Miami River Greenway

BRANDING THE GREENWAY 

Once complete, the Miami River Greenway will extend 5.5 miles from downtown Miami, through several different neighborhoods, and will provide a continual pedestrian pathway connecting downtown Miami to the communities, parks and public spaces West of the City. Branding was an important component of this project, and the greenway branding needed to convey all of the different characteristics and history of the Miami River and it’s neighboring communities. The Miami River Action Plan outlined the principal river themes that we needed to represent including history, environment, community, nature, industry and economic resource. We decided that a single image or logo could not accomplish this task, and instead developed a series of symbols that each represent a different aspect of the river. We designed the symbols in conjunction with the new wayfinding, and rendered each in a bold graphic style that allows the branding to be dynamically integrated into both the signage and street furniture along the greenway.

PLANNING THE SYSTEM

Working with our project partners, we established a list of criteria that needed to be included in the greenway wayfinding. The signage needed to be distinct, so that users could easily recognize and follow the trail. Directional signage needed to guide pedestrians to local parks and destinations, and kiosks could provide detailed maps and information on upcoming events in the communities. There are a number of historical sites along the greenway, so we developed a series of signs that highlight each historically significant location. For additional guidance, we designed mile markers that are embedded in the path every quarter mile that provide yet another point of reference. During the creative process we explored several different design styles, and collaborated with the other designers responsible for the street furniture and lighting. The final signage designs were selected for their unique character, and their cohesion with the other fixtures to be installed along the pathways.