The idea for the Zoo was originally conceived in 1915 when its founder Dr. The new logo brings together three animals that are important to the history of the SDZWA and represent its century-long conservation efforts.
The new name for the parent brand, San Diego Zoo Wildlife Alliance, conveys the breadth of the organization and suggests a force for good joined together in the fight to protect and save animals. The mission of the SDZWA is saving species worldwide-a subject that can be bleak, challenging and negative-but it wanted to balance this with a new name that was inspiring and positive. With the rebranding, the organization also wanted to connect with the broadest audience possible-from the families who visit and support the Zoo and Safari Park to the scientific community who help contribute to its research. The organization needed an identity with a cohesive brand architecture that could hold all this together and present the parks as an important part of a larger wildlife conservation effort. The previous identity, updated in 2010, treated San Diego Zoo Global, the San Diego Zoo, and the San Diego Zoo Safari Park as adjacent brands, each with their own visual systems. The flagship Zoo, along with the Safari Park and San Diego Zoo Kids, are the most well-known components of the nonprofit organization, which was previously known as San Diego Zoo Global and encompassed at the time, the world-renowned Institute for Conservation Research, Wildlife Conservancy, a prominent botanical collection, and other programs and initiatives. Pentagram worked closely with the SDZWA to develop the identity in a two-year process. Pentagram has created a new brand identity for the Zoo and Safari Park that captures their unique mission and history, including a new name for their parent organization, rebranded as the San Diego Zoo Wildlife Alliance (SDZWA).
Both parks are part of a non-profit conservation organization that is committed to saving species worldwide, and boasts one of the largest zoological membership associations in the world, with more than half a million members. The San Diego Zoo and San Diego Zoo Safari Park are two of the largest zoos in the world, and home to a combined total of more than 15,000 rare and endangered animals representing more than 750 species and subspecies.
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