We worked with the world’s largest global environmental organisation, IUCN, when it was part of the World Summit on Sustainable Development in Johannesburg. IUCN has 1,200 government and NGO members and 11,000 experts in 160 countries around the world.
Shortly after the summit we were invited to Geneva to design a new brand identity for the organisation. There are three things to look for in the work we did.
1. We wanted to IUCN’s identity to reflect its stature and authority – and to make the organisation look unapologetically modern and professional. Funding from governments and multinationals is critical.
2. The grid of dots represents IUCN’s global network of experts and how the organisation can link them together to create informed decisions. The dots also represent the interconnectedness of life.
3. The images are either from very high up or from very close – to communicate the scale and the detail with which IUCN works.
In addition, we introduced IUCN to a phrase that, after the environmental degradation of the 20th Century, would sum up their contribution to the planet going into the new millennium: A more responsible century.
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