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. It did not, however, feature a cohesive identity. The four-quadrant design we developed marries the Zoo’s most well-known attractions with its expanding missions. The geodesic shape representing the Desert Dome symbolizes the Zoo’s top-tier exhibits. The lions tie in the previous logo and hearken to the park’s heritage. The penguins symbolize the desire to educate people about the world beyond their backyard, as well as reminding folks that the Zoo houses the world’s largest zoo-based aquarium (yes, with penguins). And the leaf symbolizes the Zoo’s overall conservation mission. The vibrant quadrant colors contrast with a black and white type block to create a modern, yet timeless feeling. A feeling that continues to this day.
