Milwaukee Urban Water Trail

Before launching their interactive water trail map, I had the opportunity to work with the Milwaukee Riverkeeper to rebrand their Milwaukee Urban Water Trail logo.

For this project, the client wanted to simplify and modernize their existing logo with an emphasis to be on recreational river activities, such as kayaking, canoeing, and stand-up paddle. Since many of Milwaukee’s rivers are within urban spaces, it was important to depict river ways that lead in and out of the city. The mark takes on a badge-like shape which provides the feeling of adventure and exploration as Milwaukeeans take to the rivers.