About the project
At the center of Greenwich Village, Washington Square Park has long stood as one of New York City’s most dynamic public spaces, where people gather to unwind, perform, protest, celebrate, and express themselves. Its role in the city’s cultural and civic life is both distinctive and enduring.
To reflect this spirit, Pentagram developed a new identity for the Washington Square Park Conservancy, capturing the park’s openness, energy, and character. Founded in 2012 by local leaders, the Conservancy was created to support the park’s ongoing needs and manage its 9.75 acres of green space, gardens, and public areas, which attract more than 12 million visitors each year. In collaboration with NYC Parks, it contributes to staffing, daily operations, and cultural programming.
This redesign comes at a significant moment for the organization. In 2025, the Conservancy formalized its partnership with NYC Parks through a license agreement, establishing itself as the official nonprofit partner of Washington Square Park and placing it alongside organizations such as Central Park Conservancy, Madison Square Park Conservancy, Hudson River Park Trust, and Friends of the High Line.
The park’s unique personality is central to the identity system. Bright, expressive, and full of movement, the design sets it apart from other green spaces in the city through a visual language that reflects the diversity and vibrancy of everyday life within it.
Built around the iconic arch, the identity incorporates a series of lively illustrations that depict how visitors engage with the park—from chess games and dog walking to pétanque, as well as key locations like the Fountain Plaza, the dog run, the Play Hills, and the sunbathing lawn known as “the beach.” These elements form a flexible system applied across signage, wayfinding, banners, and a mobile welcome cart.
A central aim of the redesign is to strengthen connections with the community by making the park’s features, amenities, and programs more visible and easier to navigate. This includes a new website, developed with WeShouldDoItAll, that combines practical information with storytelling. Alongside details about events and initiatives, it features archival imagery and editorial content highlighting the park’s long-standing role as a gathering place for artists, activists, and public life.
“WSP is a place for everyone, and we are proud to introduce a brand and website that reflect that,” said Will Morrison, Executive Director of the WSPC and NYC Parks Administrator of WSP. “Our new identity will support our daily work and strengthen the connection between the organization and the park itself.”
“WSP has long been one of New York City’s most iconic gathering spaces—where culture, community, and creativity meet in a unique way,” said NYC Parks Interim Manhattan Borough Commissioner Ralph Musolino. “This refreshed identity and website capture that energy and inclusivity, while helping the Conservancy better engage with the public, support essential operations, and ensure the park continues to thrive for years to come.”
