Potowatami Zoo | Breaking Barriers | Center for the Homeless
Shane Culey's identity for the Potawatomi Zoo celebrated the arrival of a new Colobus monkey while placing primary emphasis on the word "Zoo." The previous logo featured a zebra, an animal that can be found in the collections of most zoos. The long, unusual word "Potawatomi" was the same scale as the word "Zoo" in the old logo (left). Culey realized that the emphasis needed to be reversed: the large, three-letter word communicates far more quickly, making the recognition of the organization more immediate. This was particularly important for directional street signage.
