utah’s hogle zoo wordmark update

In 2018 Boncom won an RFP for Utah’s Hogle Zoo. Kicking off our relationship, I proposed we update their current logo. We knew this would be a tricky task given the amount of collateral and materials involved. The challenge also came with a long time heritage and attachment to the legacy brand. With all this in mind we set up a rigid criteria. One, we must use the current typeface. Two, keep the overall structure the same while adding a horizontal version. Three, use correct typography and letter structure principles. During the process we discovered that there was an opportunity to simplify the elephant icon and propose a further logo/brand expansion with secondary animal illustrations.