Charles Paddock Zoo
A complete rebrand of the Central Coast's zoo to bring a sustaining life to their established name, unleash their wild side, and capture their audience.
The Client
Known as the “Charles Paddock Zoo” locally, most visitors recognize that this is the only zoo between Santa Barbara and Monterey. With hundreds of species represented, this accredited zoo is a growing source for families and travelers to enjoy while they learn and explore the animal kingdom.
The Challenge
To visually start the conversation about wildlife preservation as well as environmentalism through a brand identity that speaks to families, individuals, and those willing to donate.
The Strategy
By having the identity rooted in both the wildlife and environment, we helped the organization start the conversation on the right foot that also reveals all that they have to offer as they expand. Since they are solely dependent on donations, we needed the brand to appeal to families as well as individual donors. By presenting the zoo’s identity with a clear message, we visually connect with the audience through the tiger’s eye. According to research, most people feel a deep connection when experiencing a zoo when they make eye contact with an animal. This psychological and strategic device is used to not only connect, but also emotionally draw upon treasured memories from past zoo experiences.
The Design
Based on the strategy developed, we crafted an identity that is bold and eye-catching, while still very welcoming. From the details of the bamboo to how they blend with the tiger’s eye, we created an identity that visually envelopes the dynamics and scope of the zoo while appearing established and accomplished. The vision for the design took into consideration the multiple platforms and touchpoints that the identity would need apply to while not being restricted by color or size. The striking nature of the design catches attention and draws in the viewer by intriguing them through the eye of the tiger with a hint of mystery as it hides within the enveloping foliage.
The Creative Solution*
A brand identity system that navigates the conversation by equally educating about the wildlife, their natural habitats, and our role in respecting and preserving.
The Results
While still in development, the brand has already received an International award and is being embraced by leaders of the City of Atascadero.
*Learn more why our solutions drive results.
The Accolaide
The bestselling LogoLounge book series features the leading edge of identity design created by highly accomplished and noteworthy up-and-coming designers from around the world and carefully curated by an expert panel made up of some of the most revered names in the industry.
This brand identity received global recognition as it was chosen out of 35,000+ submissions from 68 countries to be published in the eleventh edition of the popular LogoLounge book. A total of 601 designers and agencies were selected with a total of 2,500 brand marks represented in this publication.
