A brand
for the UK

We want to bring clarity to what we stand for. To express our values, our beliefs, our ambitions, our goals and our work.

Our brand helps our organisation as a whole as we work towards our goals. Our clearly defined brand informs our decisions, how we present ourselves, behave, communicate, create, interact and react.

It influences our relationships with our colleagues and with our external audiences.

Global brand, local audience

WWF-UK is part of a global network and a global brand. We share the same values, mission and purpose across the whole network as well as the same brand assets and iconic panda logo.

We’ve developed the UK brand using the international brand as the foundation.

These guidelines fit with our local strategic approach and understanding of our UK audiences and our particular goals.

W W F - U K B R A N D
W W F - U K B R A N D G L OB A L P R O G R A MM E S C OMMU N I C A T I O N S A N D F U N D R A I S I N G O PE R A T I O N S

Brand centric

We’re putting brand at the centre of WWF-UK. That means we have a clear idea that summarises our focus and direction under which the whole organisation can unite.

This will give our audiences a consistent understanding of what our ambitious goals are and how they can help us to achieve them.

Our brand
idea

Our brand idea is a philosophy that provides the benchmark against which we can test everything WWF-UK. It’s not a strapline or a campaign headline but we do make it visible to our audiences.

It distills everything we’ve achieved and all we aspire to. It’s an idea behind which the whole organisation can unite.

It’s a consistent way of reminding and inspiring people about the focus of our work, so it helps us deliver our ambitions and goals.

This is who we are

W e ’ r e a v i t a l f o r c e . W e w o r k w i t h p a s s i o n , i n s p i r a t io n a n d o u r s u p p o r t e r s t o w i n c o n s e r v a t i o n b a t t l e s a n d d r i v e p o s i t i v e c h a n g e o n b e h a l f o f o u r a m a z i n g p l a n e t . J o i n u s .

This is what we
want people to feel

T h e p l a n e t i s e s s e n t i a l . I t ’ s m y p l a n et , m y h o m e . I t ’ s e v e r y o n e ’ s h o m e , n o m a t t e r w h o , w h a t o r w h e r e y o u a r e . I ’ m i n v o l v e d .

This is our brand idea

Do it
For your
Planet

This is what it makes
us think and feel

U R G E N T C H A NG E F O C U S E D T O G E T H ER T A K IN G C HA R G E E NV I R O N M E N T I T ’ S M Y P L A N E T D E T E R M I N E D M O V E M E N T I N EED T O D O I T PE R S O NA L T O M E I T ’ S M Y R E S P O N S I B I L I T Y A C O MB IN ED F O R C E N O W A F O R C E HA PPE N I N G A C T I V E E M P O W E R E D

This is our brand idea

Passion

Do it

Personal

For your

Perspective

Planet

This is what it gives us

Passion

Passion to be active, take part, communicate, get involved and make a difference. It’s an ongoing challenge to engage and inspire our audience and attract new support.

Personal

It’s personal – this is your planet, our planet. This is our home. We have only one. We’re all in it together and we must work together and get involved.

Perspective

Perspective that it’s not in some far-off land, it’s right here: the environment, natural world, people, animals, ecology. It’s connected. It’s everything – it’s the planet.

T H R OU G H T ON E , L A NGUA G E , B E H A V I O U R A N D A L L OU R A C T I O N S T H IS IS HO W W E C A N A L L D O I T F O R O U R P L A N E T C E L E B R A T E P R O T E C T L O V E S T A N D U P F I G H T L IV E R E S P E C T D O I T L A NGUA G E W e n ee d t o m o t i v a t e p e o pl e t h r o u g h o u r a c t i o n s . W e ’ r e a c t i v e , d y n a m i c , p u r po s e f u l a n d p o s i t i v e .
T H R OU G H A S K S , C A M P A I G N S , D N A G N I S I A R D N U F E N G A G E M E N T T H R OU G H A L L O F OU R V A R I ED A N D I M P O R T A N T A U D I E N C E S E N G A G E M E N T T h e r e a r e s o m a n y w a y s p e o pl e c a n h e l p . Bu t t h e m o s t i m p o r t a n t m e s s a g e i s t h a t y o u j u s t n ee d t o g e t i n v o l v e d . A U D I E N C E W e w a n t t o r e a c h e v e r y o n e i n s oc i e t y a n d e n c o u r a g e t h e m t o h a v e o n e c o m mo n g o a l – t o c a r e f o r t h e p l a n e t . J O I N U S A DO P T C HA N G E S I G N U P S U P P O R T G I V E / DO N A T E D R A W T H E L I N E W E A R I T W I L D P UB L I C OU R C O LL E AGU E S KE Y I N F L U E N C E R S B U S I N E SS M E D I A GO V E R N M E N T DONO R S S C H OO L S A N D Y O U T H

Our
Personality
And Tone

We want to inform, influence, inspire and involve our audiences. So we can bring them on our journey with us.

The issues we work on are complex and urgent. So, we need to be clear – saying the right things in the right way, and making sure what we say stands out.

This can help us to build stronger relationships with audiences who know our brand and what we stand for.

Our first goal is always to inspire people and engage with them so they can get involved with us and help us make positive changes.

First we Inspire

Then we can inform people about the depth of our work, the challenges our planet faces, and encourage concern about its future.

Then we Inform

Our strength is in our scientific knowledge and experience in the field. Working with our partners from around the world. Understanding the science of environmental concerns.

We're Complex

We have a lot to say, but we need to distill our message so it can be easily understood by the people we want to reach. If we’re clear about what we want to achieve, we’ll get a better result.

So we need to be Clear

We’re active, driven and dynamic. We work with businesses, governments and individuals to inform people about their world and inspire them to do something to make it better.

In order to Evolve

We need support if we’re to make the impacts we need in the future and push for the changes we want for the planet. So we always strive to find the best ways to involve our audience.

We must Involve

Valuable
Brand
Values

Our brand values are at the centre of who we are and what we do. They make us unique, give us direction and purpose and support all our activities.

Everything we do should be underpinned by these brand values. Only then can we communicate successfully with everyone who works with us at WWF, as well as everyone we want to reach in the wider world.

T O G E T H E R W E F I G HT F O R A N D D R IV E P O S I T I V E C HA N G E O N B E H A LF O F OU R AM A Z I N G P L A N E T
We need our audience to be Inspired

Many of the challenges we face are difficult. But we’re always positive about the difference we can make.

We need our audience to be Clear

We know how vital it is that we build a world with a future. By keeping our communications clear and direct, we can bring more people with us.

W E ’ R E A VI T A L F O R C E F O R T H E F U T U R E
W E D O I T T O G E T H E R B E C A U S E W E C A N ’ T D O I T A L O N E
We need our audience to be Involved

We need support to achieve our goals. So we
must make sure we think about everything
we do from the perspective of our audiences
and consider how they can get involved.

We need our audience to be Inspired
Clear
Involved

We’re all in this together. If we, our audiences and our partners feel inspired, clear and involved, we can really make a difference and do it for our planet.

OU R P L A N E T N EE D S O U R S U P P O R T N O W M O R E T HA N E V E R S U N I O J