zoo charlotte ebrochurecpcc

a+gdk. comptongrd 241-01

fall 2013© rob retiano

CHARLOTTEa zooright inyour backyard

a zoo charlotte brand field guide

We need to communicate with our customers and potential cus-tomers in everything we sayand in everything me do as a zoo within a metropolitan city. It is our goal to insure that each and every contact we have with the customer accurately communicates the brand zoo charlotte aspires to: a zoo right in your backyard. This booklet is a guide to the brand identity program of zoo char-lotte. It is intended to present a system of tools, without a lot of rules. By consistently implementing these guidelines, we can be sure that zoo charlotte’s brand identity is accurate and consistent in all things. I look forward to working with you as we become simply the best.

Charles Schuster, III

CEO, zoo charlotte, inc.November 2013

what’s inside

philosophy logos park staffamenitiesinternal signageexternal signagefoundations/servicescredits

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CHARLOTTEphilosophy

philosophy statement brand identity philosophy

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the zoo charlotte brand philosophy

a zoo right in your backyard.

this is the feeling we want everyone in the charlotte, nc area to feel.

we strive to not only have our zoo be one of the most educational areas in the piedmont, but also to make a fun, easy going, and enjoyable experience.

we strive to look professional, courteous, and knowledgable to all customers and families that enter our park so that they may leave with a feeling of satisfaction and yet leave them wanting more which in turn will cause them to return and visit.

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the zoo charlotte brand identity

the brand identity of zoo charlotte is that of a simple one.

clean looking graphics and images with clear and bold type.

color coded sections of the park to group individual sec-tions and areas of each park.

the goal is simple: keep the customer as least confused as possible by making easy to read and follow signage and directions.

and if need be, our friendly and helpful staff will be available to answer any remaining questions or be able to direct that customer to someone else who can.

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CHARLOTTElogos

our namemain logosprint specsother park sections

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our name

The legal name of our company is Zoo Charlotte, Inc. This is the name we use on legal documents, such as the corporate letterhead and purchase orders.

Our friends know us as zoo charlotte. This is the name that put above the door, on our products and in our conversation. In most cases, it’s the name we go by.

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main logos

CHARLOTTECHARLOTTE

RAPTORCENTERcarolina

RAPTORCENTERcarolina

LATTAFARMS

LATTAFARMS

the main logos within the park all represent exotic forms of local animals.

our main logo is a wolf head with it’s color representing elements of the carolinas and charlotte area.

with the assimilation of both the carolina raptor center and latta farms into the zoo, the logo designs for these to areas are meant to emote the main zoo charlotte logo by showing that they are all part of the same park, but also remain as their own identities within.

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print specs

CHARLOTTEthe zoo charlotte 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.

the zone is defined as the space above and below, and to the left and right of the logo elements that is equal to the height of the wolf’s head and the depth of the entire logo in gallery.

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other park sections

CENTERaquatic

HOUSEbutterfly

HOUSEinsect

ZONEmammal

HOUSEreptile

the other sections of the park will have logos witha similar feel to the main logo of zoo charlotte.

while the symbol representing each area will remain as a primarily black icon, the names of each section’s logos will be color coded to distinguish each section within.

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CHARLOTTEpark staff

zoo staff uniformsraptor center uniformslatta farms uniformszoo vehicles

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zoo staff uniforms

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staff

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staff

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staffstaff uniforms will be a lightweight breathable material.

the beige shirts and hats will be standard throughout all sections of the park while the pant color will solely represent the zoo color as a whole by matching that of the wolf.

the staff logo itself is a modified version of the zoo charlotte logo, however stressing the word “staff” to be much larger than the rest and share the color with that of the pants in the uniform.

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raptor center uniforms

staff uniforms will be a lightweight breathable material.

the beige shirts and hats will be standard throughout all sections of the park while the pant color will solely represent the carolina raptor center color as a whole by matching that of the owl.

the staff logo itself is a modified version of the carolina raptor center logo, however stressing the word “staff” to be much larger than the rest and share the color with that of the pants in the uniform.

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RAPTORCENTERcarolina

staff

RAPTORCENTERcarolina

staff

RAPTORCENTERcarolina

staff

latta farms uniforms

staff uniforms will be a lightweight breathable material.

the beige shirts and hats will be standard throughout all sections of the park while the pant color will solely represent the latta farms color as a whole by matching that of the ram.

the staff logo itself is a modified version of the latta farms logo, however stressing the word “staff” to be much larger than the rest and share the color with that of the pants in the uniform.

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LATTAFARMSstaff

LATTAFARMSstaff

LATTAFARMSstaff

zoo vehicles

CHARLOTTE

the park vehicles will be the 2014 Jeep.

it will be modified as a two seater while leaving the back open to haul either animals, food, or other supplies.

each vehicle will also have towing capability should it need to be used.

the full zoo charlotte logo will be featured on the hood of the vehicle as well as on the rear tire cover.

the wolf icon will be displayed on the driver’s side and passenger doors.

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CHARLOTTEamenities

cafe uniformscafe itemsgift shop uniformsgift shop items

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cafe uniforms

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CHARLOTTEcafe

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cafeCHARLOTTE

cafe

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cafethe zoo charlotte cafe uniforms are a clean cut, light weight, breathable material which will evoke a simple yet classy cafe feel.

the logo for the cafe is similar to the staff logo except for the replacement of the word “staff” for the word “cafe”.

the hat, shirts, and pants will all be black while the aprons with be a medium warm grey.

cafe itemsCHARLOTTE

cafeMENU

Appetizers

PLATES & SANDWICHES

DESSERTS

FOODdescription

price

FOODdescription

price

FOODdescription

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FOODdescription

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FOODdescription

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FOODdescription

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FOODdescription

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FOODdescription

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FOODdescription

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FOODdescription

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FOODdescription

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cafe

the items, plates, cups, menus, and napkins within the cafe will have a light chocolate color scheme.

the idea behind this color and layout is to create a very warm, comforting, and homely feeling.

