WWF
Global Brand Guidelines

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Established in 1961, WWF is one of the world’s largest and most experienced independent conservation organisations, with over 5 million supporters and a Global Network active in nearly 100 countries. Their mission is to create a world where people and nature thrive.

WWF has over 30 million followers on digital platforms and having a consistent visual identity helps them build their global community.

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The existing WWF visual identity and brand guidelines (developed in 2009) were over 500 pages long and had become overly complex and prescriptive, they were unable to reflect the modern nature of WWF in the digital space, and didn’t integrate with the overall strategy of ‘together possible’. The length and complexity of those guidelines were hard for local teams to follow and therefore caused fragmentation and weakening of the brand globally.

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Working in close partnership with the core WWF International Brand and Comms team, as well as their Brand Task Force, with representatives from key offices around the world, we developed a deep understanding of the known issues and identified other areas where we could make a positive change. 

To create a solution that would have buy-in from the global WWF network required an iterative process of listening, consultation, design and feedback. 

Identifying common threads across the network we were able to strip back the guidelines to their core essence, removing the decorative and non-essential aspects that had developed over time.

Tackling colour, font, layout and the iconic WWF panda logo, we have refreshed and reinvigorated the core assets of the WWF Brand. 

Over 11 separate PDF documents were simplified into one easy-to-access online resource. This allows for further updates to be made and easily disseminated across the Global Network. 

Combined with a ‘digital first’ mindset and the brand strategy ‘together possible’, we created a set of guidelines fit for purpose that allowed the WWF brand to be expressed with greater clarity, relevance and confidence.

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"Working with the team at T+T has been thought-provoking and enjoyable. They have understood and managed the complexity of the WWF Network and taken on our challenges as theirs. They have listened to what we have said and challenged us in the most supportive way – creating solutions that are strategic, simple and get to the core of the issue. Most importantly, their proposals are always visually elegant and thoroughly well-thought out."
Bonnie Chia – Head of Brand, WWF International