Heritage Lakewood Belmar Park announces new name and logo

Published on January 02, 2020

Heritage Lakewood Belmar Park logo

Rebranding initiative brings new excitement to Lakewood's 20th century history park, museum and festival experience.


Heritage Lakewood Belmar Park (formerly the Lakewood Heritage Center) today announced its new name and logo as part of a rebranding initiative. This effort was sparked by the 2017-2027 Master Plan that, in part, identified the need for the site to create a strong identity, brand and position of visibility. Input provided by community members, visitors and volunteers through surveys, public meetings and more have guided the master plan as well as the brand discovery and development process.

Located on 15 acres on the southeast corner of Belmar Park, the site was originally established as the Belmar Museum in 1976. The first historic building was relocated to the site in 1980, and the history park began developing as a way to preserve endangered buildings typical of Lakewood architecture. The city commissioned the first master plan of the site in 1996, which included a recommendation to create a festival area for community celebrations and a name change to the Lakewood Heritage Center. Today, the museum has more than 40,000 artifacts and 15 historic buildings significant to Lakewood. It presents exhibitions, supports research about the area and offers field trips and education programs for all ages. Annually, more than 50,000 people participate in programs and attend community events like Rockin' Block Party, Sounds Exciting! Summer Concert Series, Cider Days and Lakewood Lights.

"We have many new visitors – including longtime residents – who say 'We didn't know you were here!'" says Betsy Bowers, Heritage Lakewood administrator. "They might have noticed some of the historic structures as they drive down Wadsworth between Alameda and Mississippi avenues, but they were never enticed to turn in and explore. Our goal with rebranding is to help pique residents' curiosity and encourage them to discover all of the unique and interesting things at Heritage Lakewood."

In 2020, exterior signage featuring the new name and logo will be added to the site, and there will be increased communication about the programs, events and experiences available at Heritage Lakewood.

The logo design takes inspiration from the retro-themed visitor center, early agricultural and midcentury modern architectural forms, the rolling hills of the park's shortgrass prairie and the musical notes you might hear coming from the summer concert series, Cider Days music stages, Lakewood Lights carolers or a festive wedding band. Above all, this is a place that preserves Lakewood's past and celebrates community. The warm and sunny color palette gives a nod to its role in welcoming visitors to explore Lakewood's history.

The evolution of the name was based on research and feedback. The Lakewood Heritage Center was often confused with the nearby Lakewood Cultural Center, which caused some frustration with attendees and visitors. Now, as Heritage Lakewood Belmar Park, it is staying true to the intention of the name selected in 1996 while helping identify the distinction (in location and mission) between the two centers and honoring the park's namesake, May Bonfils Stanton's Belmar estate.

For more information, visit Lakewood.org/Heritage or follow @HeritageLakewood on Facebook and Instagram. The visitor center at Heritage Lakewood Belmar Park, 801 S. Yarrow St., is open from 10 a.m. to 4 p.m. Tuesday through Saturday and noon-4 p.m. Sunday, and offers free admission to its exhibition galleries. Free admission to the history park is offered daily and includes an outdoor self-guided walking tour of the historic structures. Guided tours are available for a small fee on select days and by appointment.