2. WELCOME TO THE WILD
ZOO PUBLIC TYPOGRAPHY
JORDAN HILL
THE UNIVERSITY OF KANSAS
VISC 402: PATRICK DOOLEY

3. Hi There!
The Zoo is a wonderful and
of the whole operation. The
magical place where kids,
Kansas City Zoo is a big place,
families, and anyone really, can
and can be very intimidating to
come see exotic animals. There
find anything you’re looking for.
are the big jungle cats, like
Luckily for everyone, the Zoo
lions and tigers, long necked
provides way-finding signage
giraffes and stalky rhinos.
everywhere. There are big tall
Obviously, the animals and the
signs telling you where to go to
beautiful scenes are the main
find the zebras vs. the gorillas,
reason people come around
and smaller signs pointing you
to the Zoo. But, the text that
in the right direction of the rest-
surrounds it is the backbone
rooms or exhibit gift shop.
THE ZOO OPENED UP DECEMBER 13, 1909. THE FIRST ANIMALS TO
ARIVE WERE THE BEARS, FLAMINGOS, AND SEA LIONS.

4. ments resulted in record attendance of 700,000 zoo guests,
40 years, while it added exhibits
current size of 202 acres, adding
it added a monkey island and a
Australia in 1993, International
children’s zoo in the 1940s. In
Festival in 1994, and Africa in
the 1950s, the Sea Lion pool,
AND PARENTSS ALIKE
a grant, the zoo expanded to the
It gained more momentum when
HAS A SERIF FONT AND IS THE PERFECT WAY TO WELCOME THE KIDS
after voting and financed from
such as the Bear Grotto in 1912.
THE KANSAS CITY ZOO SIGN IS A MONUMENTAL 3D SCULPTURE. IT
twenty years later (in 1991),
1995. The opening of the Africa
African Veldt, giraffe house,
section drew in approximately
and flamingoes were all added;
40,000 visitors in first 2 days. A
and the zoo added an otter
new building was added for the
pool, elephant house, and the
first IMAX in a zoo, the Sprint
Great Ape House in the 1960s.
IMAX Theater. The improve-
a slide. The Promenade was
when the zoo changed from a
evolved slowly during its first
Discovery Barn, it also contains
as a part of new management
gibbon islands. Approximately
the top of the tree, and like the
Primadome opened in 2002
December 13, 1909. The zoo
in and get a sky-high view at
1,300 animals. The Orangutan
barn, the Great Catwalk, and
that is fun for children to play
a large, 202-acre zoo with over
1907, and its gates opened on
there is a Peek-a-Boo Tree,
small building and 60 acres to
The early 1970s brought a dairy
slides for children. Outside,
1998. The zoo has grown from a
Planning for the zoo started in
It contains many exhibits, and
and 400,000 IMAX visitors, in
History
2006, formerly the Red Barn.
also added in 2006, which is
city-operated organization to a
a wide path straight to the
public-private partnership with
African elephants exhibit, which
Friends of the Zoo.
allows guests to reach Africa
The Discovery Barn opened in
much faster. The new entrance
2006 along with a short-cut
admission gates opened in
path to Africa. In 2007, an
May 2008, with an educational
endangered species carousel
center and a North American
was added to KidZone. The Zoo
river otter and trumpeter swan
closed the Sprint IMAX Theater
exhibits. In early 2009, the
on September 4, 2007. New
Tropics House opened behind
admission gates to the zoo were
the Sea Lion pavilion in the 1909
opened in May 2008 featuring
Building, and the polar bear
new parking and animals.
exhibit opened in August 2010,
Extensive renovations of the
located near the entrance, in
zoo began in late 2005. The
the location formerly occupied
Discovery Barn opened in
by stroller rental.

5. ITS ALWAYS NICE TO LOOK AT A BIG MAP LIKE THIS ONE BEFORE YOU START YOUR JOURNEY THROUGH THE
ZOO. WITH A PLACE THIS BIG, ITS EASY TO GET TURNED AROUND, AND WITH SO MUCH TO SEE, YOU DONT
WANT TO WASTE ANY TIME ON BEING LOST.

6. “THE POLAR
BEARS ARE
DEFINITELY THE
MAIN ATTRACTION
THE POLAR BEARS DONT BELONG TO THEIR OWN CONTINENT, AT LEAST IN THE KANSAS CITY ZOO. BUT
THEIR NEW EXHIBIT WAS TOO GREAT TO PASS UP. AND THE POLAR BEARS ARE SO PLAYFUL!

