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Chester Zoo: rebranding for a stronger positioning

Writer's picture: Rosie BerreclothRosie Berrecloth

Chester Zoo logo

Chester Zoo rebrand: A masterclass in storytelling and purpose-driven branding


Chester Zoo’s rebrand was a two-year project designed to position the organisation as a "force for nature", reflecting its dedication to conservation and environmental education. Moving beyond the traditional perception of a zoo, the rebrand highlights its incredible work as a global conservation leader.


There’s so much to love about this transformation, but here are our standout features:


Logo marque


The most striking element of the new brand identity is the logo—a custom ‘C’ with a hidden counterform that reveals a rhino horn. This subtle yet powerful detail pays tribute to the zoo’s long-standing commitment to critically endangered Eastern Black Rhinos, dating back to 1999 when it successfully bred a rare calf. The logo is further brought to life in motion, with a blinking eye adding a playful and engaging touch to the brand.


Chester Zoo logo marque

Typography


A bold, custom typeface was created, featuring organic cuts and curls reminiscent of tails, leaves, and claws. This dynamic design adds energy and personality, bringing the zoo’s identity to life in a way that feels both playful and distinctive.


Chester Zoo text branding


Verbal identity


The rebrand’s messaging is built around the powerful theme, "A Force for Nature", using evocative language to inspire people to connect, care, and act. This verbal identity perfectly aligns with Chester Zoo’s mission, reinforcing its role in global conservation.


Chester Zoo positioning statement

Patterns


A suite of expressive patterns, inspired by animal movements and migrations, adds a vibrant and immersive element to the brand. When combined with a bold colour palette, these patterns place you right at the heart of the action.


Chester Zoo branded advertising

Chester Zoo brand examples

Chester Zoo outdoor advertising examples

Website


The rebrand extends seamlessly into the digital space, with a beautifully designed website that balances education with functionality. Every detail has been thoughtfully considered, from engaging educational pages to an intuitive booking system, ensuring a smooth and enriching user experience.


Chester Zoo new brand website

No detail in their brand toolkit has been overlooked. Every touchpoint has been meticulously crafted and thoughtfully aligned with the core principles of the rebrand. Chester Zoo’s rebrand is a masterclass in storytelling, design, and purpose-driven branding, cementing its place as a true force for nature.


Need some help with your brand? Get in touch today.


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Threerooms, a multi-award-winning branding agency, has dedicated over 20 years to optimising brands and helping businesses stand out and succeed. Whether crafting new brands or refining established ones, our team is committed to delivering brand transformation tailored to help you reach your goals.


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