Founded in the mid 1800's, the Antwerp zoo is one of the oldest zoos in the world located right next to the city's central station. Once praised for its exotic choice of animals (and birds!), it now functions as a safe haven and breeding program for endangered species.
With recent events tied to birth of a baby elephant and its move to a different zoo, the elephant is an important symbol for the zoo.
When redesigning a logo, it is important to keep a link with the previous one for nostalgic reasons. Keeping it circular, almost stamp like was one the limitations. Exotic plants, flowers and motifs can be found around the zoo, such as those that adorn the Egyptian temple where the elephants reside and bright fuchsia flowers.
To give it more of a stamp effect, 'Antwerp Zoo' is composed around the outer circle and the entire logo is rotated by 10° for a spontaneous result. The font used is Interstate as its diagonally cut ascenders and descenders fit perfectly with the geometric shape of the symbol.
Colorwise, a soft elephant skin and black are used. The use of two colors distinguishes the symbol from the type and allows for better legibility in smaller sizes and grayscale applications.
This dualism is kept across all the logo's applications: earth tones work best with the logo whereas on very dark or bright shades and photographs, a lighter tint (30%) of the main color may be used with the type being black or white accordingly.
The logo was then applied to various formats including stationary, business cards, a real stamp and a company car.