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When the new Metro Toronto Zoo was announced in the early 1970s, it was a moment of civic ambition. The project, relocating and expanding what was then the small and outdated Riverdale Zoo, aimed to create one of North America’s foremost zoological parks, reflecting modern ideas of conservation, education, and naturalistic animal environments. Ahead of its grand opening in 1974, the Zoo turned to Stewart & Morrison to develop an identity that could help build public excitement and recognition. The resulting logo, designed in 1972 by Hans Kleefeld, would quickly become one of Toronto’s most memorable and enduring civic symbols.

Kleefeld’s mark, crafted with his trademark precision, features a member of the Cervidae family, likely a deer, its distinctive antlers forming the central visual motif and signalling the Zoo’s world-class aspirations. In the lock-up, the wordmark is set in the sturdy yet welcoming Clarendon typeface, providing a grounded balance to the composition with a sense of both warmth and authority.

The identity was introduced well in advance of the Zoo’s opening, appearing on promotional materials, construction hoardings, and advertising campaigns throughout the Greater Toronto Area. This early presence helped establish familiarity and build anticipation for what would become a landmark attraction. The Metro Toronto Zoo officially opened its doors in Scarborough on August 15, 1974, offering an expansive 710-acre park with naturalistic enclosures and an emphasis on conservation and education — a considerable departure from the Victorian cages of Riverdale.

The “Metro” designation was formally dropped from the Zoo’s name in 1998, following the amalgamation of the City of Toronto. However, Kleefeld’s iconic logo remained in use until 2006, when the Zoo underwent a rebrand led by Hambly & Woolley. While the updated identity reflected new institutional priorities, the original Kleefeld mark remains deeply nostalgic for many Torontonians, representing a period of optimism and transformation for the city’s cultural landscape — and is still clearly evident in the rebrand.

Hans Kleefeld’s Zoo logo stands as a masterclass in mid-century Canadian identity design — economical in form, clever in construction, and timeless in appeal.

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