Rhino Recovery Fund Branding to avoid extinction

Wildlife Conservation Network [WCN] is a Californian-based non-profit organisation. They protect endangered wildlife by supporting conservationists to enable people and nature to coexist and thrive. Having collaborated on previous communication projects, they approached graphic design studio Superfried to develop the logo design for the brand identity of their latest fund for the conservation of Rhinos.

This quickly became one of the most challenging projects I have worked on as a brand consultant. The client had initially requested an essence of realism for the marque. So extensive image research was conducted looking for common and consistent visual traits of the species. However, it soon became apparent that Rhinos are rather an eclectic and strange-looking beast. Therefore, when characterised and styled they can very quickly look aggressive or simply just peculiar. 

With this realisation, a new creative strategy was required. It was time to take a more abstract approach during the design process leading to the development of a quirky, distinct geometric illustration style. The new graphical representation was well received, with the separation of the horns helping to represent both the single and double-horned species protected by the fund.

The light, elegant paths worked well at scale, however this would pose a risk on the small screen. To counter this, design iterations were developed in three different line weights – 18 options in total. To raise awareness for the cause, an animated logo ident was subsequently created to enhance online marketing material.

Rhino Recovery Fund