Lincoln Highway

BRANDING & WAYFINDING PROGRAM

Located in the center of Lancaster County, the Lincoln Highway corridor is home to numerous attractions, hotels, outlet stores, restaurants and theaters, all surrounded by Amish farmland and culture.

MERJE was hired to develop branding, gateway elements and wayfinding signage for the 2.3 mile stretch of roadway. The design process included investigation into the local culture, community input, tourism strategies and coordination with a multi-year streetscape improvement project.

The brand identity is inspired by local Amish hex signs and Mennonite quilt patterns, while being comprised of multiple pieces reflecting the variety of destinations and activities available to a visitor. The colors are friendly, bright and energetic.

Gateways elements utilize local materials, such as barn wood beams, indigenous stone, exposed industrial connections and handcrafted graphic applications. The wayfinding signage has to meet MUTCD and PennDOT engineering requirements for Community Wayfinding, but at the same time extends the brand into the environment and helps to reinforce the sense of place and identity of Lincoln Highway.