The former logo of a sun drawn in yellow crayon and the tagline “The Natural Place for Families” perpetuated the idea that the zoo was for pre-school aged children on sunny days. SPZ's audience was aging out in elementary school and the zoo had goals of increasing attendance during the winter months.
Use a color palette that is natural and not primary / Animals first / Fun for ALL ages / Compete with other local attractions / Compete with other national zoos / Versatility without any one animal as a mascot / Flexible across media outlets, communication pieces and environmental applications
As a whole, the brand language speaks volumes about the efforts that the Seneca Park Zoo does for its animals. The versatility of the brand allows for communication to encompass all animals and their environments. When needed, the tonality of communication can be more serious for their conservation efforts and more playful for their events and programs.
