The Graceland Cemetery identity system reimagines the site as both a place of reflection and community. A minimal logo captures modern simplicity, while a custom color palette differentiates functional spaces without compromising cohesion. The result elevates the cemetery’s visual presence, aligning with its role as a historic and cherished Chicago landmark.

Black coffee in a white ceramic cup on a saucer with a silver spoon, placed on a wooden surface.
Scenic view of Graceland Cemetery & Arboretum with a lake, trees, and a classical pavilion structure in the background, during daytime.
A diagram showing the concept of logo logic with symbols representing the spiritual world, the physical material world, and the organization name.
Grayscale gradient bar on the left, colored gradient bar in the middle, and photo of a cemetery with a tombstone and mature trees on the right.

Color Standard

A digital screen displaying typography information about Graceland Cemetery & Arboretum, highlighting its connection to Sullivan's architectural work, with sections titled 'Typography,' 'Charter,' and 'Metropolis.'
A flat lay of professional stationery and office supplies on a black background, including a letter, a business card, a notebook, a clipboard, a pencil, a paperclip, and an envelope, all with a monochrome, black, white, and gray color scheme.
Black and white image of a hand holding a tote bag with a smiling face design, with the text "Graceland Cemetery & Arboretum" in the lower left corner.

Tote Bag with brand pattern

A black and white vintage pickup truck with a large gray storage container on its bed. The container has 'Graceland Cemetery & Arboretum' written on it. In the background, there is a dark graphic design with the text 'A Peaceful Destination' and the logo of Graceland Cemetery & Arboretum.

Branded wagon

Posters attached to a brick wall promoting Graceland Cemetery & Arboretum in Chicago, showcasing images of trees and historical landmarks.

Brand poster utilizing photographic color palette

A bus shelter with an informational sign about Graceland Cemetery & Arboretum in Chicago, Illinois, featuring text and images of trees, with people and cars visible in the background.
A black street lamp with banners hanging from it, promoting the Graceland Cemetery & Arboretum. The banners display the text 'An Oasis of Art, Architecture, and Landscape Design' with green and white gradients and images of trees and a monument. The sky is blue, and there are leafless tree branches on the left side.
Two banners hanging from a black lamppost, each with the text "A Resting Place for History" and an image of trees and a classical structure, against a blue sky with bare tree branches.
Flyer for Tree Tour event at Graceland Cemetery & Arboretum on April 27th at 2:00 p.m., encouraging attendees to enjoy the breath of spring. The flyer features green shades, a tree silhouette, and the cemetery's logo at the bottom right corner, with contact details and location in Chicago, Illinois.
A colorful brochure or flyer for a historical site, featuring large text that says 'A Resting Place For History' and details for Graceland Cemetery & Arboretum located at 4001 N. Clark Street, Chicago, IL 60613, with a phone number (773) 525-1105.
Tri-fold brochure for Graceland Arboretum Tree Tour with images of trees and a quote about the cemetery's lush greenery.
A tablet and a smartphone displaying websites about Graceland, with the tablet showing a page titled "The Story of Graceland" and the phone displaying an image of Graceland with trees and a monument.
Photo of a cemetery with green grass, trees, and tombstones. There are signs indicating winter gate hours and main avenue, with the cemetery name at the bottom.