Zoo Zürich unveils new brand identity and logo

Zoo Zürich has launched a new brand identity, retiring its distinctive logo featuring a red ‘h!’ that had been in use for approximately 30 years. The redesign, developed in collaboration with the agency MetaDesign, marks a strategic shift from a ‘zoo of wonder’ toward a focus on being a modern conservation organization.

The new branding is centered around the guiding principle ‘Connecting what belongs together,’ which aims to integrate species protection, habitat conservation, research, and education. The visual identity moves away from playful elements in favor of a more minimalist approach, utilizing organic shapes, natural colors, and a ‘flow line’ to represent the interconnectedness of habitats and landscapes.

According to Vice Director Claudia Herkert-Derungs, the new appearance reflects the zoo’s role as a scientific institution dedicated to inspiring people to take responsibility for nature. The updated imagery will feature endangered animals in natural settings, positioning humans as guests and observers within these ecosystems.