|The World Wide Fund for Nature (WWF) is an international non-governmental organization for the conservation, research and restoration of the natural environment, formerly named the World Wildlife Fund, which remains its official name in the United States and Canada. It is the world's largest independent conservation organisation with over 5 million supporters worldwide, working in more than 90 countries, supporting 15,000 conservation and environmental projects around the world. It is a charity, with approximately 90% of its funding coming from voluntary donations by private individuals and businesses.|
WWF’s world renowned panda logo was designed by its founder chairman, the naturalist and painter Sir Peter Scott, in 1961. It was then that WWF-UK, the first national organisation in the WWF international network, was started. The WWF logo has an immensely appealing and positive image, which is seen as caring, responsible and credible. This in turn means an inherent emotional and commercial value is attached to the use of the logo, reflecting their appeal and values.
WWF’s name and logo can be used as a powerful product differentiation tool. After
evaluation, WWF may allow an organisation to use the name and logo under four
• when the product directly supports our work by being at the leading edge of sustainable
• when WWF enters a full partnership with an organisation, promoting a product which
meets many different organisational goals and objectives;
• when the business has donated money to support our work; or
• when a company product generates income for WWF from licence royalties.
The complete history of changes to the logo is shown below