Should WWF’s Logo Change from a Panda to a Disappearing Polar Bear?

The World Wide Fund for Nature (WWF) was founded in 1961 with a purpose of preserving wilderness, and reducing humanity’s footprint on the environment. WWF is world’s largest conservation organization whose mission is to “stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature, by: conserving the world’s biological diversity. Ensuring that the use of renewable natural resources is sustainable”

WWF’s logo got inspiration in 1966 from a panda named Chi Chi, who was the only panda living in the Western World at that time. It seemed ideal then to protect panda’s hence WWF incorporated it in their logo design.

Grey London, recently saw a report that said that the Arctic Sea is being affected by the climatic changes which will cause polar bear numbers to fall by a third by 2050. Polar bear population is estimated to be 26,000. As the ice caps melt due to global warming polar bears are becoming endangered. The agency people came up with a new logo design of a disappearing image of a polar bear to address its endangerment. Pandas are no longer endangered; hence the corporate identity should portray the major issue at hand.

If WWF is willing to opt for the new logo design Grey London is willing to do it for free. The agency is also willing to do the corporate rebranding for free since it says WWF would rather spend that money on what is more important.

The GIF below was created by the agency to show the transformation of the design from panda to polar bear.

I think the new identity, if implemented by WWF will be simple yet impactful. By just looking at it one can tell what it means and what it is addressing. I think WWF should accept Grey London’s idea and incorporate it in their logo design.