Oakland, California

Jack London Square

Life Along the Water's Edge

Project type

Wayfinding Signage Design Environmental Graphic Design

Project sector

Civic Design Waterfront Wayfinding Design
Waterfront promenade at Jack London Square in Oakland featuring a vertical “Water St.” wayfinding sign, marina with sailboats, public dock gate, and pedestrians walking along the harbor boardwalk on a sunny day.

Project info

Client CIM Group

Fabricator CREO Industrial Arts

A bay front district in motion

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.

Open brand guidelines book showcasing Jack London Square logo variations and color palette for Oakland, California waterfront district, including typography, primary and secondary logos, and brand color specifications.
Jack London Square logo design concept featuring stacked “Jack London SQ” typography, custom letterforms, and brand rationale highlighting waterfront inspiration and Oakland’s industrial port heritage.
Jack London Square brand identity system featuring multiple logo variations, wolf icon marks, circular badge emblems, and stacked typography for Oakland, California waterfront district branding.

Buck the Wolf nods to Jack London's The Call of the Wild as a visual mark

Illuminated Jack London Square entrance sign at sunset in Oakland, California, featuring neon “Jack London SQ” lettering, palm trees, waterfront views, and active street scene near the marina and restaurants.
Jack London Square outdoor wayfinding map and directory sign showing marina, waterfront plazas, parking, ferry terminal, and nearby streets including Water Street and Harrison Street in Oakland, California

Strategically designed maps that anchor the visitor experience.

Service

Wayfinding Design
Jack London Square wayfinding kiosk sign with directional arrows to Washington Garage parking, Amtrak Station, and Webster Palm Plaza, with neighborhood map panel and railroad crossing sign in background, Oakland, California
Families and children playing on yellow geometric outdoor furniture and green lawn at Jack London Square waterfront park with marina sailboats and lighthouse tower in background, Oakland, California
Woman walking dog along tree-lined Water Street pedestrian promenade at Jack London Square with bold black wayfinding monument sign and yellow modular planters, Oakland, California

Public places that engage the water foster meaningful connections for local communities and visitors alike.

Market

Waterfront Design

Market

Civic Design
Jack London Square public parking garage entrance and exit with bold yellow signage, decorative nautical medallion, rooftop planters, and palm tree in Oakland, California
Bold black diagonal arrow parking directional sign pointing down at Jack London Square with historic clock tower and urban streetscape in background, Oakland, California
Jack London Square exterior signage showing ADA-accessible restroom directional sign with wheelchair symbol and yellow parking access sign with arrow, Oakland, California