he Jacksonville Zoo is branching out with a new identity that highlights both flora and fauna. The institution announced its new name—Jacksonville Zoo and Botanical Gardens—yesterday, to more accurately reflect its focus on both its animal residents and its extensive plant collection. As reported by First Coast News, the rebranding comes after more than two decades under the same name and aims to celebrate the zoo’s integration of over 1,000 plant species into its wildlife habitats.
Along with the fresh name comes a vibrant new logo, designed to seamlessly represent both the animal and botanical aspects of the zoo. The focal point of the logo is an elephant, with a head designed to resemble a flower—an artistic choice to visually establish the zoo's commitment to its gardens. This rebranding is expected to fundamentally change the way visitors perceive and experience the zoo, aiming to fully immerse them in the connection between wildlife and plant life. "This rebrand is more than a new logo, it’s a reflection of who we are and where we’re going,” Nikki Smith, the zoo’s chief philanthropy and marketing officer, said in a statement obtained by Jax Today. “We’re not just a place for animals. We’re also a thriving botanical garden, a conservation leader, and a hub for education for all ages.”
The rebrand not only introduces a new visual identity but also a new tagline that encapsulates the zoo’s core mission: "For Animals. For Plants. Forever." Nikki Smith highlighted that the updated branding and messaging are carefully crafted to reflect the zoo's dedication to conservation and education. As covered by the Jax Daily Record, the zoo's new name and logo were released alongside an updated website, a television commercial aptly titled "For," and over the coming months, the new branding will continue to be rolled out on signage, merchandise, and all other branded materials.
In addition to the visual uplift, the staff at the Jacksonville Zoo and Botanical Gardens are certified horticulturists, a testament to the zoo's investment in the care and expertise required to maintain such a diverse botanical collection. This unique feature sets the facility apart as a pioneering botanical garden in which the natural beauty of plant life is not just a backdrop but an integral part of the whole experience. According to the promotional material revealed, the zoo's vision is to widely promote the intrinsic link between animal conservation and plant preservation, inviting guests to appreciate both in a cohesive, engaging environment.
