Ingenious new San Diego Zoo logo will make you look twice

San Diego zoo logos
San Diego's old logo (left) vs the new version (right) (Image credit: Pentagram/Future owns)

Most rebrands are complex beasts, but Pentagram certainly had its work cut out with its latest project – which saw two of the world's largest zoos combine as a single organisation. But the new identity (and in particular the new logo) is a triumph.

San Diego Zoo and San Diego Safari Park have rebranded as the San Diego Zoo Wildlife Alliance (SDZWA). At the heart of the new identity is a delightful new logo (below), which features not one, not two, but three animals – thanks to some ingenious use of negative space. Many of the best logos of all time contain secret messages, but most aren't hiding a trio of species.

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Daniel John
Design Editor

Daniel John is Design Editor at Creative Bloq. He reports on the worlds of design, branding and lifestyle tech, and has covered several industry events including Milan Design Week, OFFF Barcelona and Adobe Max in Los Angeles.

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