The Elmhurst Park District is excited to announce its new brand system and visual identity, officially adopted by the Park Board of Commissioners following a staff-led recommendation and community-driven branding process. The new brand system showcases the District’s commitment to its mission of enriching lives while having fun. It reflects EPD as a cornerstone of Elmhurst life while honoring its rich, 100+ year history and bright future.
Over time, even strong brands need to evolve. As organizations grow, expand services, and engage new generations of residents, the visual identity must be able to communicate clearly, consistently, and with energy. The refreshed look will ensure EPD’s brand reflects the vitality of its parks, programs, and community, while strengthening recognition across signage, digital platforms, and communications for years to come.
The new brand system was developed through an extensive, community-driven process that included surveys, focus groups, one-on-one interviews, and public engagement at events. The Park Board Commissioners, residents, staff, community groups, and visitors shared their insights to ensure the brand represents the values and aspirations of the Elmhurst community.
The updated brand system features a clean, modern design with custom fonts that represent energy and movement. Keeping the current palette of green and blue, and adding vibrant yellow, the brand includes symbols that celebrate EPD’s diverse offerings, from trails for biking and running to recreation programs like dance and gymnastics, playgrounds, and the iconic Wilder Mansion, as well as its beautiful trees and gardens. Rather than relying on a single logo, the system was intentionally designed to be flexible and adaptive. This allows the Park District to use different symbols, layouts, and applications depending on the need while still maintaining a clear and recognizable identity.
“For more than 100 years, the Elmhurst Park District has been an integral part of this community,” said Executive Director Jim Rogers. “Our previous brand served us well for more than 25 years, but it no longer reflected who we are or where we’re headed. Through a thoughtful process that included a great deal of input from residents and key stakeholders, we feel we’ve developed a modern, flexible brand system that honors our history while capturing the energy of Elmhurst today and clearly expresses our mission to enrich lives while having fun — now and for generations to come.”
The rebranding effort was guided by EPD’s brand pillars of joyful wellness, belonging, stewardship, and vibrancy. These key themes emerged during the community feedback process, which found that residents view the District as a trusted steward of green spaces, a leader in wellness, and an important connector of people across generations.
The new brand system will be rolled out gradually throughout the year across signage, digital platforms, and printed materials.
The District invites the community to celebrate this exciting new chapter and explore the many ways to connect, play, and thrive in its parks and programs. For more information about the rebranding initiative or to learn more about the District, visit epd.org.
