Stop Ivory’s proposal was complex, requiring government and NGO involvement, as well as fundraising and consumer awareness. The challenge was to develop a consistent identity and message that could work for each of these audiences. A design that would be as appropriate for a Head of State, a high net worth individual or an activist.

We defined Stop Ivory’s position as the catalyst for change, the organisation that unites everybody together to solve the problem. So the key objective was to deliver this whilst ensuring that the cause of conservation was weaved fundamentally into the design.

To represent Stop Ivory as the organiser, binding governments, NGOs and campaigners together, we used a bold font, tightly spaced and stacked, showing solidity, unity and professionalism.

From this base, we brought an elephant’s tusk shape into the stroke of the R, ensuring that Ivory is at the heart of the design. To demonstrate the violence at the heart of the ivory trade – where tusks are literally ripped out of elephants, the tusk was ripped out of the logo.

The dynamism of the overall design was crucial, to ensure that we demonstrate the activism inherent in Stop Ivory’s catalyst position…

The identity created for Stop Ivory was a key part of their successful launch at the London Conference On The Illegal Wildlife Trade, where the governments of Botswana, Chad, Ethiopia, Gabon and Tanzania announced the creation of the Elephant Protection Initiative, with Stop Ivory as the implementing body,