Wilderness is not a luxury but a

necessity of the human spirit, and as

vital to our lives as water and good
bread. A civilization which destroys
what litle remains of the wild, the
spare, the original, is cuting itself of
fom its origins and betraying the
principle of civilization itself.
Edward Abbey
We need the tonic of wildness... At the
same time that we are earnest to explore
and learn all things, we require that all
things be mysterious and unexplorable,
that land and sea be indefnitely wild,
unsurveyed and unfathomed by us
because unfathomable. We can never
have enough of nature.
Henry David Toreau
WHO WE ARE:
WHAT WE DO:
Te Kansas City Zoo is the only destination in KC where you can travel the
world to see wild animals from across the globe without leaving the city.
Te mission of the Kansas City Zoo is to conserve and provide
experiences with wildlife in order to entertain and educate our
audiences and to instill a lifelong respect for nature.
THIS IS DONE BY:
Transforming our zoological park into three zoo experiences
Ofering outstanding, year-round, afordable guest experiences
Demonstrating the diversity of wildlife while enhancing their care and survival
Enhancing the education of our audiences
Ofering our employees a fun, rewarding work environment
Why is the Kansas City Zoos
branding not currently successful?
Other than their logo, there is not much identity.
there is no cohesive type used or graphic style throughout the zoo or its merchandise
the styles are mixed throughout the zoo itself and in their diferent forms of take-aways
it is all playful and youth oriented but not in a way that is very successful or memorable
not much external advertising other than on their social media sites
IT CAN IMPROVE BY:
Memorable newinteraction (app design-games, info, map)
Cohesive brand identity
Modernize it with a youth appeal
Make the audience remember why the zoo is such a magical place
Instilling a sense of wonder and exploration through the idea of TRVEL and ADVENTURE.
A LITLE
HEALTHY
COMPETITION:
Other tourist atractions in KC:
Similar organizations to the zoo:
What do they ofer beter than the zoo?
Nelson Atkins
Worlds of Fun
Aquarium
Animal Kingdom
Pools
Movie theaters
City parks
Malls
Nelson Atkins: art, education, history
Worlds of Fun: fun, excitement, freedom
KCAquarium: newer design, greater variety of aquatic animals
Pools: exploring a newenvironment
Movie theaters: imagination, discovery
City parks: free, physical activity, meeting newpeople
Malls: a way to fulfll consumer needs
Animal Kingdom: entertainment, dining, drama
Omaha Zoo: nationally renowned for its leadership in animal conservation and research,
one of the largest zoos
San Diego Zoo: has a great app, largest zoological membership association in the world,
pioneered the concept of open-air, cageless exhibits that re-create natural animal habitats.
Omaha Zoo San Diego Zoo
WHAT WE DO THAT
THEY DONT:
Why were diferent from
others in the same context:
It opened in 1909, so it has been open over 100 years!
Landmark architecture
Tey are all about conservation
Te zoo is separated into regions instead of just by animal
Newpenguin exhibit
Glass exhibit wall for Polar bear pool so you can see themswimming
Te zoo has grown froma small building and 60 acres (24 ha) to a large,
202-acre (82 ha) zoo with over 1,300 animals.
It is located in Swope Park, the 29th largest municipal park in the United
States. Te zoo is divided into fve areas of the following themes: Africa,
Australia, Tiger Trail, KidZone, and Te Valley.
Transportation: Zebra Trams, Zoo Train Ride, Lake Nakuru Boat Ride,
African Sky Safari
In 2008, the Kansas City Zoo was voted one of Americas best zoos. It was
ranked number one in the nation for African Animals and Exhibits,
Te Zoo was also ranked among the top 10 in the nation for Australian
Animals and Exhibits and for Pachyderms: Elephants, Rhinos, Hippos
ENTERTAINMENT KNOWLEDGE
HIGHTECH
HANDMADE
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BRND STYLE- what the industry looks like
SOCIAL
DIMENSION
MENTAL
DIMENSION
FUNCTIONAL
DIMENSION
SPIRITUAL
DIMENSION
I cant see this many diferent types
of wild animals in any other type
of location.
I get to learn about diferent
species of animals and see them
interact with their environment
in real life.
Te zoo takes care of these
animals and are looking out for
the ones they have in captivity
along with raising awarenesss
and aid for wild animals.
Going to the zoo is one of the
most interesting atractions in
Kansas City and I can go tell
my friends howI sawanimals
fromall over the world, all in an
afernoon while they were just
seeing a movie.
BRND MIND SPACE- How people feel about the zoo
PRODUCT/BENEFIT
MISSION
POSITIONING
VISION
STYLING
VALUES
Zoo where you can see wild animals fromall
over the world without leaving the city.
To always be known as one of the best zoos in the nation.
Be friendly . Be educational . Is proactive and preservational.
To conserve and provide access to wildlife to entertain and
educate our visitors in order to instill a respect for nature.
Separated into three zoo experiences, each with unique themes,
animal exhibits and events along with supporting and convenient
amenities and concessions.
Nature . Wild . Friendly . Educational . Adventure
INTERCTIVE
EXPLORTION
Accessible app that helps visitors navigate, learn and
interact with the exhibits they see.
New map design that provides beter clarity but in a way
that doesnt dumb down the environment of the zoo.
Cohesive type and icon identity that displays unity
throughout all visual elements at the zoo - exhibit
information, signage, take-aways, app, online presence.
Must appeal to and be understood by both young and old
audiences. Visuals that are playful yet refned.
Improve social media presence.
What changes and
additions need to be made?
BRND
GUIDE:
ANIMAL ICONS LOGO / OTHER ICONS
Hand-drawn icons with a focus
on travel, the globe, nature,
exploration, moving forward.
