Brand Evolution

In 2024, Brookfield Zoo and its parent organization, the Chicago Zoological Society, introduced a new name and identity: Brookfield Zoo Chicago.

This new identity unites our work in wildlife conservation and education with the fun and excitement of the Zoo. It is the first step in a bold new plan to make a bigger impact in Chicago and around the world for many years to come.

Brookfield Zoo Chicago’s new look is more than just a logo — it shows our strong commitment to wildlife conservation. The new logo features two lions facing each other: one represents our history, and the other represents our vision for the future. It also honors the stone lion statues at the Zoo’s entrances and walkways.

Brookfield Zoo Chicago’s new mantra sums up our mission: to help people connect with wildlife, inspire care, and take action to protect animals.

Our 235-acre Zoo is home to over 3,500 animals from more than 500 species and serves as a living nature-based classroom. We are dedicated to creating new, immersive ways for everyone to experience wildlife, using innovation and accessibility to lead in compassionate zoological care, research, and conservation.

Brookfield Zoo Chicago’s animal emblems show our dedication to protecting wildlife. Animals like the addax, giraffe, black rhino, and Grevy’s zebra represent our work repopulating species, medical care, and conservation partnerships. The bison and bald eagle emblems celebrate species that have recovered from the brink of extinction, highlighting the importance of habitat protection and public awareness.

Our emblems also reflect marine and primate conservation. The dolphin and Humboldt penguin represent our research and international efforts to protect oceans and marine life. The gorilla emblem points to the new Gorilla Conservation Center, which will support research, education, and protection of primates for the future.

In Spring 2025, the new $66 million Tropical Forests habitat opened, giving guests an exciting first look at what’s next for Brookfield Zoo Chicago. Spanning nearly three acres of outdoor space, the habitat offers dynamic environments that give wildlife more variety and choice. Visitors enjoy direct views into the Gorilla Conservation Center, which includes a state-of-the-art learning space for the public.

The expansion also created a dedicated home for the King Conservation Leadership Academy, the Zoo’s flagship youth program that equips students with science skills and prepares them for college and careers.

This was the first phase in the Zoo’s mission to provide animals with modern, enriching habitats and to engage more visitors with accessible, inspiring experiences in wildlife conservation.