July 5, 2023
Chico Area Recreation & Park District (CARD) is excited to unveil our new brand identity with a refreshed logo plus new colors and fonts. CARD has been growing exponentially over the past few years and we wanted our look to reflect those changes and our future.
In the past year alone, CARD has taken on three new parks, with two more on the horizon. Programming is exceeding pre-pandemic numbers. We have new offerings and programs, and camps have increased capacity. CARD’s Inclusion Programming has grown from 2-3 kids per summer to nearly 30 kids this summer.
“It’s an exciting time for CARD. We are working on several projects and initiatives that will enhance the recreational landscape of our community,” said CARD general manager Annabel Grimm. “On the 75th year of helping people play, it felt like the right time to freshen up our brand to reflect all the updates and progress we’re making at CARD.”
CARD worked with the local design team at Spruce Studio to refresh the classic CARD logo and create new guidelines to help maintain a more consistent brand image and voice that reflects the many updates CARD has gone through in recent years.
“It’s exciting to help set the tone for the future of CARD because they’re such a vital part of the Chico community,” said Spruce Studio creative director Drew Little.
“A brand is one of an organization's most crucial assets,” said Brett Edwards, founder and designer of Spruce Studio. “For an organization like CARD, it's especially important. It creates identity, builds trust in your clientele, and brings your employees pride. Working with CARD to refresh their brand was an incredible opportunity. It's not often you get to work with a well-known entity of the Chico community on such an impactful project.”
The refreshed CARD logo stays true to the spirit of the original, while giving it a modern look that captures our mission to help people play. The tree symbolizes the valley oak native to Chico like the famous Hooker Oak Tree, while the people on the bench symbolize the adults that enjoy CARD parks and programs. The children represent our many youth programs and camps and are running forward toward the future. The water below symbolizes Big Chico Creek and CARD Aquatics.
The new seal keeps the spirit of the previous version in a fresh and playful new form. “Est. 1948” serves as a proud reminder of the many years that CARD has played an essential role in the Chico community.
The new colors are fun and inviting, and a soft update from the previous colors to create a more cohesive look.
The rollout of the updated brand will primarily be digital. Existing materials and signs will be replaced once they are used up or at their natural replacement cycle. Look for the new CARD brand on our website ChicoRec.com and follow CARD on Facebook and @ChicoRec on Instagram.
About Chico Area Recreation & Park District
Founded in 1948, the Chico Area Recreation & Park District (CARD) is a California Special District focused on creating recreational opportunities that bring friends and families together to have fun and build lasting memories. CARD manages and cares for more than 12 community and neighborhood parks, four community centers, one swimming pool, the Chico Creek Nature Center, and other facilities. The PLAY Activity Guide highlights the numerous sports, classes, camps, special events, and more CARD offers. Learn more about CARD at www.ChicoRec.com.