The Lincoln Park Zoo is a wonderful cultural institution: a free zoo nestled along Lake Michigan in majestic Lincoln Park, it is a major attraction for tourists and city-dwellers alike. In redesigning their identity system there were a number of objectives—to make a mark which would showcase the family-friendliness, emphasize the park atmosphere—while maintaining a level of sophisitication redolent of the neighborhood it calls home. The elements here comprise but a small sample of the branding guide developed for the zoo.