High Park was designed by Public City Architecture in partnership with the Beltline Neighbourhoods Association and the Calgary Parking Authority. It’s a public space in Calgary’s Beltline that reimagined a 90,000 square-foot parking lot, six floors above street level. The “parkade park” provides much needed public space in the community for activities like open air concerts, rooftop picnics, festivals or, say, a pick-up game of tetherball.

After reviewing the planned features and overall vision for this space, we knew that the visual identity should have an urban and playful sensibility. The wordmark references the “high” aspect of this park (conveyed by elongated letterforms) and the ramps used to access it (angled horizontal elements of the letterforms). 

In addition, we created vector icons and illustrations to represent the various activities that happen in the park, along with a number of promotional materials.