The San Diego Zoo and its accompanying Safari Park is known globally as one of the premier zoo experiences. However, what people did not recognize was the extent of its wildlife conservation efforts and their reach far beyond the confines of the zoo. In addition to their Zoo and Safari Park experiences, the San Diego Zoo also has a Conservation Institute that employs over 100 researchers globally to study and actively support wildlife conservation. The San Diego Zoo had no unifying brand idea that unified its diverse properties: the Zoo, the Safari Park, and the Institute for Conservation Research.

“Ambassadors for Wildlife” became the unifying brand idea, out of which grew the tagline, “Wild at Heart.” “Wild Gestures,” the name given to the visual identity system, is rendered in a wide range of styles alluding to the variety of animal expressions that exist. The Safari Park and Conservation Institute are differentiated through the use of colour, content, and its approach to photography, resulting in a lively system that surprises and engages – from zoo visitors to conservation researchers alike.

The San Diego Zoo' new identity launched in October of 2010 to critical acclaim.