During my BA Graphic Design studies, one of our briefs was to re-brand the San Diego Zoo, designate a set of Branding + Identity standards and create an Identity Standards Manual. 

The new icon of the zoo transforms a stereotypical zoo monkey into a more modern, approachable, and friendly mark. Its playful hairstyle moves the viewer’s eyes towards the beginning of the name. Written in all lowercase Gill Sans typeface, the logo feels young, fun, and comfortably informal. Using the descender of the g for the o in zoo, the same shape repeats for the other two o’s in the words. The teal, yellow-orange, and brown have a social and inquisitive nature, much like the zoo’s new personality displayed in the Standards Manual.  

For a fresh and contemporary approach to the classic Standards Manual, this printed booklet doubles as an internal promotional publication used to stimulate enthusiasm for the zoo’s employees. Not only does it communicate the rules of the new identity, but it sends a playful message to youthful workers: working at the zoo is supposed to be fun. To remain consistent with the monkey icon, the theme “Go Bananas” encourages workers to do so in three steps: Feel the Love, Get Excited, and Monkey Around.

The cover of the Standards Manual is atypical. Instead of highlighting the logo itself, the theme for the manual, “Go Bananas” is emphasised with large letters and colorful, translucent backgrounds. This brings the employee’s focus to the fun energy of the company, rather than the tedious elements that lie inside of old printed Manuals.