Find out why the global conservation charity has updated its logo and unveiled a new mission statement.
Like the environment it’s committed to protecting, World Land Trust (WLT) is constantly evolving. New projects, new countries, new solutions, the global conservation charity understands that if it’s to make a lasting impact on the world then it has to shift and transition to keep up with the many challenges it faces.
Alongside the continuing protection of over a million hectares of land and almost 13,000 animal and plant species, the worldwide organisation has now unveiled a new vision to increase awareness of the charity and scale up its activities. WLT understands that to boost the impact it makes, it needs to increase its visibility and resonance among a more diverse group of people.
“Addressing the pressing challenges of the climate crisis and biodiversity loss requires us all to scale up what we are doing,” says Dan Bradbury, Director of Brand and Communications at WLT. “Our longstanding mission and the significant impacts we have achieved over the past 30-plus years demonstrate that WLT has the potential to be a pivotal force in tackling these crises.”
Principles For Change
To ensure it fully understands the essence of WLT and the challenges it faces, the organisation has spent the last 12 months closely examining its mission, strategy and vision. While the overall mission and strategy were regarded as strong, WLT’s desire to reach a wider audience has resulted in the new brand sentiment ‘Actions that create incredible chain reactions’.
“This new sentiment will sit alongside our existing message of ‘Saving land, saving species’, which will have three guiding principles,” explains Bradbury. “These will drive our commitment to conservation and making a lasting impact on the world we strive to protect.”
These guiding principles are:
WE WILL BE CONFIDENT
We are proud and confident in our cause, but never brash or glib.
WE WILL BE TRANSPARENT
We are genuine, and grounded and what we say is what we do.
WE WILL BE OPTIMISTIC
We celebrate the positive changes happening around the world and have a relentless enthusiasm for the difference we can collectively make.
A Universal Image
As well as a new brand sentiment and guiding principles, WLT has redesigned its logo, moving from a pair of green leaves to a Red-Eyed Tree Frog. The iconic species was chosen to create a wider appeal as well as symbolise the interconnectedness of all life on Earth.
Amphibians are seen as poignant markers of the environmental crisis. A staggering 33% of amphibian species are on the edge of survival, with an additional 43% suffering a decline in numbers. Climate change and habitat loss are the two biggest drivers of this decline, emphasising the reason for WLT’s existence.
“Our new visual identity not only mirrors our commitment to protecting the planet but also underscores the intricate interplay between land and its diverse inhabitants,” says Bradbury. “We sought to include a nod to the past, incorporating elements that touched the rich history of our commitment to conservation while keeping the essence of WLT at the heart of everything we do.”
The Red-Eyed Tree Frog also has a link to WLT Patron Sir David Attenborough, who used an image of the amphibian on the cover of his book, Life on Earth, published in 1979.
“We hope that, through this emblem, we not only communicate our dedication to preserving the planet but also uphold our credibility, displaying a symbol that speaks volumes about our values and the enduring legacy we aim to create. With the new emblem and stacked name of World Land Trust which stands tall, we will be a beacon of hope for the future.
For more information about World Land Trust, go to www.worldlandtrust.org
