Brand
Elements

Our brand elements are used together to enable us to communicate effectively.

They provide consistency and allow creativity so we are able to adapt to speak to our specific audiences while always building brand recognition.

You’ll find inspiration, ideas and guiding principles for each element throughout this section helping you to deliver our brand across all communications and media.

Brand elements summary

P R I M A R Y G R E Y S S E C O N D A R Y C O L O U R P A L E T T E P R I M A R Y B L A C K P R I M A R Y W H I T E W W F F O N T G e o r g i a Op e n S a n s A L W A Y S U S E C A P I T A L S C O L OU R S Y S T E M P a g e 1 0 2 H E A D L I N E T Y P O G R A P H Y P a g e 1 3 6 U K A C T I O N T A B P a g e 5 2 F O N T S A N D T Y P O G R A P H Y P a g e 1 2 2
S P E C I E S A N D P L A C E S P H OT O G R A P H Y A N D F I L M P a g e 1 7 8 D A T A V I S U A L I S A T IO N A N D I N F O R M A T IO N G R A P H I C S P a g e 2 2 8 P E O P L E P H OT O G R A P H Y A N D F I L M P a g e 1 5 6 I L L U S T R A T IO N G U I D E P a g e 2 1 2 I N 2 0 1 2 , E L EP HA N T P O P U L A T I O N S I N C R E A S E D I N S O U T H E R N A F R I C A B Y 1 7 . 5 %

UK
Action
Tab

Our primary branding element for WWF is our action tab.

Its purpose is to take the power of the panda and all it stands for and align it clearly with our brand idea, ‘Do it for your planet’.

It’s our biggest visual ally in helping our audience understand the scope and focus of what we do and what we stand for in its simplest terms.

This section explains how and where to use the UK action tab.

UK Action Tab

The UK action tab consists of four elements. The tab, the panda icon, the copyright logo and the planet icon. All these elements are locked up together and should not be used in any other way than those described in this section.

There are two master versions of the action tab: horizontal and vertical.

Global logo use

We must also feature the global logo with the UK action tab on our marketing communications and advertising materials. For specific details on how and when to use the UK action tab with the global logo on your materials please contact the brand and design team.

Action tab artwork

Supplied by the brand and design team.

T A B P ANDA CO P YRIGHT PLANET

Horizontal Tab

The horizontal tab uses the panda icon on the left and the planet icon on the right. You can bleed the tab off any edge of the area you’re working with.

TABWORK AREAWORK AREA EDGE

Action tab artwork

Supplied by the brand and design team.

Vertical Tab

The vertical tab uses the panda icon on the top and the planet icon on the bottom. You can bleed the tab off any edge of the area you’re working with.

WORK AREA EDGETABWORK AREA

Action tab artwork

Supplied by the brand and design team.

Action Tab artwork

Both the horizontal and vertical action tabs are supplied with extensions to allow easy application to the area you’re working with. When you’ve decided which edge you’re going to position the tab on, you can delete the unused extensions.

EXTENSIONSMASTERRIGHTLEFTTOPBOTTOM

Action tab artwork

Supplied by the brand and design team.

EXTENSIONSMASTERBOTTOMTOPRIGHTLEFT

Applying the Action Tab

The extensions on all sides of the action tab are set at a maximum of 50% of the width and depth of the tab itself.

MAXIMUM50% OF XMAXIMUM50% OF YMAXIMUM50% OF YYMAXIMUM50% OF XX

Action tab artwork

Supplied by the brand and design team.

When you place the tab in your work area you mustn’t exceed the width or height of the extension available.

LESS THAN50% OF XX
You can position the horizontal tab on any edge of your work area in any position using the extension appropriate to that edge. Don’t place the action tab right in the corner of the page.HORIZONTAL TAB POSITION
You can position the vertical tab on any edge of your work area in any position using the extension appropriate to that edge. Don’t place the action tab right in the corner of the page.VERTICAL TAB POSITION

Minimum Size

The minimum size measurement ensures the legibility of the action tab. You shouldn’t use it in sizes smaller than the specified minimum shown below. For both horizontal and vertical action tabs the measurement is always taken from the shortest edge.

