This is a brand guide for Zoo Charlotte and their partners Latta Farms and The Carolina Raptor Center. This book gives details on each of their logo's and how they should be implemented.

1. ZOO CHARLOTTE

2. ZOO CHARLOTTE
BROCHURE
2900 Rocky River Road
Charlotte, NC 28215
Graphic Design Fall 2013
© Michael Drake 2013

3. ZOO CHARLOTTE creates compelling experiences that connect people with wildlife and inspire
personal responsibility for conserving the natural world.
This booklet serves as a guide to the brand identity of ZOO CHARLOTTE. It is intended to serve as
a tool to keep the brand consistent and accurate so that we can become the most recognizable
attraction in the Charlotte region.
THE CLIENT
ZOO CHARLOTTE
December 2013

4. Our Logo
Our Partners
8
Staff Uniforms
TABLE OF CONTENTS
4
11
Zoo Cafe
15
Zoo Gift Shop
20
Outdoor Signage
26
Exhibits
29
Transportation
36
Zoo Advertising
39
Zoo Foundation
44

5. OUR LOGO
To represent the indigenous animals of the Piedmont
area we chose the Raccoon. The high contrast
features of this animal gave our designer the
opportunity to work with negative space. The logo
was also designed to be used as a graphic mark
or a word mark, both of which could stand on their
own and still clearly represent our brand.
4

6. LOGO CLEAR ZONE
The logo clear zone represents the area
surrounding the logo which much be kept
clear of all other graphics, typography and
images, except those specified in this booklet.
5

7. CENTURY GOTHIC is the typeface used for the ZOO
CHARLOTTE logo. The typeface has regular, italic,
bold and bold italic within its family. To maintain a
consistent look for our brand, bold and regular must
be used whenever the logo is applied.
LOGO TYPEFACE
BOLD
AB CD EFGHIJKLM N OPQRS T U V W X YZ
0123456789
REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
6

8. The color palette for ZOO CHARLOTTE is very clean and
simple. Inspired by the colors of our chosen animal, the
raccoon. Our colors are simply black, white and gray.
OUR COLORS
Black
RGB equivalent
0, 0, 0
CMYK equivalent
75, 68, 67, 90
White
RGB equivalent
255, 255, 255
CMYK equivalent
0, 0, 0, 0
Gray
RGB equivalent
0, 0, 0
CMYK equivalent
75, 68, 67, 90
7

9. OUR PARTNERS
The massive amount of land that
we have purchased in the Reedy
Creek area has provided ZOO
CHARLOTTE the opportunity to
partner up with Latta Plantation
and the Carolina Raptor Center.
Latta Plantation will remain in the
same location, but their expansion
known as Latta Farms will be located
within the ZOO CHARLOTTE property.
The Carolina Raptor Center will
move their entire location to our
property as well. All three businesses
will have a similar look and feel to
provide our customers a consistent
experience throughout our property.
8

10. LATTA FARMS LOGO
The LATTA FARMS logo is based off of the use of
high contrast and negative space to stay consistent
with the ZOO CHARLOTTE logo. LATTA FARMS chose
to be represented by a cow. Their color palette is
black, white and green with the RGB equivalent
being 153, 202, 68 and the CMYK equivalent being
45, 0, 95, 0.
9

11. CAROLINA RAPTOR CENTER LOGO
The CAROLINA RAPTOR CENTER logo was again
based off of the use of high contrast and negative
space to stay consistent with the ZOO CHARLOTTE
logo. The CAROLINA RAPTOR CENTER chose to be
represented by an owl. Their color palette is black,
white, blue and orange. The RGB equivalent for
this orange is 247, 147, 31 while CMYK is 0, 50, 99, 0.
The RGB equivalent for this blue is 65, 164, 214 while
CMYK is 65, 15, 0, 5.
10

12. OUR UNIFORMS
The comfort of both our employees
and animals is important to us.
Since a lot of our employees work
in outside conditions working with
both guest and animals we created
our own line of clothes called ZOO
WEAR, FARM WEAR and RAPTOR
WEAR. These uniforms were
designed for dealing with all types
of conditions. They are equipped
with long sleeves that can easily be
rolled up and buttoned. They also
come equipped with break away
pant legs, giving the employee the
option to wear them as shorts.
11

13. ZOO CHARLOTTE UNIFORMS
12

14. LATTA FARMS UNIFORMS
13

15. CAROLINA RAPTOR CENTER UNIFORMS
14

16. ZOO CAFE
The ZOO CAFE provides our guest
with a healthy option for meals.
Modeled after the US National
Whitewater Center’s River’s Edge
restaurant, we provide a tasty
affordable menu. We also provide
indoor and outdoor seating so that
our guest have the most comfortable
eating experience.
All of our materials are also
biodegradable to help ensure the
safety of our animals and to contribute
to a green environment.
15

