The WCS, or Wildlife Conservation Society, has many facets: it manages zoological parks and aquariums as well as conservation programs in nearly 60 countries. So its new identity had to represent a lot of information and efforts, yet still be perfectly comprehensible even to a child visiting one of its facilities for the first time. Pentagram has devised a simple mark that feels friendly but authoritative. It sits solidly and reliably, yet is endlessly changeable.
The new identity was part of a strategic plan released in October 2015 (from Pentagram's website): The plan's goal is to conserve the world's largest wild places in 15 priority regions. These areas are home to 50 percent of the world's biodiversity, and to some 300 million people who are among the world's poorest, most isolated from markets, and directly dependent on natural resources.
An elementary W, composed of simple interior shapes that can house color, photos, or nothing at all, allows the client to customize the logo for any situation. There is also a full-color version that is built only from shades of blue and green, meant to represent the sky, land, and seas where wildlife lives.
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