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Designing for Discovery at Denver Zoo
Through Signage Innovation
Over the course of several decades, the Denver Zoo, like many large institutions, had accumulated a wide variety of different graphic and signage styles across their 80-acre campus, resulting in an incohesive, dated overall look and feel, as well as confused visitors and guest dissatisfaction. In 2022, they selected DI to evaluate, rethink and redesign their campus-wide signage program, which included the entire suite of interpretive, wayfinding, gateway, donor and operational/safety signage. The DI creative team was charged with helping to define the new “Zoo Standard” and ensure that all signage adhered to it going forward.
Master Planning began with a zoo-wide audit, starting with highly detailed, thorough documentation and analysis of the existing signage. DI then worked closely with the Zoo’s strategic, operational and marketing teams to infuse and integrate their branding, mission, and messaging into a cohesive yet modular and dynamic “signage family” system. Careful attention was paid to inclusivity and the bilingual needs of the Denver community, and guidelines were established for thoughtful use of digital technology. The resulting Master Plan is a thorough yet accessible and easy-to-follow guide that sets the standard for all signage and wayfinding throughout the campus.
Creating Instant Patina
How do you give an entry signage a rusted look without waiting decades for it to accumulate naturally? You paint the "rust" yourself. This is a behind-the-scenes look at how our team coated this Corten steel zoo signage with a precise mixture of hydrogen peroxide, vinegar and salt to create a rusty auburn finish.
In 2023, an exciting, multi-year implementation phase began rolling out for design, fabrication, and installation to execute the plan. Recently completed and in-progress work includes the Zoo’s entry threshold signage, wayfinding pylons for all major pathway choice points, zone gateway signage (such as for the Down Under zone), and colorful, bi-lingual, interpretive signage for various individual habitats. Future phases will continue this work throughout the rest of the zoo zones, and will also incorporate operational and custom donor signage.
Learn more about Master Facility Planning, and Signage and Wayfinding.
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Carole Hollman
Practice Director - Cultural
With over 13 years of experience in the museum design/build world, Carole has successfully led and facilitated large-scale exhibit and interpretive projects of national importance around the country for over a decade. Carole’s passion... more about Carole Hollman
Brian Silvey
Executive Creative Director
As Executive Creative Director, Brian focuses on developing design and digital solutions for many of Dimensional Innovations’ largest clients. With a background in graphic and user interface design, Brian has applied his talents to... more about Brian Silvey
