Please contact the brand and design team for advice on using these guidelines. brandanddesign@wwf.org.uk

Introduction

By using a consistent look and feel across all our printed materials and creating publications that work as a seamless whole, we are better able to represent the rich world of WWF while speaking with one voice. Following these guidelines will allow us to produce consistent, powerful publications while saving time and expense.

Our building blocks are the ‘basic elements’ that make up the brand. Each aspect has been tested against criteria such as format size, paper weight, wastage, colour consistency, pace and layout to ensure they work well together. The specifications, using set grids, create consistency in layout and give guidance on prioritising information on the page, while still allowing variation throughout a document.

WWF is a science-led organisation, but we know that the emotional aspect of what we do helps us engage with a wider audience. We use clear design and simple information graphics to help our audience understand and engage with the science, and stunning photography to celebrate the wonders of nature and the positive difference we’re making for people, places and species.

The next few pages will take you step by step through our design specifications and the thinking behind them, using real examples.

HUNG UP ON MOUN T AIN GORILLAS M o u n t a i n g o r il l a s g e n e r a l l y l i v e i n g r o u p s w i t h s e v e r a l fe m a l e s a n d t h e i r y o u n g , a n d on e d o mi n a n t m a l e . D o mi n a n t m a l e s a r e k n o w n a s ‘ s i l v erb a c k s ’ be c a u s e t h e y h av e a p a t c h o f s i l v e r h a i r o n t h e i r b a c k a n d h i p s – w h i c h t h e y d e v e lo p w h e n t h e y ’ r e a b ou t 1 2 - 1 5 y e a r s ol d . T h e S ou t h e r n P o l a r Re g io n – on e o f t h e w orl d ’ s m os t s p e c t a c u l a r a n d e c ol o g i c a l l y i m p o r t a n t e n v i r o n m e n t s – i s h om e t o t ho u s a n d s o f s pec i e s t h a t l i v e n o w h e r e e l se . U n t i l r e c e n t l y , t h e r e g io n ’ s i n h o s p i t a bl e c li m a t e p r ot e c t e d i t f r o m t h e w o r s t e x ce s s e s o f h u m a n e x plo i t a t io n . Bu t t h e l a s t f e w d e c ad e s h av e s e e n a l l t h a t ch a n g e . 1 . I LL E G A L , UN R E GU L A T E D A N D UN R EP O R T E D ( I U U ) FI S HIN G I l l e g a l , un re g u l a t e d a n d un r e p o r t e d t o t h e b r i n k o f c o l l a ps e – l e a v i n g s e a b i r d s a n d m a m m a l s w i t hou t e no u g h f oo d t o s u r v i v e . a l s o c a u s i n g te r r i bl e d a ma g e . I t i s c o m mo n f o r v es s e l s t o d ra g m i l e s o f h o o k e d li n e s b e hi n d t h e i r b o a t s . A lb a t ro s s a n d o t h e r s e a b i r d s s w o o p do w n t o f ee d o n t h e b a i t – be c o mi n g h o o k e d t h r o u g h t h e i r b il l s a n d d r o w n e d 2 . I N V A SI V E S PE C I E S M a n y A n t a r ct i c s pec i e s h av e e v o l v e d i n i s o l a t io n f r o m t h e r e s t o f t h e w orl d . C o n s e q u e n t l y , t h e y h av e d e v e lo pe d n o m e ch a ni s m s t o d e f e n d t h e m s el v e s f r o m t h e i n v a si v e s pec i e s R a t s a r e a p a r t i c u l a r d a n g e r , a n d l a r g e n u m b e r s h av e e s c a pe d i n t o s e a b i r d b r ee d i n g c olo n i e s t h r o u g hou t t h e re g io n . F ee d i n g o n b o t h c h i c k s a n d e g g s , t h e y a r e d e v a s t a t i n g p op u l a t io n s o f a lb a t ro s s , pe t r e l a n d o t h e r t h r e a te n e d s pec i e s . 3 . MAR IN E P O L L UT IO N T h e S ou t h e r n O ce a n h a s be c om e a d u m p i n g g r o u n d fo r r ubb i s h . T h e a mo u n t o f d e b r i s i n t h e S ou t h e r n O ce a n i n cr e a s e d 1 0 0 f ol d d u r i n g t h e n e t s a n d h o o k s a r e c a u s i n g t h e s l o w a n d p a in f u l d e a t h o f t ho u s a n d s o f m a m m a l s a n d b i r d s e a c h y e a r . S m a l l w h a l e s , s e a l s a n d m a n y o t h e r s pec i e s a r e i n g e s t i n g , c ho k i n g o r be c o mi n g e n s n a r e d o n t hi s r ubb i s h – c o n t r i bu t i n g t o a d e c li n e i n t h e i r n u m b e r s . 