Grey London Wants to Change the WWF Logo From a Panda to a Disappearing Polar Bear

Focus on climate change

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The World Wildlife Fund, dedicated to protecting the future of nature, has used the giant panda in its iconic black and white logo since 1961. But should the logo be updated, since the panda is no longer in danger of becoming extinct—but other wildlife is in critical danger due to global warming? 

In September, the International Union for Conservation of Nature announced that the giant panda is no longer an endangered species, but rather "vulnerable." But while giant pandas may be safe for the time being, polar bears aren't as lucky. 

Recently, Grey London saw a report that said with the rise of global warming polar bear numbers are likely to fall by one-third in the next 40 years. A major cause of that is human activity. With that in mind, a group of creatives from the agency came up with a new WWF logo, featuring the poster animal for climate change—the polar bear. 

"What we are absolutely not doing is saying that the other problems WWF campaigns against are not important," the agency says in a post on Medium. "But human impact through climate change is killing off animals of all species on scale. That's why we think the polar bear, an animal synonymous with climate change, and the inclusion (or lack) of its habitat reflects this very modern and very pressing threat better." 

It's a very simple logo, featuring just the recognizable face of the animal above the WWF name. The agency also created a GIF showing the transformation from panda to polar bear.

Grey London is offering the logo, free of charge, to WWF if it's interested in it. And the agency said it would be willing to work on an entire corporate rebrand, also free of charge, arguing, "[WWF] have better things to be spending money on than branding."

The agency felt that with the new logo, WWF might be able to contribute to a more modern conversation about climate change. 

"We felt that the most famous wildlife charity in the world could be doing more, through what is the most famous logo in conservation, to highlight what is the largest and most pressing issue today," Grey says. "It's the biggest threat the world, and its wildlife, has ever faced." 

@ktjrichards Katie Richards is a staff writer for Adweek.