Atascadero’s zoo unveils new name, logo, and educational outreach while honoring founder’s legacy

ATASCADERO — After 70 years of educating, inspiring, and welcoming countless visitors, the Charles Paddock Zoo has unveiled a refreshed identity as the Central Coast Zoo. The announcement, which coincided with the zoo’s 70th birthday during the 22nd Annual Ice Cream Zoofari, marks a major rebranding for Atascadero’s treasured wildlife destination.

Founded in 1955 by Charles Paddock, a compassionate park ranger known for rehabilitating injured wildlife, the zoo has grown from a humble rescue effort into the only AZA-accredited zoo in San Luis Obispo County. With its most recent accreditation extending its AZA designation for another five years, the zoo joins a prestigious group of institutions that meet the highest standards in animal care, education, and conservation — an achievement held by only 10% of zoos worldwide.

The new name, Central Coast Zoo, emerged after months of community input and strategic planning with TJA Advertising Agency. According to the City of Atascadero, the rebrand reflects the zoo’s expanded vision and regional identity, making its location and mission more recognizable to residents and visitors alike. The updated logo features a modern color palette and font while preserving the iconic oak tree — symbolic of the zoo’s deep roots in the Atascadero community.

“Over the past year, the zoo has established a new team and a new energy, and a new marketing plan that is important to move the zoo forward,” said City of Atascadero Director of Community Services & Promotions Terrie Banish. “The timing is right to take this step forward with a new marketing plan that starts with the rebranding initiative designed to enhance awareness and the geographic location of the zoo.”

Though the zoo is moving forward with a new name, Charles Paddock’s legacy remains front and center. The entrance area has been renamed Charles Paddock Plaza, featuring a bronze statue of Paddock holding Cosmo Topper — the opossum who started it all. The zoo will also launch a dedicated history page online and integrate his story into educational materials and programs, ensuring Paddock’s contributions are never forgotten.

“It is a priority to continue preserving the history of Charles Paddock and he will always be a part of the legacy at the zoo,” Banish shared. “Charles is the reason why we have a zoo and will continue to be included … as we update our website, and in social media.”

Community engagement played a key role in the rebranding process, with outreach beginning in late 2024. More than 250 residents, city staff, tourism leaders, and zoo stakeholders offered feedback through surveys and meetings. Their input helped shape the final design, name, and a suite of educational materials including a new children’s activity book, summer program content, and restaurant placemats that will be distributed throughout the Central Coast.

The rebrand is part of a broader campaign called “Zoo 2.0,” aimed at boosting the zoo’s visibility and deepening its commitment to conservation and sustainability. With a sharpened identity and a bold new look, the Central Coast Zoo is poised to continue its mission of connecting people with wildlife and preserving the spirit of its founder for generations to come.

“This rebrand initiative is designed to enhance environmental awareness, promote sustainable practices, and elevate the zoo’s visibility among the Central Coast community and its visitors,” said Banish. “The reason for the new logo and name is to broaden our community and the support for the zoo. Many people don’t know where we are located, and because of that, the rebranding and new name will create a larger footprint and shares our zoo with a larger area, provides more support and more opportunities to be seen.”

For more information, visit centralcoastzoo.org

Update: Until the new website is up and running, please use charlespaddockzoo.org for more information on the Zoo.

Feature Image: Members of the Atascadero City Council (from left): Seth Peek, Susan Funk, Mayor Pro Tem Mark Dariz, Mayor Charles Bourbeau, and Zoo Director Cynthia Stringfield have a sparkling apple cider toast to the zoo’s name change to Central Coast Zoo. Photo courtesy of City of Atascadero