The 'Zoo it Better' campaign is definitely one my favorite projects of all time (FPOAT). Picture a young intern, fresh out of college, eager to make an impression. I was given the responsibility of developing the logo for this project to improve the zoo's reputation and attendance. Myself and two other designers developed our own individual mood boards; all appropriate for what the zoo hoped to be able to do with a new look. The client decided to go with what we called the "Zoo 2.0" look. This included clean lines, bright colors, polished edges, and geometric illustrations. The creative director led me through hundreds of sketches for the Zoo It Better logo until we discovered the one you see below.