Chicago Riverwalk

The Chicago River is one of the city’s most valuable and equitable natural resources. Today there is new energy on the Chicago Riverwalk, which has transformed underutilized riverfront areas into new parks and paths, mixed-use and residential projects, and industry.




A Historical Foundation

The brand embodies the essence and character of the Chicago River today while honoring its history. The logo contains a modern expression of the Municipal Device, a symbol of civic pride and the three branches of the Chicago River. This historic device can be found in various forms throughout the city, from the marquee of the Chicago Theatre to public libraries and bridges

Above Left: Historic Municipal Device
Left: Logo Anatomy


Left: Custom brand icons
Above: Custom patterns


Brand Standards and Guidelines


The Brand Standards and Guidelines outline the Riverwalk’s visual branding system as well as expectations for signage design, identifying elements, and aesthetics along the Chicago River and its branches within the city limits.

Signage and Environmental Elements

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Through thoughtful signage and environmental design, the brand ensure a harmonious riverfront that encourages public use.


Made Stronger Through Collaboration

The Chicago Riverwalk brand was developed at Blue Daring in partnership with the Chicago Department of Planning and Development (DPD) and site design group, ltd, and was informed by input gathered at the River Edge Ideas Lab. It was adopted by Chicago Plan Commission in January 2019.

Role: Project Lead
Execution: Branding, Brand Standards and Guidelines, Environmental & Signage