Illustration

Please visitwwf.org.uk/valentinesor please call 0800 035 5924...AND THE LOVE OF THEIRSFOR THE LOVE OF YOUR LIFE...ADOPT FROMA MONTH£3We can use illustrationacross all ourcommunications – fromhighlighting species,issues and challenges, tocreating insightful, effectiveaudience or to influencemajor asset in helping us tocampaigns. Whether weuse it solely to inform ourthem to take action, it’s arealise our goals.ILLUSTRATIONEXAMPLES
WHAT NATUREDOES FOR USWe couldn’t survive without thegifts nature provides, such as cleanair and water, fertile soils and astable climate. Natural habitatsare also vital to our economicprosperity, providing valuableout pollution. Our illustrations are built usinggeometric shapes as their basis.This gives strong structure but enoughflexibility to accommodatedifferent styles.Simplicity also helps whether we’retrying to explain something complexand scientific or something emotive.Use illustration to build awarenessand make emotional connections,whether that’s about explaining acomplex idea or something simpleand fun. Illustrations can have agreat impact.

Information graphics

WWF is a science-led organisation, but we know that the emotional aspect of what we do helps us engage with a wider audience. To ensure our science-based approach is given appropriate emphasis, and enable our audiences to understand and engage with it, we’ve developed a signature style for portraying scientific information.

The clear and distinctive style of these graphics creates brand recognition, strengthening and uniting our visual communications. They can be used alongside photography or help lift a page when photography is not appropriate or necessary.

A. Highlights

Highlights are pieces of information we want to emphasise or make prominent. We create them when we have large amounts of copy or data and we want to pull out key parts for our audiences to digest easily.

B. Impactful numbers and words

Setting significant numbers and words in larger text draws the eye. We do this to highlight important information, but we must always provide clear context too.

ABTHE INCREASE IN THE EARTH’S PRODUCTIVITY IS NOT ENOUGH TO COMPENSATE FOR THE DEMAND OF THE GLOBAL POPULATION100,000GLOBALLY, 100,000 ELEPHANTS ARE KILLED EACH YEAR BY IVORY POACHERS

C. Maps

Our work covers the whole planet, so we need to give our audiences context of where we’re working and what we’re doing. Maps are essential for getting our messages across. They should always be portrayed accurately and not become too stylised.

D. Silhouettes

We use silhouettes to bring data and information to life in a clear and distinctive style. They are easy to work with and when used to help visualise data and information graphics they are hugely effective and impactful. We must always be as accurate as possible when we represent animals and objects as silhouettes. Our silhouettes are outline drawings and not pictograms, they should show the three dimensional depth of their subject.

E. Graphs and charts

Graphs and charts are essential to our communications. We use our expertise and research as the basis for all of our conservation and campaign work.

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INFORMATION GRAPHICS Be careful if you want to present highlighted text across double page spreads on thick publications. The spine may impede legibility.Information graphics should always be used captions or other supporting copy to give them context and relevance.
Combining a variety of information graphic styles can elevate the design.