A century of history is a lot to fit into one logo.

As the Columbus Zoo and Aquarium prepares to celebrate its 100th anniversary in 2027, our graphic design team faced an unusual design challenge: How do you capture 100 years of wildlife, people, milestones, conservation work, and memories in a single image?

The answer started with a few big ideas.

A legacy of care. Defenders of wild places. Heroes for conservation. A century of guardianship. Protecting the future. 

Those themes helped guide the creation of the Columbus Zoo’s Centennial logo, which will become a familiar sight throughout 2027 as we celebrate 100 years since the Zoo opened its gates in 1927.

And every piece of it has a story to tell.

Designed Right Here at the Columbus Zoo

The Centennial logo was created in-house by Columbus Zoo graphic designers David B. and Craig Victor T., who were tasked with developing a visual identity that could honor the Zoo’s history while still feeling unmistakably connected to the organization guests know today.

That meant digging into the archives, revisiting previous Zoo logos and looking closely at the places, animals, and milestones that have shaped the Columbus Zoo over the past century.

“Designing the logo for the Centennial was such an honor. We knew it would be a challenge to capture the legacy and history of 100 years in a single logo. The goal was to create a strong identity that leaned on the Zoo’s past while connecting it to the present and building excitement for the future. We strategically included details and elements to help connect everyone, from longtime guests to first-time visitors, to the celebration. We are so excited to share it with you!” – David B., Graphic Designer and Illustrator for the Columbus Zoo

The result is a logo designed almost like a visual timeline.

Look Closely: There’s a Century of History in Here!

At the top sits the current Columbus Zoo logo, anchoring the Centennial design in the present and allowing it to work alongside the Zoo’s existing brand. Below it, the oversized 100 makes the milestone immediately clear. 

Then come the details.

The overall shape is inspired by one of the Zoo’s historic logos as well as the shape of the Zoo’s current Asian Elephant Conservation Center, creating a subtle architectural connection to the past. That shape also forms a shield, chosen to represent the Zoo’s role as a guardian and defender of wildlife. 

Across the center, five animals travel in the same direction: They are moving forward.

That detail is intentional. While the Centennial is an opportunity to celebrate everything that has happened since 1927, the animals are pointed toward the future and the work still ahead. 

Below them, 100 YEARS WILD gives the Centennial its celebratory tagline, while 1927–2027 marks the century itself.

Why These Five Animals?

Choosing the animals was another puzzle. After all, how do you represent a Zoo that has cared for thousands of animals across generations with five silhouettes? The graphic design team looked for species that were recognizable, connected to the Columbus Zoo’s history, and representative of different parts of its work. Some also appeared in previous Zoo logos, adding another layer of history to the design. 

• Asian elephant: The elephant represents the Zoo’s long history with the species, the work taking place here in Columbus and the Zoo’s conservation efforts through the Center for Species Survival for Asian Elephant. 
• Bald eagle: The eagle represents the Zoo’s historic North America Trek region and wildlife native to Ohio and North America, connecting the Centennial design with the species and wild places close to home. 
• Gorilla: Few species are as closely woven into Columbus Zoo history. Colo became the first gorilla ever born in a zoo when she was born here in 1956, beginning a legacy that includes generations of gorillas, leadership in gorilla care and the Zoo’s support of conservation efforts including Gorilla Doctors. 
• Cheetah: The cheetah represents scientific innovation and the Zoo’s history of groundbreaking achievements, including the world’s first cheetah cubs born through in vitro fertilization, both still residing at the Zoo to this day.
• Snake: The snake broadens the story beyond mammals and birds, representing the many taxonomic groups cared for by the Zoo while also providing a connection to the Zoo’s historic Reptile Building. 

Together, they form a journey through Columbus Zoo history, walking beneath that enormous “100” and heading toward what comes next.

A Centennial Look Built to Move

Creating the primary logo was only part of the job.

A Centennial identity has to live in a lot of places. It needs to work on a giant sign welcoming guests to the Zoo and on a much smaller social media graphic. It needs to look at home on apparel, merchandise, printed materials, and digital screens.

David and Craig developed a family of alternate versions that can adapt to different formats while maintaining the same visual identity. The Centennial palette includes familiar Zoo reds alongside Heroic Crimson, Celebration Caramel, and Natural Cream, giving the design a warm, slightly historic character while remaining connected to the Zoo’s current branding. 

The design presentation even gave Zoo team members an early peek at how the logo could appear on shirts, social media, signage, and throughout the Zoo. 

“The inspiration of the design was the journey. A memory, a connection, whether it was your first time at the Zoo or your 100th. It represents the shared history and feeling of our mission. We also wanted to engage with our guests visually, a “wow” factor. Upon entering you will be immersed into the celebrated century of the Columbus Zoo. Visual stories throughout the regions and our other conservation parks. We take great pride in these impactful efforts, representing our local community with a global vision.” - Craig Victor T., Environmental Graphic Designer for the Columbus Zoo

You’ll Be Seeing a Lot More of It

Beginning in 2027, guests will see the Centennial identity appearing throughout the Columbus Zoo, from signage and team apparel to merchandise, social media, and other special touches created for the anniversary year. 

And just as the logo brings together pieces of the Zoo’s past 100 years, the present, and the future, the year ahead will celebrate the generations of people who have made that century possible.

As we look toward our next century, our mission remains Empowering People. Saving Wildlife.

The animals in our Centennial logo are already headed that way.