide should be established and strictly enforced," and that "exact standards should be established for the appearance and use of the Arrowhead." NPS Message Project »

The National Leadership Council endorsed this recommendation and formally assigned responsibility for the initiative to Harpers Ferry Center in Director’s Order 52A. From Spring 2000 until Spring 2001, HFC directed the initial creation of new NPS identity standards and began their Servicewide implementation. In the Fall of 2001, the Center created the Office of NPS Identity to continue management of the program. Director's Order 52A »

For More Information

National Park Service staff may access the NPS Graphic Identity Program website to obtain digital Arrowhead artwork, approved NPS typefaces, print publication templates, sign standards, and emerging NPS graphic standards. Due to restrictions on the use of the Arrowhead, and because the approved NPS typefaces are subject to license agreements, the website is accessible only to computers on the NPS network. NPS Graphic Identity Program Website »

Contractors and partners who require digital Arrowhead artwork, approved NPS typefaces, and additional information on NPS graphic identity should contact the Harpers Ferry Center Office of NPS Identity (phone: 304-535 4069; email: phil_musselwhite@nps.gov).

IN DEPTH:

Director's Order 52A »

NPS Graphic Identity Program Website »

NPS Message Project »