Michael chose to rebrand the Oregon Zoo because he has always been fascinated by animals and felt like they could use it as their current branding feels outdated and inconsistent.


As all projects should, this visual identity started with sketches on paper. These were focused on being expressive, fun and playful to encourage visitors to interact with the brand.

Some vector logos that began exploring color and expanded on concepts in sketchbook.

This option was originally considered as a way to refresh the current brand.

Direction without animal chosen in order to better suit the entire zoo, and allow it to be applied to exhibits and assets throughout the zoo and beyond.

Final mark

Signage for a few of the different sections of the zoo.

Wall surrounding an exhibit when it is under construction, The logo would feature windows as the "O"s so visitors can see the progress of the construction.

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