Houston Zoo Rebrand

In 2018, the Houston Zoo set out to develop a new brand that would better represent its mission of connecting communities with animals, inspiring action to save wildlife. A brand that would not only be synonymous with saving animals in the wild, but also represent what the institution really is– a global leader in this movement.

The Zoo incorporated a new tagline, “See Them. Save Them.” reminding visitors that every time a ticket is purchased to see animals at the Zoo, proceeds go to save animals in the wild. The logo mark, itself, reflects the duality of this tagline and the shape represents the human element so critical in saving wildlife — two hands coming together to foster care for the natural world. In the counter-space, the hands cradle a “Z,” seen in some the institution’s past logos, nodding to it’s vast 100-year history.

Featured in: The Brand Identity | Brand New

Design Team:

Creative Direction: Kirsten Ufer | Branding and strategy: Principle | Tagline: Richards/Carlberg | Additional development and implementation of brand: Houston Zoo In-house team