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
Historic
Landmark
New Logo
Vibrant
Destination
The fresh, bold design illustrates the strong sense of pride, joy and community that Chicagoans and guests feel towards their Pier. We are thrilled to see these elements unfold through our exciting brand revival.
President & CEO, Navy Pier
Navy Pier Blue
Firework Magenta
Lakeshore Blue
Leaf Green
Carousel Yellow
This new brand identity system will be rolled out to hundreds of touchpoints to be seen by millions of people per year.