Cultivating brand potential

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Let’s work for wildlife

Posted by: Jo Briton

Categories: Charity, Branding, Marketing,

Tue, 04 Aug 2015

As a family we love visiting London Zoo, not so keen on the queues and the prices but I did always quite like their black and white identity so I look at their new branding with interest.

The Chase has rebranded the Zoological Society London’s family of brands, which includes charity arm ZSL, ZSL London Zoo and ZSL Whipsnade Zoo.


The consultancy started working on brand architecture in January 2014 before the project grew into a full rebrand.

ZSL is the master brand, with ZSL London Zoo and ZSL Whipsnade Zoo sitting beneath these. Each of the three brands has been clarified, with the ZSL brand given more prominence and the new positioning “Let’s Work for Wildlife”. This replaces the previous strapline “Living for Conservation”.

It is hoped the new branding would help the two zoos forge a better connection with the ZSL brand so the public can understand the value of the conservation work.


The new brand is also about fun and natural beauty.

A new colour palette has been created and features 12 new colours such as tiger orange, otter brown and turtle green. I really like how all the colours are named after animals or habitats.


The branding is rolling out now across touchpoints including signage around the London Zoo and Whipsnade Zoo sites.


What do you think of the new branding? I can see how it brings all the brands together and makes them seem more connected. I can’t help but think the positioning, colours and overall brand seems quite childlike which is fine for the posters that are advertising events but seems to go against the more serious message of the conservation work ZSL do. What do you think?


Source: Design Week





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