Gallery: A Church Wages Holy War on Dog Poop, Using Design
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The Cathedral of Saint John the Divine was facing a plague of pooches whose owners wouldn't pick up after them, but instead of banning the beasts, the church elders turned to famed New York design firm Pentagram for a scriptural solution. *Photo: Pentagram*
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Three signs were commissioned with simple messages to convey: Keep your dog on a leash, off the lawn, and for goodness sake, clean up after your pet. Beyond that, the designers at Pentagram just needed to make sure the signs were beautiful, durable, and distinct enough to capture the attention of distracted dog walkers. *Photo: Pentagram*
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The biggest challenge was finding catchphrases that carried Old Testament authority with a bit of tongue-in-cheek humor. "Waste Not Wanted" and "Leave Not Behind" were early options before a burning deadline revealed the 11th commandment—"Thou Shall Not Poop." *Photo: Pentagram*
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The notion of using Biblical phrasing, mixed with a little New York snark, came almost immediately. "We only sent one option for each sign," says Reed and the process was seemingly guided by divine intervention since the clients approved the first versions of each. *Photo: Pentagram*
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The early response to the signs has been so positive among visitors that the church elders are considering enshrining the signs in a place of great honor—the gift shop. *Photo: Pentagram*
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This signage project builds on a more extensive rebranding program led by Pentagram partner Michael Bierut in 2009. *Photo: Pentagram*
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The identity system Bierut developed is limited, but flexible and is built largely around a custom font called *Divine*, drawn by Joe Finocchiaro, which is a modern take on Frederic Goudy's *Blackletter* typeface. The antique character is preserved while giving it a fresh look and making it easier to print. *Photo: Pentagram*
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Bierut also imbued the church's brand with a cheeky copywriting style that makes use of puns, clever word play, and high-contrast graphics to reach jaded New Yorkers. The park signage carries on this tradition with a slightly more subdued color palette. *Photo: Pentagram*
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The signs are distinct, but fit perfectly within the system crafted by Bierut. *Photo: Pentagram*
