A new brand is rolling out to Downtown Boise’s public parking garages and parking meters.
In 2017, CCDC plans to replace signage on garage buildings – but the new logo is already popping up around town, including on fliers and on parking meters.
But the brand is… familiar.
In fact, when it appears in the horizontal configuration like on temporary paper signs – it’s a dead ringer for the famous Power Ball logo. From a series of circles, to a second word contained in a darker circle – the two logos share a very similar visual language.
An Idaho Lottery spokesperson says they don’t have any concerns after looking into the similarity.
The brand cost taxpayers more than $70,000. According to records obtained by BoiseDev.com, at least $46,000 of that went to local design firm Oliver Russell, which came up with the brand names, logos etc.
“The intent was to provide a visual tie to the universal symbol for parking, the Circle P, and do it in a way that was new through the connection of the letters (to indicate an integrated surface and parking garage system) with clean type, a vibrant color palette, and a primary application of visual orientation,” Oliver Russell president Russ Stoddard told BoiseDev. “Any similarity to the Powerball logo is unintentional and I doubt confusing to anyone, though for some finding just the right exact parking space amounts to its own little jackpot of sorts.”
The garages currently use a blue square with a P inside.
The naming effort is for Downtown Boise – but refers to “BOI,” which tends to be best-known as the IATA code for the Boise Airport. Parking at the airport is managed separately, and perhaps confusingly – isn’t part of ParkBOI.
When the brand appears on parking meters, it’s stylized as PARKBOI.
The group will also drop names like “Capitol Terrace” for streetnamed monikers like “Capitol & Main” for the garages. New signs are expected to go up on the garages in early 2017 -with more than $470,000 in tax dollars to go toward the signage.
CCDC is working on winding down the so-called Central District. Its taxing authority runs out late next year, and the agency will have to divest The Grove, 8t Street, and garages inside the district (including Capitol Terrace and Eastman). Executive director John Brunelle told Boise Weekly that the Grove and 8th Street would be transferred to the City of Boise – no word yet on the garages.