The Brief
This project focuses on developing a refreshed brand identity and design system for the Denver Zoo. The goal is to create a cohesive visual, written, and spoken language that aligns with the zoo’s mission and values. The rebrand will extend across multiple applications, including marketing materials, signage, digital collateral, and merchandise.
About the Zoo
The Denver zoo is a lot of things to a lot of different people. Some people see it as a family bonding event, some people enjoy the educational aspect, some go to enjoy the animals. I found that their ‘Big Idea’ was that they care.
When you look at the history of the Denver zoo, much of what they do is about conservation, education, and improving the lives of both animals and people. They were the first zoo to use natural enclosures to increase quality of life for animals, they participate in hundreds of conservation projects, and they made changes to minimize their environmental impact. The way they care about animals and people shows in what they put out into the world.
The Logo
Whats Next?
My frustrations brought me back to the boneyard where I found a logo version that I loved but threw out because it didn’t work at a smaller size.
Simplifying the logo
Since the icon still wasn’t working quite right, I decided to try and trace the image on my phone to get blocky simplistic shapes, then turn that into the icon.
Final Version
1) Better evokes the feelings that I want to represent about the zoo
2) Let me keep my sanity intact
3) Works at all sizes required
This is the First Logo I came up with
I found that the heart made the logo a little too tacky and childish for my tastes even if it did fit the big idea behind the Denver Zoo.
