Surrounded by a beautiful landscape, the Qianling Zoo extends to approximately 13.3 hectares, including hills and waters. It houses more than 500 monkeys and, as “qianling” means monkey in Chinese, this is where its name comes from. In order to intensify the branding of the zoo, a recognisable visual identity has been created, based on natural colours and fairytale-like images. Inspired by nature, the new design also includes a visual orientation system to meet the requirements of navigation, education and interaction. Plain pictograms and repeated colour patterns help international visitors to find their way around and provide fascinating information about the animals.