In the heart of Chicago’s Bronzeville neighborhood, an exciting transformation is taking place. The newly developed South Side Sanctuary Park is bringing new life to a previously vacant lot while honoring the area’s rich cultural history. This project is part of a larger effort to revitalize Bronzeville, a neighborhood that has faced challenges due to past race-based economic policies. Thanks to funding from Chicago Mayor Brandon Johnson’s Public Outdoor Plaza program, South Side Sanctuary Park aims to be a lively hub for sports, recreation, and community engagement, fostering connection and vitality within the community.
A Beacon of Hope and Community
For the rebrand to materialize, design studio Span partnered with South Side Sanctuary Park in a deeply personal collaboration, with associate partner and design director Nick Adam having roots in the community, having lived next door to the park’s founder, Cecilia Cuff, two decades ago. Cuff’s vision for the park was to transform a neglected space into a vibrant space filled with opportunity and experiences and Adam and his team are working to create a visual identity that resonates with the local culture and history, with a desire for a logo that could serve as a beacon for the community. As a key partner in the project, ‘Span’ is responsible for crafting a logo that reflects the park’s mission, capturing the essence of its transformation from a neglected space to a thriving hub of community activity, and bringing a transformative vision to life through their design expertise.
The park, located at 47th and South Martin Luther King Dr., is designed to be a space for sports, with a particular focus on skateboarding—an activity often restricted in Chicago. Adam emphasizes the importance of cultural competency in the design process, stating that the identity needed to communicate in a “visual language” that would be familiar and accepted by local residents. This approach not only honors the community’s heritage but also aims to shift the narrative around Chicago’s South Side, often overshadowed by the more affluent North Side.
A Design Inspired by Bronzeville’s Legacy
The creative process behind South Side Sanctuary Park’s identity was informed by the neighborhood’s rich artistic legacy. Span drew inspiration from iconic figures such as Gwendolyn Brooks, Louis Armstrong, and Ida B. Wells, embedding elements of Bronzeville’s vibrant history into the park’s visual identity. The park’s logotype features custom uppercase stencil letters that pay homage to local artist Apache Wakefield’s public bench design, further bridging the gap between art and community.
Every aspect of the logotype was meticulously crafted to reflect its surroundings. The geometry of the letters is influenced by FutureFirm’s architectural plans for the park, incorporating 45° diagonals that guide visitors throughout the space and connect them to the Green Line L-station. The logo’s versatility allows it to be displayed in various orientations, ensuring that it remains dynamic and integrated with the park’s visual landscape.
A Color Palette with Purpose
In developing the color palette for South Side Sanctuary Park, Span embraced the concept of relational color theory, which posits that colors derive meaning from their environmental context. Adam and his team chose hues that resonate with the park’s native landscape and the local businesses, using purple and green to reflect the park’s flora while incorporating shades of pink and teal inspired by the area’s entrepreneurial spirit. A bronze tone was added as a nod to the statues that signify Bronzeville as the heart of Chicago’s Blues District.
This thoughtful approach to design not only enhances the visual appeal of the park but also fosters a deeper connection between the space and its community. As Adam puts it, “At Span, we didn’t brand a park; we reflected outwardly its identity.”
A Lasting Asset for the Community
The South Side Sanctuary Park project exemplifies the power of design in community revitalization. By honoring Bronzeville’s rich history and engaging local residents in the design process, Span has created a visual identity that not only serves as a beacon of hope but also ensures a lasting asset for future generations. As the park opens its doors, it stands as a testament to the resilience and creativity of the Bronzeville community, paving the way for continued growth and opportunity in the area.
