Natural. Mysterious. Primitive. Free. In these words lies the spirit of The Great Smoky Mountains, and it's from these words that this brand for the national park was born. After thorough research on the history and setting of The Smokies, the mark, type, color, and everything in between was developed and organized in this attractive style guide.

The foundation of the brand is its primary logo. A stipple effect is used to capture not only a sense of ruggedness, but also the "smoke" that makes this southern mountain range unique. The typography was chosen based on vintage Appalachian signage, and the colors developed from the landscape itself.

However, this brand doesn't stop at just the basics. A hand-illustrated map of the park was created as a unique souvenir, and a complete wayfinding app was concepted and wireframed. The brand even extends to park ranger uniforms and vehicles, and of course, tourist apparel.