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).

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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.