I completely agree with JR's comments above.
But there is another complication too: otters are mustelids, so they may show delayed implantation of the embryos and therefore you cannot predict the birth of the kits even if you know the exact date of mating.
At the risk of being controversial, I REALLY like the new branding !!! (now wouldn't that sentence have looked better in a hand-drawn font ). Maybe it's because of its naievity, which reminds me of being an eleven year old designing my own zoo. But it is quite clever and on a warm, human scale. I think the logo is pretty underwhelming though. I guess like Javan Rhino says, most people don't really notice it, except perhaps on a subliminal level.
It doesn't, but good branding should surely encompass both; in this case to convey the status of an organisation but in an accessible, friendly way.
Look at Edinburgh's branding in comparison. The logo is not only visually beautiful, but the penguin captures young people's imagination, is instantly recognisable and is wholly fitting, whilst the font style is both readable and classy.
Incidentally, while Chester's logo and fonts may appear to be aimed at children as they're perceived as the largest visitor demographic, they are a small minority when it comes to actually planning zoo visits, locating facilities and finding their way around. For example, in the main, adults use the zoo map and it should be aimed at them.
Likewise American studies have shown that if zoos weren't perceived as being so child-focussed, they'd actually gain an increased number of visitors, primarily from young adults and those without children so it's actually a mistake to focus purely on child-friendly marketing strategies.
I too love the new graphics!! I read a whole article on the concept behind the font design, and I bought it. The sign for the otters is a horrible colour & not worded very well though. I don't think the font style is aimed just at kids, I'm 37 and it appeals to me!!!
I wasn't too keen on the new graphics, but now, but for the map, I'm alright. I'm glad it's been rolled out consistently rather than some previous half-hearted attempts (see "Chester Zoo - It's Real!" and the website in 2010 with the blobs).
