Brookfield Zoo Chicago's emblematic transformation signifies not just a change of symbol but a resolute commitment to wildlife conservation. The unveiling of our new logo mark, featuring two lions facing each other—one symbolizing our rich past and the other, our forward-looking vision—pays homage to the historic stone lion statues adorning our entrances and promenades. In addition, a tier of secondary animal emblems reflects the wide range of animals at the Zoo and include:

The addax emblem underscores our crucial role in preserving critically endangered species, particularly evident through our pioneering involvement in the Addax Species Survival Plan (SSP) since its inception over four decades ago. As the first North American zoo to witness an Addax birth, our legacy with these remarkable creatures runs deep.

In our quest to protect the endangered reticulated giraffe, we're driving advancements in reproductive sciences and medical interventions, collaborating with AZA-accredited partners through initiatives like the Saving Animals From Extinction (SAFE) program. Our commitment is further fueled by our history as pioneers in giraffe conservation, marked by the first successful North American giraffe birth in 1940.

The bison celebrates the remarkable recovery of a species once on the brink of extinction, emphasizing our advocacy for habitat restoration and ensuring the bison's enduring presence for future generations. Through collaborative efforts with government agencies and conservation organizations, zoos played a crucial role in saving bison from extinction. Today we're actively facilitating the reintroduction of bison to their native habitats, contributing significantly to the preservation and revitalization of this North American prairie species.

The dolphin emblem symbolizes our enduring commitment to marine mammal conservation, epitomized by our Sarasota Dolphin Research Program, a cornerstone of dolphin science since 1970. This longstanding field research effort has not only enhanced our understanding of dolphin biology but has also influenced conservation programs globally, underscoring our dedication to marine ecosystem health.

Internationally, our impactful conservation efforts at the Punta San Juan Marine Protected Area in Peru, as symbolized by the Humboldt penguin icon, exemplify our commitment to safeguarding marine biodiversity and fostering community engagement. Through comprehensive field research and community capacity building, we're actively contributing to the preservation of diverse marine species and habitats.

Representing our participation in Species Survival Plans, the Grevy's zebra emblem underscores our dedication to genetic diversity and demographic stability in conservation efforts. Additionally, our support for Grevy's zebra conservation initiatives includes bolstering financial capacity for conservation and preservation of the species through our Conservation Fund grant program that supports partners and their work globally.

Echoing the resilience of the bison, the bald eagle emblem serves as a testament to conservation success, symbolizing the triumph over endangerment through legislative action and public awareness. It embodies the spirit of the United States' national symbol and serves as a poignant reminder of a species that has triumphantly rebounded from the brink of extinction. Brookfield Zoo Chicago uses its voice to advocate for species protections and encourages guests to act for animals.

The black rhinoceros emblem represents the first birth of this species in a North American zoo at Brookfield Zoo Chicago and signifies our commitment to combatting illegal hunting and poaching by raising public awareness about the threats the species faces in the wild due to human impacts. As an active participant of the AZA SAFE program for the black rhino, Brookfield Zoo Chicago is helping to reduce demand for rhino horn and raising money to support black rhino habitat conservation.

Looking ahead, the gorilla emblem embodies our steadfast commitment to primate conservation, exemplified by our investment in the upcoming Gorilla Conservation Center within the new Tropical Forests exhibit. This center will serve as a hub for research, education, and collaboration, reaffirming our pledge to protect primates for generations to come.