The new Chester Zoo logo has a powerful hidden meaning

Chester Zoo branding
(Image credit: Chester Zoo)

The purpose of many zoos has changed over the years. Rebranding can communicate that, but it can be difficult to strike the right balance. I think Chester Zoo's taken the right direction with its new logo and brand identity, which are cleaner and more grown up but still have a lot of personality.

Chester Zoo's shift in focus to conversation isn't entirely new, but the rebrand better communicates it. It strips away the more negative connotations we might associate with zoos – their history as places primarily for the amusement of humans – and highlights the zoo's work in global conservation, breeding and research (see our pick of the best rebrands of the 2020s for more inspiration).

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.

Read more
Cyanotype images of plant cuttings
Pentagram’s latest visual identity uses an ingenious natural photography technique
Jaguar logo
The best (and worst) rebrands of the year
The new Goldsmiths' Company logo featuring a contemporary illustration of a leopard's head
The new Goldsmiths' Company logo is a roaring success
GF Smith before and after logos
Paper brand GF Smith's vibrant new identity gets people talking
Walmart new visual identity
Ignore the hate, Walmart's bold new branding is the definition of a glow up
Jaguar logo
The year in logos: 2024 was both pivotal and controversial
Latest in Branding
Democratic Party donkey logo
People are bashing the Democrat's new logo, but a rebrand was necessary
Chupa Chups logo
The Chupa Chups logo was created by an art legend in just one hour
Dove ad
Dove's new campaign wants to break you out of the selfie cycle
Jaguar Type 00 in French ultramarine at Paris Fashion Week
The Jaguar rebrand has finally won me over after the Type 00 stole the show at Paris Fashion Week
Tesla Cybertruck
Why some Tesla owners are covering up the logo
Magnum billboards on a roadside
Magnum abducts our radio waves with ingenious sonic branding ad
Latest in News
Absolut vodka
Why Absolut's 'bottle' print ad is the greatest of all time
Democratic Party donkey logo
People are bashing the Democrat's new logo, but a rebrand was necessary
Mark looks at a crystal cube from Lumon in Severance
5 perfect Severance prop designs that shaped Apple TV's best series
Audi EV billboard adverts
Ingenious Audi billboards soar above the chaos in EV branding
Chupa Chups logo
The Chupa Chups logo was created by an art legend in just one hour
DC Sonic the Hedgehog comic collaboration
Sega reveals first glimpse of the Sonic DC collaboration we never knew we needed