FRIENDS OF THE FELLS BRAND IDENTITY
The Middlesex Fells Reservation, locally known as the Fells, is a Massachusetts state park covering more than 2,200 acres just north of Boston. The Friends of the Middlesex Fells Reservation is a non-profit dedicated to the protection and harmonious use of the Fells.
Proportion worked with the Executive Director and board members to establish a lasting identity that helps position the organization for increased recognition during a time of increased exploration of natural urban escapes.
The logo celebrates the ecological, historical and recreational resources of the fells. The double F icon not only creates a tree, but is also a representation of Wright’s Tower, a highly visible landmark of the reservation. Overall, the new identity establishes trust and appreciation for the work Friends of the Fells does in promoting awareness, policies and programs to honor and preserve the much beloved urban forest reservation, all while remaining approachable, and, well, friendly.
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