The proposed concept has, at its core, a seamless and contemporary design in alignment with client needs. The idea of experiential learning is one that runs throughout images and texts - encouraging simplicity and inviting guests to ‘learn by doing’ in a way that is stimulating, amusing, and experiential. Images and graphics ask that zoo patrons embark on the journey of their choice based on individual areas of interest - a feat accomplished by striking an intentional balance of purposeful direction and encouraged exploration.
The brandmark is a modified version of the original, in an effort to maintain some semblance of the already established and recognized identity. The colour change is now more rich, and the arch shape is very welcoming. The name change is subtle, but by doing so the brandmark will now express the core values and efforts of the zoo.
The typefaces used help maintaining a foundation for the brand. The two typefaces used are Glypha and Univers, a slab serif and sans serif respectively. Slab serifs are highly readable from a distance, making them ideal for signage. These unique letterforms give an academic overtone to the text, streamlined with the educational experience found at the Toronto Zoo Conservation Centre. Univers, not only pairs seamlessly with Gypha, but can be read easily by all guests including children.
Each domain has been assigned a colour, and is consistent across all signage. As the typography introduces an academic approach appealing to young adults, the pictograms have been designed in such a way to balance the brand, and reassure visitors of the welcoming nature of the zoo. The colours are bold and inviting, keeping family and fun at the core of the zoo.
Each element on the map is visually unique, to ensure clarity and legibility. Many of the elements found on the tangible signage are also found on the map to create unity, and for easy comprehension. The walking trail has been simplified, this encourages zoo patrons to embark on their own journey, and chose a walking route that suits their interest, without feeling obligated to take any particular route.
Each identification tool has been designed to communicate. The signs are for the most part minimalistic, have clear and concise text, and are colour coded by geographic domain. Each with its own distinctive shape and colour, the signs are easy to comprehend and recognize.
Materials Allow for Changable Signage
In order to allow zoo patrons to have a truly experiential visit, they must be able to navigate through the zoo at at their own convenience . Domain Entrances feature a list of current exhibiting animals for each day. To make this possible, signs have been constructed from steel, with an outer later of acrylic. The acrylic layer is removable, to allow for magnetic signaged(a list of animals) to be attached to the sign. After the listing has been updated, the acrylic layer can be placed back onto the steel body of the sign, ensuring they remain in position.
Directional Messages
To direct guests throughout the zoo, signage must be easily read, and clearly visible. The directional signage is large in order to be easily located, and the text and colours contrast each other for optimal readability. The colours in the signage stand out in their environment for visability purposes, but do not distract from nature. Their placement is crucial as to not confuse guests; putting signage at intersections in pathways is most effective.
To direct guests throughout the zoo, signage must be easily read, and clearly visible. The directional signage is large in order to be easily located, and the text and colours contrast each other for optimal readability. The colours in the signage stand out in their environment for visability purposes, but do not distract from nature. Their placement is crucial as to not confuse guests; putting signage at intersections in pathways is most effective.
