In 2014, as the parks community began to organize for the National Park Service Centennial, a new NPS Secondary Mark 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 began to expand the use of the NPS Secondary Mark in 2018. It has 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 are beginning to appear.
Use of the Secondary Mark by Parks, NPS Programs, and Partners
Formal guidance for expanded use of the Secondary Mark by parks, NPS programs, and partners is in development to ensure 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 and the Arrowhead. The guidance will provide graphic standards, information about how to use the mark in relation to other members of the NPS graphic family and 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 is 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 became 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. Using lessons learned from this initial effort, other products are beginning to appear.
Guidance is in development for for use of the Secondary Mark by parks, NPS programs, and other NPS partners.
A Note About the Centennial and Find Your Park Marks
The Centennial Mark
In 2014, the NPS Centennial Mark was launched as a visual symbol of the coming celebration. It branded special activities, built recognition of the anniversary, offered flexible use by partners participating in the centennial, and enabled the public to show its support through a licensing program managed by the National Park Foundation. The Centennial Mark was used only through the end of 2016.
The Find Your Park Mark
During the centennial, Find Your Park / Encuentra Tu Parque developed a strong following and brand awareness--another successful outcome of the celebration. The Find Your Park / Encuentra Tu Parque invitation continues beyond the centennial and the logo is an integral part of that. While it is not an immediate member of the NPS brand family, it is a close cousin, and the graphic standards for its use have not changed since it was launched in 2015. Parks, NPS programs, and official partners can use Find Your Park in their communications efforts as long as they follow the graphic standards. Commercial use is licensed through the National Park Foundation.
For more information about NPS and partner use of the NPS marks, please email the NPS Partnerships Office. For information about licensing the Secondary Mark or the Find Your Park logo, please contact the National Park Foundation.
Last updated: July 5, 2019