WWF logo

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WWF logo
The World Wildlife Fund originated in 1961. It was founded by a group of enthusiasts, who signed the Morges Manifesto. A giant panda named Chi-Chi, which had joined the London Zoo in 1961, was chosen as a symbol for the WWF logo.

Meaning and history

WWF logo history

Right after the WWF’s inception, it was decided that there was no better way to represent the fund’s goal of preserving wildlife than through the image of a cute and appealing animal, which was endangered as well. The Panda is one and only symbol WWF has ever used as a logo. Over the decades of its existence, the WWF logo has undergone several modifications. The 1961 logo sported the Panda enclosed in a circle. Later that year the logo was changed: the circle was gone, and the image grew crisper. The next modification took place in 1978: the size of the image increased a little. In 1986 a new version was accepted: the Panda ‘stood up straight’ and ‘looked you in the eye’.


Emblem WWF
The new logo featured the WWF acronym below the Panda. The 2000 WWF logo was the same except a little bolder font.


Font WWF
The logo uses a sans serif font, which is close to Zar Brush Gothic Regular.


Color WWF
As peter Scott – one of the founders – confessed, they chose the black-and-white animal to reduce printing costs.