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).
