Champion Your California

For 50 years ago, California State Parks Foundation has championed California’s state park treasures. But in recent years, the state park landscape became more and more crowded with like-minded organizations, making it more and more difficult for Californians to understand how this organization was different and why they needed continued support.

Today, California State Parks Foundation proudly owns a clear and unique role activating current and future generations of state park champions, mobilizing all Californians to be the passionate advocates California’s state parks need to survive and thrive.

The 50-year legacy of California State Parks Foundation is celebrated and reflected in the familiar quail icon. Today the quail faces forward, reinforcing a focus on the future. The logo visually reflects a proud legacy of mobilizing all Californians with the tools, skills and resources to be passionate advocates for California’s state parks.

The quail icon breaks free from the circle surrounding it, implying action. The quail’s open eye is awake and aware, reflecting an organization that is savvy and focused on motivating all Californians to advocate on behalf of California’s state parks.

Angles visually add dynamism and energy to California State Parks

Foundation’s work mobilizing Californians for impact. Angled typography amplifies and maximizes the impact of the headlines, while angled lines and shapes create a sense of forward momentum that inspires Californians to join in and be a part of the solution.

Photography focuses on people even more than California’s state park places. When Californians see themselves in state parks, they can clearly see themselves as essential to their parks’ long-term sustainability.

The California State Parks Foundation website features illustrative icons and compelling facts and figures that amplify stories of advocacy and impact. Icons bring to life the ways in which Californians can help; statistics celebrate their impact when they do.

Creative direction by Rod Lemaire at Mission Minded.

Visual design by Todd Schulte, Alex Cortes