The Wildfowl and Wetlands Trust (WWT) has launched a fresh brand identity on World Wetlands Day (February 2) as it aims to mobilise the nation to take action to protect the habitats.
Developed by Good agency, which is also behind a recent touching campaign for the Motor Neurone Disease Association, the campaign takes inspiration from aerial shots of wetlands to create an ownable visual language.
It is also paired alongside close up photography that focuses on the weird and wonderful world of wetlands.
To mark the rebrand the NGO has also created a new video telling the story of the redesign.
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Good Agency director Pete Snell said: “The brand idea unlocks the mystery of wetlands. They may look like waters, but they are mysterious places teeming with life and activity. Almost half the world’s wildlife depends on them for homes and food.”
He added: “We needed to convey wetland’s vital role through the rebrand, whilst still reflecting the history of the charity.”
He also highlighted that the redesigned logo takes inspiration from Sir Peter Scott’s original drawing of two Bewick swans: “We delved into the archives to give the original mark a new lease of life. Redrawing a single swan created a more confident symbol and is better adapted to digital surroundings.”
He continued: “The direction and flight of the swan reflects wetlands leading the way. This is locked up with a new WWT wordmark that echoed the bending tributaries of wetland waterways.”
Good associate creative director Isobel Boyce said: “Our tone of voice needed to stand out in a crowded market and inspire response. So, we created one with attitude and action at its core – along with a bit of provocation and wit where needed.”
WWT head of brand and content Mark Simpson added: “Our new brand has been developed to encourage more people in our mission to restore wetlands at a hugely exciting time for WWT.”
“With the launch of our new strategy and an updated look, we’re committed to speaking boldly for wetlands, creating a multi-million strong movement of people who love wetland wildlife and building on a proud tradition of conservation and wetland creation”.
