Oakland's historic Water Street at Jack London Square signage and pedestrians walkingOakland's historic Water Street at Jack London Square signage and pedestrians walkingOakland's historic Water Street at Jack London Square signage and pedestrians walkingOakland's historic Water Street at Jack London Square signage and pedestrians walkingOakland's historic Water Street at Jack London Square signage and pedestrians walking

Oakland, California

Jack London Square

Named for the writer Jack London, the neighborhood is undergoing a revival and was in need of a vision, brand, and signage and wayfinding program.

Markets

Services

Client

CIM Group

Design awards

Digital iphone mock up for Jack London Square
Jack London Square stationary mock up branding.
Jack London Square branded coffee cart.

RSM Design worked with CIM Group to create a new branding strategy and design along with an experiential graphic design system for Jack London Square, a historic district along the Oakland waterfront. Centered around Water Street, RSM Design worked to envision the branding and logo design, as well as a vocabulary of collateral to use throughout.

Jack London Square pedestrian wayfinding and placemaking design.
Jack London Square waterfront pedestrian wayfinding system and directory map
Jack London Square amenities and placemaking design

The branding narrative brought together the heritage of Jack London, the famed American writer who was raised in Oakland, and the local vibe that is the heart of Oakland. The narrative was then extended to the environmental graphic design system inspired by an industrial waterfront vocabulary.

Jack London Square pedestrian wayfinding system and directory map design
Jack London Square pedestrian and vehicular directional design
Jack London Square placemaking elements and identity signage.

A system of signage and wayfinding helps guide visitors throughout the area and helps define the area, and the also helps accurately define the boundaries and destinations within the small district. In addition, RSM Design worked on streetscape concepts to help revive the waterfront area. Together, the vision, branding, and signage helps to share the rich history of the district and is bringing in more visitors to the area.

Jack London Square open face channel letters and exposed neon mounted on gateway element
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Collaborators:

Creo Industrial Arts