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CHARLOTTE

cafe

gift shop uniforms

the zoo charlotte gift shop uniforms are a clean cut, light weight, breathable material which will evoke a simple yet classy cafe feel.

the logo for the gift shop is the same as the staff logo.

the hat & shirts will be a medium warm grey and pants will all be beige.

the back of each shirt will have the phrase “yes, i work here” to help minimize confusion among patrons as to who might be an employee.

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staff

CHARLOTTE

staffyes,

I workhere

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gift shop itemsRAPTORCENTERcarolina

HOUSEbutterfly

gift shop merchandise will feature an array of choices.

predominantly fashioning the various logos to different items such as umbrellas, mugs, messenger bags, and key chains.

t-shirts will be colored based on the logo design which will be individually based on logos from different areas of the park.

CHARLOTTEinternal signage

main entrance signpark section signsexhibit signssign postsrestroom signs

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main entrance sign

CHARLOTTE

Welcome to

the sign at the main entrance of the park will feature the zoo charlotte logo carved as a relief onto a large wooden panel with the words “welcome to” right above it.

the wooden panel will be secured between a constructed stone structure made to look more of a natural feel.

it’s proposed to sit about 14 feet tall in order to be a clear and concise structure that will let visitors know where the entrance to the zoo is without question.

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park section signs

ZONEmammal

You Have Enteredthe

each park section will feature a sign that will let the visi-tor know what section they are in upon entry.

each sign will a high quality wood relief carving of the lettering and corresponding logo in which the lettering and logos will be painted on with a durable, weather safe paint.

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exhibit signs bobcat(Lynx rufus)A North American mammal, appearing around 1.8 million years ago. With 12 recognized subspecies, it ranges from southern Canada to northern Mexico, including most of the continental United States. The bobcat is an adaptable predator that inhabits wooded areas, urban edge, forest edges, and swampland environments. It persists in much of its original range, and populations are healthy.

With a gray to brown coat, whiskered face, and black-tufted ears, the bobcat resembles the other species of the mid-sized Lynx genus. It has distinctive black bars on its forelegs and a black-tipped, stubby tail, from which it derives its name.

Though the bobcat prefers rabbits and hares, it will hunt anything from insects, chickens, and small rodents to deer. Like most cats, the bobcat is territorial and largely solitary. It uses several methods to mark its territorial boundaries, including claw marks and deposits of urine or feces.

exhibit signs will be featured in front of all creature exhibits within the zoo.

each exhibit sign will be on a reinforced steel beam with a plexi glass display plate.

each display will have the creature’s name (color coded based on it’s section), a few photos of the creature, it’s scientific name, and a brief easy to read description of facts pertaining to that creature.

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sign posts

CENTERaquatic

HOUSEbutterfly

HOUSEinsect

LATTAFARMS

RAPTORCENTERcarolina

HOUSEreptile

ZONEmammal

sign posts will be erected throughout zoo charlotte.

the design is made to have and easily determined directional use.

area logos will be placed onto rectangular plaques that will also include a directional arrow for that section of the zoo.

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restroom signs

MEN’SRESTROOMS

WOMEN’SRESTROOMS

restroom signs that are installed throughout the zoo will feature the wolf design from the main zoo charlotte logo, but will be colored based on the gender access for each restroom (ie: dark blue for men and pink for women).

each restroom sign will also be on a lighter blue background, while the “men’s” or “women’s” typeface will be a bright white.

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CHARLOTTEexternal signage

magazine adbillboard ad

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magazine ad

here is an example of an advertisement for zoo charlotte what would be featured within a magazine.

labeling the fact that “there’s a zoo right in your backyard” takes from the philosophy we as zoo charlotte have.

being able to see exotic local animals without hav-ing to go on a long drive.

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billboard ad

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this is an example of a billboard ad used to promote zoo charlotte.

it’s made to give an intense feeling as if the bobcat was looking at the viewer directly.

the white type on a black background is made for an easy read, while the blue is made to draw your attention to which exit the zoo is located off of.

by adding the web address and the logo of the zoo at the bottom, it not only will provide additional information, but also balances out the advertisement as a whole.

CHARLOTTEfoundations/services

zoo charlotte foundationsteam engine monorail

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zoo charlotte foundation

this is the logo for the Zoo Charlotte Foundation

the foundation has been set up in conjunction with Zoo Charlotte to help raise funds and awareness towards animal extinction, population control, and forest/wilderness preservation to keep our local and exotic wildflife alive

visitors will be able to pick up more information and/or make a donation at the main admissions entrance

there they will also recieve gifts and discounts based on the amount of their donation

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steam engine monorail

Zoo Charlotte will also feature a green energy, water based, steam engine monorail throughout the park

this will be available free of charge to all visitors and guests within the park

the logo design is meant to have the same classic feel as a train station from the past

a rabbit named ‘jack’ is shown as a siloutte above the text for the ‘jack • rabbit railway’ and will be featured as a gift shop item in the form of shirts and plush animals

jack • rabbit

CHARLOTTEcredits

www.nationalgeographic.comwww.jeep.comwww.true-wildlife.blogspot.comwww.blackbearhuntingoutfitter.comwww.tactics.comwww.fultonumbrellas.comwww.zazzle.com.auwww.carolinaraptorcenter.orgwww.ncwildlife.org