The Natural History Museum’s annual competition and exhibition, the Wildlife Photographer of the Year, is to be branded for the first time, by Roundel.
The competition, now in its 44th year, is seeking a new sponsor after Shell ended its two-year contract earlier this year.
Conservation groups including Friends of the Earth have criticised Shell for its ‘hypocritical’ sponsorship, and have spent the past two years campaigning for the sponsorship not to be renewed. FoE claims that supporters sent almost 5000 letters to NHM director Michael Dixon, calling on him not to renew the deal.
A spokeswoman for the NHM explains that a ‘robust visual identity’ will help broaden the reach of the competition.
‘Consideration will need to be given as to how a marque will work with a changing range of sponsors,’ she adds.
The brand, according to Roundel director Linda Vaux, will ‘beef up the look and feel of the exhibition’ and will confirm its position as a world-class photography competition and exhibition. Roundel was appointed last week, following a three-way credentials pitch.
The competition, which attracts entries from both professional and amateur photographers, is owned by the NHM and BBC Wildlife Magazine. The winners are announced at an awards ceremony in October each year at the museum.