BRAND GUIDELINES
THE BRAND
WWF (World Wide Fund for Nature) is a global conservation organisation dedicated to protecting the planet’s most vulnerable ecosystems and species.
Its brand identity reflects its commitment to sustainability, inclusivity, and accessibility, focusing on creating a positive impact through environmental and social responsibility.
WWF’s Branding is built around clear, recognisable symbols that aim to connect with anyone and everyone in some sense.
The brand’s use of sustainable materials in its communications, products, and campaigns aligns with its mission to protect nature for future generations.
WWF’s messaging emphasises inclusivity, engaging people from all walks of life in the fight for the planet, and its design ensures accessibility, making its resources and advocacy available to diverse audiences across the globe.
Whether through education, global campaigns, or partnerships, WWF integrates these values into every aspect of its branding to inspire collective action for a positive future.
LOGO
Beyond its aesthetic qualities, this logo also communicates the brand’s core values through its symbolic elements. It’s designed to be inclusive, representing a brand that values diversity and accessibility, while offering a timeless, clean look that resonates with a broad and global audience. Therefor we encourage flexibilty in altering the logo based on the brand palette where applicable.
(Colour change where applicable)
PRIMARY LOGO
SECONDARY LOGOS
Colour Blocking
02 TYPOGRAPHY
Economica
Sans font is clean, modern, and highly legible, making it ideal for clear communication of WWF's message.
Slab Serif
Colours
03 COLOURS
These colors evoke a connection to the planet, aligning with WWF's mission to protect the environment. This palette meets WCAG (Web Content Accessibility Guidelines) standards for color contrast and readability a feature important for making content accessible to a broader audience.
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Natural Sustainability Messaging Call to Action Through Imagery
Photographic Style
Use high-quality, realistic imagery that showcases nature in its true form—wild animals in their natural habitats, untouched landscapes, and real-world environmental issues.
Close-Up Shots
Use intimate, close-up shots of animals (especially endangered species) to create a direct emotional connection with the viewer.
Conservation Efforts
Highlight WWF’s conservation work by depicting efforts like wildlife monitoring, habitat restoration, and eco-friendly practices (e.g., sustainable agriculture or renewable energy installations).
Sustainability 05
Sustainable Materials
Energy-Efficient
Design Collaboration & Education
Longevity
Sustainable Materials
-Opt for recycled paper, cardboard, and other materials, or upcycled materials that have been repurposed for new uses.
-For clothing or fabric-based design (e.g., merchandise, banners), use organic cotton, hemp, bamboo, or fabrics made from recycled materials
-Where possible, use biodegradable plastics or plant-based materials for packaging, business cards, or promotional items
-Use soy-based or water-based inks instead of petroleum-based inks for printing.
-For physical Merch, print in smaller quantities to reduce waste and avoid overproduction.
Energy - Efficient Design
- Use lower resolution images when high resolution is not necessary, and reduce file sizes to reduce data transfer energy
-choose energy-efficient web hosting providers that use renewable energy sources.
-Embrace minimalist design principles. By focusing on simplicity, you reduce the need for excessive resources.
-Use whitespace strategically, creating designs that are clean and efficient, therefore requiring less storage.
-Partner with suppliers and manufacturers that prioritise sustainability.
Design Collaboration & Education
-Use your design work to promote eco-consciousness and educate consumers.
-Partner with Influencers or celebrities who hold space in fighting to save the planet. As they are themselves in alignment with the WWF Brand.
-Consider every phase of the design process, from conceptualisation, production to end-of-life disposal.
Longevity
- Avoid trends that quickly go out of style. A well-crafted design that stands the test of time reduces the need for frequent updates or replacements.
- Reusable good quality merchandise (Eg, Keep cups, refillable pens)
-Focus on one itteration of products. This can reduce waste by limiting the need for frequent replacements.
To Conclude
By integrating sustainable design practices, ethical sourcing, and responsible production into every aspect of the WWF Brand, We can set an example of how organisations can reduce their environmental footprint to align with our mission of conservation.