For 128 years, the Denver Zoo has been a cornerstone for connecting wildlife with the community in Denver’s City Park. This mission will carry on, but under a new name and refreshed brand identity.

On Tuesday, Zoo officials unveiled a new brand identity as Denver Zoo Conservation Alliance (DZCA).

“The key word in our new name is ‘alliance’ because conservation means collaboration and we need our community of guests, members, donors, staff, volunteers, neighbors and partners to join us in fulfilling our mission,” said Bert Vescolani, president and CEO of DZCA, in a news release. “Together, we are more than our individual actions and we can work in partnership to create a world where wildlife thrives.” 

The Denver Zoo started in 1918 as “Bear Mountain,” where a black bear cub, gifted to the mayor, was displayed to the public. According to historical accounts, it later grew to a “collection of animals” featuring animals like monkeys, elk, bison and birds. Early visitors viewed the animals at eye level without barriers like bars or fences.

As zoos have evolved from archaic menageries and spectacles into institutions focused on the conservation of species, so comes the rebrand from the Denver institution.

According to the Zoo, its new brand identity as Denver Zoo Conservation Alliance “reflects its purpose to continue to deliver exceptional experiences on its 80-acre campus, while reaffirming its commitment to wildlife conservation in Colorado and worldwide.”

The rebrand lands amidst growing criticism of the zoo model by animal rights groups in recent years.

The study “Zoos: A Critical Reevaluation” by The Humane Society of the United States (HSUS) examines the treatment and role of zoos in the preservation of endangered species and education. The report highlights numerous incidents of animal mistreatment and questions the effectiveness of zoos in conservation efforts.

The study asserted that despite zoos’ claims, only a small fraction of endangered species bred in captivity are returned to the wild, and many animals suffer from inadequate living conditions.

In contrast, DZCA officials said that as a “zoo-based wildlife conservation organization” their work includes research, sustainability practices, wildlife breeding and release, habitat restoration, wildlife rescue and rehabilitation.

According to the Alliance, the organization has had dedicated staff, expertise and funding to more than 600 conservation initiatives in 62 countries for more than 30 years. DZCA recently launched new conservation programs and partnerships in Africa and Southeast Asia, helping to protect some of the world’s most vulnerable species, including Asian elephants, Sumatran orangutans and mountain gorillas, the organization said in the release.

“Our new identity as Denver Zoo Conservation Alliance honors our past efforts to connect people with wildlife and protect threatened species and habitats and will guide us into the future where our work will only become increasingly important,” said Brian Aucone, chief conservation officer of DZCA, in the release. “This is the start of an exciting new era in our 128-year history, and we hope to inspire future generations of animal lovers and conservationists to join us!”

As a non-profit organization, the zoo relies primarily on ticket sales, memberships, donations, and community events.

It also receives partial funding from the Scientific and Cultural Facilities District, which is a special voter-created tax district that supports various cultural institutions in the Denver area.