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
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
Korean Air new logo in use
Korean Air has rebranded for first time since the '80s
Double Arrow plus Union Jack design for Great British Railways
The Great British Railways logo has a lot riding on it. Here's how it could look
An image of an optical illusion showing circles and squares that look different sizes
Graphic designers need to know about these typographical optical illusions
Hyundai logo
Okay, the Hyundai logo's secret meaning has genuinely surprised me
Latest in News
iOS 19 concept
Apple's dramatic iPhone homescreen redesign is long overdue
iPhone 13 Pro
Apple tells iPhone users to urgently update iOS – your phone is vulnerable to attack
Trump stood in front of a red Tesla next to Elon Musk
Trump and Elon’s White House ad proves Tesla is getting desperate
Texas Rangers Tetas hat
The Texas Rangers' raunchy design fail is an unexpected hit with fans
Render showing design for new Manchester United stadium
Manchester United's new stadium design is drawing some unfortunate comparisons
Shot of AI augmented A Different World
Netflix's AI 'fix' turned an 80s sitcom into a horror movie