MD Zoo Brand Identity
A Wildly Unique Identity
As the third-oldest zoo in the country, The Maryland Zoo’s got everything you’d expect. A sprawling property, thriving animals, and a mission-driven staff. But when we first started working with the Zoo, they were in the midst of a tumultuous era. Funding struggles resulted in a static visitor experience and there was some skepticism as to the value of a zoo visit within the community. This meant fewer visitors, less revenue, etc. A real vicious cycle. After supporting design services and implementation for a successful fundraiser, we became the Zoo’s Agency of Record. As homegrown Baltimoreans, we knew the wonder of a zoo trip, so we were eager to help rebuild the organization’s reputation.
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The foundation of The Maryland Zoo’s identity system is a logo that celebrates the organization’s commitment to conservation and allows for a wide range of applications.
The animals represented in the logo are the species that The Maryland Zoo focuses its largest conservation efforts on; the southern white rhino, African penguin, African elephant, and Panamanian golden frog. The primary color palette is inspired by the Zoo’s animals and their habitats.
It’s About More Than Just Animals
We kicked off our partnership with a “Meet Me at the Zoo” campaign that re-introduced the Zoo as a premiere place to connect with family, friends, and animals alike. We carried the welcoming voice and playful energy into campaigns for signature events, as well as the newly opened Penguin Coast exhibit.