Print – 14mm Digital – 68px

Maximum Size

There’s no maximum size for the action tab. But it’s worth reiterating that you should follow the guidelines on how to apply it to the work area you’re using, whatever the size of the action tab.

WORK AREA EDGEWORK AREA14MM68PX
TABNO MAXWORK AREA

Clear Space

The action tab doesn’t require any clear space because the tab provides a protective area for the panda icon and the planet icon.

WORK AREA EDGEWORK AREA

White on White

When you’re working with a white work area, you can choose to either colour the tab or the page with a 5-15% tint of black to allow the tab to stand out.

WORK AREAWORK AREA EDGE

Backgrounds

We allow any kind of imagery to be used behind the action tab. It’s strong enough to hold its own but always consider the best place to position the tab against the content of your work area.

ILLUSTRATION BY JAG NAGRAturntopage84.comThis illustration must not be used for anycommunications other than these guidelines.
© KILLER/WWF-UK

Don't change the action tab

Don't change the brand idea

We’ve decided to make our brand idea visible to our audience to help us change perceptions of who we are, what we stand for and what we do.

We want to bring clarity to what we stand for. We’re a vital force. We work with passion, inspiration and our supporters to win conservation battles and drive positive change on behalf of our amazing planet.

We want our audience to always see they can do it for the planet and always be inspired, clear and involved.

It’s extremely important not to change the brand idea contained within our action tab. This must always remain the same and shouldn’t change for any reason.

Don't change other elements

It’s important that you keep the appearance of the action tab consistent. You mustn’t redraw, adjust or modify it. Always ensure that you use the master artwork provided.

Here is a list of what you shouldn’t do to the action tab.

  1. Redraw any of the elements.
  2. Move elements within the tab.
  3. Alter the shape of the tab.
  4. Change the shape of the tab.
  5. Change the typography.
  6. Add any elements to the tab.
  7. Rotate the tab.
  8. Add colour to the tab.
  9. Use any elements alone.
  10. Use the tab on an angle.
  11. Place the tab without bleeding it off the work area.
  12. Add images to the tab.

If you’ve any questions regarding its use please contact the brand and design team.

Action tab artwork

Supplied by the brand and design team.

?

Global
Logo

Our black-and-white panda logo has become one of the most powerful and recognisable symbols on the planet.

Our panda is more than 50 years old and she carries huge value and meaning with her – a symbol and standard for conservation and protection of the natural world and our planet.

She’s our most valuable brand asset. She’s the ambassador for our mission: to build a future where humans live in harmony with nature.

Global logo history

The inspiration for our logo came from Chi-Chi: a giant panda that was at London Zoo in 1961 when WWF was founded. The first design was based on sketches by the British environmentalist and artist, Gerald Watterson. The first logo was drawn by one of our founders, Sir Peter Scott.

Our founders were aware of the need for a strong, recognisable symbol that would overcome all language barriers. They chose the panda for its appealing qualities, endangered status and black-and-white simplicity. She has since come to symbolise the conservation movement as a whole.

19611978198619612000

Global logo

Today our global logo looks like this. It has four elements – the panda icon, our initials WWF and the copyright and trademark logos. All these elements are locked up together and shouldn’t be separated.

The panda icon and our initials are internationally registered and trademarks.

Copyright and trademark

Whenever the copyright and trademark are used they should be accompanied by the specific text below. We have a boilerplate that contains all the elements as one lock up, which we recommend you use. The text can also be placed unobtrusively on a publication. It doesn’t need to sit adjacent to the global panda logo.

© 1986 Panda Symbol WWF – World Wide Fund For Nature (formerly known as World Wildlife Fund) ® “WWF” is a WWF Registered Trademark

Global logo – use

The global logo is used consistently across the network and will continue to be used in the UK for our core organisational applications – stationery, PowerPoint presentations and signage. We must also feature the global logo with the UK action tab on our marketing communications and advertising materials.

For specific details on how and when to use the global logo with the UK action tab on your materials please contact the brand and design team.

WWF-UK action tab

Supplied by the brand and design team.

UK
boilerplate

We use the UK boilerplate as a consistent sign-off device for our publications and communications.

