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