The objective of this piece was to create a new signature and visual identity system for the Edmonton Valley Zoo.

A new signature was designed for the organization, and four themes were defined and applied to a visual identity system.

Stock photos for concept use only.

 

Process

The first step in the process included researching the Zoo’s current objectives, the services it provides, and the audience it will primarily appeal to. The Edmonton Valley Zoo’s website states its four objectives (stewardship, conservation, education, engagement) and describes the four kinds of species it houses (mammals, amphibians, reptiles and birds). The key audience for the Edmonton Valley Zoo is children. However, the current identity may be so childlike that it neglects to appeal to individuals outside of that demographic.

 

Sketches

 
zoosketches.png

Final Identity

zoologo.png
zoointro1.jpg

Rationale

The final signature for the Edmonton Valley Zoo was created with Gill Sans, but the typeface was manipulated with rounded corners to appear more playful while also communicating the more academic and “straight-edged” side of the Zoo’s objectives. The four species housed by the Edmonton Valley Zoo were chosen as the four themes. These species (mammals, amphibians, reptiles, birds) would allow the visual representation to engage with colourful animal images. The initial Zoo research that had been done referred to the Edmonton Valley Zoo’s tagline, “Get Closer.” As this is a compelling tagline, a larger focus was applied to the tagline in all promotional material. To associate “Get Closer” with the four species, the concept of “focusing in” on the eye of an animal was utilized.