Tuesday, 02 September 2014
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A new identity for the Whale and Dolphin Conservation Society

Conran Design Group has created a new identity for the Whale & Dolphin Conservation Society, which is based on an image of a whale tail, or fluke.

The new identity

The new identity

The consultancy was approached to create the new identity through fellow Havas Worldwide agency Cake, which also works with WDCS.

The logo in a campaign image

The logo in a campaign image

The organisation was looking to rebrand as it marks its 25th birthday this year.

The previous identity

The previous identity

CDG says it has aimed to create an identity that ‘acts as both a universally recognised reference to whales and dolphins and also as a practical device to highlight messages or as a call to action’.

Identity on a fish and chips fork

Identity on a fish and chips fork

The ‘whale tail’ symbol has been created to use as a standalone icon, and also so that it can be used to highlight images:

Highlight


… as a location marker:

Location


…as a holding device:

Holding


… and as a lock-up for use with partner brands:

Lockups


The new identity is launching on the charity’s website at www.wdcs.org in a new film created by CDG, narrated by Sienna Miller and featuring music from Zero 7 and supporting illustration style from Sarah Maycock.

The identity represented as a sign

The identity represented as a sign

Readers' comments (3)

  • This is a really strong and flexible logo although personally it feels a little too monolith as a brand. It would have been nice to see some more assets rather than just a bracket/tail. Unsure where the dolphin part of the brand lives, does the tail represent both mammals?

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  • Too much like a moustache for my liking ... eg:

    http://wae.blogs.starnewsonline.com/26156/beard-moustache-competition-june-30th/

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  • Love the strength and the humor contained within the mark. Personally I think it should be carefully used - a dozen different formats might 'water it down' a little, if you excuse the pun. Sorry to spout off!

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