zoo charlotte brand guide

ZOO CHARLOTTE

2900 Rocky River RoadCharlotte, NC 28215

Graphic Design Fall 2013© Michael Drake 2013

BROCHURE

ZOO CHARLOTTE

THE CLIENTZOO CHARLOTTE

December 2013

ZOO CHARLOTTE creates compelling experiences that connect people with wildlife and inspirepersonal responsibility for conserving the natural world.

This booklet serves as a guide to the brand identity of ZOO CHARLOTTE. It is intended to serve as a tool to keep the brand consistent and accurate so that we can become the most recognizableattraction in the Charlotte region.

TABLE OF CONTENTS

Our Logo

Our Partners

Staff Uniforms

Zoo Cafe

Zoo Gift Shop

Outdoor Signage

Exhibits

Transportation

Zoo Advertising

Zoo Foundation

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OUR LOGO

To represent the indigenous animals of the Piedmont area we chose the Raccoon. The high contrast features of this animal gave our designer the opportunity to work with negative space. The logo was also designed to be used as a graphic mark or a word mark, both of which could stand on their own and still clearly represent our brand.

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LOGO CLEAR ZONE

The logo clear zone represents the area surrounding the logo which much be kept clear of all other graphics, typography and images, except those specified in this booklet.

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LOGO TYPEFACE

CENTURY GOTHIC is the typeface used for the ZOO CHARLOTTE logo. The typeface has regular, italic, bold and bold italic within its family. To maintain a consistent look for our brand, bold and regular must be used whenever the logo is applied. BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

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OUR COLORS

The color palette for ZOO CHARLOTTE is very clean and simple. Inspired by the colors of our chosen animal, the raccoon. Our colors are simply black, white and gray.

BlackRGB equivalent0, 0, 0CMYK equivalent75, 68, 67, 90

WhiteRGB equivalent255, 255, 255CMYK equivalent0, 0, 0, 0

GrayRGB equivalent0, 0, 0CMYK equivalent75, 68, 67, 90

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OUR PARTNERS

The massive amount of land that we have purchased in the Reedy Creek area has provided ZOO CHARLOTTE the opportunity to partner up with Latta Plantation and the Carolina Raptor Center. Latta Plantation will remain in the same location, but their expansion known as Latta Farms will be located within the ZOO CHARLOTTE property. The Carolina Raptor Center will move their entire location to our property as well. All three businesses will have a similar look and feel to provide our customers a consistent experience throughout our property.

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LATTA FARMS LOGO

The LATTA FARMS logo is based off of the use of high contrast and negative space to stay consistent with the ZOO CHARLOTTE logo. LATTA FARMS chose to be represented by a cow. Their color palette is black, white and green with the RGB equivalent being 153, 202, 68 and the CMYK equivalent being 45, 0, 95, 0.

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CAROLINA RAPTOR CENTER LOGO

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The CAROLINA RAPTOR CENTER logo was again based off of the use of high contrast and negative space to stay consistent with the ZOO CHARLOTTE logo. The CAROLINA RAPTOR CENTER chose to be represented by an owl. Their color palette is black, white, blue and orange. The RGB equivalent for this orange is 247, 147, 31 while CMYK is 0, 50, 99, 0. The RGB equivalent for this blue is 65, 164, 214 while CMYK is 65, 15, 0, 5.

OUR UNIFORMS

The comfort of both our employees and animals is important to us. Since a lot of our employees work in outside conditions working with both guest and animals we created our own line of clothes called ZOO WEAR, FARM WEAR and RAPTOR WEAR. These uniforms were designed for dealing with all types of conditions. They are equipped with long sleeves that can easily be rolled up and buttoned. They also come equipped with break away pant legs, giving the employee the option to wear them as shorts.

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ZOO CHARLOTTE UNIFORMS

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LATTA FARMS UNIFORMS

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CAROLINA RAPTOR CENTER UNIFORMS

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ZOO CAFE

The ZOO CAFE provides our guest with a healthy option for meals. Modeled after the US National Whitewater Center’s River’s Edge restaurant, we provide a tasty affordable menu. We also provide indoor and outdoor seating so that our guest have the most comfortable eating experience.

