Brand Overview
Current Branding
1873
1987
Early 2000's
Zoo opens! Began building a beautiful garden in an urban setting, filled with exotic animals, and hosting a variety of cultural events.
Renamed from "Cincinnati Zoological Gardens" to "Cincinnati Zoo & Botanical Garden"
First and only logo. Reflects the zoo's mission to preserving endangered species No branding created really...ever
Cultural Icon
Fiona inspired merchandise, murals, and local businesses, raising nearly half a million dollars for conservation programs.
Social Media Star!
She became a global sensation, boosting the Cincinnati Zoo's social media presence and gaining millions of followers.
Fiona was born six weeks early in 2017, weighing just 29 pounds, and survived against the odds with dedicated care.
Premie Hippo
Fiona,
the adopted mascot
Brand Overview
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Education & Awareness
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Commitment to Sustainability
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Restoration of conservation
Conservation
Developing a Concept
The Vision
Community & Connection
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Engage with Wildlife
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Learn & Advocate Collaborate for Impact
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Partnering with conservation organizations to amplify global efforts.
Creativity
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Future focused
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Sustainable environment
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Innovative exhibits
Focusing on the zoo's role in conservation, its connection with the community, and its ability to inspire creativity in both nature and conservation efforts. Branding would emphasize these 3 pillars:
Target Audience
Educational Explorers
Visitors who enjoy interactive learning, wander through the animal exhibits, and pause to admire the seasonal plant displays.
Nature‑Inspired Creatives
Guests seeking visual inspiration, photograph the diverse wildlife and gardens, and appreciate the native‑plant trails.
Visual Storytelling
Brand Guidelines
Textured Patterns
Our pattern system serves as a rich background texture, creating a dynamic and emotional connection between visitors and the animals, plants, and environment.
Solo'd Animals as Anchors
By separating them from environments, the design highlights their form, movement, and personality while maintaining a cohesive connection to the broader habitat-inspired textures.
Image Treatment Inspo
Typography & Color
Brand Guidelines
Fun & Readable
Calluna Sans paired with Adelle Sans will keep it fun and accessible while ensuring clarity and legibility.
Reflective Palette
Reinforces the dual conservation and family-friendly mission but also visually cohesive.
Brand Guidelines
Logomark
Keeping Fiona the hippo's newfound fame in mind, and using Cincinnati's favorite traveler, the Monarch butterfly; the butterfly hippo was developed.
Single Color
Full Color
Color System
Brand Guidelines
Logo Lockup
Brand Guidelines
Identity System
Trand identity system is built on the concept of containers and DNA to create dynamic patterns and textures that reflect the intricate, interconnected beauty of nature.
Containers
These are visual representations of the diverse ecosystems we protect, acting as the “framework” for our design.
Patterns
Used to create dynamic textures that evoke movement, growth, and the continuity of life.