Work→ Urban Park Wayfinding - Branding | Experiential Design
Overview
Cities are re-imagining old industrial infrastructures and transforming them into pedestrian-friendly environments. The goal is to create a unique brand identity and wayfinding system for the Dequindre Cut Greenway, formerly a Grand Trunk Western Railroad in Detroit, Michigan.
Role
Research
Branding
Logo design
Gateway Maps
Digital Map
Team
Kendra Terrero
Soniah Vu
(Seneca College)
Tools
Illustrator
Photoshop
Miro
Duration
2023 - 6 weeks
Reserach & Ideation
We began by conducting research, gathering image boards, and creating mind maps to gain a better understanding of The Dequindre Cut Greenway.
My initial logo concepts featured artistic symbols representing Detroit and the separation or cut of the underground path.
Logo
The Dequindre Cut Greenway is well known for its urban graffiti art. For the logo design, we chose a graffiti style with rounded, stencil-like shapes. We integrated our ideas of incorporating the greenway, the "cut", and artistic symbolism. The tree in the logo symbolizes the park's greenway, while the cut-out at the bottom represents the park's pathway/cut.
Acumin and Helvetica are modern, clean typefaces that offer a variety of condensed weights, allowing us to balance the long titles. We aimed for a bold colour not commonly used in park branding. Purple is complementary to yellow-green on the colour wheel, making it stand out beautifully against the park's greenery.
Iconography
The park's iconography is consistent with its branding, featuring a round, stencil-like cut-out design similar to the logo.
Wayfinding
We ensured that our wayfinding designs are scalable, inclusive, and meet accessibility standards. Additionally, users can scan QR codes to access digital maps.
© 2025 Kendra Terrero