Zoo logos offer a unique challenge. These spaces often benefit from the diversity of animals they look after and available to see. So, choosing just one animal to use as logo does a zoo a disservice. This is unless that animal is a rarity, or has some symbolic significance (National Zoo). Other approaches have sough to include a variety of animals, like the footprint’s of Chermayeff & Geismar & Haviv’s work for Prague Zoo.

Here, it is the significance of the Eastern Black Rhino, which Chester Zoo has a long history of supporting, that takes the lead, and could be placed into (or found depending on how you look at it), in the negative space of the initial ‘C’. Much of the work is done by a custom typeface and striking colour palette, but that little a-ha moment, the discovery, and the relevance of the rhino to Chester feels just about right.

See more of this project here.