A New Look for a New Era at FPC
By Sara Clark
Hello! As the Communications Committee Chair for the Board of Directors, I want to welcome you to our new monthly column, Across The Board. Each month, you’ll hear from one (or two!) of our Directors on a range of park-adjacent topics. Expect fond memories, insider tips, information about upcoming events, and more! We hope you’ll enjoy getting to know a little more about the folks who volunteer their time to help Freedom Park be all it can be.
First up: me! My name is Sara Clark, and I’ve been on the board of the conservancy for about two and a half years. I’m one of the seemingly few people who was born and raised in the Atlanta area, and I’ve lived in Candler Park for the last five years. If you had told 19-year-old Sara that one day she would live a stone’s throw from Little Five Points, she would have been very excited…
In our inaugural column, I wanted to talk more about the new branding we introduced last month. About a year ago, you may have noticed a new tagline coming from FPC – “Freedom is your Park.” We had a few t-shirts, magnets, and stickers made, and started posting #freedomisyourpark on our social media posts. It didn’t look like any of the branding we had before, but more importantly it was a new message. Freedom is YOUR Park. While we, Freedom Park Conservancy, are tasked with being the guardians of Freedom Park, the park itself truly belongs to all of us – each and every neighbor, visitor, and ATLien who enjoys the amenities of our beloved park.
While we love this message, we felt like it wasn’t quite enough to truly reflect the energy and the vision of FPC today and in the future. As an organization, we are looking at the work we’re doing now as setting the stage for the next 25 years for Freedom Park – this includes hiring our first Executive Director, Laura Hennighausen, and also starting a major Master Plan fundraising campaign. We felt that this new energy and new vision required a new look to present to the community.
First of all, none of this would be possible without a generous grant from Perkins + Will, who employ a phenomenal branding team. Thank you Perkins + Will, and especially Meredith, who knocked it out of the park (pun intended). What we felt was so perfect about the branding they created was that it tells our story for us:
We love the intersecting lines that match the shape of the park, and form an “F.” The color sections show all of the overlapping communities, population groups, and interests that all come together within our park. We feel that we are a connection point for so much of Atlanta, and now our look truly reflects that. I hope you love it as much as we do, and will enjoy it for years to come.