Smithsonian National Zoo

Branding and collateral


Sarah Klamans, Art director

This is a proposed redesign for the Smithsonian National Zoo located in Washington D.C. The system includes an identity mark, business cards, tickets, an icon set, a map, buttons, a retail bag, and signage. The logo and icons were created by cutting away pieces from a block shape. The block shapes were inspired by children's toy blocks and the sculpted stone letters at the entrance of the zoo. Each icon is coupled with a unique and playful version to have the viewer search within the patterns. The color scheme is created by adding warmer tones to primary colors. The pairing of the hand drawn illustrations and the bright, bold colors are inviting to both young and old visitors.