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New Logo for Zoological Society of London



Noted Aug. 10, 2015 by Armin

Industry / Environment Tags /


“Founded in 1826, the Zoological Society of London (ZSL) is an international scientific, conservation and educational charity whose mission is to promote and achieve the worldwide conservation of animals and their habitats. Our mission is realised through our groundbreaking science, our active conservation projects in more than 50 countries and our two Zoos, ZSL London Zoo and ZSL Whipsnade Zoo.”

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ZSL blog post

Relevant quote
The brand was developed through research and internal consultation across ZSL over 18 months. There is a similar visual look and feel for sub-brands ZSL London Zoo, ZSL Whipsnade Zoo and parent brand ZSL. One of the key objectives of the new brand launch is to engage other brands to partner with ZSL. Through effective brand partnerships, ZSL is looking to raise awareness and support for global animal conservation.

ZSL blog post

Images (opinion after)
New Logo for Zoological Society of London
Logo detail and new acronym paired with the existing logos for the zoos.

I wasn't familiar with the old logo but it's a fairly nice execution of a simple idea and it looked like a storied, important organization. The new logo comes directly from the existing logo for the London Zoo (which the ZSL manages) and the resulting acronym and tagline are quite horrendous. What they did to that poor typography is pure cruelty. This is a perfect example of inappropriate customization and of how unnecessary it is to do the straight-corner-rounded-corner "trick" — nothing about this logo is better because of it. Such a shame to lose the old logo for thisafter 18 months of work.

Thanks to Andrew Sabatier for the tip.

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