The Minnesota Zoo, located in Apple Valley, Minnesota, opened on May 22, 1978, as the Minnesota Zoological Garden. Its most celebrated visual identity was created by graphic designer Lance Wyman, who began work on the project in 1979 when he established his own studio, Lance Wyman Ltd., with the zoo as his first client. [1] [2]
Design and History
Wyman’s logo for the Minnesota Zoo combined the letter “M” with the head and antlers of a moose, an animal with strong local associations. Minnesota is one of the few states where moose still exist in the wild, and it is the state’s largest wild animal. [3] Before settling on the moose, Wyman experimented with other animal imagery, including the head of a wildebeest, which he found unsatisfactory. [3]
The logo was part of a larger wayfinding system that included typography, symbols, and signs. [4] Wyman created icons for the zoo’s five major trails, each incorporating an animal found on that trail: a whale for the Ocean Trail, a tropical bird for the Tropics Trail, a beaver for the Minnesota Trail, a monkey for the Discovery Trail, and a camel for the Northern Trail. [3] The identity and signage were predominantly black and white against a charcoal background. [3]
Time magazine called Wyman’s work for the Minnesota Zoo “one of the best designs in the USA in 1981.” [3] Wyman himself cited the moose “M” as one of his favorite icon designs. [5]
The original Wyman logo is no longer in use. A subsequent logo, described as featuring a tiger and leaf motif, was reportedly co-designed by Zubasti Interactive, though this attribution is not independently verified. [4]
Meaning and Symbolism
The moose “M” logo was designed to synthesize an animal image with the letter M, creating an expressive and memorable mark for the zoo. Wyman chose the moose specifically for its local significance to Minnesota. [3] The accompanying trail icons served a functional purpose, helping visitors recall trails and walks that were not easy to remember from maps without symbols. [3]
Typography and Design
In addition to the symbol, logotype, and identifying icons, a complete custom typeface was designed for use on all signage and printed communication for the zoo. [3] The system also included playful alphanumeric icons, such as a beluga whale turned into the numeral 1 and a horned bill identifying the Tropics Trail as the numeral 2. [5]
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