As part of a two-year collaboration with How&How, the conservation charity reinvents itself with a new logo, custom typeface and migration-inspired patterns.
When you think of zoos, you probably think of somewhere to take the kids when they’re off school. But behind the scenes, there’s a lot more going on. Zoos increasingly see themselves as champions of the natural world, helping protect endangered species and educate the public about environmental destruction.
At the cutting edge of conservation, Chester Zoo wanted a new brand and website to champion these nature-positive efforts. So they turned to How&How.
The branding agency soon got to work repositioning Chester Zoo’s look and feel in a way that represented both the experience within the zoo gates and its greater purpose of serving nature as a whole.
Brand idea
“A two-year project with so many moving parts was always going to be a challenge; which is probably why we’ve loved working on this rebrand and digital overhaul with Chester Zoo so much,” recalls Cat How, founder and ECD of How&How.
“The sheer scale of their ambition, determination and vision inspired us every day,” she adds. “We pushed them, and they pushed us back, in a fantastic collaboration and meeting of minds between two teams dedicated to ensuring everyone knows about the zoo’s conservation and research work: a force for nature where flora and fauna can survive and thrive.”
The result of this process was a brand idea that How&How called ‘Force for Nature’. This speaks to Chester Zoo’s bias for action and positive momentum.
Logo, typography and patterns
The new logo is a custom ‘C’ with a hidden counter form inspired by a rhinoceros horn. It references the zoo’s history of supporting critically endangered Eastern Black Rhinos, which dates back to 1999, and helped to breed a rare calf.
Alongside this, the team created a custom typeface with the US-based type foundry Sharp Type. This was a twist on a Grotesque, with cuts and curls to mimic tails, leaves and claws.
How&How also incorporated expressive pattern overlays into the designs. These are inspired by the migrations and movements of mammals, birds, fish, reptiles and fauna and paired with vibrant colours and imagery that puts viewers at the heart of the action.
In general, the new visual identity is crafted to be flexible for use in various contexts, from presentations and materials to signage and socials.
Website design
Throughout the two-year collaboration, the team re-designed the entire Chester Zoo website. The new site combines storytelling and education to create a vibrant digital ecosystem where natural discovery feels limitless, and each click opens up a world of wildlife and wonder.
The design intentionally mirrors the content-rich allure of streaming platforms. The idea was to create a sense of abundance and choice through endless carousels and immersive video content, which provide an invitation into a world of many exciting experiences.
The colour palette, which the team nicknamed ‘Forest Mode’, deepens this cinematic feel, immersing you in a dark natural world with vivid pops of colour throughout.
Verbal identity
The team also devised a new verbal identity that aims to get people to connect, care, and act. This messaging always links what’s happening in the zoo with what’s happening in the wider world of conversation.
Speaking about the rebrand as a whole, Cat says: “We went in to express Chester Zoo’s bias for action and positive momentum. Complete with a custom typeface, a suite of patterns inspired by animal migrations and a logo carved with the form of a rhinoceros’ horn, the brand now looks and feels like a place of progress.”
“As an internationally renowned Wildlife Charity and National Conservation Zoo, it’s important for us to partner with agencies that share our passion for protecting nature,” says Helen Dean, head of marketing at Chester Zoo. “From the moment we met How&How, we knew they were the perfect partners for us.
“Their relentless passion for our brand mission, mixed with world-class design talent and meticulous craft, has enabled us to create a brand identity that represents Chester Zoo as a visitor destination and showcases our influence across international conservation and education work. We couldn’t have asked for better partners on this journey.”