merit
The Birmingham Zoo is celebrating its 70th anniversary this year! So, how do you celebrate a monumental milestone? We started with a bold and playful logomark with animations of four key species living at the Zoo. This mark is versatile and will be used across the campaign in signage, merchandising, and all applications related to the Zoo this year.
We set out to create a platform for the Birmingham Zoo that drove audience admission and membership/event attendees, and increased awareness of the Zoo while helping to create a positive environment for future development initiatives. Not only did this campaign need to raise awareness and have tangible results, but it also needed to prime the audience to what’s coming next for the organization – a larger capital campaign seeking to improve and innovate in all aspects of the Zoo. The capital campaign will be supported through donations and fundraisers, as well as general buy-in from the Zoo audience. We’re working towards making audiences receptive to future messaging and positioning the Zoo as an essential member of the Birmingham community.
As our starting point and guiding light for the larger campaign, we developed four bold, engaging and interchangeable logo marks to commemorate this milestone year for the Birmingham Zoo. Each mark pays homage to some of the most beloved species that call the Zoo home. The larger campaign, which includes paid and guerilla marketing tactics, is slated to launch later this spring. So while we don’t have tangible results yet, the logo marks that have already been released into the wild have generated excitement and buzz around town.
The Birmingham Zoo is the only AZA-accredited zoo in the state and is committed to improving the lives of the animals within their care through excellent care and constantly seeking ways to inspire the conservation of the natural world.
Due to the Zoo’s mission, we must always be mindful of the optics surrounding activations and media; animals should be treated with dignity.