It includes the essence of our mission statement along with the global panda logo, because it’s important to remind people why WWF exists in a clear and consistent way.

UK Boilerplate

The boilerplate consists of four main elements — the global panda logo, our copyright and trademark text, our global mission statement and the UK url.

Boilerplate Artwork

It’s important that the appearance of the boilerplate remains consistent. It mustn’t be redrawn, adjusted or modified in any way. Always ensure that you use the master artwork.

The boilerplate is supplied at 92mm x 14mm; this must stay consistent and not be changed.

If you have any questions about the boilerplate and its use please contact the brand and design team.

UK boilerplate artwork

Supplied by the brand and design team.

CLEAR SPACE TAB92MM X 14MM ACTUAL SIZE
COPYRIGHT AND TRADEMARKDETAILS AND REGISTEREDCHARITY DETAILSMISSION STATEMENT FOLLOWED BY WWF-UK URLMASTERLOGO

Applying the Boilerplate

The boilerplate should be used on the back or in the margins of publications and communications. It can also be incorporated as part of the footer on digital communications.

The preferred position for the boilerplate is in the bottom left hand corner of the publication or communication.

If you have any questions about the boilerplate and its use please contact the brand and design team.

UK boilerplate artwork

Supplied by the brand and design team.

DOCUMENT MARGINPAGEBOILERPLATE POSITIONED IN LEFTHAND CORNER AGAINST MARGIN

We don't
create
Sub brands

No matter what we’re communicating about we always make sure it’s created with the WWF brand elements. We want to strengthen our brand through our communications and not dilute it with contrasting styles and new identities.

We don’t create new logos, brands or identities for our campaigns, events or sections of our organisation. Instead, we have a suite of flexible assets that can be applied in a variety of ways to make each activity unique while remaining true to the brand.

The following pages show some examples.

The importance of an effective title

Creating an appropriate title for your communication can really help it become memorable or easily identifiable.

You might want to influence your audience by being direct or suggestive about something. If you want to inform them about the possibilities on offer, try being more descriptive. Or there could be a direct need to get involved or respond to a call to action.

Always think about your audience and how you want them to interact with your communications.

WEAR IT WILDINFLUENCETHE WONDERFUL WORLD OF FUNDRAISINGINFORMDRAW THE LINEINVOLVE

Examples

Creating effective communications with our brand assets will allow us to communicate the right message to the right audience from within the WWF brand.

Our assets allow us the flexibility to have the right tone and context and bring our communication to life.

The examples shown over the next pages give a flavour of how versatile yet consistent our brand can be. They’re distinctly different pieces of communication, yet they’re clearly from the same brand.

VIRUNGA:AFRICA’S MOSTBEAUTIFULAND DIVERSEOIL FIELD?DRAW THE LINEKeep oil exploration out of Africa’s oldest national park#SOSvirunga – panda.org/virunga© BRENT STIRTON/REPORTAGE BY GETTY IMAGES/WWF-CANON
5 JUNEWWF.ORG.UK/WILDWEARITWILDGO WILD FOR YOUR PLANETDRESS TO EXPRESS YOUR WILD SIDETAKE PART, DRESS WILD AND DONATE
THEWONDERFULWORLD OFFUNDRAISING

Our name
and how we
describe
ourselves

WWF is a global organisation. We share a common mission: to build a future where humans live in harmony with nature.

During the lifetime of our brand we’ve had different names — World Wildlife Fund and the World Wide Fund For Nature.

But now we’re simply known as WWF.

Our name

To ensure all of our audiences around the world recognise us as the same organisation, as a global network we’ve agreed to use one global brand name consistently:

WWF.

We simply state our name in this way. It is always written in capital letters. We don’t add other words before it such as ‘the’.

When you need to refer to the UK office, it’s WWF-UK.

How we describe ourselves

When we’re introducing ourselves to any of our partners, the public or the media, we’re often asked to describe ourselves beyond our initials.

In this case, we’re ‘the world’s leading independent conservation organisation’.

