Music hand-draws new brand identity for Chester Zoo

"We created our own hand written typeface to deliberately move away from a corporate look, to one which more reflects the personality of the zoo," said Chester Zoo director Alasdair McNee.

Music said the "completely distinctive visual identity" would help the zoo show off its playful side to visiting families but would also be flexible enough to communicate messages about its conservation work across the globe.

The studio worked with copywriter Mike Reed to develop the brand’s tone of voice.

“The new brand centres on a personality and voice rooted in the work of those who make Chester Zoo what it is - encompassing their passion, integrity and knowledge," said Music's creative director Anthony Smith.

"Add to this the license for creative expression in how the font works and is applied and the zoo has the means to make a powerful impact and really stand out in a competitive sector, by telling their story in a very natural and genuine way.”

Music has created a wide range of the zoo’s new marketing materials, as well as its site map, signage and a campaign identity which included a new TV ad.

At the same time the zoo is also launching a new campaigning brand called 'Act for Wildlife', which is intended to alert potential donors to its conservation work overseas.

McNee said: "The Act for Wildlife website is now live and the communications platform is entirely digital and heavily uses social media to engage and communicate with donors.

"Blogs are regularly posted by field conservation officers on the likes of Facebook and Twitter to keep a regular two-way flow of information."

Music and Chester Zoo are now working on the next phase of the brand project which will see the brand identity incorporated into the zoo’s website.