The Rights of Wetlands Initiative is a group of scientists and attorneys that have developed a Universal Declaration to give wetlands the same legal rights as humans. The Initiative’s goal is to reduce the destruction of wetlands and recognize these areas as a living entity. The logo needed to give the Initiative a formal identity that clearly represented wetland areas throughout the world.

Brand Descriptors: Preservation + Wetlands + Sustain

Exploring Ideas. Some symbols iconic to wetlands are cattails, birds, frogs, turtles, lily pads, water, and soil. In our design concepts, we explored specific symbols such as red-wing black birds, herons, cartography symbols for wetlands, water symbols, and cattails. Even though there was concern with using a heron because it is commonly used to identify wetlands and feels overused, it is also the most recognizable symbol world-wide. Sometimes for the sake of identification and interpretation, it makes sense to continue to use a symbol despite how often it’s used.

Creating Solutions. We drew from our personal gallery of images from nature walks through the wetlands to find inspiration. Photos of heron, other birds and reptiles, and cattails that we could draw from were collected. Once we had our subject matter, we designed the outer container into a badge shape to give the Initiative an educational and formal feel. This aligns with the educational/outreach component of the Program.

Connecting People. The logo design had to have a flexible format to accommodate translated titles in both French and Spanish. It is now consistently used in all Initiative presentations and collateral, giving the Initiative an official look that will build brand equity with its audience as the effort spreads world-wide.

To learn more about this great Initiative and sign the Declaration, visit https://www.rightsofwetlands.org.

© Scouter Design