Pentagram’s Bierut Designs Wild(life) Identity

Pentagram and The Wildlife Conservation Society (WCS) have collaborated on a new identity for the Society that advances its position as a global leader in wildlife conservation, and acknowledges its broad and diverse audience. The branding is built around a friendly and accessible mark intended to appeal to everyone from park visitors to policy makers. Pentagram’s Michael Bierut and his team worked closely with WCS leadership to develop and refine its brand strategy with a simple statement that connects all of its initiatives with a memorable tagline: “We stand for wildlife.”


The new identity visualizes the promise with a stylized “W.” Made of simple geometry, the mark can project a wide range of expressions, from serious to lively, and has built-in flexibility that reflects the idea of biodiversity. The graphic structure suggests the balance of species and systems that make up the natural world. At the same time, the overlapping shapes convey the comprehensive scope of WCS and have a dimensional depth that hints at the physical places where the organization works (mountains, oceans). With the help of its new identity, the organization harnesses the power of its zoological parks, conservation programs and partnerships around the globe to save wildlife on sea and land.