Chester Zoo has unveiled a new brand identity themed 'Force for Nature' in collaboration with branding agency How&How. The rebranding is part of the zoo's goal to position itself as a conservation organisation. The new logo features a 'C' shape with a rhinoceros horn that is a secret, nod to the zoo's history of supporting the endangered eastern black rhinoceros since 1999.
The custom typeface was created in collaboration with Sharp Type and features curves and cuts that reflect natural elements such as tails, leaves, and claws. The design incorporates patterns that symbolize the movement and ecology of mammals, birds, fish, and reptiles. The color palette uses bold colors as accents against a dark forest background to convey the vitality of nature.
The website has also undergone a major overhaul. Inspired by streaming platforms, the digital experience explores diverse animals and ecosystems through infinite scrolling and immersive video content. It provides rich information and choices to help users immerse themselves deeply in nature stories.
The brand’s linguistic identity is built around messages that encourage visitors to connect with nature and take action to protect it, with a focus on clearly communicating how what happens on-site at Chester Zoo connects to conservation efforts around the world.
Kat Howe, Founder and ECD of How&How, said the project was challenging due to a number of factors, but was inspired by Chester Zoo’s ambitious vision and goals. Helen Dean, Head of Marketing at Chester Zoo, said working with How&How had helped redefine the brand identity and strengthen the zoo’s impact on international conservation and education.
