ROYAL OAK, Mich. (May 21, 2024) – The Detroit Zoological Society (DZS) revealed today a new visual identity, including a design for the iconic water tower that has been a community landmark for nearly 100 years. The design is the focal point of a rebranding project that has been more than two years in the making.

The brand-new look of the water tower celebrates animals and nature and purposefully highlights the strengths of the new Detroit Zoo logo, featuring many beloved animals who call the Zoo home, peeking out of the Os in the design. The water tower design was unveiled on a miniature replica version, constructed by The Parade Company, during a celebration hosted at the Zoo this morning. The large water tower that soars high above the Zoo campus near I-696 and Woodward Avenue is expected to be completed in the coming weeks.

“We know the water tower is an iconic landmark in our community, and many people have a special connection to it,” said Dr. Hayley Murphy, executive director and CEO of the DZS. “We’ve heard so many stories of the joy people get, adults and children alike, when they see the water tower, whether they’re out and about in the community or heading to the Zoo for a visit. This new design will continue to spark that joy for years to come.”

In addition to a new water tower design, new logos for the DZS, Detroit Zoo and Belle Isle Nature Center – all featuring timeless, modern designs – were also unveiled today. The dynamic shapes in the new logos act as a canvas for the DZS to showcase its mission of creating meaningful connections every day.

The DZS’s new branding allows for stories to be told in new, exciting ways, bringing guests of all ages along for a journey to connect with animals and the natural world. The following assets have also been introduced as part of this rebrand:

• A brand-new website for the Detroit Zoological Society, which highlights the organization’s research, community impact and conservation work, as well as fully redesigned sites for the Detroit Zoo and Belle Isle Nature Center that improve the user’s experience;
• A brand-new Detroit Zoo mobile app, with assets such as an itinerary feature and interactive map to elevate the guest experience at the Zoo;
• A massive 18-foot-wide, larger-than-life photo op located outside the Zoo’s main admission gates that allows guests to see and feel the new Detroit Zoo logo, and, 
• A new tagline, “Where life connects...” that expresses how the Zoo and Nature Center bring people together to ignite positive change at home and around the world.