WWF Brand Book

WWF-US | Print BrandGuidelines 2012 i

WWF-US Print Brand Guidelines 2012 One Brand, One Voice WWF’s brand is often the first thing about us that people experience—well before they have learned anything about our organization’s mission or goals. Our brand gives the world their first visual impression of who we are and what we stand for. Because of that, it is critically important to have a strong, clear, compelling and consistent branded look that carries across all our printed materials. In the following pages, you will see examples of how to reinforce our brand effectively and consistently in print. ii

WWF-US Print Brand Guidelines 2012 WWF-US Brand Overview for Print Below are the eight core visual elements that make up the WWF-US brand. Annual Report 2011 1961–2011 50 Years of Leading Conservation Worldwide World Wildlife Fund’s 50th Anniversary Year For 50 years, WWF has developed solutions to the world’s most pressing environmental problems—and those innovations continue 1/4” White Border – to produce results. These milestones represent both inaugural successes and the powerful advances for nature that WWF has achieved. Infographics – Silhouettes To frame the photography. of illustrations and maps 564,000 Square Miles that graphically communicate of Certified Forest Powerful Photography – Helped create the Forest 90% Reduction in U.S. Stewardship Council, which has certified sustainable complex information. Wild-Caught Bird Trade forests covering an area Inspirational images of Established TRAFFIC to fight the larger than Spain, Morocco illegal trade of wild animals and Blue Whale Population and Japan combined. plants in partnership with IUCN. on the Rise See page 10. places, people and species. WWF helped achieve world’s first commercial whaling ban, Namibia’s Black Rhino Panda and continues to fight threats 1993 1994 See pages 11–15. Numbers Up 1,300% Reserves Protect against whales at a global scale. Brand Colors – Inspired WWF was established 70% of the Population in 1961. Since then, international efforts have First environmental nonprofit brought black rhinos and invited into China. Helped 1,400 by the world of nature. many other species back develop a network of 62 1984 1986 1989 Conservation Leaders from the brink of extinction. protected areas. Launched Russell E. Train Education for Nature program to support in-country See page 6. conservation leadership in $1 BILLIoN+ Africa, Asia and Latin 1961 1962 1973 1976 1980 FoR CoNSERvATIoN America. Galápagos Establishing Nature Ivory Trade Conservation Evolves as Economic Tool Ban Achieved WWF Panda Logo – Conceived debt-for-nature Invested in the Charles swaps, which forgive WWF-supported campaign Darwin Research Station. Habitats for 1/2 the World’s Tigers national debt to protect closed international ivory Must appear at least once In 1998, helped establish nature, a global model for trade; between 470,000 and the 50,000-square-mile Worked with the Indian government to launch Project Tiger, conservation to this day. 690,000 African elephants Galápagos Marine Reserve. laying the groundwork for all of India’s current tiger reserves. now roam the continent. in every printed document. C1 22 See pages 2–5. “ Sustainability has got to be a pre-competitive issue. We need to begin to manage this planet as if our life depended on it, because it fundamentally does.” Jason Clay Many Options Senior Vice President, Market Transformation Typography – Limited to For One Earth World Wildlife Fund four typeface families for Whichever collaborative option a company chooses, it can play a key role in influencing publications and printed the course of conservation. Its efforts, in partnership with WWF’s global reach and scientific expertise, will lead the way in a materials. movement that can transform business and save our planet in the process. See pages 8–9. White Space – To open up the layout and call attention to the photography. Transparent Color Box – Overprints a photo to separate out a secondary story or quote. See page 9. The Coral Triangle is one of the most diverse marine Better Earth. Better Business. habitats on Earth, teeming with an abundance of corals, Conservation Collaborations with World Wildlife Fund fish, crustaceans, mollusks and marine plant species. 18 1

