The Greater Vancouver Zoo had acquired new owners who were changing the focus of the Zoo to be much more sympathetic to the animals’ natural environments. The new identity had to reflect this mandate, and drive the look of the new facilities, signage and promotional material.

The symbol for the Greater Vancouver Zoo is based on the ancient rock carvings and petroglyphs that are found throughout the Pacific Northwest. The use of this style of iconography, and of the bear as the basic identifier for the Zoo underlines the fact that the Zoo’s location on the Pacific Coast allows its animals to have a living environment that no other Canadian zoo can provide. It also helps to promote the Zoo’s role as a research and education centre, with a focus on Western Canadian animals that are endangered (Vancouver Island Marmot), or are re-acquiring their native habitat (Coho Salmon & Salish Sucker).