Examples of using our name and description

We’ve been working togetherwith the team at WWF – theworld’s leading independentconservation organisation — to build a more sustainable and environmentally friendlybusiness model.This is how a partner might use our name and description in a press conference or seminar.
Today we have an interviewwith WWF – the world’s leadingindependent conservationorganisation. Tanya Steele, CEO of WWF-UK will be discussingpredicted species decline and whatthis might mean for our future.This is how we might be introduced on the news when we’re asked to contribute to a debate.

WWF versus WWF-UK

We should use WWF in most of our external communications, acknowledging that the public don’t make any distinction between WWF offices.

On some occasions there are policy or legal reasons why we need to call ourselves WWF-UK. We’ve outlined examples of these on the opposite page.

Sign-off process

For all communications that contain information about WWF policy it is important to align our network position. Please adhere to our sign-off process. For further advice please contact:

Jonathan Caleb-Landy
Head of advocacy communications and media
jcaleblandy@wwf.org.uk

Rachel Bloodworth
Head of public communications
rbloodworth@wwf.org.uk

Financial reports and accounts

Annual reports and accounts must use WWF-UK as this content refers directly to our UK accounts.

Programmatic reports

Programmatic reports use WWF-UK in copy when referencing funding or a delivery aspect that is supported by WWF-UK.

Legally-binding documents

Documents with a UK legal requirement such as tax returns and contracts must use WWF-UK.

Stationery and printed materials

Our UK core stationery templates, along with all printed publications and materials, clarify our UK location by containing the following small print which refers to WWF-UK:

WWF-UK is a registered charity in England and Wales 1081247 and in Scotland SC039593 and a company limited by guarantee registered in England and Wales 4016725.

Job titles and recruitment

We need to use WWF-UK in our job titles for clarity. This includes recruitment adverts, business cards, and email signatures.

UK website

Our website footer carries the same small print as our stationery and printed materials. This is a legal requirement when using the logo in the UK.

Fundraising products

We may refer to WWF-UK when we want to be clear that it is UK supporters who have funded a particular part of WWF’s global work.

Digital channels

All our social media accounts are named as WWF-UK, so that it’s clear the published content is from the UK. Our website is named as WWF-UK and carries the small print on the footer.

Press releases

It is important that media know which office a press release is from, so we should clearly state WWF-UK in the notes to editors

Colour
system

The WWF colour system takes its inspiration from colours in the natural world around us, contrasting and harmonising in different ways. The system is controlled by a set of clear rules that we must follow to make sure our colour system is always considered and effective.

The flexibility of the colour system allows us to create bespoke palettes of colour. We can choose when we create harmony, contrast, subtlety or high impact.

Our palettes can be very simple or beautifully complex. But they should aid the communication or campaign they have been created for.

WWF colour wheel

The WWF colour wheel shows our primary colours and our secondary colour palette options.

Primary colours are the base colours of our brand. They are always used in our communications to some extent – we always start with black and white. Primary greys are always available for backgrounds and tonal tints and should be used minimally.

Our secondary colours should be combined and contrasted rather than used all together. They provide a spectrum of options to be used in various ways in combination with our primary brand colours of black and white.

PRIMARYGREYSSECONDARYCOLOURPALETTEPRIMARY BLACKPRIMARYWHITE

Colour wheel artwork

Supplied by the brand and design team.

Picking colour palettes

Black and white, our primary design colours, feature in all our palettes. They can be combined in a number of ways with our secondary palettes, allowing great flexibility but controlled creativity.

Picking colours and palettes for your communications follows the basic theories of colour harmony explained on the next pages.

Remember to keep your colour palettes simple and clear and use colour to help your communication need.

Black and white

Our simplest and perhaps strongest palette, black and white, is the base for our brand and all other potential combinations.

Colour wheel artwork

Supplied by the brand and design team.

Single colours

Adding a single colour to black and white can create a powerful palette and create a whole range of moods and feelings depending on the combination.

Complementary colours

Complementary colours are any two colours that are directly opposite each other in the wheel, such as red and green. These colours look great together.

Harmonious colours

Harmonious colours are those that are next to each other on the colour wheel. We recommend two to five colours. They usually match well and create clean and sophisticated designs.

Contrasting colours

Colours that contrast are three away from each other on the colour wheel. They can work with each other to create strong impactful design.