WWF-US Print Brand Guidelines 2012 WWF Panda Logo Our iconic panda logo is integral to our brand and it is used on every product we create. The logo comprises two elements —the panda and our WWF initials—and they should never be separated. They are WWF’s intellectual property, protected by internationally registered copyright and trademark, and must appear together on all communications. No-Tab Logo – Use Tab Logo – Use on a on a white or 5% color colored or photographic background. background. Clear Space Zone – The minimum amount of space allowable around all four sides of our logo should be measured by the height or width of the capital “W” in our WWF initials. 2

WWF-US Print Brand Guidelines 2012 Logo Don’ts In order to maintain the integrity and value of the WWF logo, we prohibit manipulation of it in any form. Below are some examples of the most common WWF logo violations. Be sure to avoid these logo DON’TS. WWF Do not reproduce the Do not use another font Do not use the panda Do not use the WWF logo without the © and in the logo. portion of the logo on type portion of the logo ®, except in very large its own, unless the on its own. applications such as complete logo also appears banners and full TV/video somewhere else on the screens. same document or product. Do not reproduce the Do not apply any style Do not distort the logo Do not reverse out the logo in any color other techniques, like drop in any way. logo on dark color than black. shadows, to the logo. backgrounds or place it in a square box. 3

WWF-US Print Brand Guidelines 2012 Examples of Logo Use and Placement 2011 / Volume 2 / Issue 2 pulsethe heart of conservation Be the voice for those who have no voice The Africa Equation... Mutual Solutions for People and Nature Annual Report 2010 Join us worldwildlife.org 4

WWF-US Print Brand Guidelines 2012 Graphic Use of the Panda Using the panda portion of the logo as a graphic design element is permitted as long as the complete official logo is also present somewhere on the product. For any nontraditional use of the logo, please work with WWF’s Creative Services team to ensure we stay within our brand guidelines. Donor Engagement World Wildlife Fund 1250 24th Street, NW Washington, DC 20037-1193 pulse the heart of conservation 5

WWF-US Print Brand Guidelines 2012 The Color Palette The new WWF color palette takes its inspiration from the natural world around us, and uses a series of colors that work in harmony with our photography. When designing a printed page, color choices should complement the subject matter and/or the colors of nearby images. PMS 200U 179U 488U 1595U 144U 135U 7405U 108U 127U CMYK 3 100 66 12 0 88 84 0 0 28 24 0 0 72 100 3 0 52 100 0 0 21 74 0 0 11 97 0 0 6 95 0 0 5 57 0 RGB 183 18 52 222 56 49 235 189 169 213 92 25 233 131 0 255 197 80 236 194 0 252 217 0 242 223 116 HEX B71234 DE3831 EBBDA9 D55C19 E98300 FFC550 ECC200 FCD900 F2DF74 PMS 357U 375U 578U 378U 104U 7493U 1545U 7510U 468U CMYK 83 19 73 58 47 0 94 0 27 1 42 3 43 13 98 62 7 13 100 28 20 3 38 8 20 76 100 78 4 35 65 10 2 7 26 5 RGB 39 89 55 146 212 0 184 207 149 85 96 28 174 154 0 186 198 150 84 46 25 200 143 66 221 211 175 HEX 275937 92D400 B8CF95 55601C AE9A00 BAC696 542E19 C88F42 DDD3AF PMS CMYK 315U 2985U 310U 329U 3135U 7464U 228U 214U 203U RGB 100 8 18 38 60 0 4 0 48 0 9 0 100 8 50 40 100 1 20 3 36 0 14 0 15 100 11 41 0 100 24 4 0 36 2 0 HEX 0 105 131 91 198 232 111 212 228 0 103 90 0 148 179 160 214 210 131 0 81 201 0 98 231 174 198 006983 5BC6E8 6FD4E4 00675A 0094B3 A0D6D2 830051 C90062 E7AEC6 PMS and CMYK – Used in print applications RGB – Used in Microsoft Office applications HEX – Used in web applications PMS 262U 2607U 257U 440U 7539U 7537U CMYK 57 92 12 56 84 100 0 4 19 34 0 0 52 61 47 92 24 13 18 38 18 8 20 24 RGB 83 40 79 79 11 123 203 168 210 49 38 38 152 155 151 174 180 171 HEX 53284F 4F0B7B CBA8D2 312626 989B97 AEB4AB 6

