ZSL rebrands to help boost its status as a conservation charity

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The Zoological Society of London (ZSL), the parent brand for London Zoo and Whipsnade Zoo has rebranded, with hopes to position itself better as a conservation charity.

The charity has chosen a new tagline – ‘Let’s work for wildlife’, dropping the previous tagline of ‘Living Conservation’, which it felt was too unclear.

The rebrand comes about as the charity aims to raise its profile with the public, while inspiring people to get on board and help support conservation.

It was believed that the previous branding was overshadowed by the popular and well-known London Zoo brand. The charity’s new identity should ensure that the charity receives recognition for the work it undertakes.

ZSL aims to achieve conservation of animals and their habitats worldwide through science and conservation projects.


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