Connecting what belongs together

Who hasn’t seen it? Zoo Zurich’s logo with its distinctive red “h.” For about 30 years, it has symbolized the wonder zoo visitors feel as they immerse themselves in the world of animals on the Zürichberg. But today, it’s about much more than just a fascination with exotic animals. The focus is on the protection of endangered species and their habitats. To this end, Zoo Zurich is committed to its role as a modern nature conservation organization with four main objectives nature conservation, species conservation, Research and Education for the conservation of global biodiversity. The new brand identity now makes this holistic approach of a modern, scientifically managed zoo visible to the outside world as well.

The Coexistence of Nature, Animals, and Humans

Nature, Animals, and People: The zoo of the future brings together what belongs together. It brings people closer to nature and helps them experience the connections between them. In habitats designed to mimic nature habitats, Zoo Zurich invites visitors to observe, discover, and see the diversity of life with fresh eyes. “In this way, it builds a bridge between Zurich and the world’s natural habitats—and inspires people to work together to protect global biodiversity,” says Claudia Herkert-Derungs, Head of Marketing & Education and Deputy Director. She developed the zoo’s modernized brand identity together with her team.

The Strategy Takes Shape

The logo was carefully modernized, simplified, and consistently adapted for digital use. Organic shapes, natural colors, and expressive imagery in the new corporate design emphasize the connection to nature—which is worth protecting.

The new brand identity is being rolled out step by step. In the spirit of responsible and sustainable use of resources, existing materials will not be replaced prematurely, but will be renewed only when they are due to be replaced anyway. To launch the new brand identity, the most important touchpoints with zoo visitors were therefore adapted first—including the website, the poster campaign, admission tickets, some of the zoo staff’s uniforms, and the redesigned zoo magazine “Habitat.” Its name symbolizes the connection between the habitats at the zoo and their natural counterparts.

The full transition to the new brand identity will take place gradually over the coming months and years.

Valuable Support

The strategic framework and future brand positioning were developed by the Marketing & Education department at Zoo Zurich. The implementation of the new brand identity was also largely handled by this team, which was supported by specialized agencies: Gold Interactive, MetaDesign and Rembrand.

More Than Just a New Brand Identity

“Connecting what belongs together” is therefore much more than just the new slogan. “It sums up what Zoo Zurich stands for: inspiring people to care about nature and inviting them to take responsibility for its protection,” says Claudia Herkert-Derungs, summarizing Zoo Zurich’s mission as a modern zoo with its new brand identity.