123123

Adding natural colours to the colour wheel

Our colour system allows us to create varied colour palettes with our primary and secondary colours. This section explains how we can add another layer of colour to our communications by referencing the natural world.

By combining a colour palette selection with colours from our images, we can open our brand up to further exciting opportunities.

© WIM VAN PASSEL/WWF

Picking natural colours

Follow these simple rules to create colour palettes with natural colours.

  1. Choose an image that you want to work with. Good quality high-resolution images viewed in Photoshop work best. Find more information about photography in the Photography and Film section.
  2. Start with your selection/s from the primary and secondary colour palette. They should have a relationship with the image you’re using.
  3. Choose your natural colours by picking from areas in the image. Work and rework your palette until you’re happy with the set.
C1C1ABBC2C2C3C3© WIM VAN PASSEL/WWF

Picking natural colours

Here are some alternative colour palettes created with the same image.

  1. A harmonious selection with one blue-grey addition from the image.
  2. A complementary selection with four blue-grey additional colours.
  3. A contrasting selection with two blues chosen from the image.
ABC
© WIM VAN PASSEL/WWF

Picking natural colours

Here are some alternative colour palettes created with the same image.

  1. A single colour selection with an additional two light and two dark colours from the image.
  2. A contrasting selection with a group of greens to work with the secondary green, leaving the yellow orange as a standout colour.
  3. A complementary selection with the addition of a light beige.
ABC
©RUBENSNATSUSHITA/ICUMBIO

Colour specification

In this section you’ll find all the values for our primary and secondary colours for print, screen and more. There’s also guidance on how to work with any natural colours you may choose.

We recommend the use of CMYK colours for print and RGB for screen throughout the brand. Our primary and secondary colours have been optimised to work best with the four-colour system CMYK, and converted to RGB for best results on screen. Working with natural colours requires manual processing. See opposite for guidance.

Brand and primary colours

Our primary and secondary colours have been balanced and selected to work with the four-colour system CMYK for print, and RGB for best results on screen.

We prioritise using CMYK and RGB, but just in case they are needed we’ve matched our colours to the Pantone system for print, and HEX codes for screen to achieve a consistent result across any system or medium.

Processing natural colours

After you’ve picked a natural colour, take a look at its CMYK values and round them up or down to the nearest whole number before you use them. Then you can match any other specification you need and share your colours between design applications and other team members.

Please note that the various design applications available can often break the same colour down into slightly different values. So remember to be consistent with your chosen values and apply those to the various applications you are using.

Example:
Before – C:43.19, M:7.44, Y:2.9, K:0
After – C:43, M:7, Y:3, K:0

Matches:
RGB – R:154, G:205, B:235
HEX – #9ACDEB

PRIMARYGREYSPRIMARYGREYSYELLOWYELLOWORANGEORANGEREDORANGEREDREDVIOLETVIOLETBLUEVIOLETBLUEBLUEGREENGREENYELLOWGREENPRIMARYBLACKPRIMARYBLACKPRIMARY WHITEPRIMARY WHITEPRIMARY WHITECMYK00 00 00 00 RGB 255 255 255 HEX #FFFFFFPRIMARY BLACKCMYK00 00 00 100 RGB 34 34 34 Pantone U Process Black HEX #222222YELLOWCMYK00 05 100 00 RGB 255 230 000 Pantone U 108HEX #FFE600YELLOW ORANGECMYK00 26 96 00 RGB 255 190 30 Pantone U 122HEX #FEC01EORANGECMYK00 48 90 00 RGB 250 150 50 Pantone U 143HEX #F89834RED ORANGECMYK00 72 80 00 RGB 240 110 65 Pantone U 2026HEX #F36C42REDCMYK00 94 63 00 RGB 240 50 80 Pantone U 032HEX #EE3350RED VIOLETCMYK15 89 00 00 RGB 210 65 145 Pantone U 219HEX #D04092YELLOW GREENCMYK25 00 93 00 RGB 200 220 60 Pantone U 380HEX #CADB3CGREENCMYK59 00 92 00 RGB 115 190 80 Pantone U 367HEX #74C050BLUE GREENCMYK74 00 40 00 RGB 0 185 175 Pantone U 326HEX #00B9ADBLUECMYK84 26 00 00 RGB 0 150 210 Pantone U 2192HEX #0094D5BLUE VIOLETCMYK79 70 00 00 RGB 80 95 170 Pantone U 2126HEX #4E5EAAVIOLETCMYK49 88 00 00 RGB 145 70 155 Pantone U 2415HEX #92449ABRAND GREYS5–50% black tintCOLOUR VALUES