WWF-US Print Brand Guidelines 2012 Paper & Printing Below are WWF’s environmental guidelines for paper and printing. If you have any questions that are not covered in these guidelines, please contact Creative Services at [email protected]. Recycled Content Bindings We prefer that paper used by WWF WWF has no fixed standard for binding materials because, as of yet, there are no • contain Post-Consumer Waste (PCW). We prefer that paper products be at least especially conservation-friendly choices available. However, keep in mind that saddle 30% PCW or higher. No paper used by WWF may contain less than 10% PCW. stitching is easier to recycle than other binding options (such as Wire-O, plastic coil, The percentage of PCW indicates how much of that paper came directly from perfect binding or GBC/plastic comb). products that consumers used and recycled (vs. never-used manufacturing scrap)—so the higher the paper’s PCW rating is, the better it is for the Selecting a Printer environment. Choose a printer that maintains FSC Chain-of-Custody paper certification, and • be Forest Stewardship Council (FSC)-certified paper whenever possible. An FSC preferably one that augments their fossil fuel energy consumption with alternative certification guarantees that the paper contains wood from responsibly managed energy sources. forests. Preferably, paper will be FSC 100%, but can also be FSC Recycled or FSC Mixed Sources. In some instances where FSC paper does not exist, the best available paper will be used. Recommended Papers (as of June 2012) WWF recommends using the following three brands of FSC-certified paper: • Mohawk Options • Chorus Art Silk • Finch • Finch Fine • Finch Premium Blend • Finch Fine ID Using these papers will produce a consistent and high-quality printed look across all our materials, thereby allowing us to maintain WWF’s brand integrity. Coatings Use flood aqueous coating, flood or spot varnish, or UV coatings. Avoid lamination when possible. 7

WWF-US Print Brand Guidelines 2012 Typography Typography is an important part of our brand’s look and feel. Our brand fonts are Univers, Georgia, Arial and WWF. Consistent use of these fonts over time will unite all our brand communications. To deliver a stronger and more memorable brand identity experience, try using a combination of these fonts. Univers Univers Univers Georgia Georgia Regular Georgia Italic 49 Light Ultra Condensed 59 Ultra Condensed A B C D E F G H I J K L M N A B C D E FG H I J K L M N Univers 59 should be A B C D E F G H I J K L M N O P Q A B C D E F G H I J K L M N O P Georgia should be used O P Q R S T UV W X Y Z a b c O P Q R S T UV W X Y Z a b c used as the primary as the primary serif text d e f g h i j k l m n o p q r s t u v w d e f g h i j k l m n o p q r s t u v w headline font and can R S T U V W X Y Z a b c d e f g h i Q R S T U V W X Y Z a b c d e f g font, and can also be also be used as an j k l m n o p q r s t u v w x y z 1 h i j k l m n o p q r s t u v w x y z used for subheads and x y z 1 2 3 4 5 6 7 8 9 ! ? / . , ” ^ @ x y z 1 2 3 4 5 6 7 8 9 ! ? / . , ” ^ @ accent in places like 2 3 4 5 6 7 8 9 ! ? / . , ” ^ @ 1 2 3 4 5 6 7 8 9 ! ? / . , ” ^ @ caption text for charts, infographics. Univers 49 maps and photography. works well as a headline Georgia Bold Georgia Bold Italic on oversized products A B C D E FG H I J K L A B C D E F G H I J K L like posters and large banners. M N O P Q R S T UV W M N O P Q R S T UV W X Y Z a b c d e f g h i j k l m X Y Z a b c d e f g h i j k l n o p q r s t u v w x y z 1 2 m n o p q r s t u v w x y z 3 4 5 6 7 8 9 ! ? / . , ” ^ @ 1 2 3 4 5 6 7 8 9 ! ? / . , ” ^ @ WWF WWF Font Arial Arial Regular Arial Italic A B C D E F G H I J K L M N O P Q Arial should be used A B C D E FG H I J K L M N O A B C D E FG H I J K L M N O The WWF font should R S T U V W X Y Z a b c d e f g P Q R S T UV W X Y Z a b c d P Q R S TU V W X Y Z a b c d only be used in for all text information e f g h i j k l m n o p q r s t u v w x e f g h i j k l m n o p q r s t u v w x headlines or on the h i j k l m n o p q r s t u v w x y z on graphics, tables, Web. 1 2 3 4 5 6 7 8 9 ! ? / . , ” ^ @ charts and maps; in y z 1 2 3 4 5 6 7 8 9 ! ? / . , ” ^ @ y z 1 2 3 4 5 6 7 8 9 ! ? / . , ” ^ @ smaller subheads; and in photography caption Arial Bold Arial Bold Italic and credit lines. It can also be used as body A B C D E FG H I J K L M N O A B C D E FG H I J K L M N O text if a sans-serif font P Q R S T UV W X Y Z a b c d is preferred. P Q R S T UV W X Y Z a b c d e f g h i j k l m n o p q r s t u v w e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 ! ? / . , ” ^ @ x y z 1 2 3 4 5 6 7 8 9 ! ? / . , ” ^ @ 8

