Zoo in Disguise

Founded in 1838, Natura Artis Magistra (Latin for “Nature is the Teacher of Art”) located in Amsterdam is the oldest zoo in the Netherlands. Home to 900 species it also has a botanical garden, a planetarium, an art collection, a geological museum, and a zoological museum. Currently undergoing a major renovation, Artis has introduced a new identity designed by Amsterdam-based Van Lennep. Existing lettering on the entrance of the zoo, built in the 1980s. The new logo is a direct reference to an existing piece of lettering found on the zoo’s entrance. To some this might seem like a lazy solution, but sometimes the right answer is already there and it’s simply a matter of discovering it. I love how the letters are based on the width and separation of the vertical bars o