Branding & Identity Plan

The Village Board approved the Village of La Grange Park Branding & Identity Plan at the Village Board Work Session Meeting on Tuesday, March 11, 2025.

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On May 14, 2024, the Village Board approved the selection of SPAN for consultant services to develop a Branding & Identity Plan. This plan will create a clear, strong and cohesive identity for the Village and will be used to implement streetscape improvements and improve signage and navigation. Project documents, updates, and opportunities to participate in community engagement will be posted to this webpage. Please contact Derek Rockwell, Senior Planner/Project Coordinator, with any questions regarding this project.

Project Objectives

The Branding and Identity Plan will be organized around the following outcomes:
  • Establish a Unique Sense of Place – Recommend branding elements in specific locations, such as signage, lighting, seating/furnishings, receptacles, planters, and other enhancements, to improve gateways and wayfinding and provide a comfortable and pleasant environment for pedestrians.
  • Emphasize Community Identity – Branding should reinforce the community's character and appeal. Community identity elements may include: local parks and forest preserves, which permeate and surround the Village, as well as destination retail and outdoor recreation.
  • Create Welcoming Arrival Points – Develop a sense of arrival for visitors entering La Grange Park on La Grange Road from the north and south, as well as 31st Street from the east and west, exploring design strategies to enhance visual appeal and create a welcoming atmosphere.
  • Attract Investment and Activity – Strategically plan interventions to attract investment, people, and capital to the Village, considering initiatives that promote economic growth and community engagement.
  • Toolkit of Signage and Streetscape Interventions – Develop a comprehensive toolkit, including major and minor gateway features, directional/wayfinding signage, kiosks, street pole banners, pedestrian lighting, and amenity zones, ensuring versatility and adaptability to the diverse needs of the Village.

Community Engagement

Residents, businesses, and other community stakeholders are encouraged to participate in the planning process.

In-Person Community Workshop

Thursday, July 18, 2024, 5:00-7:00 p.m. 
La Grange Park Public Library, 555 N. La Grange Road 

The Village hosted a public community workshop to kick off the Branding & Identity Plan on Thursday, July 18 at the La Grange Park Public Library with approximately 50 residents in attendance. The workshop was organized around visual discovery questions related to culture, spirit, and pride: Why do you love living in La Grange Park? What aspects of community life fill you with civic pride? SPAN utilized visual boards and workshopping activities to gather data and facilitate open dialogue with attendees.

Community Survey

Thursday, July 18, 2024 - Tuesday, July 30, 2024
Hard copy surveys available upon request

The community survey posed questions on the history and culture of La Grange Park, to identify visual preferences, and to give input on wayfinding/signage issues. 

Community Workshop Photos

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Brand Identity Approval

At the October 8, 2024 meeting, the Board of Trustees approved the Commercial Revitalization Committee's recommendation for the Village's new visual identity direction, including a new logo. To view the approved direction, please click here. The Village's branding consultant, SPAN, will now begin development of a Streetscape Toolkit and Graphic Standards for the Village, which will be reviewed by the Commercial Revitalization Committee once they are prepared.

Streetscape Toolkit Review

On January 14, 2025, Span presented the draft streetscape toolkit for the Branding and Identity Plan to the Commercial Revitalization Committee (CRC) to gather feedback. Since then, Span has developed more detailed specifications, dimensions and renderings for each of the streetscape elements. 

On February 25, 2025, the CRC recommended that the full draft Branding and Identity Plan be presented to the Village Board for consideration.  SPAN will present the plan to the Village Board at the March 11, 2025 meeting.

Streetscape Toolkit Review

Project Documents

  1. Village of La Grange Park_Approved Branding and Identity Plan 2025.pdf
  2. Village of La Grange Park_Branding and Identity Plan_RFP Final.pdf
  3. Span RFP Response.pdf