OUGD505 - Studio Brief 02 - WWF Brand Guidelines

In beginning to develop a piece of campaign material for the existing organisation WWF, it was decided to research into their brand guidelines for inspiration and a strict set of rules to follow when designing. The most prominent and recognisable element of the brand is the logo - this is something which is recognised globally and therefore the guidelines state this must not be changed. There are two versions of the logo, one with a tab (to be used on coloured backgrounds) and one without (to be used on white backgrounds)

It found found that the WWF believe typography is a critical component of effective design and therefore should be utilised to some degree within my own outcomes. One consistent goal used in all of WWF's branding is the use of type to ensure that all people they reach understand and empathize with their commitment to conservation and sustainability, as well as to ensure that all materials are recognised as coming from the organisaton. Helvetica was found to be the chosen typeface for all promotional material by the WWF-International. Helvetica Light is the preferred for all body text and headlines in documents, however Helvetica Regular and Bold can also be used when necessary to accentuate any additional information.

Other tips given by the WWF in terms of typography is to never underline text for emphasis, but to use bold or italics instead. Also avoid the use of all caps with the exception of short headings if variety if required to differentiate between levels of heads.

General layout guidelines for publications include:

• Creating a strong, simple cover (examples a, b), 
• Using white space to create focus on images and text (examples c, d, f, i), 
• Using image collages to fill a page as a visual break from, or to work with text (examples g, i), 
• Use full-page images to create a visual separator between sections and create a high-impact effect (example e), 
• Consider using a timeline as an effective way to tell a story with minimal copy,
•  Run the photo credits up the gutter of the page to keep them from interfering with the layout of the page (examples c, d, f, h).

WWF also have guidelines on environmental standards of paper and printing. The most obvious choice of paper which the organisation use is 100% recycled paper, with a preferred minimum of 30% PCW and virgin pulp only in paper products certified by FSC, the Forest Stewardship Council. The organisation also specify that the use of paper would prefer to be chlorine free in terms of the bleaching process. In terms of printing inks, use soy, vegetable and water-based inks. However, according to the organisation, most printing done today already uses these types of ink. Also avoid lamination and UV coatings on the paper.

https://insdsg619-sp10.wikispaces.com/file/view/WWFUS_brandbook_0207.pdf