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WWF brand guidelines

WWF's brand guidelines provide comprehensive identity standards, downloadable assets, typography usage charts, and communication templates.

Freedam's take — I love how direct and utilitarian the WWF brand center is. Built on WordPress, it strips away unnecessary complexity and gives collaborators immediate access to core assets right from the start. Alongside clear logo rules and a nature-inspired secondary color palette, the typography section includes specific usage charts for their custom WWF font alongside Georgia, Open Sans, and Arial. The dedicated assets page also rounds up everything from films and end frames to PowerPoint templates, making it an incredibly practical reference for a global network.

Visit WWF's brand center ↗
Type
Guidelines
Access
Public
Source
wwfbrand.panda.org
Industry
Non-profit
Capabilities
Guidelines, Asset browsing, Search, Downloads, Campaigns, Templates
Tags
typography, color system, asset downloads, font downloads, presentation templates, search, comprehensive
Added
Last checked
WWF guidelines: WWF Brand
WWF Brand Captured 16 Sep 2026
WWF guidelines: LOGO GUIDELINES
LOGO GUIDELINES Captured 16 Sep 2026
WWF guidelines: COLOUR GUIDELINES
COLOUR GUIDELINES Captured 16 Sep 2026
WWF guidelines: TYPOGRAPHY GUIDELINES
TYPOGRAPHY GUIDELINES Captured 16 Sep 2026
WWF guidelines: ASSETS
ASSETS Captured 16 Sep 2026
WWF guidelines: LIBRARY
LIBRARY Captured 16 Sep 2026

What I noticed

  1. The identity system establishes black and white as principal colors alongside an extensive secondary palette inspired by the natural world.123
  2. Typography guidance outlines rules and usage charts for a custom WWF font alongside Georgia, Open Sans, and Arial.456789101112
  3. Direct downloads are provided across pages for logo packages, font files, color swatches, video assets, and document templates.1314151617
  4. The site runs on WordPress 6.7.7 and features an internal search tool.1819

Numbers refer to the screenshots above.

What I could not see

  • Could not inspect the full content within the communication campaigns library page or external SharePoint asset links.
  • Could not review the specific guidelines for tone of voice, working with others, or the panda icon subpages.

Ideas to borrow

  1. Providing explicit typography usage charts for both bespoke display typefaces and widely available fallback system fonts helps maintain consistency across varied digital and office documents.

Reviewed on 17 September 2026. Request a correction · I built this

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