Responses by Élise Cropsal, creative director, design and Marie-Pier Gilbert, graphic designer, lg2
Background: Even if the number of visits is on the rise and despite the many prestigious accreditations it has earned to date, the Zoo de Granby has its eye set on the future with an ambitious program. Zoo de Granby wants to become a world-renowned conservation institution and a top tourist destination for families in North America. Major investments are planned in the next few years to enrich the visitor experience. To reflect the movement underway and to encapsulate Zoo de Granby’s business vision, we led it through the development of a new brand identity. This current identity springs from a desire to position Zoo de Granby as an ambassador of the magical animal kingdom.
Reasoning: We wanted a graphic platform concept that would evoke the animal world rather than explicitly represent it, capable of accompanying Zoo de Granby’s various areas of activity. It was important for us to leave a place for imagination. The creative also had to be flexible enough to integrate into all platforms, both online and offline. From this starting point, we settled on a highly illustrative approach to represent a large menagerie of animals using the three letters in the word zoo, adapted to different telltale patterns. The identity appeals to the entire family—its vibrant colors and fun animations engage young children while the different typographic characters recalling animal faces make the inner kid in every adult smile.
Challenges: We needed to strike the right balance and communicate a sense of lighthearted fun without being childish. Apart from the graphic platform and its visual language that speaks to the public, the Zoo de Granby also had to equip itself with a corporate identity that would strengthen its position as a leader among Québec’s zoological institutions.
Favorite details: The identity’s simplicity and universality that resonate with every age.
Time constraints: The final platform wasn’t subject to time constraints. However, its iterations have not all been unveiled yet. The Zoo de Granby is a massive organization, so the platform will be rolled out in several stages. The signage and experience on Zoo de Granby’s grounds will be deployed over the next few years.