ZONA DesignEstablishes Brand Identity for Animal Planet's R.O.A.R.

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Following a number of recent collaborations with Animal Planet on projects including a tribute to the late Steve Irwin and promo packaging for the hit series “Meerkat Manor,” the image makers at ZONA Design have once again partnered with the network to create brand identity for the network‘s recently launched national non-profit campaign R.O.A.R. (Reach Out. Act. Respond.). ZONA Design established a number of key elements for the animal advocacy campaign, including the logo, color branding, font family and style guide. The R.O.A.R. initiative was established to lead the way in taking action on being a voice for animals, with major campaign elements first launched on-air in mid-October.

ZONA Design, the New York-based innovative design agency, is known for its creation of distinctive marks and the way in which Creative Director/Designer Zoa Martinez, and her team, integrate color branding, typography, composition and choreography - attributes which ZONA‘s clients repeatedly seek out.

R.O.A.R. aims to inspire individuals to make the world a better place for all animals that inhabit the earth, sea and skies, wild or domestic. Simple things like volunteering at shelters, spreading the word about conservation, or supporting a favorite animal cause all have a positive impact. To this end, Animal Planet has aligned itself with a powerful roster of leading animal and environmental organizations including: The American Humane Association (AHA); The American Society for the Prevention of Cruelty to Animals (ASPCA); The American Veterinary Medical Association (AVMA); The Earthwatch Institute; EcoZone; The Humane Society of the United States (HSUS); The National Wildlife Federation (NWF); Roots & Shoots, a program of the Jane Goodall Institute; Steve Irwin‘s Wildlife Warriors; and the World Wildlife Fund (WWF).

“We created an identity and mark that complimented the existing Animal Planet logo and also stood on its own for this new non-profit venture. We created a corporate brand that would take into account the identities of Animal Planet‘s powerful partners, a roster of leading animal and environmental organizations,” explained ZONA Creative Director/Designer Zoa Martinez. “The Animal Planet logo has the silhouette of an elephant and to extend that identity I felt that for R.O.A.R. we would bring in the rest of the animal kingdom. We kept the same horizon line and extended the geometry to fit the landscape ratio. The design is bold and simple and reflects the brand in print and on-air,” she continued.

“Our creative partnership with Zona proved to be a perfect match for the R.O.A.R. project,” stated Animal Planet VP/Creative Director Gheri Arnold. “Their innovative approach really brought this wonderful animal advocacy initiative to life.”

“We are image makers who create solutions for a wide range of audiences in all forms of media communication. ZONA has designed everything from award winning sets and custom furnishings to programming and promotion packages for broadcast. In addition,

clients have come to rely on us for creating unique high profile identities like R.O.A.R. Our many logo and identity design awards from GDUSA, Logo Lounge and PROMAX/BDA show that our peers and clients recognize this strength in ZONA Design‘s body of work,” added ZONA Design Vice President and Executive Producer Dennis Fluet.

The ZONA design team, known for their distinctive and effective designs, was led by Creative Director/Designer Zoa Martinez, and included Executive Producer Dennis Fluet, Senior Designer Mark Lee, Designer Agnes Nowakowska, Senior Compositor/Animator Andre Sam and Editor Supara Sophnowasu. ZONA utilized Adobe After Effects, Illustrator and Photoshop, and Apple Final Cut Pro in the execution of this project.

Representing Animal Planet were VP/Creative Director Gheri Arnold, Creative Director Brad Branch, Supervising Producer Rich Malave and Marketing Manager Zoe Paglee.

About ZONA Design:

ZONA Design, founded in 1999, is an award winning multi-disciplined design agency creating results driven work that is bold and direct for all points of contact with the consumer in the general, Hispanic, and youth markets. The company‘s portfolio includes high profile projects for Disney/ESPN Networks, AOL Time Warner Networks, 5Boro Skateboards, Discovery Communications, Encore Media Group, Rainbow Media Holdings, Chrysler, Dodge, and the various A&E Networks.

About Animal Planet

Animal Planet, available in more than 89 million homes nationwide, is the only television network dedicated exclusively to the connection between humans and animals. The network brings people of all ages together by tapping into a fundamental fascination with animals through an array of fresh programming that includes humor, competition, drama and spectacle from the animal kingdom. Animal Planet is a property of Discovery Communications, the leading global real-world media and entertainment company.

ZONA Design, Inc. is headquartered in the Empire State Building, 350 Fifth Avenue, Suite 321, New York, NY 10118. For additional information, or to see a reel, contact VP/Executive Producer Dennis Fluet at


or by phone at 212.244.2900. Visit the ZONA Design web site at


. ZONA Design is a certified Minority Woman Business Enterprise from the NYNJ Council (NMSDC) and New York City. ZONA Design is also a 2004 and 2005 Hispanic Trends Magazine Top 100 Entrepreneur.



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