Saving nature together

Saving nature together

Fauna & Flora

Brand identity

May 2023

We were approached by nature conservation charity Fauna & Flora to create a new identity that repositioned them from a traditionally scientific organisation, to one with broader ambition to engage the public in saving nature together at a time of environmental crisis.

Working with brand consultant Dan Dufour we rebranded Fauna & Flora with a refreshed name, new brand strategy, visual identity and tone of voice.

Sir David Attenborough has been the charity’s vice president since 1979 and the Prince of Wales is the current patron; both sharing a passion for protecting the natural environment for future generations.

Whilst well-known and respected amongst conservation professionals and philanthropists, the charity wanted to inspire more public support as people wake-up to the enormity of the planet’s environmental crisis.

A new shared purpose to ‘protect the diversity of life on Earth, for the survival of the planet and its people’, is underpinned by a single-minded brand idea, ‘Nature’s Champions’, representing a global team saving nature together, with hope and a can-do spirit. This positioning looks to buck the trend for shock-tactics and the doom and gloom messaging of environmental issues.

This brand idea comes to life through an identity that symbolises the inherent partnership across Fauna & Flora’s work. With and for nature. Living and breathing. 

The ampersand within the logo is used as a construct to bring elements of fauna and flora together in a striking way. This uniting of worlds; of animals and nature, the landscape and the living, carries across the visual and verbal identity of the brand. Its simplicity gives enormous flexibility to communicate with clarity and cohesion. 

A nature inspired colour palette – representing sky, sea and land – conveys the vibrancy of the natural world, with charismatic imagery of animals and human interventions providing opportunity for deeper storytelling.

We’re delighted with the launch of our new brand. Studio Texture was able to produce a brand that stands out in the nature conservation space, while encapsulating how vital partnership and collaboration are to Fauna & Flora’s work. We’re confident our new brand will enable people to engage with our charity’s work and mission for many years to come.

Jonny Wright
Senior Communications & Fundraising Director, Fauna & Flora

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