San Diego Zoo Design & Branding SAN DIEGO ZOO AND SAFARI PARK by Landor New York

Adsarchive » Design & Branding » San Diego Zoo » SAN DIEGO ZOO AND SAFARI PARK


Pin to Collection
Add a note
Industry Zoos
Media Design & Branding
Market United States
Agency Landor New York
Executive Creative Director Nicolas Aparicio
Designer Andy Baron
Released June 2010

Credits & Description

Category: Charities & Not For Profit
Advertiser: SAN DIEGO ZOO
Date of First Appearance: Jun 1 2010
Entrant Company: LANDOR ASSOCIATES, San Francisco, USA
Executive Creative Director: Nicolas Aparicio (Landor Associates)
Executive Director: Phil Battat (Landor Associates)
Writer: Jen Jordan (Landor Associates)
Senior Designer: Anastasia Laksmi (Landor Associates)
Designer: Andy Baron (Landor Associates)
Manager: Seol Park (Landor Associates)
Implementation Manager: Kelly Brice (Landor Associates)
Media placement: Complete Identity - online, onsite, collateral - 1 October 2010

Describe the brief from the client
The San Diego Zoo and its accompanying Safari Park is known globally as one of the premier zoo experiences. However, what people did not recognize was the extent of its wildlife conservation efforts and their reach far beyond the confines of the zoo. In addition to their Zoo and Safari Park experiences, the San Diego Zoo also has a Conservation Institute that employs over 100 researchers globally to study and actively support wildlife conservation. The San Diego Zoo had no unifying brand idea that unified its diverse properties: the Zoo, the Safari Park, and the Institute for Conservation Research.

Describe the challenges and key objectives
Our challenge was to create a brand idea, a brandline and an identity system that unified the various offerings while allowing each offering to develop a personality of their own appropriate to the experience and the target audience.

Describe how you arrived at the final design
“Ambassadors for Wildlife” became the unifying brand idea, out of which grew the tagline, “Wild at Heart.”
“Wild Gestures,” the name given to the visual identity system, is rendered in a wide range of styles alluding to the variety of animal expressions that exist. The Safari Park and Conservation Institute are differentiated through the use of colour, content, and its approach to photography, resulting in a lively system that surprises and engages – from zoo visitors to conservation researchers alike.

Give some indication of how successful the outcome was in the market
The San Diego Zoo' new identity launched in October of 2010 to critical acclaim.