Fonts
and
typography

Fonts and typography play a huge part in how our brand looks, feels and expresses our personality.

Our WWF font is unique to WWF. It’s been designed specifically for us. It works equally well creating impactful, bold headlines as it does small hierarchical headings. This distinctive bold condensed font helps us to create brand recognition and a personality through consistent use.

We also use Georgia and Open Sans for body copy and secondary body. These have been chosen for their contrast, their clarity and their worldwide availability. In this section we cover how all our fonts are used and how to use them in combination.

WWF Brand Fonts

We have three brand fonts — WWF, Georgia and Open Sans. These fonts should be used for all our external communications across all applications.

WWF Font

  • Specially designed for WWF this font is only available from the brand and design team.
  • Available in one weight.
  • We always use capitals.

Georgia and Open Sans

  • Georgia and Open Sans are freely available worldwide and are installed on many machines as system fonts.
  • We use the regular and bold weights for both fonts.
  • We always use sentence case.

WWF Font

Supplied by the brand and design team.

WWF FONTGeorgiaOpen Sans

WWF Font General Rules

Follow these simple rules to keep our fonts and typography clear, legible and on brand.

  • The WWF font is used for headlines and headings small and large.
  • It’s only available in one weight.
  • We always set it in uppercase.
  • Tracking is always set to zero.
  • Leading, line space and alignment are flexible. Read the headline typography section for more information.
  • Kerning should be set to optical.
  • The WWF font often benefits from some manual kerning. Particularly when it’s set as a large headline.
THE WWF FONT ISUSED FOR HEADLINESAND HEADINGS.AVAILABLE IN ONEWEIGHT IT’S ALWAYSSET IN UPPER CASE.LEADING AND LINE SPACE IS FLEXIBLEALIGNMENT IS FLEXIBLETRACKING IS SET TO ZEROKERNING IS SET TO OPTICAL

Georgia general rules

Follow these simple rules to keep our fonts and typography clear, legible and on brand.

  • Georgia can be used for introductory text and primary body copy.
  • It can also be used sparingly for headings, to allow a more subtle aesthetic to communications.
  • We always set it in sentence case.
  • We use two weights, Georgia Regular and Georgia Bold.
  • Tracking is always set to zero.
  • Alignment is always ranged left.
  • Leading must be at least 3pt more than the type size.
  • Kerning should be set to optical.
Georgia is our primarybody copy font. We usetwo weights, Regular and Bold. We only set Georgia in sentence case and we always left align.LEADING MUST BE 3PT GREATER THAN THE TYPE SIZEALIGNMENT IS ALWAYS LEFTTRACKING IS SET TO ZEROKERNING IS SET TO OPTICAL

Open Sans general rules

Follow these simple rules to keep our fonts and typography clear, legible and on brand.

  • Open Sans can be used for introductory text and primary body copy.
  • It can also be used sparingly for headings, to allow a more subtle aesthetic to communications.
  • We always set it in sentence case.
  • We use two weights, Open Sans Regular and Open Sans Bold.
  • Tracking is always set to zero.
  • Alignment is always ranged left.
  • Leading must be at least 3pt more than the type size.
  • Kerning should be set to optical.
Open Sans is oursecondary body copyfont. We use two weights, Regular andBold. We only set Open Sans in sentencecase and we always left align. LEADING MUST BE 3PT GREATER THAN THE TYPE SIZEALIGNMENT IS ALWAYS LEFTTRACKING IS SET TO ZEROKERNING IS SET TO OPTICAL

Typography layout basics

This a simple guide to our typographic layout and hierarchy.

