This is a proposed identity system for Will Rogers State Park in the Santa Monica Mountains in CA. In creating the identity, the focus was on differentiating the characteristics particular to this park opposed to other recreational parks. It is influenced heavily by Roger’s western background, the strong prevalence of both human and natural history, the family friendliness of the park, and emphasises the equestrian activities that take place there. It also includes and is aesthetically based on a treasure map which functions as a promotional item for kids.