Behind the Design: Creating the Run for the Zoo Logo

As a free zoo, Lincoln Park Zoo is mostly funded through memberships, donations, food and beverage purchases, parking, and events. One of these events—a fun, fitness-oriented tradition that takes place every year—is Run for the Zoo, a 10K Run and 5k Run/Walk that includes the Kids’ Course. This year, it takes place on Sunday, May 31. Proceeds from ticketed events like Run for the Zoo not only help keep the zoo free but support animal wellbeing and worldwide conservation efforts.

Each year, a different animal theme becomes synonymous with this inclusive and family-friendly race, which goes by the lakefront, into Lincoln Park, and around zoo habitats. In 2024, the western lowland gorilla was featured. In 2025, the pygmy hippo was represented. This year, it’s the eastern black rhino. These hand-drawn illustrations start right here at Lincoln Park Zoo. Read below to learn more about the process from start to finish!

The 2024 gorilla can be seen running atop the Run for the Zoo logo with leaves in its wake, while the 2025 pygmy hippo looks like it is stepping down from the zoo’s logo onto the Run for the Zoo logo. Meanwhile, this year’s rhino is stomping down one of the “o”’s in “Zoo.” These subtle and intentional details bring freshness to each year’s design.

Getting Inspired

This year’s race art was created by zoo illustrator and designer Shane Tolentino. They create this suite of designs using the experience of past years. “I get to champion much of the creative in this event,” they say. “The art authentically shares my own visual language as an illustrator and creative person.”

Choosing the highlighted species each year is a collaborative and intentional effort set in motion months before race day. “Once I know which animal will be the theme, I visit their habitat to see how they move and I also reference photos from our extensive archives. I get inspired from observing the animals themselves and from past Run for the Zoo designs,” Tolentino explains.

From Concept to Completion

The process starts by creating sketches using a pencil and paper. “This is a really important step because analog mediums allow me to be looser with my drawings,” Tolentino says. Once they have a drawing, the work is scanned into the app Procreate on the iPad, where they use pencil brushes to clean and refine the lines.

Later, they will also use a hard round brush tool to create cleaner outlines. “That gets moved to Adobe Illustrator to turn the drawing from raster, or pixels, to the smooth shapes and lines of vector art,” Tolentino explains. In Illustrator, they choose theme colors and get to play a bit with the animal’s movements.

As they work, Tolentino keeps a lot of factors in mind. The logo has to read well both digitally and in print, at small sizes on a phone or large sizes like on a highway billboard. “The logo animal has to strike a balance of approachable and accurate,” they say. “I also have to think about how the animal is able to interact with the logo to make sure the composition is pleasing to the eye, but also feels like the animal is in motion.”

Outlining the Process

Here are some of the changes the above GIF went through as it moved through the creation process to a final product.

This is an initial simplified sketch, which features the rhino interacting with the Run for the Zoo logo.

Two versions were considered for the final logo design this year. “To add playfulness to the design, I also sketched a version with mud on the rhino’s legs being kicked up behind,” Tolentino says.

Tolentino creates a clean line image of the initial image chosen through collaboration with other departments at the zoo.

Then, Tolentino starts to add and fine-tune details, including the amount of ear hair, the appearance of shadows, and the definition of toes using color. One feature that was changed over time was the visibility of the thick, folded skin that looks like plates, which was changed for accuracy as it looks different across the various rhino species. Another was the re-addition of splattering mud, to add motion and a bit of fun.

Tolentino also tweaks elements such as the position of the leg and mouth—in this case, the back front leg was moved forward slightly to give the effect of stomping on the “o” in “Zoo.” Tolentino adds, “In the GIF, sometimes the background turns to black because I need to make sure the logo reads well even if it’s not on a white background.”

Finally, Tolentino brings the entire logo into Adobe Illustrator to vectorize the art and further clean and refine the shapes. The result: beautiful and iconic, just like the animal the art represents.

Making It Public

The logo is revealed when the zoo animal theme is announced to the public, a few months ahead of Run for the Zoo. It is used for ads, posters, hats, T-shirts, and other merch, including the exclusive 2025 bandana below, which was given to Wildlife Warriors who signed up to do both the 5K and 10K races.

Run for the Zoo on May 31 may seem far away, but the race will sell out quickly! If you love the rhino illustration, sign up for Run for the Zoo to secure your own eastern black rhino merch. See you there!