Brand Guidelines

BLANK PARK ZOO VISUAL IDENTITY GUIDELINES

About

The impact of what we do, every day, spans species and bridges generations.

Since we welcomed our first wide-eyed visitors in 1966, our mission to inspire an appreciation of the natural world hasn’t changed. But the stakes have. Now, we have the visual identity to support that mission at such a critical moment for wildlife around the world.

Logo Guidelines

Our logo still stands as the same symbol of conservation, education and research.

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DO

Use the cream-colored logo over images.

DO

Use other light-colored logos over images.

DO

Use the logo in different combinations from the color palette.

DON’T

Use dark-colored logos over images.

DON’T

Use the logo with a background over images.

DON’T

Rotate or alter the logo for any reason.

Typography

Fonts speak for themselves, no matter what the words are trying to say, so we had to find the perfect pairing to present our messaging.

Bennett is an on-trend take on a tried-and-true serif typeface. It complements our sans serif- based logo and lends a brainy, bookish backbone to messaging.

Basic Sans is a sans-serif typeface that’s clean, functional and easy on the eyes. But it has just enough personality to keep things interesting.

Primary Typography

These will be our most widely used, and therefore most widely recognized typefaces. All three can be found on Typekit for Adobe Creative Cloud users.

SUBHEAD

Aa

Bennet Display

Bold

Download

BODY

Aa

Basic Sans

Light

Regular

Semi Bold

Bold

Download

Alternate Typography

If access to Adobe Creative Cloud isn’t available, or the placement doesn’t support our primary options, these backup typefaces can be used.

HEADLINE

Aa

Tinos

Bold

Download

BODY

Aa

Work Sans

Light Regular

Semi Bold

Bold

Download

Color Palette

The next evolution of our color palette introduces earthier tones, inspired by wildlife and their habitats, to better complement our library of photography.

Gold

HEX:	#cd9b40
RGB:	205/155/64
CMYK:	20/39/88/1

TAN

HEX:	#916d44
RGB:	145/109/68
CMYK:	37/52/79/18

RUST

HEX:	#934d22
RGB:	147/77/34
CMYK:	30/74/100/24

LIGHT GREEN

HEX:	#768f3e
RGB:	118/143/62
CMYK:	58/27/96/8

DARK GREEN

HEX:	#2c4524
RGB:	44/69/36
CMYK:	76/47/92/52

LIGHT BLUE

HEX:	#668bc1
RGB:	102/139/193
CMYK:	63/40/3/0

DARK BLUE

HEX:	#114069
RGB:	17/64/105
CMYK:	100/79/34/21

CREAM

HEX:	#f7f0e1
RGB:	247/240/225
CMYK:	2/4/11/0

STONE

HEX:	#6f665d
RGB:	111/102/93
CMYK:	54/51/58/22

DARK GREY

HEX:	#201e1e
RGB:	32/30/30
CMYK:	54/51/58/22

Do’s and Don’ts

Our color palette provides plenty of flexibility to achieve the right look and feel on an asset-by-asset basis, depending on the featured event, exhibit, experience, etc.

DO

Use these colors together.

DO

Use light-colored type on a dark-colored background.

DON’T

Use any other colors for any reason.

DON’T

Use any other color combinations for any reason.

DON’T

Use colored type that is illegible on a colored background.

Topographic Map

This linework transforms the actual topography of our zoo into a design element that’s always available to add a sense of adventure over photography or floods of color.

Download

DO

Use it subtly.

DO

Put it in different colors and variations.

DO

Use it over images or colors.

DON’T

Use it everywhere.

DON’T

Put type over it.

DON’T

Change the size of the stroke.

Animal Focused Photography

Animals are the heart and soul of our zoo, so animal-focused photography should be the heart and soul of our zoo’s visual identity.

Thanks to our photographers and zookeepers, we have an abundance of powerful options to choose from. Just make sure enclosures are out of focus in the background or out of the picture entirely.

Photo Treatment

For high-impact pieces or materials that simply feature a lot of photos together, this treatment will help highlight the natural tones of the animals — to align photography with our color palette.

This custom photo filter is available to use in Lightroom for Creative Cloud users.

Download

BEFORE

AFTER

Capital Campaign

Since 1966, Blank Park Zoo has welcomed Iowans of all ages to explore the natural world around us. We are excited about the next chapter of service to our community and are proud to have the opportunity to share it with such ardent supporters.

Working within our mission to inspire an appreciation of the natural world while providing the most inclusive opportunities possible, we are launching a new project to Expand the Impact of the Zoo both in the state of Iowa and beyond our borders globally.

With your support, we will bring to life Wild Iowa, a celebration of our state and the unique species making their homes alongside us; a new Big Cat exhibit including breeding facilities, updated viewing areas and behind the scenes necessities; and new gathering spaces including a stage and improvements to walkways throughout the zoo allowing for visitors of all abilities to enjoy the animals and programming.

Thanks to your support, the Blank Park Zoo Foundation has invested nearly $30 million in capital improvements since 2005. Now, we have the opportunity to dream bigger than our founders could have imagined. Your ongoing commitment and investment in the zoo is appreciated today, tomorrow and now, into our second generation of service to Iowans.

Brand Guidelines

BLANK PARK ZOO VISUAL IDENTITY GUIDELINES

About

The impact of what we do, every day, spans species and bridges generations.

Logo Guidelines

Our logo still stands as the same symbol of conservation, education and research.

DO

DO

DO

DON’T

DON’T

DON’T

Typography

Fonts speak for themselves, no matter what the words are trying to say, so we had to find the perfect pairing to present our messaging.

Primary Typography

HEADLINE

Aa

SUBHEAD

Aa

BODY

Aa

Alternate Typography

HEADLINE

Aa

BODY

Aa

Color Palette

The next evolution of our color palette introduces earthier tones, inspired by wildlife and their habitats, to better complement our library of photography.

Gold

TAN

RUST

LIGHT GREEN

DARK GREEN

LIGHT BLUE

DARK BLUE

CREAM

STONE

DARK GREY

Do’s and Don’ts

Our color palette provides plenty of flexibility to achieve the right look and feel on an asset-by-asset basis, depending on the featured event, exhibit, experience, etc.

DO

DO

DON’T

DON’T

DON’T

Topographic Map

This linework transforms the actual topography of our zoo into a design element that’s always available to add a sense of adventure over photography or floods of color.

DO

DO

DO

DON’T

DON’T

DON’T

Animal Focused Photography

Photo Treatment

For high-impact pieces or materials that simply feature a lot of photos together, this treatment will help highlight the natural tones of the animals — to align photography with our color palette.

BEFORE

AFTER

Capital Campaign

Logo

Letterhead