All of our materials are also biodegradable to help ensure the safety of our animals and to contribute to a green environment.

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ZOO CAFE UNIFORMS

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ZOO CAFE MENU

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ZOO CAFE PLACE SETTING

ZOO CAFE BEVERAGE

In house To go only

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ZOO GIFT SHOP

The ZOO GIFT SHOP provides our customers an experience in itself, with creative gifts that represent our brand.

The ZOO GIFT SHOP is also a tool to help advertise our brand.

Every one of our products should be unique to the ZOO CHARLOTTE experience and products that our customers just can’t get anywhere else.

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ZOO MERCHANDISE

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BUMPER STICKERS

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KEY CHAINS

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SOUVENIR BAGS

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ZOO HATS

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ZOO ENTRANCE

At ZOO CHARLOTTE we use natural resources so that our signs and buildings blend into the beautiful landscapes of the Reedy Creek area.

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WAYFINDING SIGNS

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RESTROOM SIGNS

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ZOO EXHIBITS

ZOO CHARLOTTE provides a wide range of exhibits. The graphics for these exhibits have been designed to continue the consistent look and feel of the ZOO CHARLOTTE brand.

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ZOO CHARLOTTE

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ZOO CHARLOTTE

ZOO CHARLOTTE

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ZOO CHARLOTTE

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ZOO CHARLOTTE

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Southeastern fox squirrels occur in a variety of color phases. Most in North Carolina are grayish, with various patches of black on the head and feet and white patches on the nose, paws and ear tips.The fox squirrel is the largest and most colorful squirrel in North Carolina. Some animals are almost totally black with dark gray patches, and others are reddish or rust colored. Rare specimens from western North Carolina are generally red and probably belong to a midwestern race of fox squirrels.

Adults are much larger than the more common gray squirrel and the western fox squirrels found in the Midwest. They range in length from 20 to 26 in. and weigh from 1 1/2 to 2 1/2 lbs.

The largest and most colorful tree squirrel in North Carolina, the fox squirrel lives primarily in mature longleaf pine and open pine-oak forests in the Sandhills and southern Coastal Plain. The fox squirrel is about twice as large as the gray squirrel, and individuals exhibit a variety of color phases and patterns ranging from gray to black to red.

FOX SQUIRREL

Diet: Pine seeds, acorns, hickory nuts, buds, berries, fungi and some insects.

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ZOO CHARLOTTE

ZOO TRANSPORTATION

ZOO CHARLOTTE will offer two types of transportation. We will have a small fleet of John Deere 850i Gator’s for our staff. This vehicle is four wheel drive with a small cargo bed that will be a great tool for our employees to use while maintaining the property.

The second mode of transportation is our steam engine train. This train will give our guest an opportunity to see the perimeter of the entire property.

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ZOO MOBILE

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RAILWAY

ZOO CHARLOTTE RAILWAY

ZOO CHARLOTTE will have a railway that will take our guest on an adventure around our entire property. Due to the shape of this steam locomotive, the logo will be broken into two marks, with the visual mark going on the drum and the word mark being placed on the base of the train.

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ZOO ADVERTISING

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ZOO ADVERTISING will use our logo to promote our brand in even more creative ways. Our ads will run in magazines, on billboards, and on television.

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BILLBOARD ADS

2’0”

1’6”

1’0”

6”

See the Usual Suspects at ZOO CHARLOTTE 2’0”

1’6”

1’0”

6”

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The “Busted” billboard series. This is a series of ads that will highlight ZOO CHARLOTTE television commercials. The TV spot will show the animals getting arrested for raiding trash cans and stealing birdseed.

Mecklenburg Co.

28213Raiding Trash Cans

Mecklenburg Co.

28214STEALING BIRD SEED

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MAGAZINE AD

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ZOO FOUNDATION LOGO

The North Carolina Zoo Foundation logo has a look similar to that of ZOO Charlotte with the stacked type of a word mark. Where the logo is different, is in its zoo like colors and the taller typeface of Futura Condensed.