Established in 1931 by George Mottershead, Chester Zoo, located in Cheshire, North-Western England, is one of the largest zoos in Europe. It is home to more than 20,000 animals representing almost 500 species, many of which are rare or threatened with extinction. Thanks to its environmental and educational initiatives, the institution has established itself as a global leader in protecting biodiversity.
Committed to strengthening its influence and modernizing its image, Chester Zoo recently collaborated with the London-based design agency How&How to transform its visual identity and reaffirm its “Force for Nature” mission.
Evolution of the Logo: From Imperfection to Bold Modernity
Until now, the zoo had used a logo with an artisanal and imperfect aesthetic. While it conveyed a sense of humanism, the emblem did not adequately reflect the scale of the institution’s activities. The new design, however, features bold, modern typography developed by the Sharp Type foundry. Incorporating elements inspired by natural forms, it perfectly illustrates the deep connection between the zoo and nature.
The new logo’s “C” symbol pays homage to the zoo’s history. Its inner shape serves as a reminder of the zoo’s critical role in preserving black rhinoceroses, a species that was on the verge of extinction. Since 1999, Chester Zoo has made significant contributions to breeding this rare species, underscoring its impact on the global environmental movement.
With a strong individuality, the new logo is intended to enhance the zoo’s recognition both in the UK and internationally. The Chester Zoo wordmark, crafted in a custom typeface, features cheerful letterforms. This playful design is extended to a series of patterns, including animated versions, which depict migration routes of mammals, birds, and fish. This immersive visual language makes the zoo’s identity more versatile and adaptable across a wide range of media, ensuring effective communication.
A Palette Inspired by Nature
The new color palette draws inspiration from the bright, natural tones of ecosystems protected by Chester Zoo. The vibrant combinations evoke emotions, providing a sense of immersion while reflecting the natural landscapes the zoo is dedicated to preserving. This chromatic interplay, paired with strong iconography, creates a visual experience that is both impressive and exciting.
Continuing this immersive approach, the zoo’s website has been fully reimagined. Inspired by streaming platforms, the site now offers smooth, intuitive navigation. Its digital structure highlights the zoo’s many initiatives, turning each virtual tour into an educational adventure.
More Than a Zoo: A Global Mission
Chester Zoo is more than a place of entertainment; it redefines the concept of a zoo. All its revenues are reinvested into global programs for preservation, species selection, and scientific research. In the face of today’s biodiversity crisis—when populations of some animals have decreased by 60% over the past 50 years—the zoo’s work is more critical than ever.
Through its redesign, Chester Zoo transcends its role in nature protection to inspire collective consciousness. Its bold visual identity and engaging digital approach enable the organization to tell countless stories, connecting generations of visitors with the message: *Saving the Earth is a collective responsibility, and every action matters.*
