Changing gear for active travel.
Park Active – Nation Wide
Led by The British Parking Association, the Park Active initiative aims to reduce traffic congestion and pollution, while encouraging active travel into town centres and workplaces: basically updating the established ‘park and ride’ idea to incorporate cycling, running or walking to a town centre or workplace destination.
In January, Royal Devon and Exeter (RD&E) became the first NHS Trust to pilot the feasibility of Park Active as a way of alleviating pressure on hospital staff parking, and the BPA is looking to select further pilots from 16 other NHS trusts around the country.
The logo and branding had to be simple, recognisable and bold, to catch the attention of drivers safely. Working with the anatomy of the Park Active text, we switched the ascender on the t and the dot (or tittle!) on the i to create movement and suggest a figure that could be be cycling or striding.
We designed supporting signage and graphics for the scheme, with elements enclosed within a border that was shaped to denote a locator pin.
Identity
“We loved working with BCD, who created a logo and designs for outdoor signage to launch our brand new initiative. Park Active is all about encouraging more people to park their car, then walk and cycle and BCD really brought this to life with a bold colour palette and subtle use of font to create an active feel and a brand identity that really stands out.”
→ Dave Smith, British Parking Association
