Zoo Zurich Unveils Its New Brand Identity

(eap) Zoo Zurich has refreshed its brand identity to highlight its role as a science-led conservation organization. Species conservation, habitat protection, research and education are set to shape its public image going forward. The new motto, “Connecting what belongs together”, expresses the relationship between nature, animals and people. Through this approach, the zoo aims to inspire visitors to appreciate biodiversity and encourage them to protect it.

“In this way, it builds a bridge between Zurich and the natural habitats of the world – and inspires people to work together to protect global biodiversity,” explains Claudia Herkert-Derungs, Head of Marketing & Education and Deputy Director of Zoo Zurich.

The zoo's website was also updated with the modernized corporate design. © Image: Courtesy of Zoo Zurich As part of the new corporate design, the logo, whose distinctive red “h” represented zoo visitor’s sense of wonder for around 30 years, has been carefully modernized, simplified and further developed for digital use. Organic shapes, natural colors and expressive imagery are intended to reinforce the connection to nature and the need to protect it. For the launch, the zoo updated the design of the website, poster campaigns, admission tickets and the zoo magazine “Habitat”. Further materials are due to follow over the coming months and years, with each being updated when it would otherwise need replacing. This approach aims to conserve resources.

Led by Claudia Herkert-Derungs, the Marketing & Education team developed the strategy and brand positioning and handled most of the implementation itself. The zoo was supported by the agencies Gold Interactive, MetaDesign and Rembrand. ■