John Ball Zoo - Re-Branding Proposal by Alex Barger Design

JOHN BALL ZOO Project: Redesign

Alex Barger Branding 1 Identity & Promotion 11.16.16

TABLE OF CONTENTS Current Brand Identity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 History, Observation and Analogy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Competitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Key Products and Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Competitive Advantage Target Audience Refined Brand Identity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Aspirations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Core Values. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Attributes Personality Essence. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Value Proposition Promise Copy, Voice and Tone Design, Look and Feel Proposed Brand Identity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Brand Mark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Wordmark Brand Signature Favicon Typography System. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Color Palette. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Touchpoints. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

CURRENT BRAND IDENTITY

HISTORY, OBSERVATION, AND ANALOGY When John Ball passed away in 1884, he gave 40 acres of land to Grand Rapids for public use. The land slowly transformed into a zoo as they introduced new wildlife and gained more sponsors and donors. The current John Ball Zoo identity is very disjointed. There is no coherent branding, from the website to signage, every touchpoint feels disconnected from the next. It is apparent the Zoo evolved rapidly over time, which gave little time to tie everything together. When John Ball donated the land, their was no big picture for the future, there was no vision at that time. At this point it is clear that John Ball Zoo cares about zoology and wants to express itâ&#x20AC;&#x2122;s passion for curiosity and understanding. The question is how to accomplish that moving forward. The answer lies within a brand identity that embraces the zooâ&#x20AC;&#x2122;s ideology.

VISION Give everyone access to the mysterious and fascinating world of animals.

MISSION Inspiring and educating kids and families on the conservation and preservation of wildlife

KEY COMPETITORS

Frederik Meijer Gardens is a destination for outdoor experiences, viewing art, and also offer educational activities. Another local affordable experience that is open year-round.

Located near downtown, the Grand Rapids Public Museum is another destination that draws guests from around the state. They offer educational tours and programs as well as some exhibits showcasing animals. They are also open year-round.

The Binder Park Zoo out-scales the John Ball Zoo by a large margin, they contain more animals with greater variety and offer educational experiences. For a big zoo experience itâ&#x20AC;&#x2122;s one of Michiganâ&#x20AC;&#x2122;s prime destinations.

KEY PRODUCTS AND SERVICES Viewing animals Education in Zoology Souvenirs and food Zip Lines Rope Course Events

COMPETITIVE ADVANTAGES JUMP Program (for low income families) Convenient Location Rental Space for events Free Parking Convenient Location Physical activities Events Low Entry Fee

TARGET AUDIENCE Kids and families

REFINED BRAND IDENTITY

ASPIRATIONS The following are prime examples of what the Grand Rapids Zoo should aspire to become, and surpass.

The Detroit Zoo is engaging, memorable, and loyal to its vision.

The Lincoln Park Zoo is accessible; their decision-making is intentional and purposeful, giving them a strong cohesive identity.

The Shedd Aquarium reflects Chicago as the guests are immersed not only in the experience but the city as well.

CORE VALUES Inspiration, education, conservation and compassion.

BRAND ATTRIBUTES Caring, educational, environmental and curious.

BRAND PERSONALITY Enthusiastic.

BRAND PROMISE To provide an educational and fulfilling experience alongside animals.

BRAND POSITIONING STATEMENT John Ball Zoo aims to inspire learning about animals and conservation of the environment through exciting adventures in the zoo.

BRAND ESSENCE Enlightened.

BRAND COPY VOICE AND TONE Be engaging, informal, enthusiastic, inspirational, facilitate learning and excitement, and engage curiosity.

BRAND DESIGN LOOK AND FEEL Engaging, exciting, bold. Makes information feel fun and presents it in an enthusiastic and modern-looking way. Bright, warm and energetic.

