Our purpose is to optimize the dynamic nature of parking by providing more choices for the benefit of all
Customer Focus, Operational Excellence, Innovative Technology, Safety and Cleanliness
Smart, Positive, Friendly, Creative
The most user-friendly option was to start with the parking symbol most of us are already familiar with—the iconic “P” in a circle. This way we minimized the learning curve that comes with introducing a new brand to the public.
The logo primarily needed to work as parking garage signage, which meant a vertical orientation was ideal. It also needed more compact variations to fit on meters and wayfinding signs with limited space.
Why black and white?
The ParkBOI logo is timeless in black and white. It’s immune to fluctuating color trends and provides 100% color contrast for distracted drivers. We paired the black and white with a friendly, upbeat green accent color to stand out among the sea of brick and concrete in downtown Boise.
To differentiate between on-street parking zones, we developed a secondary color palette of orange, orchid, and aqua. These colors are bright and noticeable, but also steer clear of colors already associated with transportation such as red, yellow, and ADA blue.
Putting the branding system to work
Once we had the key brand components in place, we then designed new meter head decals to help make the parking process easier for drivers. We simplified the payment instructions and used our new color palette to help drivers quickly identify the hour limit for each meter.
Maintaining branding consistency in the future
To ensure that the brand is executed consistently in the future, our final step was to develop a brand book which includes the foundation elements and brand messaging, and clearly identifies guidelines for using the different logo forms, colors, and fonts that make up the ParkBOI brand.
Do you need some help crafting your brand? We’re here for you—drop us a line at email@example.com or 208-287-6543.