In 1909, the Kansas City Zoological Garden was born.
It was originally the home to four lions, three monkeys, a wolf, fox, coyote, badger, lynx, eagle, and other birds.
Despite attempts to adapt with the changing times, the KC Zoo was not reaching its full potential.
Located in Swope Park, a ďŹ fteen minute drive from downtown Kansas City, it is not positioned in a visible nor high-trafďŹ c area.
New and exciting attractions began popping up in Kansas City, adding to the zoo’s competition.
In 2015, the Kansas City Zoo saw the opportunity to be reborn.
It could offer the Kansas City community and its visitors a global experience while, at the same time, celebrating the local community and city in which it lives.
PRODUCT/BENEFIT
MISSION
The zoo offers the opportunity to explore the world from one place, Kansas City. Seeing and interacting with animals makes for a fun and engaging day spent outdoors with family and friends.
To provide KC with access to a global wildlife experience, while promoting and benefiting the community in which they live and serve.
POSITIONING
VISION
The Kansas City Zoo is the only zoo that not only offers a worldly experience, but is also an authentic representation of the city in which it lives.
Kansas City will be proud to have the zoo as part of their community and supportive of the zoo as a local organization.
STYLE
VALUES
The zoo’s style is approachable, clean, structured, and light-hearted.
The Kansas City Zoo cares about their animals and supports the community. The zoo is proud, authentic, and friendly.
+ GLOBAL
zoo By using “KC� as the visual mark for the logo, the connection to the city is emphasized. This new logo is derived of simple line and suggestive of movement and travel. It is distinctly identifiable and easily applied across applications.
+ MINIMAL
The simplicity of line in the KC zoo mark allows for the integration of animals. This prompted the creation of a set of marks that can be used interchangeably or to personalize a person’s zoo experience.
+ INTERCHANGING
As an alternate to the KC Zoo mark, a logo of the full title of the park was created to carry out the playful line work and expand the brand system. Icons explain that the zoo is about more than just the animals, but also the experience.
+ PLAYFUL
TIGER TRAIL
AUSTRALI
Snakes
Zoo Map
Camel
The zoo map is simplified through line and shape, but remains playful with icons that identify the animals and various locations throughout the park. This map will be posted throughout the zoo, given to guest in a brochure, and accessible on the zoo’s mobile application.
KID ZONE Auditorium Gift Shop
Polar Bear Passage
Helzb Peng Plaza
Lobby Gazebo
ENTRANCE
River Otter
Secretary Bird
A Kori Bustard
Hippo
Camel Rides
Chimpanzee
Giraffe
Sky Safari
AFRICA
Discovery Barn Sky Safari
Fox
berg guin a
African Tortoise
Saddle-Billed Stork Elephant
train
boat
dining
bridge
restrooms
Me m b e rs hi p Card and p ho t o I D are re q u i re d fo r ad m i s s i o n. To p ro t e ct yo u r m e m b e rs hi p b e ne fi t s , yo u r card and p ri v al e ge s are no t t rans fe rrab l e . A d m i s s i o n i s go o d d u ri ng no rm al o p e rat i ng ho u rs . Lo s t and d am age d card s can b e re p l ace d at G u e s t Se rv i ce s fo r $5. 2015 Me m b e rs hi p s are v al i d u nt i l March 31, 2016.
2015
UM P L AT I N BER MEM
10 0 0 9 0 0 0 3 0 0 0 5 0 5 1 2 0 5 8 2 M IC
2015
2015
S M IT H HAEL
2015
2015
2015
P LAT IN U M
P L AT I NU M
P L ATI NUM
P L ATI NUM
P L ATI NUM
HENRY SMITH
MALLORY SMITH
MATTHEW SMITH
CLAIRE SMITH
TRACEY SMITH
MEMBER
MEMB ER
MEMB E R
ME MB E R
ME MB E R
signage throughout the park
AT T H E K A N S A S C I T Y Z O O
The new brand image can be applied to and expanded for various events and promotions that the zoo hosts. Brew at the Kansas City Zoo is a current event that the zoo organizes each year, and could be made more successful with proper branding.
The Kansas City Zoo is the only zoo that offers an authentic representation of the city in which it lives while providing a global experience to its visitors.