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.
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.
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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.
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.
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.
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.
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