Brookfield Zoo announces name change, new logo
BROOKFIELD, Ill. — Brookfield Zoo unveiled Friday its first significant transformation of its “visual identity.”
In celebration of the zoo’s 90th anniversary, the establishment will be renamed “Brookfield Zoo Chicago.” According to a press release, this transformation “marks the first of several bold initiatives that reflect a profound commitment to the future.”
The zoo says “Brookfield Zoo Chicago” introduces a new brand mantra: “Connect. Care. Conserve.”
“This powerful call to action invites the public to embrace their role as stewards of the environment, nurturing understanding, empathy, and personal action to preserve and protect wildlife and nature,” said the zoo’s release.
Brookfield Zoo announces new attractions this spring, including Ferris wheel
Along with the name change, the zoo has announced a new logo. The lion replaces the longtime bison symbol. According to the release, the “choice pays homage to the Zoo’s rich history and heritage, reminiscent of the historic stone lion statues that greet guests at the Zoo’s entrances.”
“Our refreshed identity serves as a springboard, marking the beginning of our visionary commitments for the zoo’s next century,” said Dr. Michael J. Adkesson, president and CEO of Brookfield Zoo Chicago. “In an era defined by climate disruption and biodiversity loss, our refreshed identity recognizes the significant impact zoos have on conservation of wildlife and wild places. Our programs reverberate locally and globally to help shape a world where the balance between humans and wildlife is understood and celebrated, ensuring a legacy of conservation for generations to come.”
As the Zoo approaches its centennial in 2034, it prepares to unveil its “Next Century Plan” to the public this summer.
For the latest news, weather, sports, and streaming video, head to WGN-TV.
