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The Natural Resources Defense Council (NRDC) is a storied global environmental organization that had an aging logo that didn’t work well in the digital space and was out of touch with the organization’s evolving priorities and mission. The challenge was simple, create an identity system that is versatile enough to represents all of NRDC’s areas of work, while also developing a clear updated presence in the digital space in an effort to bring on new audiences.
With the aim of increasing NRDC’s digital presence and reach new audiences, the organization’s newly hired internal creative team developed a new identity system that telegraphs NRDC’s diverse areas of work. The bear in the new identity creates a link to the organization’s visual heritage, but has been reimagined to represent the fierceness with which NRDC protects the planet — its people, its plants and animals, and the natural systems on which all life depends. The new bear evokes nature without feeling like a national park logo or a symbol of environmental conservation.
The result is a timeless identity system that has the versatility to work across all media types and communicates the strength and heritage of the organization in a fresh and modern way.