WWF-US Print Brand Guidelines 2012 Examples of Typography and Transparent Boxes ’ WWFs mission is to stop the degradation of the FROM THE PRESIDENT planet’s natural environment, and to build a future in which humans live in Transparent Boxes – harmony with nature, by conserving Saving What We Value the world’s biological diversity, ensuring that the use of renewable Using type on a transparent natural resources is sustainable, and Our work poses this question: More innovation followed. When friends and promoting the reduction of pollution family visited Owen-Smith in Namibia he felt box is one way to highlight and wasteful consumption. If we establish the value of nature, obliged to provide a payment to the communities worldwildlife.org/pulse for their hospitality, establishing precedent for Get to the heart of the story. Access can we save it? one of the most successful ecotourism operations text while allowing for in the world. Now, a series of high-end tourist enhanced content including video, lodges share revenues with 57 local conservancies, podcasts, photo galleries and more. © WWF-US which in turn protect not just black rhinos but also maximum impact of the the oryx, lions and elephants that have become This May I passed through the gates of the such an attraction for visitors. Swiss National Museum in downtown Zurich to The results of these ventures have been stunning. —a multimedia exhibition photography. For readability, take in its latest offering Open the pages of the latest bi-annual report of exploring WWF’s first 50 years, and the creation the community conservancy system and you see make sure the text is legible, of the world’s largest conservation organization. the kind of hockey-stick graphs of which The show chronicles the defining act of our birth: businesses dream: long flat lines, representing a series of letters that gave rise to a global declining animal populations and lack of local has ample leading and does campaign to save the black rhino, a species whose revenue, turning sharply upward as a result of the very existence hung in the balance. Building on conservancies that Owen-Smith and Jacobsohn this initial campaign, WWF has continued working conceived with local leaders. not exceed 150 words. The over the years to save this magnificent animal From the moment Namibia achieved its by raising awareness and funds, building local independence in 1990, WWF has played an color of the transparent box capacity and supporting the work of local partners. important supporting role in the conservancy In 1983 an enterprising adventurer and ecologist movement, taking the early work of Garth named Garth Owen-Smith worked with his wife, Owen-Smith and others to scale. Our work here can either be matched with Margaret Jacobsohn, in the most remote regions is but the latest chapter of a narrative that poses of Namibia, then a protectorate of South Africa. this question: If we establish the value of nature, Together, they hatched an idea: What if they can we save it? the photo or selected from pulse engaged local communities to monitor black rhino the heart of conservation populations, scout and report on their locations, the brand color palette. Pulse: The Heart of Conservation and notify authorities when poachers were nearby? is published twice a year by World Wildlife Fund. If local people linked social and economic All reporting, writing, editing and design is development to the conservation of the wildlife Carter S. Roberts created by our WWF in-house staff. they lived with side by side, perhaps these animals President & CEO The transparency of the box We value your comments and suggestions. could be saved. Owen-Smith and Jacobsohn Please send email to [email protected] or write to this address: helped devise the event book system which enabled should be set between 60% Pulse, Donor Engagement communities to keep accurate records of rhino World Wildlife Fund populations. This tracking method remains a pillar 1250 24th Street, NW of the extraordinarily successful present-day and 70% in order for the Washington, DC 20037-1193 community conservancy system. CoveR phoTo: © anup Shah / naTuRepl.CoM World Wildlife Fund / 1250 24th Street, NW / Washington, DC 20037-1193 ThIS page: © Manuel guTjahR type to stand out against the baCk CoveR: © ChRISTophe CeRISIeR FPO 2 WORLDWILDLIFE.ORG/PULSE PULSE: THE HEART OF CONSERVATION 1 photography underneath. october 23, 2010 The Social impacT of mpaS When a small team of scientists splashed ashore on Pulau Numfor Island in Indonesia’s Cenderawasih Bay National Park, their goal was papua, indonesia to answer a central conservation 1° S, 135° e question: How can we quantify the relationship between Marine Protected Areas (MPAs), marine biodiversity, and the quality of people’s lives? WWF social scientist Mike Mascia, WWF marine scientist Helen Fox, Papua State University Professor Fitry Pakiding and other partners are answering that question right now. Mascia trained Dr. Pakiding’s team, which traveled between islands and over jungle passes to reach remote villages. They negotiated with local leaders to gain house-by-house invitations, and conducted in-depth interviews that revealed the reality of local people’s health, economic well-being, education, political engagement and cultural connection to their landscape. The study breaks new ground by scientifically comparing social factors between communities with or without MPAs, making the links between marine biodiversity and human well-being clear. 11 9

