London Zoo, Zoological Society of London



The Zoological Society of London (ZSL) is a charity devoted to the worldwide conservation of animals and their habitats. Opened to fellows of the society in 1828, London Zoo was the world’s first scientific zoo. Home to almost 750 species, from the smallest monkey to the tallest giraffe, ZSL London Zoo is one of the city’s top visitor attractions and was voted London's Best Tourism Experience 2010 in the Visit London Awards.

Project Motivation

Improving visitor experience is central to the zoo’s development and one of their latest initiatives has been to improve the experience visitors have when they exit the site.

Until recently visitors entered and exited in the same place, causing confusion and limiting the zoo’s opportunity to communicate specific ‘exit’ related information - e.g. ‘thank you for visiting’, ‘safe onward journey’ and reminders about upcoming events that may be of interest.

Bearing this in mind the zoo decided to create a completely new exit, helping to improve people flow and provide a far nicer ‘leaving’ experience. Aside from the necessary contract landscaping and pathways work, to make it a success ZSL London Zoo needed to install new directional signage.


After liaising with several companies, Fitzpatrick Woolmer were appointed. Armed with design ideas from the zoo and after a comprehensive site survey, Fitzpatrick Woolmer devised a durable signage scheme in-line with zoo branding whilst also enabling the easy interchange of information.

The solution involved the design, manufacture and installation of six bespoke, semi-seasoned, oak displays. Ultra robust, powdercoated stainless steel edging strips were incorporated for a superior quality, contemporary feel. Two of the units had words routed into one face, which were then paint in-filled in accordance with the zoo’s branding palette. The remaining four units had A1 silver clip-frames attached to enable the easy interchange of information.