Natural Resources Defense Council (NRDC)
Problem: Refresh the identity of an established nonprofit brand, significantly extending its audience beyond policymakers without sacrificing authority
Solution: A new corporate identity that leveraged a signature NRDC campaign to appeal to armchair environmentalists and policymakers alike
Result: The organization boasts more than 1.3 million members and is recognized across the globe as the leader in creating effective environmental policy
Environmental nonprofit NRDC was founded in 1970 by a group of attorneys who used law, science and advocacy to write some of America’s bedrock environmental laws. Looking to strengthen its reputation as the nation’s most effective environmental organization and to engage more ‘armchair environmentalists’ in its mission, the organization turned to Selikoff+Company to create a new corporate identity that would convey the efficacy and impact of its work.
We adopted the centerpiece of one of NRDC’s signature campaigns as the foundation of our logo. NRDC’s landmark protection of more than five million acres of rainforest in British Columbia, the home of the majestic Spirit Bear (a black bear with fur the color of moonlight), symbolized the plight of the continent’s vanishing wilderness. We also helped the organization revitalize its print advocacy materials, positioning NRDC in the spotlight as the embodiment of its tagline, “the Earth’s Best Defense.”
Today, the organization boasts more than 1.3 million members and continues to be known as the leader in creating effective environmental policy.