The idea is to show what the Natural Areas Convervancy is fighting for. What they are trying to preserve :
” The program uses photographs by Joel Meyerowitz that were originally commissioned by NYC Parks for the 2009 book Legacy: The Preservation of Wilderness in New York City Parks. The photography is paired with a logo that is a frame, symbolic of the idea of conservation of certain areas. (The lines of the frame are broken, because nature cannot really be contained.) The logo is placed over the photographs, which appear full-bleed to suggest the vastness of the natural areas in the park system.” says Pentagram.
The identity is set in the font Bau.