If you’ve ever set foot in a national park, you could probably spot an official NPS sign in an instant. Picture it now—a rough-cut piece of brown-painted wood embossed with carved, yellow lettering: “TRAILHEAD THIS WAY.”
Know why you recognize that distinctive style? More than 100 years ago—when branding was a job done by ranchers and cowboys, not marketing firms—the National Park Service (NPS) adopted a charming, outdoorsy style they called National Park Service Rustic. Nicknamed "parkitecture," this style not only applied to signage, but to all building aesthetics, from grand lodges to picnic shelters, public bathrooms and entrance booths.
Adopting this style was a strategic move by the National Park Service. The recognizable architectural clues would give visitors a sense of place, signaling they're in a national park, whether surrounded by redwoods or cacti or purple mountain majesty. Although park structures share similarities throughout the NPS system, the design rules are also flexible enough so that buildings reflect each park’s distinctive landscape.
The rustic aesthetic also gave artistic freedom to the construction crews building and expanding the parks, who were able to gather their own materials. They harvested native trees for timber framing and pillars, and used local rocks and boulders to construct foundations and roadway outlines.
The Creation of a Beautiful Wilderness
Rustic style did not spring fully formed into the minds of the National Park Service. It was the result of 19th-century American Romanticism, which recast nature in the public mind from a brutal force to be fought and tamed, into something wild and sacred. The Romantic notion of a natural and beautiful wilderness was disseminated to the masses through the fiction of James Fenimore Cooper, as well as the paintings of Thomas Cole, John James Audubon and George Catlin.
Romantic notions made the leap to architecture in the summer Adirondack “camps” of wealthy New Yorkers, beginning in the 1870s. Their architects and builders used local materials and cribbed stylistic elements of English cottages, Swiss chalets and naturalistic Japanese architecture to create buildings that harmoniously blended into their wooded surroundings. Signature features of these constructions included hand-hewn log walls, granite foundations and massive roof beams designed to withstand heavy snows. Eccentric porch and stair-rails fashioned from honed branches, along with custom-made interior furniture crafted from twigs and birch bark, added unique touches. These features and styles were adopted and absorbed into National Park Rustic.
Here are some outstanding examples of parkitecture.