WWF-US Print Brand Guidelines 2012 Infographics Infographics are illustrations, maps and charts that communicate scientific facts and data. They enable our audiences to understand complex information quickly and easily. Infographics should always be used in conjunction with supporting text to give the graphic context and relevance. 46,058 MI2 Icon Graphics – Silhouetted illustrations Maps – Silhouetted maps printed in brand 1.8 printed in brand colors bring a subject, colors help the reader to better understand statement or fact to life. These illustrations the geography related to our conservation BILLION can be placed within margins or used stories. prominently on the page. Explanatory text Number of people should accompany each icon, but avoid reached by WWF’s placing text inside these graphics (see below). Earth Hour climate The amount of deforestation on Sumatra from 1985 to 2007 is equal to the size awareness event. of the state of Pennsylvania, 46,058 mi2 Gulf of Chihuahuan Galápagos Southeast Mesoamerican Southern Arctic Namibia Congo Basin Madagascar Eastern Yangtze Amur-Heilong California Desert Rivers Reef Chile Himalayas A Global Presence in Over PRAIRIE ANALYSIS 100 Northern COUNTRIES Great Plains 85 fRESHWAtER ADVANCES By 2020 WWF Will Conserve 19 of the World’s SPECIES Mekong Most Important Natural Places ECONOMICS PEOPLE AND MARkEtS Coastal East Africa BIODIVERSItY 3 AND SCIENCE Coral Triangle fOR fOREStS WWF Network Presence Amazon WWF-US Terrestrial Priority Areas 16 2 17 WWF-US Marine Priority Areas MAPPINg A 5 9 19 11 gREEN futuRE 14 13 Eighty-five percent of Borneo and Sumatra 10 7 4 8 1 6 WWF’s spending is directed 15 12 to worldwide 18 conservation efforts priority countries 1,000+on-the-ground 6,000employees 5million million 1. Amazon 6. Coastal East Africa 11. Gulf of California 16. Northern Great Plains 19places 100 worldwide projects supporters 1. 25 U.S. members 2. Amur-Heilong 7. Congo Basin 12. Madagascar 17. U.S. Southeast Rivers 3. Arctic 8. Coral Triangle 13. Mekong and Streams Mission: to conserve nature and reduce the most pressing threats to the diversity of life on Earth. Vision: to build a future in which people live in harmony with nature. 4. Borneo and Sumatra 9. Eastern Himalayas 14. Mesoamerican Reef 18. Southern Chile 5. Chihuahuan Desert 10. Galápagos 15. Namibia 19. Yangtze 2 10