7. HERE WE GO, MATES
WE ARE HEADED DOWN UNDER TO EXPERIENCE THE
ANIMALS, AND MORE IMPORTANTLY, THE SIGNS AND
DESIGN OF THE AUSTRALIA EXHIBIT.

8. THIS WAY OR THAT?
IT WAS VERY INTERESTING TO ME HOW THEY ADVERTISED THE TIGER TRAIL SO MUCH, ALMOST MORE THAN
THE WHOLE AUSTRALIA EXHIBIT ITSELF. AGAIN, WITH THE WAY FINDING SIGNS, THEY ARE USING THEIR
NEW BRAND WITH THE GREEN AND NAVY ALL CAPS TYPE, WITH THE CORRESPONDING SIMPLISTIC IMAGES.

9. Lions, Bears, and OH YA, Tigers.
the sharp claws of the tiger. You
The tiger exhibit in Australia
can see that it was done around
is definitely one to check out.
the same time as the way
When I went, it was just about
finding signs though, because it
feeding time, and the tigers
has a similar san serif type face
were hungry. The tigers were
for the “trail” portion of the
not the only ones wearing
sign. This font exaggerates the
orange though. Throughout the
roughness of the “tiger” font
entire exhibit, this fierce font
before it.
looks like it was written with

10. Sumatran Tiger
The tigers at the Kansas City Zoo are called
Sumatran Tigers. They are
a rare tiger subspecies
that inhabits the Indone-
Tiger Signs
sian island of Sumatra.
The sinage for the tiger area
new signs. The older signs were
Unfortunately, these tigers
is not all consistant, though.
a lot more natural. They used a
were classified as critically
There are older signs, like
lot of earth tones and the idea
endangered by IUCN in
the bottom right picture. You
was the signs would blend into
2008 because the popula-
can obviously tell that sign is
the environment. With the new
tion was estimated at 441
an older set up that has been
signs, they are a lot flashier,
to 679 individuals.
faded and used a lot. As you
meant to stand out with their
I am up in the air about
can tell, the Kansas City Zoo
bright colors and bold patterns.
whether animals should be
has definitely updated some of
I noticed it especially with the
kept in cages, but with this
their signs. They would not have
fierce “tiger” type and tiger
sort of situation, I think
the time or means to replace
stripes. The idea has definitely
it is a good idea. If this
everything, so if it is still us-
changed, drawing more atten-
is a way that we can save
able, then why not keep it. Its
tion to the signs and making
an entire species from
very interesting to look at the
people want to walk over and
becoming extinct, then I
older designs compared to the
see what they have to say.
think it is a decent idea.

12. Curious Kangaroos
This part of Australia was by
far my favorite. It was not
the children, and it is a fun type
but rather that they allowed the
to use for that age, but there
kangaroos to hop around as they
are plenty of fonts the Zoo could
pleased. As you can see in the
have used and gotten the point
picture to the left, I even got up
across. That point would have
close and personal with one!
looked a whole lot better in a
The text and signs for this part
COMING OUT TO EXPLORE.
labies. I understand that it is for
that drew me into this exhibit,
CROSSING ALONG THEIR AREA. APPARENTLY THAT DID NOT KEEP A COUPLE CURIOUS KANGAROOS FROM
between kangaroos and wal-
necessarily the beautiful type
THE ONLY THING KEEPING THE KANGAROOS FROM HOPPING ONTO THE WALK WAY IS A LINE OF LOGS CRISS
talking about the difference
Univers, too.
of the exhibit, though, left much
The rest of this particular
to be desired. Basically, I am
exhibit had the regular San Serif
refering to the lovely use of
brown font on a cream back-
Comic Sans on the sign above,
ground, which looks just fine!

13. “PLEASE DO
NOT FEED
THE ANIMALS”

14. Camel Rides
The sinage for the camel rides
finding signs. You can obviously
some of their signs. They would
With the new signs, they are a
is not all consistant, though.
tell that sign is an older set up
not have the time or means to
lot flashier, meant to stand out
There are older signs, plus we
that has been faded and used a
replace everything, so if it is
with their bright colors and bold
have the newer green signs that
lot. As you can tell, the Kansas
still usable, then why not keep
patterns. I noticed it especially
match the style of the way-
City Zoo has definitely updated
it. Its very interesting to look at
with the fierce “tiger” type
the older designs compared to
and tiger stripes. The idea has
the new signs. The older signs
definitely changed, drawing
were a lot more natural. They
more attention to the signs and
used a lot of earth tones and
making people want to walk
the idea was the signs would
over and see what they have
blend into the environment.
to say.

