This rebranding concept of the Denver Zoo is based on the zoo's new master plan that outlines four permanent exhibits: Asia, Coastal, Africa, and Denver into the Wild. Each exhibit has its own icon and color scheme that can be broken down into specific branded elements. 

The color palette has the zoo's main audience in mind: kids. The colors are playful and fresh. The font used (Avenir Next) is a modern san serif that brings the zoo's brand into the 21st century, and out of the 90's Lion King era.