The Sacramento Zoo is a nonprofit organization dedicated to inspiring appreciation, respect and a connection with wildlife and nature through education, recreation, and conservation. As a team project for the Corporate Identity & System course at Sacramento State, the Sacramento Zoo served as a case study for a rebranding concept to change the conversation to focus on the organization's values and conservancy efforts.
The team was comprised of the following individuals in the Sacramento State Graphic Design Program during the Spring 2017 semester: Dawn Palmer, Celeste Espinoza, and Rosendo Tolento.
BRAND IDENTITY VIDEO
To communicate the mission and values of the Sacramento Zoo, the brand identity video uses imagery and messaging to engage viewers with the Zoo—the Sacramento Zoo is not only a fun place to visit, but also an organization dedicated to animal welfare. The video seeks to inspire viewers to take part in their community and partner with the Sacramento Zoo in their mission to conserve animal species across the globe.
LOGO & DYNAMIC MARK
The logo for the Sacramento Zoo is inspired by the architectural features of the main entrance to the Zoo. The hyperbolic paraboloid resembles the Zoo’s modern design, abstractly acknowledging the past and creating a symbol for the future. It is familiar to those who have visited the Zoo, bringing recognition of form and a warm connection to the community, while those new to the Zoo will appreciate the playful modern direction.
The Sacramento Zoo is wild, diverse, and constantly adapting in an unpredictable world. To allow for the changing needs of the Sacramento Zoo, the logo is a dynamic mark which can be shown in various layered configurations, utilizing typographic elements with pattern and color palette.
BRAND IDENTITY GUIDELINES
The Sacramento Zoo covers an expansive audience with a broad range of messaging opportunities. To meet the various needs of the Sacramento Zoo, the voice of the brand utilizes a spectrum from Playful, Inspirational, to Conservational.
The main objectives of the Sacramento Zoo Brand Identity Guidelines are:
– To deliver a brand system that provides a strong and flexible visual presence to the Sacramento Zoo
– Reinvent the Sacramento Zoo while building confidence in the community and the greater Sacramento area
– Invoke value recognition in the local community
Consistent application of the brand identity guidelines would:
– Increase visitors and sponsors beyond the expected demographic
– Establish clear identification of park elements and events
– Realign the brand message and provide consistent direction for execution of identity standards and guidelines
– Create a compelling visual identity which endorses the Sacramento Zoo as an educational and recreational destination
The Visitor & Member App for the Sacramento Zoo is an enhanced guide which allows visitors to purchase tickets, view the schedule of events, and navigate the park with the GPS way finding feature. The app also gives visitors an in-depth view of the animal residents with biographical information, fun facts, and pictures and videos for a closer look. The animal residents are categorized by the areas in which they are located, allowing visitors to easily access each animal as they journey through the park.
The informational signage for animal exhibits corresponds to the color and pattern system of the park way finding system. It establishes the identity of the animals housed within the exhibit, and provides a snapshot of the animal's background and conservation status. The conservation status utilizes emoji icons to quickly relate the visitor to the situation of the animal species.
GIFT SHOP SUB-IDENTITY
SwaGRR is the Sacramento Zoo’s gift shop, providing the community with various animal and conservancy inspired merchandise as well as products branded for the Sacramento Zoo. Branded ephemera for the Sacramento Zoo allows the community to show their support and share the Zoo's mission and values.