WWF Logo PNG
The sign of the fund contains a lot of care and love for wild nature. The WWF logo is like an invisible question that makes you wonder whether we are doing enough to safeguard and preserve the planet’s biodiversity. Can we look into the eyes of our lesser brethren without shame?
WWF: Brand overview
WWF traces back to 1960, when Julian Huxley published reports in The Observer on wildlife destruction in East Africa. Victor Stolan responded by proposing to build an international fundraising body, and Huxley introduced him to Max Nicholson of the Nature Conservancy.
In March 1961, Nicholson presented the idea in the United States. In April, the International Union for Conservation of Nature approved the plan in Morges. On April 29, sixteen figures signed the Morges Manifesto, including Peter Scott and Guy Mountfort. On September 11, 1961, WWF was formally established in Morges, with Prince Bernhard of the Netherlands as its first president.
By November 1961, the UK branch opened under Prince Philip. In December, WWF Inc. was registered in Washington, with Dwight D. Eisenhower as honorary president. The panda logo was based on Chi-Chi from the London Zoo, sketched by Gerald Watterson and refined by Scott.
During the 1960s and 1970s, director Fritz Vollmar expanded WWF to sixteen national branches. In 1968, Anton Rupert, linked to Rembrandt and Rothmans, financed the South African office. In 1986, the name changed to World Wide Fund for Nature, while WWF continued to be used.
In 1989, a conflict began with the World Wrestling Federation, led by Vince McMahon. Agreements limited the use of the initials, but disputes escalated with global media expansion. In 2000, WWF filed a case in London, which was won in 2001 and 2002. The wrestling group rebranded as World Wrestling Entertainment. By 2011, WWF operated in over 100 countries and had more than 5 million supporters.
Meaning and History
Immediately after the fund’s establishment, the management chose a symbol. A rare animal was proposed as a mascot. It perfectly reflects the organization’s main goal: protecting wild animals at risk of extinction. The prototype of the sign was a real animal – a panda named Chi-Chi, who arrived at the London Zoo in 1961. Its silhouette is the only logo of the charity. Over the years, the emblem has undergone several changes.
What is WWF?
WWF is the old abbreviation of the international environmental organization World Wildlife Fund, which everywhere (except the USA and Canada) is called the World Wide Fund for Nature. It was founded in 1961 to address issues of minimizing human impact on nature. The organization’s headquarters are located in Switzerland.
1961
In the initial version, a panda is drawn. The style is schematic; the contour, like the animal, is already in the process of extinction, so it was hastily sketched on paper while it was still visible. The cute panda is taken in a circle as if surrounded by care.
1961 – 1970
In the same year, designers presented the second version of the logo. They enlarged the image, gave it detail, and removed the circle.
1970 – 1986
In 1970, the organization’s name was changed: “for nature” was added to “World Wildlife Fund.” In connection with this, the logo was revised. The panda has sad eyes, looking directly at its surroundings. The animal’s claws were removed to emphasize helplessness and defenselessness.
1986 – 2000
The animal is depicted standing on all fours, and the abbreviation of the charitable fund “WWF” is placed beneath the drawing. The eyes are not visible: the artists left only the characteristic black spots.
2000 – today
The organization’s abbreviated name was added to the existing image in a different font.
Font and Colors
Since the project’s launch, the panda has been the only image on the logo. Peter Scott proposed it. He admitted that he chose this animal because of its black-and-white spots to reduce printing costs.
The first text appeared on the WWF emblem in 1986. It was a classic font with clear capital letters and serifs. The current version uses a smooth font resembling Zar Brush Gothic Regular. The palette has always remained unchanged: it represents the panda’s natural black-and-white coloration.