The phenomenon of many development of tourism in Surabaya indirectly threaten the existence of the tourist destinations that has long stood up. The Surabaya Zoo is one of the main tourist city Surabaya who is decreasing quality and quantity tourist visits, as well as this is because of the negative image of that exposet attached in the public ' s mind. Managementi nternal problems and the need for rebranding to re concept Surabaya Zoo in visual and verbal, , a branding in accordance with audience supposed to be a vital part, ari a subsidiary has not reck by the zoo Surabaya
Almost 70% of Surabaya Zoo visitors is part of a family, which is delivering children, nephew, or cousin to enjoy their time off. It is designed branding should be oriented to the audience. , and the characteristics of the audience that is family especially the kids is like playing, then the character's visual identity that is imaginative and colourfull chosen to represent their world
Questionnaire, interviews, field observations, in-depth consumer research methods is a journey that is used in this design, with the 4 methods used above, the goal is to know exactly what kind of branding is needed and relevant to the audience. Once formulated, that the actual audience segmentation of Surabaya Zoo is the family, especially the kids, then the branding with the characters visually funny cartoon, full color, fun required by the primary audience is children.
The main in design rebranding Surabaya Zoo is animal planet. The concept of formularization taken to three points of an institution, conservation animal namely, destination,, education and conservation. This concept also taken because want visualisation a cheerful, a dwelling house pleasant and imaginative suitable to the character of a child therefore character visual and medium used also in designed to fit with characteristic audience
