Association of Zoos & Aquarms: Answering the call of the wild

The American Zoo and Aquarium Association (AZA) is an international association with over 200 member organizations. The Association's goal is to build North America’s largest wildlife conservation movement by inspiring and engaging over 143 million annual visitors and their communities to care about and take action to help protect wildlife. The AZA provides members with the tools to achieve best practices, as well as advocacy at local, national, and international levels.



In 2005, the AZA asked Landor to help develop a new brand that would build recognition of the collection of AZA institutions as trusted experts on animal care, wildlife conservation, and public education about wildlife issues. The AZA felt there needed to be one unified voice for the industry and that this was an opportunity to force reconsideration of the value of zoos and aquariums in society. Landor’s challenge was to help develop a decisive, disciplined association identity that could present them as the authoritative voice of zoos and aquariums all over the world.


Landor developed the Brand Driver(TM) platform: "Answering the Call of the Wild." This speaks to the fact only the AZA can create the world’s largest wildlife conservation movement and ensure that members’ zoo and aquarium animals and experts are engaging and inspiring their visitors in the need for active wildlife conservation behavior. Landor also recommended the AZA change its name to Association of Zoos & Aquariums, to better align with the AZA acronym. The redesigned AZA brand communicates authority yet approachability, while being strong and professional. A bold house style was introduced across all communications, including brochures and the AZA website.

Landor created an identity that captured the authoritative voice of the AZA while clearly celebrating its straight-forward new name.

The previous AZA identity was outdated and lacked recognition.

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