Wilderness
It's time to draw a line in the sand.
What began with protests at Tasmania’”s Franklin River has evolved into a broader mission to support and preserve life on our planet. For over forty years the Wilderness Society has worked to conserve nature for future generations. Today the organisation is a proud force for change, ready for the environmental challenges that lie ahead. Our challenge was to create a new identity system to deliver this message in a changed world.
The identity has an adventurous character with organic, friendly and playful elements that continue to evolve across unique campaigns and events. It builds upon a proud heritage and evolves to embody support for all life on our planet.
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Creating an identity for an organisation facing the greatest environmental challenges in human history.
Our research spanned the globe. History. Science. The natural world. Technology. Communication. Popular culture.
We landed on a form that’s endlessly repeated throughout nature. A geomorphological meander borne of erosion and deposition over millennia. The Franklin River.
The logo is a wiggly line dubbed 'The River'. It's a natural expression of the forces that shape and support life.
It could be a wave. Or a pulse.
Or become infinite organic forms.
A new palette is more accessible. It’s a subtle shift to a more positive outlook with a renewed sense of energy.
We use this adventurous spirit to frame a more hopeful conversation.
It’s the most important conversation of our time, and the Wilderness Society are here for it.
Support the life that supports us all.
