In 2014, as the parks community began to organize for the National Park Service Centennial, a new NPS Secondary Mark--sometimes referred to as a licensed logo or partnership logo--was introduced alongside a new mark for the National Park Foundation, the congressionally chartered national charity of the NPS.
Inspired by the National Park Service’s iconic Arrowhead logo, the addition of the Secondary Mark to the NPS brand family offers expanded options to recognize partners and identify efforts associated with the NPS mission, while protecting the NPS Arrowhead. The Arrowhead continues to serve as the official insignia of the National Park Service on uniforms, in our in-park graphic identity program, and other uses. (Learn more about the History of the NPS Visual Identity.)
Retail Licensing of the NPS Secondary Mark
Soon after the introduction of the new marks in 2014, we introduced the Centennial and Find Your Park marks and launched an associated retail-licensing program. While new use of the Centennial Mark officially ended on December 31, 2016, it contributed enormously to the success of the celebration. Licensing the Centennial Mark generated awareness and financial support and it enabled the public to take away Centennial-branded keepsakes.
Building on the lessons learned, we are expanding the use of the NPS Secondary Mark in 2018. It has already appeared in Find Your Park banners, posters, and other materials in parks. It has also been used in some digital media.
In early 2018, the Secondary Mark became available to the in-park partner retail community through the ongoing retail-licensing program managed by the National Park Foundation. This is an exciting way for park partner retailers to provide NPS branded items to their customers and show their support for national parks and NPS programs. In addition, the Secondary Mark began appearing on a small line of t-shirts in mid-April. Using lessons learned from this initial effort, other products will appear later in the year.
Use of the Secondary Mark by Parks, NPS Programs, and Partners
In late 2018, formal guidance about NPS and expanded partner use of the Secondary Mark will be available, ensuring that the mark is protected and used correctly. These formal guidelines will look very similar to the guidelines for the use of the NPS Centennial Mark. The guidance will provide graphic standards, information about how to use the mark in relation to others such as Find Your Park and partner graphics, and guidelines for NPS and partner use in communications, public relations, and other non-commercial materials.
Questions and Answers about the NPS Secondary Mark
The Secondary Mark will be carefully licensed to ensure that its use is consistent with NPS values. As the official national charity of the NPS, the National Park Foundation is the authorized manager of the licensing program for the Secondary Mark and works closely with the NPS in the development and implementation of usage guidelines.
In early 2018, it will be available to the in-park partner retail community through the ongoing retail-licensing program managed by the National Park Foundation and on a limited line of t-shirts beginning between late February and late March of 2018. Using lessons learned from this initial effort, other products will appear later in the year.
Later in 2018, guidance will be available for use of the Secondary Mark by parks, NPS programs, and other NPS partners.