4 . CL I M A T E C HA N G E C li m a t e ch a n g e i s t h e g r e a t e s t lo n g te r m t h r e a t t o t h e re g io n . W i t h t h e i c e - s h e l f m e l t i n g a n d g l a c i e r s s h r i n k i n g , t h e r e c a n n o lo n g e r b e a n y doub t t h a t t h e A n t a r ct i c i s g e t t i n g w a r m e r . I f t h e c li m a t e c o n t i n u e s t o ho t up , s c i e n t i s t s p r e d i c t t h a t kr il l p op u l a t io n s c o u l d b e d e v a s t a t e d – u n d e r mini n g t h e e n t i r e S ou t h e r n P o l a r f oo d ch a i n . M E L T DO W N I N A N T A R C T I C A © MICH E L GU NT H E R / W W F- C A NO N T h e A n t a r ct i c p e nin s u l a i s on e o f t h e f a s t e s t w a r mi n g a r e a s o n E a r t h a n d t h e s e a s a r o u n d A n t a r ct i c a a r e w a r mi n g f a s t e r t h a n t h e r e s t o f t h e g l o b a l o ce a n . CL I M A T E C HA N G E W E AR E IM P L E M E NT IN G T H I S S T R A T E G Y I N 1 2 P R IO RI T Y P L A C E S A C R O S S F IV E CO NT IN E N T S , E A C H WIT H O U T S T A NDIN G EC O L OGI C A L V AL U E 1 2 16 17 PUBLIC A TION TITLE R o d Do w nie , U K po la r po li c y an d W W F - U K PUBLIC A TION TITLE W e ’ r e b e s t k n o w n f o r o u r w or k s a f e g u a r d i n g i c o n i c s p ec i e s , bu t t h a t ’ s o n l y p a r t o f t h e s to r y . F o r o v e r 5 0 y e a r s , w e ’ v e be e n f i g h t i n g t o p r ot e c t o u r p l a n e t ’ s n a t u r a l e n v i r o n m e n t . 16 17 PUBLIC A TION TITLE PUBLIC A TION TITLE WILD NUMBER S L o r e m i p s u m d olo r s i t a m et , c o n s e c t e t u r a d ip i s ci n g e l i t . Ma e c e n a s e g e t v e s t i b u l u m e st , v e l v e s t i b u l u m l e o . P e l l e n t e s q u e h a b i t a n t mo r b i t r i s t i q u e s e n e c t u s e t n e t u s e t m a l e s u a d a f a m e s a c t u r p i s e g e s ta s . AFTER HOUR S L o r e m i p s u m d olo r s i t a m et , c o n s e c t e t u r a d ip i s ci n g e l i t . M a e c e n a s e g e t v e s t i b u l u m e st , v e l v e s t i b u l u m l e o . P e l l e n t e s q u e h a b i t a n t mo r b i t r i s t i q u e s e n e c t u s e t n e t u s e t m a l e s u a d a f a m e s a c t u r p i s e g e s ta s . Se d a c po s u e r e l i g u la . Ut v i ve r r a e ni m l e c t u s , a l a c in i a e ni m m a t t i s a . I n v u l pu t at e f a u c i b u s n ul l a a c p l a c e r a t . N ul l a m e g e t q u a m v e l o r c i c on d i m e n t u m i a c u li s . M a e c e n a s rhon cu s t u r p i s n e c ni s i i a c u li s b i b e nd u m q ui s a t a u g u e . D on e c e l e m e n t u m ma g n a s e d a r c u c o n s e q u a t a u c to r . C u r a b i t u r u r na . I n b i b e nd u m s e m lo r e m , s u s c ip i t a c cum s a n n ul l a c o n s e c t e t u r u t . M a e c e n a s u t mol e s t i e to r to r , a e g e s t a s d i a m . N ul l a f a u c i b u s u t n e q u e i n t i n c id u n t . “WE AIM TO A CHIEV E TRAN S FORM A TIONAL CHANG E – IN BRAZIL AND THE AMAZO N , CHINA, EAST AFRICA, AND INDI A AND THE HIMAL AY AS – B Y GE T TING BEHIND A SMAL L NUMBER OF AMBITIOU S OUTCOMES ” H O W Y OU CAN HELP W e r el y o n y o u r g e n e ro s i t y t o f u n d o u r g l o b a l c o n s e r v a t io n w or k . P l e a s e s u p p o r t u s . Vi s i t w w f. o r g . u k / do n a t e 2 2 , 0 0 0 + THERE ARE AROUND 22,000-31,00 0 POLAR BEARS IN THE WILD AND TH E Y ARE CLASSIFIED AS VULNERABLE O N THE IUCN REDLIS T 16 PUBLIC A TION TITLE Lo r e m ipsu m dolo r s i t am e t , c o n se c t et u r a dipi s cin g e l i t . Ma e c ena s e g e t v e s t i b ulu m e st , ve l v e s t i b ulu m l e o . Lo r e m i p su m dolo r s i t am e t , c ons e c t et u r a dipi s cin g e l i t . Ma e c ena s e g e t v e s t i b ulu m e st , ve l v e s t i b ulu m l e o . Lo r e m i p su m dolo r s i t am e t , c ons e c t et u r a dipi s cin g e l i t . Ma e c ena s e g e t v e s t i b ulu m e st , ve l v e s t i b ulu m l e o . Lo r e m i p su m dolo r s i t am e t , c ons e c t et u r a dipi s cin g e l i t . Ma e c ena s e g e t v e s t i b ulu m e st , ve l v e s t i b ulu m l e o . • HUNG UP ON MOUN T AIN GORILLAS