Force for Nature
This week, work by How&How and Mucho, plus the finest historical logos added to LogoArchive
Force for Nature
Opinion by Emily Gosling
I’d lazily assumed that, like jazz record sleeves and Dutch public transport, zoos were one of those sectors with a visual legacy that’s packed with game-changing brand design – the sort that fills the pages of graphic design histories, up there with the likes of Paul Rand’s ‘IBM’ and the FedEx arrow and Alan Fletcher’s gloriously clever ampersand trickery for the V&A.
But that assumption was based almost entirely on Lance Wyman’s 1975 logo, pictogrammatic icons, and wayfinding for National Zoo in Washington DC, an absolute masterstroke in minimalistic animals that looks as brilliant today as ever. But still, that was half a century ago.
It turns out that while there’s a wealth of interesting stuff out there about modernism and zoo design when it comes to architecture – much of which is bizarrely heavily skewed towards the fascinating but hyperspecific realm of the penguin enclosure – there’s not been a lot to write home about when it comes to zoo logo design history.
It can’t be an easy brief, though: designs for zoos must balance serious conversation topics, education, and a nice day out. They must speak to everyone, from scientists at the top of their academic game to literal dribbling infants, to investors, restaurant brands, and local authorities. Few audiences are broader, nor more wide-ranging in their needs and considerations when it comes to design.
All of which makes Chester Zoo’s recent rebrand by How&How all the more impressive. As one of the UK’s leading wildlife conservation organisations and one of the country’s most-visited zoos, Chester Zoo needed an identity that could reflect its global influence while still maintaining its core connection to the public and its mission to protect endangered species.
How&How, then, was challenged with evolving the zoo’s identity in a design approach that remained approachable and family-friendly, while also reflecting both its rich history and its growing role as a forward-thinking leader in wildlife conservation.
The whole thing is based around the brand idea – ‘Force for Nature’, which aims to speak to ‘Chester Zoo’s bias for action and positive momentum’.
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All the logo inspiration you’ll need.
LogoArchive is the world’s largest online historical logo book. Dive deep into an archive of over 4000 logos carefully selected and digitised, with more added everyday for endless inspiration. Above, some of the recent gems added to the archive.
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Did-a-derp
Opinion by Angelica Frey
Buena Fé is the first 100% organic tequila-based cocktail-in-a-can, and is made in Jalisco, Mexico, the ‘birthplace of tequila’, where the spirit was first distilled. The drink is made with 100% Blue Weber Blanco tequila, which means that all the alcohol in Buena Fé comes from the agave plant. Unlike your short Margarita, or shortish Paloma, these ready-to-drink cocktails are longer sparkling drinks, belonging to the category known as ‘tequila quenchers’, ‘tequila soda’, or ‘ranch water’ – relatively low in ABV (3–7%), basically alcopop all grown up.
Launching in 2022, Buena Fé wanted a brand that communicated Mexican craftmanship, quality ingredients and the theme of refreshment, and so the team enlisted Saint Urbain to provide a full suite of services and develop ‘a brand identity that felt as organic as the product itself’. This work included naming, resulting in Buena Fé, a Spanish phrase that translates to ‘in good faith’, to reflect authenticity, transparency and the brand’s Mexican heritage…
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Brand Archive: SKF
Be inspired by the industry’s latest and best. Brand Archive has the logos, colours, typefaces and applications from some of the world’s best brands. It’s a resource like no other. New additions this week include SKF, Guilty Pleasure and Utu.
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NBC – Logo Histories
Discover the concepts and fascinating story of Chermayeff & Geismar's 1986 logo for NBC. Told by the internet’s largest archive of logo histories.
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Quick links:
Brand Archive – Research tool for brand designers.
LogoArchive Website – Searchable modernist logo archive & research tool.
Logo Histories – Stories behind great historical logos.
LogoArchive Shop – Vintage design books & LogoArchive Zines.