The World Wildlife Fund’s (WWF) iconic panda brand is well recognizable by anybody world wide. It has been used since 1961 for the group devoted to wildlife conservation. However because the panda is now not thought-about endangered, the query is ought to the brand be up to date to function different wildlife at risk on account of world warming?

Only in the near past, the Worldwide Union for Conservation of Nature reported that the enormous panda was now not an endangered species however “weak,” although the identical couldn’t be stated for polar bears. When advert company Gray London noticed the report in regards to the declining polar bear numbers, a serious trigger being human exercise, the creatives designed a brand new WWF brand that includes the polar bear.

“What we’re completely not doing is saying that the opposite issues WWF campaigns in opposition to should not necessary,” says the company in a put up on Medium. “However human affect by means of local weather change is killing off animals of all species on scale. That’s why we predict the polar bear, an animal synonymous with local weather change, and the inclusion (or lack) of its habitat displays this very fashionable and really urgent menace higher.”


The brand options the distinct face of the polar bear above the WWF identify. A GIF was additionally created for example the transformation from the panda to the polar bear.

Gray London is providing the brand, in addition to their providers, to WWF fully freed from cost, stating that “[WWF] have higher issues to be spending cash on than branding.”

The company is hoping that the brand new brand will spark extra dialog in regards to the urgent problem of local weather change.

“We felt that probably the most well-known wildlife charity on the planet might be doing extra, by means of what’s the most well-known brand in conservation, to spotlight what’s the largest and most urgent problem in the present day,” says Gray. “It’s the most important menace the world, and its wildlife, has ever face.”

[Through: AdWeek]

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