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.

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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