The Tampa Riverwalk
Brand Identity
While employed with EDAW, Chad Upham was asked to develop a brand identity for The Tampa Riverwalk, a 4-mile trail infrastructure project which would transform the way people experience the city. A range of concepts were presented to the mayor, and developed into a brand guidelines document demonstrating various applications.
Brand Identity, Environmental Graphics
Brand Identity Guidelines
The primary project / destination logo wraps a tight brush script workmark in four spiraling arcs in a palette of vibrant tropical hues. Radiating lines divide the arcs into a fan pattern that connotes both broad palm branches and curving paving tiles. This fan pattern, and its subcomponents, arcs, provide unlimited options for use in document covers, layouts, wall murals, posters, and street pole banners. A companion identity for the Friends of the Riverwalk organization, uses a more simplified logo with one arc and two-tone palette. The identity becomes widely recognizable even when seeing a single element, due to its distinct shape and colors.