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A zoo is not merely a place to keep animals but also plays an important role as a recreational facility, a center for conservation, education, and research protected by government regulations. Although Surabaya Zoo was once the largest zoo in Southeast Asia, ineffective use of its identity and communication strategies has made it difficult to adapt to changes in audiences and times. To address these challenges, a rebranding initiative is proposed to improve the zoo’s image and identity. The rebranding process is based on Alina Wheeler’s visual identity design methodology. Through this rebranding, the zoo is expected to maintain a renewed presence and effectively carry out its roles.