The $22 billion revitalization project for Boston’s Seaport District is the largest active development project in the city’s history, transforming 33 acres of formerly industrial waterfront into a dynamic mixed-use district. At the heart of the Seaport is Harbor Way. This is a new pedestrian-oriented promenade and park lined with public spaces, shops, and restaurants. Pentagram designed the visual identity and signage program for Harbor Way, giving it a unique presence within the district and connecting it to the area’s history.
Pentagram’s team worked closely on the project with WS Development and landscape architect James Corner Field Operations, with whom Pentagram previously collaborated on New York’s High Line and Minneapolis’ Nicollet Mall. The design of the new Boston boardwalk draws inspiration from the harbor itself, incorporating elements of New England coastal geology, forest landscapes, and traditional weathered wood boardwalks.
“We believe that good wayfinding brings meaning and value to the Seaport District,” said Amy Plange, WS vice president of Seaport Development. “The system developed by Pentagram provides a sophisticated, memorable and comfortable experience that helps create a sense of place and intuitively connects visitors to retail, public spaces and amenities.”



The logo draws from the boardwalk’s chevron pattern, the park’s forest trees, and the Harborway’s position as the master plan’s central trail. The typography appears in three dimensions, with pole-like directional signs made of powder-coated stainless steel, and arrows reminiscent of handmade New England weathervanes. Other signs are embedded as boards within the boardwalk, and freestanding kiosks feature maps of the area.
“The sign’s black and white color palette feels simple, timeless, elegant, and inherently civic,” says Prange. “We wanted the sign to feel like it belonged in the space and had been there before we started developing this land, and this design achieved that goal… loves the boardwalk signage and can’t wait for the rest of the phased program to be installed.”
“The sign’s black and white color palette feels simple, timeless, elegant, and inherently civic,” says Prange. “We wanted the sign to feel like it belonged in the space and had been there before we started developing this land, and this design achieved that goal… loves the boardwalk signage and can’t wait for the rest of the phased program to be installed.”







