Chester Zoo, one of the UK’s largest and most respected wildlife conservation organizations, has revealed a refreshed brand identity designed by How&How. Since opening its doors in 1931, the zoo has grown into a global leader in conservation, caring for over 37,000 animals across 500 species. With a strong focus on protecting biodiversity and supporting conservation efforts worldwide, the new visual identity reflects the zoo’s evolving role as a driving force for nature while embracing a modern, adaptable look.
At the center of the new design is a bold, minimalist logo featuring a stylized “C” monogram. A closer look reveals a subtle detail hidden within the negative space—a silhouette of a rhinoceros horn. The thoughtful design nods to the zoo’s work with endangered Eastern Black Rhinos, a conservation effort that began in 1999. The horn represents strength and resilience, echoing the zoo’s long-standing mission to protect wildlife.
The logo’s clean, geometric lines shift from the previous hand-drawn design, which had a certain charm but didn’t fully capture Chester Zoo’s role as a leading conservation organization. The new design balances modern simplicity and playful energy, appealing to families visiting the zoo and conservation experts connected to its global projects.
Created in collaboration with Sharp Type, the custom typeface features bold, geometric sans-serif letters with subtle curves and cuts inspired by natural elements like animal tails, leaves, and claws. While the font is strong and structured, it still feels friendly and approachable. The slightly exaggerated curves in letters like the “e” add a playful twist without sacrificing readability.
The new palette includes vibrant yellow paired with deep green, reflecting both the energy of the zoo’s mission and its deep connection to nature. The bright yellow adds a lively, engaging feel, while the rich green grounds the design in environmental values. These colors create a strong visual presence on signs, merchandise, or digital platforms.
A standout feature of the new visual system is dynamic patterns inspired by natural movements, such as bird migrations, flowing rivers, or the textures found in animal skin. These graphic elements add depth and versatility, working as backgrounds, framing details, or focal points in marketing materials. The patterns complement the geometric style of the typography, creating a unified and flexible design language.
The refreshed identity includes motion graphics that bring the brand to life in digital spaces. Animated sequences show the “C” monogram transforming into different organic shapes, reinforcing themes of growth and change—key ideas in nature and the Zoo’s conservation work.
The rebranding reflects how the Zoo has grown from a beloved local attraction into a globally recognized conservation institution. The new tagline, “Force for Nature,” captures the zoo’s active role in wildlife protection, environmental education, and community outreach. By updating its visual identity, Chester Zoo strengthens its connection with audiences and reaffirms its dedication to protecting the planet for future generations.