Landor goes wild with ZSL logo

Landor Associates has created an identity for the Zoological Society of London, as part of the organisation’s move to increase public awareness of its conservation work.

The identity, which will be used across its entire portfolio of visitor attractions including London Zoo and Whipsnade Wild Animal Park, follows an extensive brand strategy review, says commercial director Brian Oldman.

‘The aim of the rebrand is to increase public awareness of ZSL’s conservation work, as well as its collections, and to bring focus to its scientific and commercial activities,’ Oldman says.

Landor design director Carl Halksworth says, ‘The brief was to make the link between the leisure and entertainment side and make the more studious, research-led work, which involves the conservation side, much more evident.’

‘Engaging hearts and heads’ was decided upon as the central brand concept, says Halksworth, and this has been expressed in the strapline of the corporate brand.

The identity is intended to convey conservation and biodiversity through the use of animal patterns in the letter types. ‘The design had to be direct and engaging, but not too loud, not too campaigning,’ Halksworth adds.

The consultancy was appointed last July without a pitch, on the strength of work by its New York office for the Wildlife Conservation Society.

Landor creative director Peter Knapp led the project alongside Halksworth and the team also included senior designers Scott Manning and Diane Wilkins and designer Ben Marshall.