Logo Design: ZooBrew
Company: Wilder Institute/Calgary Zoo
Zoo Brew is one of the zoo’s most popular annual events, inviting guests to explore the grounds after hours while sampling craft beverages from local breweries. Blending the atmosphere of a craft beer festival with the unique setting of the zoo, the event attracts both new audiences and returning guests looking for a memorable evening experience.
Zoo Brew required its own distinctive logo to stand out in marketing and establish a recognizable identity for the event. As the graphic designer, I developed the creative direction and designed the event logo, creating a versatile visual identity that was applied across marketing materials and on-site event collateral.
Creative Direction
The visual direction for Zoo Brew was inspired by the bold, handcrafted aesthetics commonly found in independent brewery branding. Craft beer culture often embraces expressive typography, textured finishes, and distinctive visual identities that feel authentic and approachable. Drawing from this visual language allowed the event to connect naturally with the craft beverage community while standing out among the zoo’s event offerings.
At the same time, the identity needed to remain clearly tied to the zoo’s brand. The design balanced craft brewery influences with subtle zoo iconography, ensuring the event felt playful and distinctive while maintaining strong institutional recognition.
Logo Design
A condensed sans serif typeface was selected for its strong presence and legibility across formats, allowing the logo to perform effectively across digital ads, posters, event signage, and small merchandise such as tasting cups.
To connect the event more directly with the zoo’s identity, a lemur illustration was integrated into the typography. Lemurs are among the zoo’s most recognizable and beloved animals, making them an ideal ambassador for the event and increasing the likelihood that audiences would engage with the graphic in marketing materials. Their long, expressive tails also offered a natural typographic opportunity, the lemur’s tail forms the second “O” in “Brew,” creating a playful visual moment that adds personality while maintaining the integrity of the wordmark.
A distressed texture treatment was applied to the lettering to introduce a handcrafted quality reminiscent of vintage brewery labels. This texture reinforces the craft beer inspiration while adding warmth and character to the overall mark.
Impact
The logo created a distinctive and memorable identity for ZooBrew, strengthening event recognition and community while translating seamlessly across marketing, merchandise, and on-site experiences.
