HELP US TO BUILD A BETTER FUTURE FOR PEOPLE AND NATURE

© Adam Oswell / WWF-Thailand


Our ambitious mission cannot be realised without gaining the trust and support of people around the world.

© Jürgen Freund / WWF

We all know WWF and what it stands for – a trustworthy, credible organization doing amazing work for people and planet. But we cannot rely on others to automatically feel the same.

That’s why we need a strong reputation, with people thinking positively about our brand and our values – the sum total of what we do, how we do it and how we present ourselves. Only by striving hard to deliver our mission, behaving in the right way at all times, and explaining our true selves to others can we hope to gain their trust and support.

The following guidelines focus on how we can represent our values and reputation through our communications – from the way our materials look to how we write and speak.

WWF MISSION STATEMENT

WWF’s mission is to stop the degradation of the planet’s natural environment and to build a future in which people live in harmony with nature, by: conserving the world’s biological diversity, ensuring that the use of renewable natural resources is sustainable and promoting the reduction of pollution and wasteful consumption.

Logo

The new WWF Logo is clean and simple, and gives our most valuable asset, The Panda, the space to communicate. This replaces current logos in use, such as the tab with rounded corners and Value Tab versions.

COLOUR PALETTE

Our colour palette takes its inspiration from the natural world around us. This gives us a series of colours that work in harmony and complement our photography.

typography

Typography plays an important part in how our brand looks and feels. Our WWF Font is unique to us and has been designed specifically for WWF to create headlines that have real power and impact.