Oakland, California

Jack London Square

Situated along the estuary, Jack London Square is Oakland’s only publicly accessible mixed-use waterfront and marina area that has been a well-known landmark since the mid-1800s. The space offers visitors and local residents a vibrant hub of outdoor recreation, unique dining, special events, and entertainment opportunities. In collaboration with the development group, the design team set out to create a branding strategy and experiential graphic design program that is unique to Jack London Square. Centered around Water Street, the designers worked to envision the branding and logo design, as well as a vocabulary of collateral to use throughout.

Markets

Services

Design Awards

  • 2021 Creative Communication Award, Winner

Client

  • CIM Group
Flatlay image of the brand guidelines booklet designed by RSM Design for Jack London Square.
Overhead vehicular neon sign, monument welcome sign at Jack London Square.

INSPIRED BY THE CITY & ITS CREATIVE CULTURE

In our quest to give Jack London Square a new face to its name. RSM Design acknowledged that it already had a strong brand equity as a historic working waterfront. RSM Design focused on creating a place for locals to connect to the water with expanded residential offerings, existing retail commercial base; and activating the links to commercial areas. The new brand’s identity and guidelines reflect the brand’s principles. The established brand guidelines and kit expresses the positioning and personality, which exhibit characteristics of the people and historical notions of the location – timeless, bold, rugged, proper, adventurous, dashing and handsome qualities. 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.

Image of a man drinking beer at Jack London Square. The new Jack London Square brand, by RSM Design.
Brand logo marks for Jack London Square, designed by RSM Design. Image of a tote bag from Jack London Square, designed by RSM Design.

BUCK THE WOLF

Our team developed Buck the Wolf, as a mark to distinguish Jack London Square from the primary typography logos. The wolf alludes to Jack London’s most well-known work, The Call of the Wild and its protagonist, Buck. This silhouette is the most understated of all the brand element.

Image of the Jack London Square logo on an Iphone.
Jack London Square printed collateral. Brand applications for Jack London Square.

A DISTINCT LOCATION WITHIN JACK LONDON SQUARE

Water Street was the historic main waterfront road. Our team aligned this historic street with the new development, and the existing usage of commercial and office building; and created a brand that would represent this new destination that would foster a linkage between two residential towers and a promenade for guests to shop and eat. It was important to distinguish this promenade from Jack London Square. So RSM Design conceived a modern brand with similar principles as timeless, bold, and eclectic.

Image of the wayfinding signage at Water St.
Image of the wayfinding directory sign at Jack London Square in Oakland, CA. Close up image of the wayfinding directory at Jack London Square.

ENHANCING THE VISITOR EXPERIENCE

A system of signage and wayfinding guides visitors and clearly defines boundaries and destinations within the district. RSM Design also worked on streetscape concepts to revive the waterfront area. This cohesive vision, branding, and signage share the rich history of the district and attract more visitors, enhancing both the visitor experience and the district’s identity.

Image of the entrance to the parking garage at Jack London Square, signage designed by RSM Design. Parking entrance directional designed by RSM Design.
Parking entrance signage at Jack London Square.

Collaborators:

Creo Industrial Arts

Next Project

Loading next project…