Lincoln Park Zoo Branding & Identity
Re-branding of Lincoln Park Zoo in Chicago. Started with designing a logo. Then created a color palette, type palette, complimentary patterns, and secondary icons. I used this system to create Stationery and examples of collateral pieces such as the Zoos uniform, website, signs, merchandise, and more.
Lincoln Park Zoo
Unsolicited Branding & Identity
(2015)
The objective was to take an exsisting Chicago company and design a new identity. Lincoln Park Zoo is one of the oldest Zoos in the US. They're current logo is minimal with weak branding. I created a logo mark, gave them new colors and their own typeface for a much more lively brand that can attract more visitors.
I started with the creation of a new logo. Then, I made a color palette, type palette, secondary marks, and complimentary patterns. With these tools I designed many examples of collateral pieces including their stationery system, website, uniform, merchandise, and signage.
The final product is a printed and bound Standards Manual. You can see previews of the book here as well as content from some of the pages.
Table of Contents
Intro Spread with company description and mission statement.
New Lincoln Park Logo
An elm leaf (common to Chicago area) forms the eye of an animal.
The logotype rests snug underneath in a dynamic layout.
Logo page with logo variations.
Lincoln Park Zoo color palette.
Various identity patterns.
The LPZ is a shorthand of the logotype.
Aleo, a beautiful modern Slab Serif gives Lincoln Park Zoo a fresh look while maintaining their long history.
Stationery System
Lincoln Park Zoo staff uniform.
Lincoln Park Zoo entrance sign.
Building banners.
Merchendise takes advantage of identity patterns.
Photography use in souvenir shirts.
My extensive process of creating the logomark, patterns, and color palette.
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