Arno Pro Light Display
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Arno Pro Light Italic Display
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Arno Pro Display
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Arno Pro Italic Display
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Arno Pro Semibold Display
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Arno Pro Semibold Italic Display
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Arno Pro Bold Display
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Arno Pro Bold Italic Display
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
Arial Rounded MT Bold
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
FOR TITLES/SUBJECTS/
HEADERS AND FOOTERS:
FONTS COLOR PALETE
IMAGERY
FOR BODY TEXT/ACCENT TYPE:
Rich colors that have a connection with nature and colors you
would come across while exploring it. No pure black or white.
Black and white imagery with varied degrees of color multiplied on top.
C: 00
M: 00
Y: 00
K: 95
C: 100
M: 47
Y: 19
K: 01
C: 100
M: 29
Y: 60
K: 12
C: 54
M: 38
Y: 100
K: 18
C: 15
M: 58
Y: 100
K: 03
C: 26
M: 91
Y: 100
K: 44
C: 0
M: 0
Y: 0
K: 8
TICKETS ENTRNCE
MAP
Directions to specifc animals
accessible fromeach of their
background pages.
Easy navigation with MAP, ANIMALS, GAMES, MORE
available on every screen along with HOME and PREVIOUS
PAGE butons available at all times.
Animals sorted based on three groups of lists.
APP DESIGN
Other games to create interaction with the animals. Live cams so you can watch the animals fromhome. Real-time question and answer sessions with zookeepers.
Games to keep young and old alike on their toes and interested in every part
of the zoo fromstart to fnish by making themkeep track of their fndings.
Real-time photo streamto share
your experiences with other
people at the zoo with you.
Jaguar
Diet Deer, capybaras, tapirs, peccaries, dogs, foxes
Rain forests of South and Central America, open,
seasonally fooded wetlands, and dry grassland terrain.
LIKE MOST CATS, the jaguar has solitary outside mothercub groups. Adults
generally meet only to court and mate (though limited noncourting socialization
has been observed anecdotally) and carve out large territories for themselves.
Female territories, which range from25 to 40 km2 in size, may overlap, but the
animals generally avoid one another. Male ranges cover roughly twice as much
area, varying in size with the availability of game and space, and do not overlap. Te
jaguar uses scrape marks, urine, and feces to mark its territory.
Habitat
Scientifc Name Panthera onca
EXHIBIT SIGNS
Flamingo
Diet Brine shrimp and blue-green algae
Temperate S. South America, Caribbean islands,
Caribbean Mexico, Belize and Galapagos islands
FLAMINGOS OFTENSTAND on one leg, the other leg tucked beneath the
body. Te reason for this behavior is not fully understood. Recent research
indicates that standing on one leg may allowthe birds to conserve more body heat.
Young famingos hatch with greyish reddish plumage, but adults range fromlight
pink to bright red due to aqueous bacteria and beta-Carotene obtained fromtheir
food supply. A well-fed, healthy famingo is more vibrantly colored and thus a more
desirable mate. Captive famingos are a notable exception; many turn a pale pink
as they are not fed carotene at levels comparable to the wild.
Habitat
Scientifc Name Phoenicopterus
Langur
Diet
Coniferous needles &cones, fuits &fuit buds, shoots &
roots, seeds, grass, bamboo, fern rhizomes, mosses, and lichens
Himalayas to Sri Lanka, and fom
Bangladesh to Pakistan
GRY LANGURS EXIST in three types of groups:
one-male groups, comprising one adult male, several females and ofspring
multiple-male groups, comprising males and females of all ages
all-male groups
Social hierarchies exist for all group types. In all-male groups, dominance is
atained through aggression and mating success. With sexually mature females,
rank is based on physical condition and age. Te younger the female, the higher
the rank. An adult male may remain in a one-male group for 45 months. Te rate of
male replacement can occur quickly or slowly depending on the group.
Habitat
Scientifc Name Semnopithecus
Red Panda
Diet Bamboo, small mammals, birds, eggs, fowers and berries
Temperate forests of the Himalayas
and southwestern China
THE RED PANDA is territorial; it is solitary except during mating season. Te
species is generally quiet except for some twitering, tweeting, and whistling
communication sounds. It has been reported to be both nocturnal and crepuscular,
sleeping on tree branches or in tree hollows during the day and increasing its
activity in the late afernoon and early evening hours. It sleeps stretched out
on a branch with legs dangling when it is hot, and curled up with its tail over
the face when it is cold. Tis panda is very heat sensitive, with an optimal well-
being temperature between 17 and 25 C(63 and 77 F), and cannot tolerate
temperatures over 25 C(77 F).
Habitat
Scientifc Name A. fulgens
Exhibit signs that showthe animals in real life and showtheir icons.
Gives just enough information for most visitors. For those that want
something more in-depth, they can scan the QRcode to get everything
fromone on one talks with zookeepers to videos of the animals playing
or eating or doing unusual things not usually seen at the zoo.
LARGE SIGNS
SCAVENGERHUNT
Take a picture of me!
Kansas City Zoo App
SCAVENGERHUNT
Take a picture of me!
Kansas City Zoo App
SCAVENGERHUNT
Take a picture of me!
Kansas City Zoo App
SCAVENGER HUNT
Take a picture of me!
Kansas City Zoo App
SCAVENGER HUNT SIGNS
Smaller signs that would be ques for the
scavenget hunt portion of the app.
VENDING MACHINES UNIFORMS/MERCHANDISE BAGS
We need the tonic of wildness... At the
same time that we are earnest to explore
and learn all things, we require that all
things be mysterious and unexplorable,
that land and sea be indefnitely wild,
unsurveyed and unfathomed by us
because unfathomable. We can never
have enough of nature.
Henry David Toreau