BRICKLINE GREENWAY: Connnecting a Siloed City
Great Rivers Greenway is a public agency dedicated to developing regional greenways around St. Louis. They had an ambitious plan to create a corridor that would run directly through the city, connecting 20 city neighbourhoods, parks, districts, as well as cultural and educational institutions. The corridor is part of a 10-year project to address the city’s persistent challenges with segregated neighbourhoods, equity, and economic and urban renewal.
For this project, the notion of bringing people together across a divided city was key.
In order to make the Greenway as welcoming as possible, it needed an inclusive name that would resonate across St. Louis. The chosen name, Brickline Greenway, is a nod to St. Louis’ history as a city built on the brick industry.
BMD designed a visual identity that would bring this name to life. It needed to be optimistic and joyful without losing a sense of “St. Louis grit.” The logo, built on brick-like blocks spiraling inward signals the idea of coming together, while the components of the logo act as a connective device linking St. Louis’ diverse neighbourhoods, districts and cultures.