In our research, we found that the understanding of the purpose of the zoo and the individual’s reason for visiting varied greatly. To develop the brand for Topeka Zoo and Conservation Center we looked at the commonalities that could be easily understood and highlighted. We continuously came back to the sense of wonder created by the animal kingdom. We looked to create an expansive brand that tells the story of Topeka Zoo and Conservation Center and puts its best attributes on display as a rallying point for brand champions.
We developed an abstracted icon set built from the animal kingdom that lays the foundation for telling Topeka Zoo and Conservation Center’s story. These icons are intended to subtly guide the viewer while leaving room for their imagination to fill in the rest of the story.
When developing a color palette for the new brand, we wanted to reflect the vibrancy and diversity of the animals and habitats the zoo is working to preserve. The expansive palette consists of primary and secondary colors which portray the sense of excitement created by the zoo. The colors are warm and inviting, drawing to the family-friendly image important to the zoo’s visitors.