PROPOSED BRAND IDENTITY

SIGNATURE / NEW NAME Grand Rapids is quickly become a premier destination. Changing the name ties the zoo into the greater narrative of the city. The Grand Rapids Zoo will become synonymous with names like the GRAM, Fredrick Meijer Gardens, the UICA, and other destinations. The Zoo will help Grand Rapids become a more environmentally conscious and well educated city through zoology. The signature combines the logotype and brand mark. The brand mark is repeated and colored to represent the four attributes of the brand, as well as the four core values. The mark frames “ZOO” putting it at the center of the brand’s core ideology and focus.

LOGOTYPE

The shape may be any length or size, and be rotated as long as it follows these rules.

The two “O”s are connected to represent an engaged and continuous learning experience.

BRAND MARK

ALTERNATE SIGNATURES The signature can take on a new form by rearranging the logotype and brand mark. It can be rearranged to flow vertically or horizontally in a tall rectangle or it can take the form of an emblem thatâ&#x20AC;&#x2122;s a bit abstract.

FAVICON The favicon is an icon associated with a the website that is variously displayed, as in a browserâ&#x20AC;&#x2122;s address bar or next to the site name in a bookmark list. It adds a professional finishing touch to web presence. enlarged

actual size

TYPE SYSTEM The typeface is Avenir; the system utilizes different styles within the family. Avenir is a sans-serif typeface that is easily legible in both small and large applications. Its aesthetic will present more modern, comprehensible messages, while the content utilizes copy voice and tone to imbue meaning into the text. The Logotype, descriptor, and any text should be displayed in Tapir (90% Black).

logo

Avenir Black Modified

discriptor

Avenir Heavy all caps tracking = 25

GRAND RAPIDS

Avenir Black

ABCDEFGHIFJLM NOPQRXTUVWXYZ abcdefghifjlm nopqrxtuvwxyz 1234567890 •!@#$%&*(){}[]”

Avenir Book

ABCDEFGHIFJLM NOPQRXTUVWXYZ abcdefghifjlm nopqrxtuvwxyz 1234567890 •!@#$%&*(){}[]”

avenir heavy for bold avenir book oblique for italics

display

text

COLOR PALLET The following colors were chosen to represent the attributes of the Grand Rapids Zoo brand. Python shows environmental conscientiousness Regal Tang is a caring blue, Monarch represents the brands curiosity and enthusiasm, while Budgerigar displays the educational repertoire of the zoo. Tapir is used to balance the vibrant colors and replace stark black with a smooth gray that is easier on the eyes.

Tapir C0 M0 Y0 K90 R65 G64 B66 PANTONE 447 C

Python C60 M0 Y100 K0 R114 G191 B68 PANTONE 368 C

Regal Tang C100 M0 Y0 K0 R0 G174 B239 PANTONE 306 C

Monarch C0 M50 Y100 K0 R247 G148 B30 PANTONE 1375 C

Budgerigar C0 M10 Y100 K0 R255 G221 B0 PANTONE YELLOW C

TOUCHPOINTS / SIGNAGE One of the primary purposes of Signage is wayfinding. Directional signage like the example below, should be easy to spot, read, and decipher. The signpost is color coded based on animals, or groups of animals that correspond with the map handed to guests. Where is the Zoo? A large white sign branded with the signature is an unmistakable landmark that serves as the entry point to the GRZ experience. Informational Sigange should be legible and convey information in quick, concise ways. Again the color corresponds with other wayfinding signage and the map.

TOUCHPOINTS / DRAWSTRING BACKPACK Merchandise is a great touchpoint, not only does it allow guest to support the zoo with purchases. Apparel allows guest to keep a part of the zoo with them on their travels. It also helps spread and advertise the brand identity. Drawstring bags are great for kids or adults who are looking for a lightweight and durable backpack to carry their belongings.

TOUCHPOINTS / T-SHIRTS Everyone loves a t-shirt to commemorate a great experience.

TOUCHPOINTS / SCARVES Scarves appeal to all age groups. Theyâ&#x20AC;&#x2122;re great souvenirs for the fall or winter that could carry a lighter price tag then sweaters or jackets.