[Published on 03 March, 2003]
For 30 years it has been the Singapore Zoological Gardens and
a top attraction.
But the people running the place aren't too happy with the name.
They want something to distinguish it from run-of-the-mill zoos
So they are spending $500,000 on a massive branding exercise to
acquire a new name, logo, signs and staff uniforms.
The new name is a closely-guarded secret known only to top management.
The management first decided on a name change in 1995, when the zoo
began implementing a master plan based on the guiding principle of
'Journeys to Wild Places'.
A name-creation workshop was held recently for managers, who were
told to think of a new name in keeping with the zoo as a natural
and wild place, where visitors can have an adventure and interact
with the staff.
They came up with a list of 1,000 names, which were narrowed down
to three options by interviewing almost everyone at the zoo.
They then asked visitors and former zoo employees to rank the
But a regular visitor said: 'They can call it what they want.
Singaporeans will still call it the zoo.'