Manchester-based Music has rebranded Chester Zoo in Chester County, England, by creating a Crayon-colored typeface and logotype that look like they were drawn and embellished by a child — or a clever chimpanzee.
Playful, uninhibited and gleeful, the letterforms, created in collaboration with illustrator Adam Hayes, look like they were done in the wild with crude implements, away from digital devices that would edit out quirks and enforce uniformity. Free-wheeling details spring out of letterforms suggesting that these characters exist outside of captivity. As individually distinct as the letters are, collectively they make up a cohesive font available in four weights and upper and lower case. If animals had opposable thumbs and were able to hold a crayon to create their own font, this is probably how they would describe the Chester Zoo environment — relaxed, happy and free to be who they are.