![Leuser Ecosystem Action Fund [LEAF] business card mock-up. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/8/6/8/4/c/b/8684cb048a590ae703b947dbeaa2bd06ee83ddc4.jpg)
![Leuser Ecosystem Action Fund [LEAF] logo in green. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/6/c/f/7/1/e/6cf71eff8e63652ef225bc52733ef6de123df7bf.jpg)
![Leuser Ecosystem Action Fund [LEAF] roundel logo. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/f/0/3/3/c/b/f033cb4ca54f138d7d2022f7ea07945856db8510.jpg)
![Leuser Ecosystem Action Fund [LEAF] horizontal logo lock-up. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/9/3/2/a/3/b/932a3ba958e566c5d3df8cf84b4fbfc397ba22ef.jpg)
![Leuser Ecosystem Action Fund [LEAF] horizontal logotype full name. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/f/2/a/e/0/9/f2ae09d93740091e4a1c6467bc451a50cd898e92.jpg)
![Leuser Ecosystem Action Fund [LEAF] vertical logotype. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/8/f/5/b/7/b/8f5b7bbe6679a21489d0a5cb55175d1e2acecc2f.jpg)
![Leuser Ecosystem Action Fund [LEAF] logo on a green 4x4 Jeep mock-up. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/8/b/4/6/9/0/8b46901067e90cdc47d0cc6963a8b9f3e0f2897e.jpg)
![Leuser Ecosystem Action Fund [LEAF] tiger donation request advert. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/f/e/d/4/6/6/fed466f3bb8a4a0a315100869213ca56239c2f2d.jpg)
![Leuser Ecosystem Action Fund [LEAF] orangutan donation request advert. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/5/e/c/c/b/a/5eccbafe66807604824094751e9f0051a9da632a.jpg)
![Leuser Ecosystem Action Fund [LEAF] elephant donation request advert. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/a/c/2/9/b/5/ac29b5943fad6a666b941637a7e7d40c675219e9.jpg)
![Leuser Ecosystem Action Fund [LEAF] rhino donation request advert. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/b/1/2/2/9/0/b122907b91d5e0099b126868340af6d516b82e17.jpg)
![Leuser Ecosystem Action Fund [LEAF] logo on a folded t-shirt mock-up. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/3/b/6/8/c/1/3b68c1f7be457851610db0f353a9fcedcf53dfaa.jpg)
![Leuser Ecosystem Action Fund [LEAF] vertical logotype on the back of a t-shirt mock-up. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/9/e/6/c/4/6/9e6c46b11fe81405d6c288b9342fb2290980f0ba.jpg)
![Leuser Ecosystem Action Fund [LEAF] website on an iPad. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/8/7/a/4/6/2/87a4620327aad1c09f3e98f445bf837166bb7bd6.jpg)
![Leuser Ecosystem Action Fund [LEAF] website on an iPad. Client: DiCaprio foundation + Sumatran Orangutan Society [SOS].](https://superfried.blob.core.windows.net/cache/f/d/b/1/a/1/fdb1a1a16ba495eae1552cc1e0402b655e0147fb.jpg)
Sumatran Orangutan Society L E A F – Branding for conservation
Leuser Ecosystem Action Fund [LEAF] is an environmental organisation administered by the Sumatran Orangutan Society [SOS]. It was co-founded with the Leonardo DiCaprio Foundation to protect critically endangered species and habitats on the Indonesian island of Sumatra. The Leuser Ecosystem is the last remaining location where orangutans, rhinos, elephants and tigers still coexist in the wild. Design studio Superfried were appointed to develop their branding.
Since there were four very different species involved, initial thoughts were to adopt a simple strategy via the use of typography, playing on the very apt acronym – LEAF. However, the results lacked impact and sufficient connection to what was truly at stake.
A change in strategy was required. With the focus back on the animals it was essential that the brand identity should feature all four species since they were all of equal importance. I initially looked for commonality amongst them, but they are a very eclectic bunch. Their heterogeneous nature also meant finding a distinct illustration style that would work for all to be rather elusive.
To maintain recognition – and a suitably serious tone – a simpler silhouette style was adopted. With the requirement to include four separate animals, space and scale would now be a challenge. For practicality the illustrations were subsequently overlapped, alternating between black and white, to achieve a more concise footprint for the logo marque.
Looking to the typography for the logotype, as usual a bespoke style was designed. With such a long name, the strong acronym was useful. A simultaneous acronym [vertical] combined with name in full [horizontal] composition was devised for the logotype. This was effective both in isolation or within a horizontal logo lock-up, with the logotype reduced to just the acronym at small scale. However, this would prove impractical for use when width was limited. So a roundel version was also developed.
The route was tested thoroughly via brand-led mock-ups – visuals shown – of stationery, merchandise and marketing material to ensure the system would be sufficiently versatile across all media and scenarios. To raise awareness and donations, campaign advertisements for use on social media were designed. To enhance their use of video, an animated brand logo ident was also developed. With direction, the client then subsequently applied the new branding system to their existing website.
Services
- Illustration
- Animation
- Art Direction
- Marketing
- Branding
- Strategy
- Advertising
Press + awards
This branding project was acknowledged with a Branding award in the Creativepool Annual 2019 awards.
The work has also been featured by leading design industry sites Design Week and Behance.
Credits
Rhino shot by Geran de Klerk via Unsplash.
Elephant shot by James Hammond via Unsplash.
Orangutan shot by Jack Cain via Unsplash.
Tiger shot by Blake Meyer via Unsplash.
Land Rover shot by Tim Trad via Unsplash.