THE BRONX ZOO
A Different Kind of Animal
The Bronx Zoo
A Different Kind of Animal
The Bronx Zoo is an iconic New York establishment. It sprawls over 265 acres and offers an escape from Manhattans fast paced lifestyle. The zoo came to us looking to embody the characteristics of over 10,000 animals into a brand identity that would be recognizable whether you were on the express train downtown or Metro North out of town.
For over a year we worked to visually depict the zoo’s “animal first” values and their New York attitude into one cohesive look and feel. We created a design system that celebrates the colors and patterns of the many different species of the zoo and stands out in any medium to grab the attention of even the busiest New Yorker.
Design | Art Direction | Animation | Production
Color Theory
The colors will accentuate either a hue found in the animal or a hue found in the animal’s surrounding environment.
Each palette has 5 colors–the dark versions use the 3 darkest hues while the light versions use the three lightest hues.
This creates a versatile color story that allows us to use the colors in many different ways while still having a cohesive, bold, and ownable look.
Patterns
To embody the different kind of animal spirit, we combined different animal patterns to create unique, engaging, ownable pattern designs that truly stand out. The designs can be used in different ways across multiple channels and can become easily recognizable as the Bronx Zoo look and feel.
Tone of Voice
The Bronx Zoo is a world renowned zoo that does things differently, so naturally our tone of voice is different from the average zoo.
We always put animals first in everything we do.
We speak in a smart, friendly, witty tone, with a hint of New York personality.
We think differently about how we advertise, always looking for fresh, new ways to deliver our messages and inspire a passion for wildlife.
