COLUMBUS ZOO REBRANDING
Overview
The first zoo in Columbus, the Columbus Zoological Company, was located in the north Riverview neighborhood of Beechwold in Clintonville. The zoo opened in May 1905 but closed for unknown reasons only five months later, in October 1905. The present Columbus Zoo opened in 1927 as Columbus Zoological Gardens. Columbus took over the zoo's management in 1951 but later gave up ownership to Zoological Park Association, Inc, a non-profit organization, in 1970. The city continued providing funds from the city's general fund, however, until 1986.
Current Visual Identity
In this Identity of Columbus Zoo, roughness and bold strokes give a feel of animals' wildness.
Organization Target Audience
The target audience is families with young children and people who love animals and other species. As I prepared for this project, I found it was essential to look at these aspects of the organization.
Weaknesses of the Zoo
While the Columbus Zoo and Aquarium has many strengths, they do have some weaknesses:
1. Large open areas for animals to roam result in missed opportunities to view animals. If the animals are not where people can see them, it is a missed opportunity for the consumer and might not be satisfied with their visit.
2. Customers become angry because they cannot find where Kangaroo walk or 4D theatre shows are located due to the flawed infographic map, and they cannot seem to find their way to the exit to leave the park. These are some weaknesses, and there are many negative reviews because of lousy map illustrations.
3. The improved mark was not recognizable. Columbus Zoo and Aquarium has an excellent organizational position, but the identity mark is not legible. Also, a color combination of the mark does not go with the organization. The Type of Identity mark looks...
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COLUMBUS ZOO REBRANDING
Overview
The first zoo in Columbus, the Columbus Zoological Company, was located in the north Riverview neighborhood of Beechwold in Clintonville. The zoo opened in May 1905 but closed for unknown reasons only five months later, in October 1905. The present Columbus Zoo opened in 1927 as Columbus Zoological Gardens. Columbus took over the zoo's management in 1951 but later gave up ownership to Zoological Park Association, Inc, a non-profit organization, in 1970. The city continued providing funds from the city's general fund, however, until 1986.
Current Visual Identity
In this Identity of Columbus Zoo, roughness and bold strokes give a feel of animals' wildness.
Organization Target Audience
The target audience is families with young children and people who love animals and other species. As I prepared for this project, I found it was essential to look at these aspects of the organization.
Weaknesses of the Zoo
While the Columbus Zoo and Aquarium has many strengths, they do have some weaknesses:
1. Large open areas for animals to roam result in missed opportunities to view animals. If the animals are not where people can see them, it is a missed opportunity for the consumer and might not be satisfied with their visit.
2. Customers become angry because they cannot find where Kangaroo walk or 4D theatre shows are located due to the flawed infographic map, and they cannot seem to find their way to the exit to leave the park. These are some weaknesses, and there are many negative reviews because of lousy map illustrations.
3. The improved mark was not recognizable. Columbus Zoo and Aquarium has an excellent organizational position, but the identity mark is not legible. Also, a color combination of the mark does not go with the organization. The Type of Identity mark looks outdated and not practical. Visual Identity is not consistent with the main identity mark.
4. Compared with other zoos and non-profit organizations, the website information is not attractive
Competitors
Primary Competitor
Significant competition in Ohio; such as Cincinnati Zoo & Botanical Garden
Secondary Competitor
San Diego Zoo, which is famous and has good visual identity organization and other zoos located in the United States.
Opportunities and Challenges
Goal 1: Improve mark recognizability and features.
Mark should be catchy, recognizable, and legible. A design identity with better colors, typeface, and visual impact.
Goal 5: Creative Advertising campaign for kids.
For expanding the visitor rate, Marketing strategies can be geared towards families, schools, and partners of children's learning. Kids can be a part of fun and educational activities centered around arts and crafts, games, and interactive storytelling that teaches them about wildlife conservation.
6. Business and Service Development. (Zoo Accessibility, Transport, Accessible Routes signages, Billboard)
Make Creative marketing strategies for a campaign to attract parents—approach Schools, Colleges, and conservation organizations to increase visitor rates.
Columbus Zoo and Aquarium has intense market competition. The visual Identity is only red and white. It is recommended that to have a representative organization color. The visual Identity should increase and unify the organization's color to improve recognition and visual communication.
My design proposes a modular mark system with various colors to choose from in any given mark application. Each illustration is divided into three parts, eyes, nose, and mouth. In mismatch aspects, this illustration act as a playful genre. This mixture of colors, shapes, and animal body parts creates a playful, fun, modern energy that speaks to young children and their parents.
Iconography
This Iconography allows business emphasis to be creative and make a series of cultivated impressions in the target audience. The animals and birds illustration that Columbus Zoo logo as belonging to zoo organization should be preserved in every version of the mark.
Promotional Design
Promotional products can drive customers to the business in a cost-effective way. These souvenirs bring instant brand recognition. Those can expand the reach of zoo products and services amongst a larger audience. These items are also excellent for raising a solid customer base and driving customer loyalty. Also, these souvenirs can increase the number of non-profit organizations to raise business.
