SOURCE: Phinney Bischoff Design House

April 06, 2011 12:00 ET

Phinney Bischoff Creates New Identity and Campaign for Woodland Park Zoo

SEATTLE, WA--(Marketwire - April 6, 2011) -  Phinney Bischoff Design House (PBDH), a Seattle-based brand design firm, recently completed work with Seattle's Woodland Park Zoo. The work, including a new visual identity (logo) and comprehensive campaign theme -- "More Wonder. More Wild." -- were unveiled on March 10 at Thrive, a major fundraising event for the Zoo.

PBDH was selected to lead Woodland Park Zoo in developing a new master brand as well as the campaign theme. The previous Woodland Park Zoo logo, designed three decades ago, conveyed an outdated image of the Zoo, and didn't successfully differentiate the organization amongst other zoos, or convey the Zoo's role as a global conservation organization. Also, the old logo's complexity was challenging to use across various applications. The new logo and streamlined brand system, which eliminates competing sub-brands, will save the Zoo financial resources and create more valuable opportunities for co-branding.

The new campaign theme communicates the essence of the Zoo's mission and works to engage audiences and inspire donors. "More Wonder. More Wild." formed the core of the Zoo's message at the Thrive event, helping to raise more than $600,000 as part of a $4 million matching challenge gift -- the largest in the Zoo's history. Moving forward, the theme will be used throughout the community phase of the campaign with a goal of raising $80 million (to date, $59 million has been raised). The theme was used in a special message from Betty White, which aired at the event and continues to be shared via social media. See the message here:

Both the new logo and campaign theme are the culmination of extensive research and a collaborative creative process. Working closely with the Zoo's executive team and in-house creative leaders, PBDH solicited feedback at various stages from the public, staff, volunteers, donors and others to gather critical insights and inform the design process. An extensive review of zoo logos from around the world revealed a variety of overused design approaches, and a survey of the general public (with nearly 700 responses) helped outline key areas for design exploration. The research revealed two essential insights: 1) the new logo would need to successfully communicate that the Zoo is both a conservation leader and wonder-inspiring educator, and 2) the new logo would need to represent the Zoo's new model of experiencing the wonder of wild animals up close. These insights fundamentally guided the creative process, and are evident in both the new logo and campaign theme. 

"The bold, new identity captures the Zoo's mission as an organization that makes a difference globally and inspires wonder locally. This is the face of Woodland Park Zoo's future as a leading conservation and education organization," says Dr. Deborah Jensen, President and CEO of Woodland Park Zoo.

About Phinney Bischoff Design House: PBDH is an independent, highly regarded brand design firm with offices in Seattle and Sun Valley, Idaho. Founded in 1982, PBDH offers world-class expertise in brand strategy, design, interactive, and ideation. PBDH believes that great ideas in brand design come from inviting clients into the creative process. The firm is dedicated to bold and innovative work inspired by this transparent and inclusive approach to collaboration. For more information, visit

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