WWF-US Print Brand Guidelines 2012 Photography Photography is one of the most powerful elements of the WWF brand. Photographs should highlight the main areas of our work: places, people and species. Look for photos that are action oriented, emotionally expressive, thought-provoking, or feel like there is a story behind them. Other criteria to look for are unique camera angles and interesting compositional crops. 11

WWF-US Print Brand Guidelines 2012 Effective Photography Examples – Places 12

WWF-US Print Brand Guidelines 2012 Effective Photography Examples – People 13

WWF-US Brand Guidelines 2011 Effective Photography Examples – Species 14

WWF-US Print Brand Guidelines 2012 Using Photos Effectively in Layout Be the voice “You never know what a day with the Panda will bring: for those who have no voice one day I’m petting a penguin, the next meeting with people that I have admired for years, or posing for the WWF catalog (and that was just in the last few weeks!).” WWF Perks: “Backup child care services in the WWF building.” “Flexible work schedules and telecommuting options.” “Dedicated rooms for meditation or quiet time and for (Capital Kids, Inc; daily charge applied) “Opportunities for wildlife nature walks or trips with our nursing mothers.” Our Employees’ Picks “On-site fitness center with locker rooms—free to WWF experts.” “Our ‘junk mail’ list—a voluntary email group through employees.” “Brownbag presentations with visiting scientists and which employees can share personal interests, What really makes a workplace special are the small “Like-minded colleagues and a collaborative work conservation experts.” questions, news, helpful tips and other resources.” everyday benefits—the little things that make coming environment.” “All-staff meetings that provide direct contact with the to work something to feel good about. “A green office building, including recycling and executive team and the latest updates on WWF’s work.” “Support for green commuters: secured bike storage composting programs, green office supplies and There are so many wonderful little perks that make area in our garage and assigned lockers for bikers and materials, eco-efficient facilities, and support for “Great IT and facilities support.” working at WWF a special experience. To give you walkers.” green commuting options.” “Our casual dress policy.” some idea of what makes us stand apart, we asked “Free Metro shuttles with daily service to and from “An organizational mission statement that aligns with our employees to tell us what benefits they brag about Dupont Circle and Foggy Bottom stations.” personal values.” “Employee-sponsored Community Supported Agriculture when they talk about working at WWF. Here’s what program.” “Good support for employees with families—for example, —there they said. “The diversity of our employees’ experience “The wonderful people who work here!” after 6 months’ employment, a new parent is eligible for is always more to learn.” 20 days of paid parental leave.” Join us worldwildlife.org 10 11 PEOPLE, CONSERVATION AND A SUSTAINABLE FUTURE You’re invited to listen, learn and ask your questions during a WWF conference call with Anita van Breda, director, Humanitarian Partnerships; Richard Carroll, vice president, Africa and Madagascar Program; and With Thanks Judy Oglethorpe, managing director, Climate Adaptation. Please Join Us for the Conference Call for 50 Years Thursday, June 9, at Noon ET of Support 2011 Donors and Supporters 15

WWF-US Print Brand Guidelines 2012 WWF-US Vision and Mission Statements When using these statements on publications, be sure to use the most current, official versions (below). Vision WWF’s vision is to build a future in which people live in harmony with nature. Mission WWF’s mission is to conserve nature and reduce the most pressing threats to the diversity of life on Earth. Questions? Please contact the Creative Services team. 16