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ODOT unveils new brand for I-5 Rose Quarter mission

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Outdated brand on prime, new one on the underside.

Keep in mind a couple of 12 months in the past once we reported that the Oregon Division of Transportation (ODOT) had invested in a rebranding effort for his or her I-5 Rose Quarter mission?

Whereas the mission stays mired in federal crimson tape, ODOT has rolled out bits and items of the brand new look. The brand new brand is a giant departure from the previous one, and early critiques inform us it won’t have the specified influence of decreasing criticism of the mission.

The unique brand was fairly customary. It confirmed a number of modes — biking, strolling, driving, and transit — coming collectively in an try to spotlight the mission’s multimodal components (if it ever will get constructed, the mission will widen I-5 and add bikeways and different adjustments to floor streets above it). The colour scheme was a secure blue and inexperienced.

As you may see, the brand new brand comes with a brand new colour palette. Gone are the blues and greens. They’ve been swapped for darkish browns and oranges. And as a substitute of the transportation-themed brand, ODOT has chosen to make use of an architectural aspect. The pointed dome is the cupola that after adorned the Hill Block Constructing on the nook of North Williams and Russell. The dome was in-built 1910 when that a part of city was nonetheless generally known as town of Albina and the Hill Block was the middle of what would develop into a vibrant enterprise district within the via the primary half of the twentieth century.

Cupola in its pure state.
(Metropolis of Portland archives)

In 1975, the Hill Block was demolished as a part of the “city renewal” plan to develop Legacy Emanuel Hospital and the cupola was saved and moved to close by Dawson Park the place it has remained because the cap to the park’s gazebo ever since.

Suffice it to say, this cupola is greater than only a historic architectural remnant.

Given the continual controversy and widespread criticism of the I-5 mission, and the historic context of the Williams/Albina space that has been marked by racism, disinvestment and displacement as a result of hospital, gentrification, the Rose Backyard, and I-5 itself, ODOT is determined to distance themselves from that previous as they work to finish the mission.

After we requested an ODOT official concerning the purpose for the rebranding in April 2021, they stated, “It’s an effort to raised perceive how we’re displaying up in communities.” A advisor employed by ODOT to design and implement the brand new model informed committee members the present model works high quality for a transportation mission, however it now not matches, “After the shift of the mission to restorative justice and fairness for Black Portlanders.”

For at the very least one essential one that holds appreciable sway within the Albina neighborhood and in policymaking circles, the brand new brand isn’t such an incredible match both.

After I shared the brand new brand on Twitter right this moment, Albina Imaginative and prescient Belief Board Chair, Meyer Memorial Belief Chief Funding Officer, and longtime ODOT skeptic Rukaiyah Adams didn’t mince phrases when sharing her opinion:

“Rebranding the mission after the rebranding of the neighborhood that adopted using eminent area. Evoking Albina with the constructing roof, however calling it the “Rose Quarter”, which was by no means truly designated for the neighborhood is a poke within the eye to neighborhood. Wow.”