Honoring a rich legacy of conservation impact and leadership while boldly looking towards the future, Brookfield Zoo and its parent organization, the Chicago Zoological Society, proudly unveil their new unified identity: Brookfield Zoo Chicago. In the Zoo’s momentous 90th anniversary year, the brand evolution is the first significant transformation of its visual identity in nine decades— seamlessly merging its profound conservation science and educational initiatives and unparalleled Zoo experience, while also more aptly recognizing the organization’s enduring contributions to Chicago and beyond. As a catalyst for fostering more profound connections with diverse audiences, 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. The centerpiece of the brand evolution is the unveiling of a new logo mark: the lion replaces the longtime bison symbol. 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 and adorn the promenades within the park.

Photo Credit: Brookfield Zoo