Rhino Recovery Fund Brand identity

Wildlife Conservation Network [WCN] are a Californian based organisation. They protect endangered wildlife by supporting conservationists working to enable people and nature to coexist and thrive. Having collaborated on previous projects they approached Superfried to develop the logo for their latest fund for the conservation of Rhinos.

This was one of the most challenging identities I have worked on. Rhinos are a strange looking beast, so when characterised and styled they can very quickly look aggressive or just strange. A quirky, distinct geometric style was eventually developed. The separation of the horns worked well to represent both the single and double horned species. The light, elegant line work worked well at scale, however this would pose a risk on the small screen. To counter this, variations were developed in three different line weights – 18 logo variations in total.