序言
廣州動物園位於廣州市越秀區，作為華南地區重要的自然教育基地與城市公共空間，其品牌形象在公共認知中佔據著關鍵位置。面對日益多元的遊客需求與信息時代的視覺挑戰，本次品牌設計項目旨在為廣州動物園建立一套兼具現代設計語言與功能導向的全新視覺識別系統。設計主軸以「簡約、生動、具辨識度」為核心原則，透過重新構思的主標誌、色彩系統、圖示語言與導覽應用，全面提升品牌的一致性與使用者體驗。標誌圖形採用極簡構成，抽象融合象徵性動物形態，展現動物園跨物種、生態共生的理念。色彩策略則選用高彩度且富教育屬性的六組色彩，協助園區空間分區、資訊導航與形象辨識。本設計同時涵蓋導覽地圖、票券、導覽手冊等應用項目，旨在構建一個溫和友善且易於溝通的大眾公共視覺語境，為廣州動物園的品牌更新提供視覺支持，並呼應其教育、保育與文化推廣的長遠目標。
Preface
Guangzhou Zoo is located in Yuexiu District, Guangzhou, and serves as a significant site for nature education and public engagement in South China. As a longstanding urban green space, its brand identity holds a pivotal position in the public consciousness. In response to increasingly diverse visitor expectations and the demands of visual communication in the digital era, this branding project aims to develop a new visual identity system that integrates contemporary design language with functional clarity.The design approach centers around the principles of simplicity, vibrancy, and recognizability. Through the reimagining of the primary logo, color system, iconographic language, and wayfinding applications, the project seeks to enhance overall brand coherence and user experience. The core logo employs a minimalist composition that abstractly merges symbolic animal forms, conveying the zoo’s mission of interspecies harmony and ecological coexistence. The color strategy adopts six high-saturation hues chosen for their educational and navigational value, facilitating spatial zoning, informational clarity, and visual distinctiveness within the zoo environment.This project further encompasses a range of applied outputs—including a guided tour map, admission tickets, and visitor guidebook—designed to establish a friendly and accessible visual environment for the general public. Ultimately, the new identity aims to support the long-term educational, conservational, and cultural outreach objectives of Guangzhou Zoo by providing a visually coherent and communicative foundation for its future development.