Today sees the launch of the Zoological Society of London’s new brand. The ‘ZSL Lets Work for Wildlife’ brand aims to further engage the public in our continued mission to promote and achieve the worldwide conservation of animals and their habitats.
The new brand will be used to drive awareness in the UK and overseas of ZSL’s global conservation programmes, scientific research at the Institute of Zoology, fundraising and wildlife education through the charity’s two leading Zoos.
Commenting on the new brand, Rich Storton, Marketing Director at ZSL, said: “The time was right for us to consider how the ZSL brand reflected who we are and our role as a modern conservation charity. ‘Living Conservation’ no longer felt right or active enough to inspire the public. ‘Let’s Work For Wildlife’ is a strong proposition that works harder to raise our profile with the public, whose contributions are so vital to help us create a better future for wildlife.
“We are really excited to be launching ZSL’s new brand that focuses on this positive call to action. We are at the start of a very exciting journey that starts today.”
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.
The new brand is being rolled out in a phased approach in the UK and internationally from today.