SPD has created the new district branding and wayfinding program for three downtown parcels in the heart of Kendall Square. This eclectic collection of corporate buildings, multi-level parking garages and public roof garden, branded as Kendall Center, has been transformed and responds to the new character and vitality of Kendall Square. The comprehensive design strategy included entrance identities for 17 buildings, signage, environmental graphics and public art for 3 public parking garages, murals for a pedestrian alley, and a new logo for the active public roof garden above Google’s new space. All elements were choreographed to create a comprehensive district identity and enhance the pedestrian experience.