Roots - National Parks Transit
Roots is a transit company that connects all the national parks in the United States. With reliable transportation within and between the parks, we make travel easier, more sustainable, and more accessible for visitors.
Art Direction: Nicolas Distasi, Christine Han, Mustafa Khan, Jingzhi “May” Hu, Yash Nasikkar
Exploring historical materials was an important step in understanding what originally drew people to national parks. Vintage posters, maps, and travel guides revealed how these landscapes were once framed as places of discovery and adventure, capturing a sense of wonder that encouraged people to explore them. Our goal was to reintroduce that spirit of exploration in a contemporary context, while still honoring the heritage and foundational values that made national parks meaningful from the start.
The double-stroked line serves as the anchor of the identity, directly inspired by the contours of the terrain we aim to make more accessible. This line extends beyond the core mark to function as a recurring visual motif, woven throughout the various design materials to create consistency and a strong sense of cohesion.
Custom made icons take inspiration from the double-stroke motif, while staying legible. There is a responsibility to move people where they need to go with clarity and efficiency.
The wordmark was set in Larken Medium, along with all Header copy.