The rebranding of Parks Tacoma marks a significant change as the agency moves away from its former identity as Metro Parks Tacoma to embrace a more relatable image. The new logo, featuring a salal leaf, symbolizes resilience and connects the parks system to the natural beauty of the Pacific Northwest. Community surveys conducted in 2019 highlighted a critical lack of recognition for the agency's services, with only 41% of residents associating it with community centers and even fewer linking it to recreational programs. This prompted the need for a cohesive brand that would enhance public awareness and accountability. The newly launched website, ParksTacoma.

gov, provides a more credible platform for community engagement, offering transparency about services and funding. Marketing and Digital Media Manager Tara Mattina has spearheaded this project, which was initially stalled by the COVID-19 pandemic. The rebranding effort aims to create a consistent signage system throughout the parks, addressing previous inconsistencies. Ultimately, this initiative reflects a commitment to fostering closer connections between the parks and the community they serve.