Designers react to Grey London's speculative WWF rebrand

A rebrand is one of the most difficult challenges a company can embark upon, especially if you already have a distinctive image and logo design that everyone recognises. However, times move on and if your current branding is starting to look dated, maybe it's time to call in the designers.

Grey London certainly thinks this is the case for WWF, whose distinctive giant panda logo has been going for years. As the giant panda has managed to work its way off the endangered species list, the team decided to explore a more relevant and contemporary design in the shape of a new polar bear logo that melts away into negative space.

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.