Redesigning the World Animal Protection’s visual identity.
The graphic identity for the World Animal Protection was redesigned to capture its energetic, playful, established and modern tone of voice more effectively.
The armadillo index in the updated logo is a direct reference to John Walsh’s (former International Projects Director for World Animal Protection) expedition to Suriname in 1964 when he saved nearly 10,000 animals lives following a human-made disaster. The armadillo was one of many animals that Walsh saved. Walsh’s efforts in Suriname encapsulate the spirit of courage, determination and collaboration at the heart of the World Animal Protection’s work. The Spanish translation of armadillo, “little armoured one” reinforces the relevance of the choice of the animal as the key index for the organisation’s work protecting animals. This index can be extended into a family of icons that can be applied in the organisation’s deliverables.
