THE STORY BEHIND OUR LOGO
At Natural Selection, we’re often asked about the zebra on the bike. What it means. Where it came from. And why on earth we chose it as our logo in the first place. The answer is actually quite simple: our logo tells the story of who we are.
From the very beginning, we were never meant to feel like a conventional safari company. We wanted something with personality and a sense of purpose. A brand that reflected the wild places we strive to protect, but also the spirit of the people behind our operation and community. So instead of choosing the obvious, we chose a zebra riding a bike.
And somehow, it became the perfect symbol for who we are: part Botswana roots, part adventurous spirit, part continual evolution, and part fun. Entirely unapologetic in its character – because ordinary has never really been our thing.
WHERE IT ALL BEGAN
When we first set out to create the Natural Selection brand, we knew we wanted something distinctive. As a new entrant into the safari industry, we weren’t interested in blending in. We wanted a visual identity that challenged convention and reflected our belief that safari could be adventurous, thoughtful, meaningful and full of personality. Our name itself provided the inspiration.
Natural Selection was inspired by Darwin’s principle of evolution and adaptation – the idea that continual improvement matters. As Charles Darwin famously observed: “It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change.” That philosophy continues to guide us today.
Three ideas shaped the original creative brief:
• Evolved
• Unconventional
• Adventurous
Alongside one enduring brand promise: Safaris of Character
“Safaris of Character” has always been more than a tagline. It reflects our belief that great safaris are about far more than wildlife sightings. They’re about personality, depth, authenticity, curiosity and connection. And perhaps just as importantly, they’re about never losing a twinkle in the eye.
Why a Zebra on a Bike?
The zebra and bicycle each have their own story.
The zebra represents our Botswana safari roots. As Botswana’s national animal, it felt like a natural choice. But beyond that, we simply loved its character. Distinctive, instantly recognisable and impossible to mistake for anything else. The bike came from a shared love of adventure and exploration.
Dave loves cycling. We love being active in nature. And many of our experiences encourage guests to engage with the wilderness in adventurous ways. Besides, when do you ever see a zebra on a bike?
Together, the zebra and bike have come to represent:
• An unconventional spirit
• Character and attitude
• Continual evolution
• Adventure and discovery
• A sense of being extraordinary, but never too serious
• African safaris and wild places
What Does Our Logo Mean?
Depends who you ask. Over the years we’ve asked guides, camp staff, guests and agents what they see in our logo. The answers have been wonderfully varied. Some see adventure. Others see freedom, fun and discovery. Some see conservation and community. A few have even suggested it would make a great tattoo.
Our favourite responses include:
“The first time I saw it I genuinely laughed and I think that’s the whole point.”
“It’s brilliant and distinctive – nailing the joyous and fun side of bush life.”
“This is not your usual safari company.”
“Our logo makes me smile. It’s about having fun and moving forward.”
“To me it means that you can still have fun while making a seriously positive impact on conservation and community.”
Perhaps that’s exactly what makes the logo special. Everyone sees something slightly different. And we rather like that.
More Than a Logo
The logo was never really just about the zebra and the bike. It was about building a safari company with personality. What started as a slightly unconventional idea became a symbol of the kind of safaris we’ve always believed in: adventurous, thoughtful, full of character and deeply connected to the wild places and people behind them.
Ten years later, the zebra still reminds us not to follow the obvious path. To keep evolving. To keep exploring. And to never lose the sense of fun and curiosity that brought us here in the first place. It’s been a wild ride so far.
And we wouldn’t have it any other way
