ANTZ Branding Philosophy

LION

Leadership, authority and guardianship. It signals strength, confidence and trust in institutional care.

Core elements

Naturally, the letter ‘a’ of our logo stands for antz. But look a little closer and you’ll see there’s much more to it. Each icon within the logo has a rich meaning at its core, representing an aspect of our business, features and our purpose.

01

Lion

Leadership, authority and guardianship. It signals strength, confidence and trust in institutional care.

Leader / Majestic
02

Swan

Elegance and grace. It brings refinement, calm stewardship and a high standard of care.

Elegance / Beauty
03

Apple

Part of the fruits cluster. It stands for balanced diets and the daily nutrition planned for every animal.

Diet / Nutrition
04

Banana

Part of the fruits cluster. It reflects feeding schedules, food preparation and keepers’ care in the kitchen.

Diet / Nutrition
05

Fruit

Part of the fruits cluster. It completes the story of variety, enrichment and well-managed nutrition.

Diet / Nutrition
06

Squirrel

Energy and quick movement. It gives a place to the small animals that are just as important as the large ones.

Active / Small animal
07

Flying on top

Ambition and open skies. Sitting at the top of the ‘a’, it reminds us to aim high and protect freedom.

Aim high / Freedom
08

Tree

Growth, habitat and ecological stability. It grounds the identity in nature, forests and sustainability.

Forest / Tall
09

Tiger / Panther

Power with precision. It speaks to agility, strength and the big cats in our care.

Agile / Strong
10

Feather

Lightness and the written record. It reinforces learning, note-taking and knowledge that is easy to capture.

Light / Write
11

Giraffe

Wild and one of a kind. It speaks to species diversity, habitat range and a broad ecological view.

Wild / Unique
12

Plus

Health and treatment. It represents veterinary care, medical records and the wellbeing of every animal.

Medical
13

Magnifier

Finding what matters. It stands for searchable records and data that is always within reach.

Searchable / Data
14

Feeder

Medicine and hands-on care. It reflects dosing, treatment plans and the attention behind every recovery.

Medicine / Care
15

Egg

New life and breeding. It represents egg tracking, incubation and the next generation of each species.

Egg management
16

Heart

Compassion and ethical care. It brings human values to the centre of the institution’s mission.

Love / Compassion
17

Primate

Curiosity, alertness and social awareness. It reflects behavioural understanding and connection.

Active / Alert
18

Humming bird

Speed and efficiency. It stands for quick, focused work that gets more done with less effort.

Speed / Efficient
19

Snail

Slow and steady wisdom. It honours persistence and the long-term commitment behind good care.

Wisdom / Persistence
20

Crocodile

Ancient guardians of the water’s edge. It represents protection, patience and the reptile and amphibian world.

Amphibian / Guardians
21

Research

Shared discovery. It shows connected institutions exchanging research, evidence and expertise.

Share / Connected
22

Tick

Tasks done right. It represents checklists, daily routines and work that is tracked to completion.

Task / Checklist
23

Iguana

The reptile world. It forms the curling base of the ‘a’ and gives cold-blooded species their place.

Reptile world
24

Speech bubble

Conversation and shared knowledge. It reflects teams talking, updating and learning from one another.

Communication / Share knowledge
25

Flower plant

Horticulture and living landscapes. It adds the plants and gardens that shape every habitat.

Horticulture
26

Deer

Speed, spirit and renewal. It evokes balance with nature and a respectful relationship with wildlife.

Speed / Spiritual / Regenerative
27

School of fishes

Moving as one. It stands for groups, harmony and teams working together towards a shared goal.

Groups / Harmony
28

Turtle

Robust and enduring. It represents sea life, long-term stewardship and the safeguarding of vulnerable species.

Seaworld / Robust
29

Fish / Whale

Water and the life within it. It expands the system beyond land to the wider aquatic world.

Aquatic life
30

Flying bird

Placed at the centre in perfect symmetry, it is also the eye of the elephant hidden within the ‘a’.

At the centre
The bigger picture

Global zoo network

ANTZ is designed to express a connected international system of institutions, expertise and responsibility.

One ecosystem.
Many institutions.

The central idea behind the logo is not only the individual animals, but the relationship between them. Each symbol can be interpreted as a different institution, species focus, discipline or role within a wider conservation community.

One zoo may specialise in primates, another in marine life, another in bird welfare, another in habitat restoration, and another in research and public engagement. Yet all belong to a shared mission: to protect biodiversity, improve welfare standards, and build a more informed world.

In that sense, the ANTZ logo becomes a map of global cooperation. It represents a network of institutions learning from one another, supporting one another, and acting together for the benefit of wildlife and society.

01
Connected Institutions collaborate across geography and expertise.
02
Shared Knowledge, care and standards travel across networks.
03
Evidence-led Scientific thinking guides each action and decision.
04
Global Every habitat, species and institution sits within one larger system.
A closer look

Can you spot the elephant in the logo mark?

It lives in the space inside the ‘a’. The flying bird at the centre is its eye, the ear sweeps out to the left, and the trunk falls along the right, sweeps round above the crocodile and curls up at the tip.