Lincoln Park Zoo

Located just north of downtown Chicago, Lincoln Park Zoo is one of the oldest free-admission zoos in the United States.

  • Brand Design
  • Logo Design
  • Visual Identity
Client
Lincoln Park Zoo
Industry
Nonprofit / Cultural Institution
Role
Design, Art Direction, Motion Design
Year
2024
Deliverables
Brand Design, Logo Design, Visual Identity

01Overview

Located in the Lincoln Park neighborhood just north of downtown Chicago, the Lincoln Park Zoo is one of the oldest free-admission zoos in the United States, housing over 1,100 animals and serving as a global leader in wildlife conservation and research.

02Challenge

Balance playful, family-friendly energy with the credibility of a conservation institution. Reflect Chicago’s character while keeping the mission “Wildlife for All” at the heart of the brand.

03Solution

Strengthen digital engagement and attract broader audiences while reinforcing the zoo’s commitment to conservation, education, and community access. Embed Chicago’s urban personality into the visual language.

Logo

The logo for Lincoln Park Zoo combines elements of wildlife and architecture, creating a memorable and impactful design. The representation of “ZOO” is uniquely integrated into a stylized architectural structure. This effective merging of themes highlights the zoo’s role as a sanctuary for diverse species within a bustling city environment.

Photography

Grid of animal photographs cropped inside the ZOO logo shape: owl, zebra, polar bear, lynx, snake, penguins, vulture, lion, flamingo, lizard, red panda and macaque

Typography & Color

Animated letter M in the zoo’s display typeface, pink on light blue
Animated number 7 in the zoo’s display typeface, orange on brown
  • #E75400A lion resting in golden grass
  • #B4DDF1Chicago skyline over Lake Michigan
  • #F14A66A flock of pink flamingos
  • #472E1CRedwood tree trunks
  • #FFF1DDA polar bear on grass
  • #4DB747Misty green rainforest

Application

Wall of Lincoln Park Zoo posters with animal portraits and the ZOO logo, a cyclist passing by
Orange ZOO banner and lion banner on a lamppost outside the zoo’s brick entrance
Pink ZOO banner and monkey banner on a lamppost along a park path
Light blue ZOO banner and giraffe banner on a lamppost among trees
Bus shelter poster with a snake and the line For Wildlife, For All
Two red pandas looking at the camera
Lincoln Park Zoo stationery: business cards, letterhead, envelope and pen
Lincoln Park Zoo staff badges on lanyards
Animated Lincoln Park Zoo ticket with an animal photo inside the ZOO shape
Cream and brown Lincoln Park Zoo caps, one embroidered For Wildlife. For All.
Lincoln Park Zoo app on three phones: visit info, a lion welcome screen and the animals and exhibits list

Wayfinding & Signage

Brown ZOO wayfinding totem with arrows to the Lion House, Primates, Bird House and Penguins
Directional signpost with color-coded arrows and animal photos along a zoo path
Green Primates exhibit sign, Curious minds. Connected worlds., with a gorilla inside the ZOO shape
Light blue Penguins exhibit sign, Together in a colder world., with penguins inside the ZOO shape
House-shaped blade sign pointing to the Penguins exhibit
Two penguins standing on rocks
Lincoln Park Zoo map brochure, Explore the Zoo, with color-coded exhibit houses

Social Media

  • Story: Your Wild Day Starts Here, with a blue and gold macaw on green
  • Story: Learn Wild, with a flamingo on pink
  • Story: Roar & Explore, with a leopard on orange
  • Story: Wildlife First, with a young monkey on light blue

04Results

Created a cohesive and vibrant brand concept that connects wildlife, architecture, and urban culture. The redesigned “ZOO” mark incorporates architectural elements, symbolizing the zoo’s place within Chicago’s city landscape.