WWF concept logo reflects today's most vulnerable creature

Since 1961, international wilderness preservation organisation WWF has been recognised by an iconic logo design based on Chi Chi - a Giant Panda from London Zoo. However times move on and agency Grey London argue that after 50 years it's time to refresh the logo in order to make sure WWF stays relevant.

Considering that the Giant Panda has been removed from the endangered species list and downgraded to 'vulnerable', it makes sense that a different animal represents the WWF brand. Grey London opted for the polar bear, as this animal sums up the biggest threat to modern wildlife - climate change.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.