Turn the founding idea into a contemporary message
Durrell's brand refresh drew on its founder's words to connect the organisation's past, present and future. The words offered a message that could be woven into the brand, expressing what the founder and his work stood for. The refresh also included a recommendation to consolidate the zoo and trust names under the Durrell brand. A new visual language included a logo featuring a stylised letter D in the form of a dodo, turning a reminder of failed conservation into a symbol of hope. For an established organisation, the practical lesson is to use archival material to shape a message for the future, not only to preserve a connection with the past.
Sources: Durrell: Protecting the Future