Brookfield Zoo Rebrand
Brand Exploration, Visual Identity, Brand Assets
March 2023
This is a passion project to rebrand an existing brand. Brookfield Zoo was opened by the Chicago Zoological Society in 1934 in Brookfield Illinois. The zoo partners in critically important programs around the world. From breeding and conservation efforts through the Species Survival Plan to research in veterinary science, husbandry, animal enrichment and more, Brookfield Zoo is dedicated to educating the community on the importance of animal conservation.
The scope of the project included:
• Conception of modern, memorable logo & branding
• Gatefold map and brochure combination
• Print ticket design
• Eye-catching poster design
• Way-finding signage
AWARDED: GOLD AWARD, FIRST PLACE IN DESIGN SYSTEMS at College of DuPage's Portfolios 2022.
This logo draws inspiration from Brookfield Zoo's pack of Mexican gray wolves and the part they play in the Mexican Wolf Recovery Program. The program takes zoo-born wolf pups and places them in wild dens. This is a technique known as cross-fostering, and it is designed to boost the population of wild wolves.
The primary logo employs the silhouette of a Mexican gray wolf, creating negative space within the letter be. It is designed to stand out in a crowd and can operate in its combination mark or on its own, as a lettermark.
In addition to the primary logo, a series of supporting lettermarks has been creating using the silhouette of other animals found inhabiting Brookfield Zoo, including a poison dart frog, reticulated giraffe, and bottlenose dolphin.
