As both an accredited zoo and botanical garden, Jacksonville Zoo and Botanical Gardens offers a rare, dual experience that connects people to the richness of the natural world. As part of the organization’s REZOOVENATION, the agency created a bold new brand identity – complete with updated naming, logo and a dynamic visual system that reflects its future-focused mission and conservation leadership.

Breaking away from traditional zoo marks and colors, the new identity system features a balanced logo that celebrates both sides of the brand. The mark incorporates the letter “J” as both an elephant trunk and a nod to Jacksonville, paired with vibrant flowers and a Florida-inspired color palette. Designed as a dynamic system with changing colors and botanical elements, the identity serves as a contemporary reflection of the diversity of life throughout the grounds.