17. ZOO CAFE UNIFORMS
16

18. ZOO CAFE MENU
17

19. ZOO CAFE PLACE SETTING
18

20. ZOO CAFE BEVERAGE
In house
To go only
19

21. The ZOO GIFT SHOP provides our
customers an experience in itself,
with creative gifts that represent
our brand.
ZOO GIFT SHOP
The ZOO GIFT SHOP is also a tool to
help advertise our brand.
Every one of our products should
be unique to the ZOO CHARLOTTE
experience and products that
our customers just can’t get
anywhere else.
20

22. ZOO MERCHANDISE
21

23. BUMPER STICKERS
22

24. KEY CHAINS
23

25. SOUVENIR BAGS
24

26. ZOO HATS
25

27. ZOO ENTRANCE
At ZOO CHARLOTTE we use natural resources so that our signs
and buildings blend into the beautiful landscapes of the
Reedy Creek area.
26

28. WAYFINDING SIGNS
27

29. RESTROOM SIGNS
28

30. ZOO EXHIBITS
ZOO CHARLOTTE provides a wide
range of exhibits. The graphics for
these exhibits have been designed
to continue the consistent look and
feel of the ZOO CHARLOTTE brand.
29

31. ZOO CHARLOTTE
30

32. ZOO CHARLOTTE
31

33. ZOO CHARLOTTE
32

34. ZOO CHARLOTTE
33

35. ZOO CHARLOTTE
34

36. FOX SQUIRREL
Southeastern fox squirrels occur in a variety of color
phases. Most in North Carolina are grayish, with various
patches of black on the head and feet and white
patches on the nose, paws and ear tips.The fox squirrel
is the largest and most colorful squirrel in North Carolina.
Some animals are almost totally black with dark gray
patches, and others are reddish or rust colored. Rare
specimens from western North Carolina are generally
red and probably belong to a midwestern race of
fox squirrels.
Adults are much larger than the more common gray
squirrel and the western fox squirrels found in the
Midwest. They range in length from 20 to 26 in. and
weigh from 1 1/2 to 2 1/2 lbs.
ZOO CHARLOTTE
The largest and most colorful tree squirrel in North Carolina, the fox squirrel lives primarily in mature longleaf
pine and open pine-oak forests in the Sandhills and southern Coastal Plain. The fox squirrel is about twice as
large as the gray squirrel, and individuals exhibit a variety of color phases and patterns ranging from gray to
black to red.
Diet: Pine seeds, acorns, hickory nuts, buds, berries, fungi and some insects.
35

37. ZOO TRANSPORTATION
ZOO CHARLOTTE will offer two
types of transportation. We will
have a small fleet of John Deere
850i Gator’s for our staff. This vehicle
is four wheel drive with a small cargo
bed that will be a great tool for our
employees to use while maintaining
the property.
The second mode of transportation
is our steam engine train. This train will
give our guest an opportunity to see
the perimeter of the entire property.
36

38. ZOO MOBILE
37

39. ZOO CHARLOTTE RAILWAY
RAILWAY
ZOO CHARLOTTE will have a railway that will take our guest
on an adventure around our entire property. Due to the
shape of this steam locomotive, the logo will be broken
into two marks, with the visual mark going on the drum
and the word mark being placed on the base of the train.
38

40. ZOO ADVERTISING
ZOO ADVERTISING will use our logo
to promote our brand in even more
creative ways. Our ads will run
in magazines, on billboards, and
on television.
39

41. BILLBOARD ADS
40

42. 2’0”
See the Usual Suspects at ZOO CHARLOTTE
2’0”
1’6”
1’6”
1’0”
1’0”
6”
6”
The “Busted” billboard series. This is a series of ads that will
highlight ZOO CHARLOTTE television commercials. The TV
spot will show the animals getting arrested for raiding trash
cans and stealing birdseed.
41

43. Mecklenburg Co.
28213
Raiding Trash Cans
Mecklenburg Co.
28214
STEALING BIRD SEED
42

44. MAGAZINE AD
43

45. ZOO FOUNDATION LOGO
The North Carolina Zoo Foundation logo has a
look similar to that of ZOO Charlotte with the
stacked type of a word mark. Where the logo
is different, is in its zoo like colors and the taller
typeface of Futura Condensed.
44