rhody Wildlife Park
I have developed a comprehensive rebrand of Roger Williams Park Zoo in Rhode Island, creating a new name, visual identity, and wayfinding system that prioritizes wildlife conservation and ensures accessibility and clarity for every visitor.
Roger Williams Park Zoo’s current branding is a bit outdated. The Zoo is a member of the Association of Zoos and Aquariums (AZA), is American Humane certified, and is home to many endangered species. These conservation efforts should be more visible as there has been an increased awareness of the importance of wildlife conservation and the consequential rebranding of zoos. In 2018, The Oakland Zoo rebranded with the purpose of conservation at the forefront including the Oakland Zoo. The CEO and president of the zoo states: “Conservation is the core of our organization, and adopting a name to reflect that purpose is how we can better communicate that."
When working on the logo and brand system, I used elements like a neutral color palette and natural texture to create a grounded earth-focused appearance. I worked to do this by keeping the logo icon and exhibit icons all in an arch shape. I also kept the primary color palette small with only three colors. I found that such a cohesive system created a strong guide for the map, brochure, and way finding elements.
According to the “Roger Williams Park Zoo Detailed Timeline,” the Zoo has not gotten new signage since 2007. In addition, numerous reviews online claim the wayfinding to be “inadequate” or “confusing”. My goal was to fix this connection between the zoo and its visitors. Elif Atamaz discusses the need for effective guiding systems in the 21st century. She states, “by using graphic design elements; typography, pictograms, photographs, and illustrations the storytelling places can be designed.” This application is seen in Yulia Nurliani Lukito and Enira Arvand research. They analyzed the existing wayfinding and signage systems at the Ragunan Zoo and proposed a more comprehensive system by using some basic principles of wayfinding and signage design. They claim that with this new system, “Visitors will have more time to enjoy their visit and involve in education and conservation activities.”
Designing a landing page and e-tickets, was essential for this rebrand. As the brand works to be modern and accessible it should also involve user-friendly UX/UI.
Overall, I see this as a new beginning for the Rhody Wildlife Park. The new branding will work to support the zoo’s conservation mission and appeal to the growing audience of people who value wildlife education and preservation. The new map and signage will enhance accessibility and improve engagement for all visitors.
Credits:
Designer/Illustrator: Devon Ralston
Instructor: Mia Culbertson, Tyler School of Art and Architecture, Temple University
Sources:
Atamaz, E. (2019). Environmental graphic design for building information systems. EurAsian Journal of BioSciences, 13(2), 2271-2278. http://libproxy.temple.edu/login?url=https://www.proquest.com/scholarly-journals/environmental-graphic-design-building-information/docview/2339039761/se-2
Lukito, Yulia Nurliani and Arvanda, Enira (2017). Improving wayfinding and signage systems of the Ragunan Zoo as a way to enhance visitors’ quality time. ASEAN Journal of Community Engagement, 1(2). Available at: https://doi.org/10.7454/ajce.v1i2.76
Oakland Zoo Rebrands to Better Demonstrate Conservation Purpose. (2018, January 25). PRWeb Newswire. https://link-gale-com.libproxy.temple.edu/apps/doc/A524875496/GBIB?u=temple_main&sid=bookmark-GBIB&xid=d6d7d7a5
Scharfberg, Vicki. “Https://Www.Rwpzoo.Org/Wp-Content/Uploads/2022/09/Roger-Williams-Park-Zoo-Overview-Historic-Timeline.Pdf.” Roger Williams Park Zoo, 2022.