Brookfield, IL – Iconic Brookfield Zoo Undergoes Historic Name Change in 90th Anniversary Shake-Up


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Brookfield, IL – “In an era defined by climate disruption and biodiversity loss, our refreshed identity recognizes the significant impact zoos have on conservation of wildlife and wild places,” stated Dr. Michael J. Adkesson, president and CEO of Brookfield Zoo Chicago, as the zoo unveiled its rebranding and new attractions in celebration of its 90th anniversary. 

This major transformation, introduced late last week, not only involves a name change to “Brookfield Zoo Chicago” but also the adoption of a new logo featuring a lion, symbolizing the zoo’s rich legacy and its future-oriented commitment to wildlife conservation. The zoo’s new mantra, “Connect. Care. Conserve.,” invites the community to engage more deeply with environmental stewardship.

This rebranding is the initial step in Brookfield Zoo Chicago’s “Next Century Plan,” which anticipates the zoo’s centennial in 2034. The plan focuses on enhancing the zoo’s role in combating global challenges such as climate change and biodiversity loss, emphasizing the importance of zoos in fostering a balance between humans and wildlife.

To mark its 90th anniversary, the zoo is introducing several new attractions, including a 130-foot Anniversary Ferris Wheel that offers panoramic views of the animal habitats, available starting March 15. The celebration also includes Easter activities and the unveiling of a new aviary in June. Additionally, the zoo is expanding its up-close animal experiences, allowing guests to interact directly with various species, including sharks, flamingos, and macaws, enhancing their understanding and commitment to conservation.

These initiatives reflect Brookfield Zoo Chicago’s commitment to conservation education and engaging the community in environmental stewardship. As the zoo embarks on its journey towards its next century, it remains dedicated to being a pivotal place where conservation and community meet, inspiring actions that support wildlife and nature.

For more information about the 90th-anniversary celebrations and the new attractions at Brookfield Zoo Chicago, please visit


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