People value newspapers, magazines, books – publications that feel better in your hands. They tend to see brochures as glossy marketing fluff, stuffed with jargon and meaningless corporate speak.

What we do at WWF is important, interesting and life-changing. We want the world to read and take note of what we have to say. So we need to communicate with people in formats they want to read.

If we’re producing a serious report, make if feel like it has the shelf-life of a book. If we’re updating them with news, make it feel like a news sheet or small newspaper. If we want to produce an entertaining series of articles with photographs, make it feel like a magazine that you’d buy in a shop.

And it doesn’t need to be glossy to feel like quality. To reinforce our commitment to the environment, we strongly recommend that wherever possible, all publications should be printed on FSC recycled paper – refer to page 8-11 for steps in choosing paper with low forest, climate and water footprint.

If possible, also give preference to lower grammage paper as it is more resource efficient. Please contact the Brand and Design team for more information on WWFUK’s tips on paper efficiency.

We’ve suggested sizes that help us create a unique identity for WWF publications. Although these are unconventional, they are designed to maximise the impact and distinctiveness of our products.