I was approached with the challenge of redesigning the logos and branding guidelines for Lincoln Park Zoo, with the goal of creating a visual identity that appeals to children, teens, and the parents accompanying them—ensuring an inclusive and engaging experience for all. The design solution features geometric animal illustrations that preserve the authentic forms of each species, paired with colorful gradients. This modern aesthetic not only aligns with the tastes of the zoo’s urban audience but also subtly communicates a contemporary approach to animal care. The gradients introduce a playful, vibrant tone that resonates with younger visitors, while the geometric shapes—carefully designed to complement the animals’ silhouettes without exaggeration—maintain a level of sophistication for older audiences. This balance challenges the notion that “family-friendly” design must feel exclusively child-oriented, instead presenting a brand identity that welcomes and appeals to all age groups.
