This new brand concept for the Oregon Zoo is very simple, elegant, and fun. The goal behind the identity created will uphold a timeless appeal that will allow the brand to strive into the future. That is what the last logo tried to accomplish, but now they need to strive for a more recognizable identity. The successes of these ideas incorporated into the new branding will help support the zoo and the organizations it partners with for many years to come. With this success it will also sell a new demographic on the zoo and create new experiences for visitors that may otherwise not have enjoyed it in the past.