RBL repositioned The Zoological Society of London (ZSL) to better represent the work that they do. Their new logo aims to bridge the gap between the two different aspects of the organisation: its “innovative, science-driven” conservation work and its “rich history”.

The S required a high level of craft in order to make a coherent legible letter as well as representing the animals. Alongside this the London and Whipsnade Zoo wordmarks were redrawn and refined.

Thanks to Anthony Millard for his help on this project.

Designed under the direction of RBL.

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