Headlines

WWF is mainly used for headlines We always use capitals. Try to keep headlines under 12 words to aid legibility.

Primary headings

WWF is used for primary headings. We always use capitals.

Introductory paragraphs

You can use Georgia Regular (in print) or Open Sans Regular (for digital applications) to set introductory paragraphs.

Body copy

You can use Georgia Regular (in print) or Open Sans Regular (for digital applications) to set body copy.

Secondary headings

You can use Georgia Bold (in print) or Open Sans Bold (for digital applications) for secondary headings.

Labels, notes and numbers

You can use WWF to set small labels, notes and numericals.

Secondary body copy, captions, details, numbers and notes

We use Open Sans Regular for secondary body copy, captions, details, numbers and notes.

Headline set
in WWF

This is an example of an introductory paragraph set in Georgia Regular. This is a paragraph set in Georgia.

Primary heading in WWF

Body copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular.

Heading in Georgia Bold

Body copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular.

Label note numbers 123
Heading in Georgia Bold

This is an example of secondary body copy and detail, numbers and notes set in Georgia Regular. This is an example of detail, numbers and notes set in Georgia Regular.

This is an example of an introductory paragraph set in Open Sans Regular. This is a paragraph set in Open Sans.

Primary heading in WWF

Body copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular.

Heading in Open Sans Bold

Body copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular.

Label note numbers 123
Heading in Open Sans Bold

This is an example of secondary body copy and detail, numbers and notes set in Open Sans Regular. This is an example of detail, numbers and notes set in Open Sans Regular.

Typography layout basics

If you need to create a more subtle or pared back tone with your communications, you can use Georgia Regular and Open Sans Regular as a headline font.

We don’t encourage this use as an alternative to using WWF, as shown on the previous page. But we do have the option to use them in this way.

A headline set in Georgia changes the visual tone. A headline set in Open Sans changes the visual tone.

This is an example of an introductory paragraph set in Georgia Regular. This is a paragraph set in Georgia.

Primary heading in WWF

Body copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular.

Heading in Georgia Bold

Body copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular. This is a paragraph of copy set in Georgia Regular.

This is an example of an introductory paragraph set in Open Sans Regular. This is a paragraph set in Open Sans.

Primary heading in WWF

Body copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular.

Heading in Open Sans Bold

Body copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular. This is a paragraph of copy set in Open Sans Regular.

Headline
typography

Our headline font WWF is a very valuable brand asset. It’s just as capable of being loud and clear as it is of making subtle, concise comment.

The WWF font helps us connect and engage with our audiences through all our communications while building strong brand recognition.

By allowing the use of our font to be very flexible, we can be relatively unrestricted in its use, tailoring it to our needs – whether that’s inspiring someone to take action or delivering important reports and statistics.

This section explains how flexible we can be with our headline font.

Working with the WWF font

ALWAYSUSECAPITALS
YOU CANRANGE LEFTRANGE RIGHTOR CENTRE
MAKE SURELEADINGIS CONSISTENTTHROUGHOUTHEADLINES.LIKE THIS.

Consistent leading

When your type size is the same throughout the headline you can set the leading to a consistent overall setting.

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KCATSTNEREFFIDDEZISEPYTYOU CAN
REMEMBERTO USE THE SAMELINE SPACE IN THE STACKBUTMANUAL LINE SPACINGMANUAL LINE SPACING

Consistent line spacing

When the type size is different throughout the headline you will need to set a consistent line spacing by manually measuring the spaces between the text.

PLAYHTIWSCALE

Consistent leading

When the type size is the same throughout the headline you can set the leading to a consistent overall setting.

Consistent line spacing

When the type size is different throughout the headline you will need to set a consistent line spacing by manually measuring the spaces between the text.

PLAYWITH POSITION
USE ITWITHCOLOUR

Accessibility and legibility

When using colour text on a colour background be sure your text is legible and meets web accessibility standards.

USE IT WITHINFORMATIONAND DATAIN 2012, ELEPHANT POPULATIONS INCREASED IN SOUTHERN AFRICA BY 17.5%
USE IT WITHPHOTOGRAPHY
USE ITWITHILLUSTRATION