Brand Guide

Our brand

Next to our people, our brand is the most important thing that we have as an organization. It’s why so many wildlife and nature enthusiasts trust us, and why so much momentum continues to build around our work. This guide gives us the tools and information we need to communicate our brand consistently and effectively.

We’re building a coalition of support around our mission, and that work starts here.

What is a Brand?

Let’s start by defining what it isn’t.

A brand is not our logo, the colors on our website, or even how we talk about conservation.

A brand is how people remember us: how the National Wildlife Federation fits into the story of their own lives.

The logo, color palette, messaging, and tone of voice you’ll find in this guide all play a role in helping shape that story.

But in the end, our brand is only as strong as the emotional connection people have with it.