Designed by the famous Olmsted brothers, FDR Park is South Philadelphia’s largest park and important public institution reflecting the cultural diversity of Philadelphia. The first park in Philadelphia to be branded, GDLOFT was hired by architecture firm, WRT and Philadelphia Parks and Recreation to create a branding strategy and visual identity and park signage system. Home to three bodies of water, FDR Park is often referred to, “The Lakes.” Using the shapes of these bodies of water, concepts related to the environmental planning and the park's history became the foundation for the logo.
