Kazan ZOO identity

The Kazan Zoo is one of the oldest in Europe. In 2016 it was decided to start renovation of the zoo on a big scale. The territory was going to become much bigger, modern infrastructure would appear, as well as modern equipment and lots of new animals and plants. The city administration arranged a competition to choose a company which would create a corporate identity for the renovated zoo, and our company Alto Vision took part in it.

The most important thing we had to do was to come up with a concept, with an idea which would be the core of the whole project. We realised that we didn’t want just to draw some images. We needed a more global concept which would include modern technologies interaction with people and easy development.

We’d spent several nights in search for such an idea. We thought of using animals and plants together and dividing them by habitats. We had some ideas of minimalistiс logos. We drew animals and plants in shapes of letters and vice versa. Thought about different techniques. But all of that was just not what we wanted and we had to rise the level of work and broaden our view.

After some time there came an idea. We decided that we were not the ones who had to create the corporate identity of the zoo, but its visitors. We made the rules and the following depended on the people. The idea was to use the app “Prisma” as the main generator of corporate identity elements. Any person could take a picture of some natural pattern, edit it in the app with a special corporate filter and upload it with the zoo’s hashtag. And afterwards the best patterns would be chosen and used as backgrounds for tickets, cups and anything else during the month. People create the corporate identity by themselves.

Also it could work with souvenirs. Visitors could go into a photo booth at the zoo take pictures of themselves and get cards with their photos and patterns which they had made. I would be a truly unique souvenir. There wouldn’t be a second one like that. Such a card would have individuality and it would be twice as pleasant to present it to someone.