The company behind Chester Zoo's new imange explains what they did. A Rebranding For Kids That's Playful Without Being Childish | Co. Design
And here is a link to the new map. http://www.zoochat.com/42/current-map-chester-16-04-11-a-210295/#post433001
There's a good idea at the back of the new style - I quite like the colour palette - but the map's confusing and the logo is awful. Balances out to a no.
As much as the logo is growing on me, the lack of maturity and consistency throughout the zoo is irritating - and you can no longer use the map to find your way around...
If you reverse the title of this piece you get 'A Rebranding For Kids That's Childish Without Being Playful' - which I think is more accurate. Never talk down to children, ask them questions instead. Alan
The very fact I've noticed it means the material is either particularly good or particularly bad, and I'm sure it isn't the former. I think its dreadful. Its just so unprofessional - precisely the opposite of the image I would like the zoo to convey.
This year's literature does not make me associate the zoo with a serious instituiton, instead it looks like something a theme park would publish. The map is terrible. I have either been approached by visitors who do not understand the map, or overheard instances where visitors have asked staff for directions. The last example ocurred in August when a visitor standing by the entrance to Islands in Danger asked a gardener where the lions were. The lion enclosure was behind her, but she could not relate to the map.
I personally love the new maps at San Diego Zoo and San Diego Zoo Safari Park, as they are colourful and the directions are a little more understandable. Chester's new map is indeed a total disaster, and its lack of professionalism is startling.
I agree San Diego's new MAPS are not too bad, but that is only a small part of their total brand identity campaign, which included the re-naming of the Wild Animal Park, new childish "fun" logo and typeface, and most egregious the cheesy re-naming of zones of the zoo ("Africa Rocks" etc.). In the past, Chester has impressed me with their commitment to conservation and research, but their new look basically spits in the face of all of that.
Have just voted and checked the stats,was not surprised to see that so far not one person has voted and said they like the changes!!
For me, the more detail and and everything the right size in proportion to each other the better. I really don't like the new map style.
Point One: for me if you can't use a map to find your way around then it simply isn't a map - now luckily I know my way around the zoo BUT - the number of people I see asking questions, looking lost and generally being bemused by the map is much more than prior to the change - so I have to say that although I collected them for novelty value - they are not particularly functional. Point Two: Very torn over the 'making the zoo more child friendly' statement - personally I didn't think it was particularly child UN-Friendly so the childish appeal of the rebranding may well be a little overstated. Point Three: Agree wholeheartedly with Alan (Gentle Lemur) here NEVER NEVER talk down to children - it serves them poorly in the long run and the majority of the time they will see through you and just not respect you or your opinions - tell them the truth in words they can understand - absolutely - but a deliberate dumbing down is a definate no no for me. Point Four: I actually love the new signage on the way in to the zoo - they are fresh and bright and get the conservation message across completely - I don't like the 'new' logo as I think it has poor brand strength - the previous logo (Ark and animals) could signify Chester Zoo without words - that's a strong brand logo - the new one isn't really anything for me - I wouldn't want to wear it as a badge anyway which means a whole area of merchandise is being missed out on too in my book - a shame really. Overall - I'd have to go with a reluctant No for my answer :O(
As an American tourist who visited Chester Zoo last year and loved it, I only have one thing to say about this topic. WHAT IN THE WORLD WERE THEY THINKING??? I hate it and I cannot believe how childish the whole thing looks. Even the map looks like it was hand-drawn by a child. That video advertisement would make me NOT want to visit this zoo, which is too bad because it really is a great zoo. Someone really blew it on this whole marketing plan. And did anyone notice that in the video, which appears to be an official zoo promo video, the clip of the chimpanzees has the narrator saying come see the monkeys? And what is with the new name? Just a childish font with no animal pictures? This is just bad, bad, bad.
I really like the typeface they've used. I like the covers of the maps and the new signs. I don't mind the logo, but they should still use the ark in it somewhere. The actual map itself is utterly useless. I overhear comments from day visitors every time we're in the zoo now.
For some reason i'm not allowed to vote but for the record i would have given it a yes, and have been impressed with the zoo this year more than ever. Think they must be doing something right, the visitor figures certainly seem to suggest it and IMHO, they deserve it.
I must admit I do like Chester but this marketing it just doesn't work. The Map well all I will say is April fools day as can early or late which ever way you want to look at it.
The logo has grown on me over the past few weeks, and I am a fan of some of the larger signage (notably just before you enter the zoo). However, the map is completely useless. As others have said, the amount of times visitors have questioned where an exhibit is when in reality it is incredibly close (or even in sight) since the release of the new map has been outstanding. I wonder how long it will last.
I noticed a sign by the new Anteater enclosure redirecting traffic back over the Cheetah bridge to the Fruit Bat Forest... Looks like someone has noticed the map isn't adequate perhaps? Also the new typeface has been extended to some of the signs directing guests to enclosures... Again, the Fruit Bat forest is now signposted on the rack of signs by the red ruffed lemurs... and two signs down, slightly to the right, is an old sign for The Twilight Zone... So two signs for the same enclosure under two names on the same signpost! Perhaps an audit of all the signs in the park would be a good idea. (or perhaps I visit too much to be noticing when signs have been replaced!)
