TYPOGRAPHY IS AN IMPORTANT PART OF OUR BRAND LOOK AND FEEL

© Alex Mustard / naturepl.com

We have created a typography system that reflects WWF as a brand, while being flexible enough to cater for all usages.

OUR WWF FONT IS UNIQUE AND HAS BEEN DESIGNED SPECIFICALLY FOR OUR ORGANIZATION.

WWF TYPOGRAPHY

Typography plays a huge part in how our brand looks and feels, and how we express our personality.

Our WWF font is unique and has been designed specifically for us. It works equally well with impactful bold headlines and small hierarchical headings. This distinctive bold condensed font helps us to create brand recognition and a personality through consistent use.

We also use Georgia, Open Sans and Arial for body copy and secondary body copy. These have been chosen for their contrast, their clarity and their worldwide availability. In this section, we cover how all our typefaces are used and how to use them in combinations.

GLOSSARY OF TERMS

We use a number of words in this section that may need explaining, so we have defined them in this section.

Please inform us if there are any words or descriptions that you would like to add to this page.

ON-SCREEN:

‘On-screen’ refers to text which is primarily viewed on-screen, such as websites, Microsoft Office documents (Word, PPT, etc).

PRINT:

In this context, ‘print’ refers to any professionally printed materials, e.g. brochures, adverts, leaflets, etc.

CAPTIONS:

‘Captions’ refer to items such as opening/closing titles, subtitles, credits, name/position of people being interviewed, copyright statements for film, etc.

DATA:

‘Data’ refers to text on charts, tables and diagrams.

WWF FONT

Using our chosen fonts consistently will help give us a stronger identity and make our brand more memorable. It’s an important part of speaking with a united voice.

The WWF signature font should be used primarily as a display font. It must be used in upper case in headings, but can be upper case or lower case in other usages, as displayed in the chart below.

Please contact commsmarketing@wwfint.org for other font formats.

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WWF FONT USAGE CHART

UPPER CASE

SENTENCE CASE

PRINT

ON-SCREEN

HEADLINES

SUBHEADS

BODY COPY

CAPTIONS

DATA (CHARTS AND TABLES)

GEORGIA

Our narrative typeface Georgia is primarily used as our body text typeface. It’s clear and legible, and is available on most computers. It can also be used for subheadings and larger captions underneath imagery.

Please note, all weights of Georgia may be used.

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GEORGIA USAGE CHART

UPPER CASE

SENTENCE CASE

PRINT

ON-SCREEN

HEADLINES

SUBHEADS

BODY COPY

CAPTIONS

DATA (CHARTS AND TABLES)

OPEN SANS

Open Sans is the latest addition that can be used as body copy for print and on-screen. It can also be used to support illustrations, for smaller subheadings, and as caption text for charts, maps, photography, table information and credit lines.

Please note, all weights of Open Sans may be used.

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OPEN SANS USAGE CHART

UPPER CASE

SENTENCE CASE

PRINT

ON-SCREEN

HEADLINES

SUBHEADS

BODY COPY

CAPTIONS

DATA (CHARTS AND TABLES)

ARIAL

Arial should be used as a substitute for WWF Font and Open Sans for on-screen properties that cannot use embedded fonts (such as email, PowerPoint or Word) or where the use of embedded fonts would negatively impact performance (such as mobile sites commonly accessed in remote areas).

You can also pair Arial for headings with Georgia for body copy to create tonal differences.

Arial Bold Condensed can be used as a substitute for the WWF Font.

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ARIAL USAGE CHART

UPPER CASE

SENTENCE CASE

PRINT

ON-SCREEN

HEADLINES

SUBHEADS

BODY COPY

CAPTIONS

DATA (CHARTS AND TABLES)