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Brand Guidelines


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mission statement Chester Zoo has been open since 1931 and is a popular attraction in the UK with over a million visitors a year. They have a range of conservation projects all over the UK and the world where they aim to help conserve the habitats of animals and research into them. Through Animal Aid, it is integral that we aim to promote the work that Chester Zoo does in order to give the animals a fighting chance at survival in the wild.


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Purpose of animal aid Chester Zoo is a registered charity however it recieves absolutely no government funding so it relies solely on the donations of visitors to help fund the running the Zoo as well as all of the extra work that is done outside of the Zoo. The purpose of Animal Aid is to raise awareness for this and encourage people to donate to the charity on a regular basis rather than just when visiting. This would also include having more people sponsor the animals in the wilderness. Through this, it may encourage businesses and larger donations from wealthier sponsors.


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event logo The event logo compromises of an image of the globe with 10 crosses dotted around it. The 10 positions are the places where Chester Zoo have a conservation project around the world and the crosses represent the aid that is given there through the conservation work. The inclusion of the Chester Zoo logo into the event logo shows a cohesion and connection between the two brands with the Chester Zoo logo being the head of a sign with the arrows of the signage pointing to both sides of the world with the event name in the sign. This indicates the scale of the operation and how the event is going to help all over the world.


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logo do’s and don’ts 1) Do leave a 2cm gap between the logo and the content of the collateral. Do not make the logo smaller than 4cm x 2cm so as to aid clarity and legibility of the brand identity. 2) Don’t seperate the logos into two- keep them together for cohesion of branding. 3) Don’t get rid of any of the detail within the logo as this will loose the intention and purpose of the event.


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typography The header font used for the brand is ‘Indy Pimp’ which is similar to the official Chester Zoo typeface thereby emphasizing the brand within the event. The font size for the header font is 48pt so that the font is bold and distinctive in regards to information hierarchy The body copy font used for the brand is ‘Avenir Next’ which gives a simple and readable font that communicates easily.


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C= 86, M=31, Y= 77, K= 21

C= 0, M=0, Y= 0, K= 0

R= 25, G=111, B= 76

R= 255, G=255, B= 255

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C= 72, M=0, Y= 66, K= 0

C= 58, M=0, Y= 53, K= 0

C= 69, M=25, Y= 62, K= 17

R= 59, G=175, B= 119

R= 117, G=191, B= 146

R= 82, G=133, B= 104

colour scheme The colour scheme is based on the existing Chester Zoo branding of Green and White. The use of the tints of colour gives an element of individuality to the event itself, highlighting the connection between the two brands but also the fact that the event can stand on its own.


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illustrations The full bodied silhouettes are similar to the Chester Zoo brand identity but they are simple and lack any detail. This makes them easier to work with in regards to sizing. The illustrations are to be used in specific order when used on any collateral for the event. When used, the illustrations should be used near or at the bottom of the collateral so that it contextualised the standing of the animals.


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illustrations pattern There are two variations of the pattern, one on a green background and one for a white background. When put into the use of the pattern, the illustrations can only be used in this specific layout and the animals are not to be moved. The use of tints are paramount to the identity of the brand which comes through the use of the pattern.


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event collateral For the event to be successful, it needs to have unique elements which will emphasise the event itself. Animal Aid aims to do this through the event collateral which is specific for the event itself. In order for entry to the event, donators would have to purchase a ticket which can then be exchanged for a wristband on the day. The money in order to get into the event would go towards the funds being raised for the Zoo.


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event collateral For the event to be successful, it needs to have unique elements which will emphasise the event itself. Animal Aid aims to do this through the event collateral which is specific for the event itself. Animal Aid wil have a range of actvities that visitors can take part in, orientated throguh the events programme. The event will be decorated throughout in the brand bunting which must be presented in alternating colours.


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event collateral For the event to be successful, it needs to have unique elements which will emphasise the event itself. Animal Aid aims to do this through the event collateral which is specific for the event itself. For the event, it is integral for the purpose of the event to raise money for the charity. This is done by putting money into the donation box. By doing this, the donor will recieve a sticker to show that they have donated to the cause.


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event collateral For the event to be successful, it needs to have unique elements which will emphasise the event itself. Animal Aid aims to do this through the event collateral which is specific for the event itself. The most important element of the event is encourging people to become sponsors of the animals and donating to the Zoo on a regular basis. This is to be done through sponsorship forms which are filled in. From filling in the form, they recieve a thank you letter for thier continued support.


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charity products For the event to be successful, it needs to have unique elements which will emphasise the event itself. Animal Aid aims to do this through the event collateral which is specific for the event itself. For the event, there are children’s masks for purchase as well as raffle tickets which can be bought for auction. Another option is some petting zoo feed for children to give to the animals in the petting zoo.


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Promotional Materal For the event to be publicised, promotional material will be used, such as flyers and posters, which can advertise the event. The flyers go up to A5 size so that they are hand held whereas the poster can reach up to A1 scale.

Animal Aid Brand Guidelines