The Washington Square Park Conservancy Announces New Brand Identity and Website, Ushering In a New Era for the Iconic Park

Pentagram and WeShouldDoItAll-led brand identity and website designs signal a new phase for the vibrant and ever-dynamic New York City park and gathering space

NEW YORK, NY, April 10, 2026 – The Washington Square Park Conservancy announced the launch of a new brand identity and website today. The Conservancy is the official nonprofit partner of Washington Square Park, working with NYC Parks to fund staff, support operations, and bring cultural programming to one of New York City's most beloved public spaces.

Washington Square Park is a place known and loved both citywide and worldwide. The park’s new look and website introduces the public to the nonprofit that supports it.

With NYC Parks receiving just 0.6% of the city budget to manage 30,000 acres of land across five boroughs, Washington Square Park is reliant on the Washington Square Park Conservancy to support staff and supplies to meet the systemic challenges of the densely used, 9.75-acre green space.

Each year, the Conservancy hosts over 350 public events, welcomes over 10,000 attendees to its public cultural programs, coordinates over 500 volunteers to keep the park looking clean and green, and funds key NYC Parks staff, including gardeners, maintenance staff, and Park Enforcement Patrol officers. The Conservancy also supports infrastructure improvements across the park, including dog run maintenance, essential bathroom plumbing fixes, and the planting of thousands of native plants.

In 2025, after more than a decade of community building, the Conservancy signed a license agreement with NYC Parks, formalizing its role as the official nonprofit partner of Washington Square Park. This designation places the Conservancy alongside peer organizations like Central Park Conservancy, Prospect Park Alliance, and Madison Square Park Conservancy. Now, with a new brand and website fit for the future, the Conservancy is ready for the next chapter for this storied public space.

“Washington Square Park has long stood as one of New York City’s most iconic gathering places—where culture, community, and creativity come together in a truly unique way,” said NYC Parks Interim Manhattan Borough Commissioner Ralph Musolino. “This new brand identity and website reflect the energy and inclusivity that define the park, while strengthening the Conservancy’s ability to connect with New Yorkers, support critical on-the-ground operations, and ensure this beloved public space continues to thrive for generations to come.”

A New, Vibrant Brand for New York City’s Gathering Place

Pentagram, an internationally recognized design studio, is no stranger to the New York City parks landscape.

Partner Paula Scher has worked on brand identities for New York landmark parks and public spaces, from the High Line to Rockaway Beach. Scher and Pentagram created the most recent iteration of the NYC Parks brand.

“I was delighted to work on the Washington Square Park project because it brought back all of my fond memories of visiting and hanging in the park when I was in college and many times after,” said Scher.

The Washington Square Park Conservancy’s new brand identity features its iconic arch front and center. Featuring a colorful array of illustrations depicting the many ways people use the park, the brand reflects the joyous and unique spirit of the popular Greenwich Village gathering space.

Aiming to better serve and connect the community around Washington Square Park, the Conservancy will soon begin rolling out programmatic and location-based signage featuring the new brand. For first-time visitors and park locals alike, the signage will make finding park features and programs easier than ever.

“Washington Square Park is a place for everyone, and we are proud to launch a brand and website that reflects that,” said Will Morrison, Executive Director of the Washington Square Park Conservancy & NYC Parks Administrator of Washington Square Park. “The Conservancy has had major successes over the past few years – in partnership with NYC Parks we’ve made drastic improvements to the park’s horticulture, infrastructure, quality of life, and added vibrant cultural programming opportunities. Not to mention the seventeen NYC Parks staff positions we fund at the park year in and year out. Our new brand will support the work we do every day in Washington Square Park and connect this vital park partner organization tangibly to the space it serves.”

A More Connected Online Community

Designed by Brooklyn-based multi-disciplinary design studio WeShouldDoItAll, the Conservancy’s new website is designed to be a digital companion to the Washington Square Park experience.

The site will make it easier for parkgoers to explore the Conservancy’s programming, get involved through volunteering, and learn about the park’s history and the people who make Washington Square Park what it is today.

"Washington Square Park has this incredible duality...accessible yet special, local yet iconic,” said Jonathan Jackson, partner and creative director at WeShouldDoItAll. “Our challenge was creating a digital experience that captures that welcoming, dynamic spirit while giving WSPC the tools they need: a robust calendar for their weekly programs, intuitive navigation, and clear pathways for people to support the park. We wanted the site to feel as alive as the park itself, with moments of color, illustration, and joy throughout.”

About the Washington Square Park Conservancy

The Washington Square Park Conservancy, in partnership with NYC Parks, enhances and preserves a vibrant community green space in the heart of New York City for all who are drawn to its iconic grounds.

We envision a thriving, well-cared for park that reflects its enduring history while serving as a modern cultural crossroads and gathering space for a diverse community.

The Washington Square Park Conservancy was founded by local community members in 2012 to fill a critical need in the ongoing operational support of its namesake park that hosts more than 12 million annual visitors within 9.75 acres of lawns, gardens, and public grounds.

Connect with us:

Website: www.washingtonsqpark.org

Instagram: @wspconservancy

TikTok: @washingtonsqpk

Facebook: Washington Square Park Conservancy