Studio DAD is a writing and design agency that builds brand identity systems, content, campaigns and experiences. DAD worked with the Oregon Zoo over the course of 13 months to create their first all-new identity in more than a quarter century. The rebrand supported a reimagined, conservation-focused mission and vision for the Zoo, embodied by a new tagline “Together for Wildlife.”
DAD worked with the internal marketing team to develop a fitting creative vision for the new identity: it should feel like part of the Northwest, it should inspire pride in the Zoo, and it should reflect the diversity of wildlife that calls it home. The logomark is built on a circular container shape, referencing the O in Oregon, and features animals iconic not only to the Zoo, but to the Northwest. A scalable patterned icon system represents the diversity found at the Zoo while celebrating the flora and fauna of the region. The wordmark is set in Exchange. The tagline pairs Exchange with GT Walsheim.