Omaha’s Henry Doorly Zoo and Aquarium

A brand that doesn’t much monkey around

As a world-class zoo (as ranked by those in charge of ranking such things), Omaha’s Henry Doorly Zoo features unparalleled animal attractions, a rich heritage, and global conservation and education missions. But it did not, once upon a time, feature a cohesive identity or brand platform. We began by creating the four-quadrant logo design that married the Zoo’s most well-known attractions with its expanding missions. We then ingrained this motif into every touchpoint – whether physical or digital – to help give a sense of grand unity to the Zoo’s expansive offerings.

Work we did:

• Brand Identity
• Advertising
• Collateral design
• Signage design
• Website
• Events

When it became orange:

We designed the logo previously for Omaha-famous Zoo Director Lee Simmons, but you could only find it on the Zoo website. Current Zoo Director Dennis Pate came in and embraced the new logo design, exclaiming, “This should be everywhere!” And then it was.