15. Vintage Signs
Coming to this section of the
room. I’m not actually sure why
Australia exhibit was probably
they had these signs hanging
one of my favorite parts. It
here, whether they designed by
was in the middle of all of the
Australian desingers or were
restaurants and gift shops and
actual Australian products. In
it was just a wall of all the
any case, they are really fun!
quirky old signs. I have always
loved old signs and type faces
and would love to have some
of these signs hanging in my

16. AUSTRALIAN ANIMALS

17. JAMBO!
IN THIS SECTION WE WILL LOOK AT ONE OF THE OLDER EXHIBITS. IT HAS SOME OF THE
COOLEST ANIMALS, MOST BEAUTIFUL SCENERY, AND THE TYPE IS PRETTY UNIFIED.

18. WHICH WAY DO I GO?
THE ZOO HAS DONE A GREAT JOB ABOUT KEEPING THEIR WAYFINDING SIGNS CONSITENT. WHEN YOU SEE
THIS GREEN, CREAM AND NAVY COLOR SCHEME AND ALL CAPS, GEOMETRIC TYPEFACE, YOU KNOW RIGHT
AWAY THAT IT IS POINTING YOU IN THE RIGHT DIRECTION.

20. Where are the elephants?
The elephant exhibit was a great
are one of my favorite animals.
time. It had all these stone
But there was this really cool
slabs with text on top that
part of the elephant exhibit that
looked great with its surround-
housed a life size model of an
ings. Of course, the exhibit also
elephant and talked about its
had to have the cream sign with
anatomy. So I guess that is the
the burgandy lettering on it!
next best thing.
Unfortunately the elephants
were not out to play that day. I
was so bummed because they
THIS ELEPHANT MODEL WAS PRETTY AWESOME. IT SHOWED HALF OF AN ELEPHANT LIKE WE WOULD SEE
IT, AND THEN ON THE OTHER HALF, IT SHOWS ITS SKELETON. ALL THE PLAQUES IN THE FOREGROUND HAVE
GREAT FACTS ABOUT THE ELEPHANTS ANATOMY TOO.

21. Handy Hand Written Signs
This hand written type is one of
people who come to see it.
the first things you see when
There are fun facts about what
you walk into the main area of
languages are spoken in Africa,
the Africa exhibit. These signs
along with a large scale sign
ae pretty warn, almost to the
with the word “Jambo” on it,
point where you can not read
which means Hi.
the sign unless you go right up
The rest of the signs are talking
to the wall and try and read it.
about what is in the shopping
It is a clever idea for the Zoo,
center, including gift shops,
because it sets the light and
restaurants and a theatre.
playful mood of Africa for the

23. Signs
This sign to the left is
all around the African
exhibit. It is beige and
brown, very natural and
blends in with the forest
environment. The type
is very easy to read, and
even has the translation in
spanish. There are great
pictures and maps on all
“EASTERN BLACK
RHINOCEROS”
of the signs that let people
visualize what they are
reading. These signs are
very educational, which is
perfect for the kids!
THIS WAY TO THE RHINO ARENA. ONCE YOU SEE THIS FRISKY LITTLE FELLOW RUNNING AROUND HIS DIRT PIN, YOU CAN READ ALL ABOUT HIS
NATURAL HABITAT, HIS SCIENTIFIC NAME AND ABOUT THE SIZE OF HIS KIDS.

24. Built for Speed
This hand written type is one of
people who come to see it.
the first things you see when
There are fun facts about what
you walk into the main area of
languages are spoken in Africa,
the Africa exhibit. These signs
along with a large scale sign
ae pretty warn, almost to the
with the word “Jambo” on it,
point where you can not read
which means Hi.
the sign unless you go right up
The rest of the signs are talking
to the wall and try and read it.
about what is in the shopping
It is a clever idea for the Zoo,
center, including gift shops,
because it sets the light and
restaurants and a theatre.
playful mood of Africa for the

25. “LIONS ARE THE
KING OF THE
JUNGLE, SAME
GOES FOR THE
KC ZOO.”

26. AFRICAN ANIMALS

27. The Zoo can be a great place
and offers great opportunities
for kids and adults alike to
learn and see animals they
might not ever get another
chance to see. There are even
animals there that were
rescued from mothers that
abandoned them, like the
seals, or from extinction, like
the tigers. There are all types
of beautiful animals to see
there, and its a great place to
escape for a day.

28. Works Cited
http://www.kansascityzoo.org/
http://www.kansascity.com/2013/10/25/4577263/penguin-fans-flock-to-new-exhibit.html
http://en.wikipedia.org/wiki/Kansas_City_Zoological_Park
“The Value of the Narrative in the Education of a Typographer” by Chris Myers