Navy Pier’s New Brand Identity by ColorJar

Reinventing a Chicago icon

The Challenge

Navy Pier has changed – it’s more vibrant, more beautiful, and more interesting – and it needed a new logo and visual identity system to both signal its evolution and fuel its future vision.

To design for Navy Pier is to design for Chicago itself – the 100-year-old pier is an iconic element of the city’s world-class skyline and urban landscape and welcomes nearly 9 million people annually.

Our challenge was to dramatically reinvent the pier’s logo and visual design system while preserving its unique history and spirit. And in doing so, send a signal to the world to take a fresh look at the lakefront treasure as it embarks upon its next 100 years.

9 Million

Nearly 9 million annual visits put it among the Midwest’s top destinations.

100+ Years

The pier opened in 1916 and is on the U.S. National Register of Historic Places.

½ Mile Long

Stretching 3,300 feet into Lake Michigan, the pier offers 50 acres of diverse attractions.

The Approach

The new mark embodies the pier’s essence – its rich history, newly designed spaces, ferris wheel, and spirit of fun – aimed to bring a smile to the millions of people who encounter it each year. The visual identity system is designed to perform across hundreds of touchpoints throughout the half-mile-long pier as well as across its digital presence.

Old Logo



New Logo



Old Navy Pier Logo

New Navy Pier Logo

The fresh, bold design illustrates the strong sense of pride, joy and community that Chicagoans and guests feel towards their Pier and it will play an important role in driving our mission forward. We presented a complex brand design challenge, and ColorJar delivered beautifully!

Marilynn Gardner, President & CEO, Navy Pier

New Navy Pier Identity - Pier Blue

Navy Pier Blue

New Navy Pier Identity - Firework Magenta

Firework Magenta

New Navy Pier Identity - Lakeshore Blue

Lakeshore Blue

New Navy Pier Identity - Leaf Green

Leaf Green

Historical Inspiration for Navy Pier’s New Typography

When selecting a companion font, we were inspired by one of the first photos of Navy Pier signage from 1927. We found a close match in the font with Mr Eaves XL Sans – it’s clean and structured, but still retains a warm touch with its unique personality.

This new brand identity system will be rolled out to hundreds of touchpoints to be seen by millions of people per year.