CONSERVATION INTERNATIONAL

EARTH: GETTY IMAGES

1 Conservation International refocused on issues that affect the most people, as opposed to protecting the wild for its own sake. The old logo looked like a jungle island.

2 We tried many different ideas with a human figure, but it’s virtually impossible to do a human figure that’s sufficiently distinctive. It immediately looks a bit clichéd.

3 If it looks easy, you’ve got it. This one is just a blue planet underlined by green. CI had a hard time with it — it was so abstract compared to the earlier mark.

4 The original logo had a monkey in a tree. So we created a video to introduce the logo that begins with a monkey in a tree and turns into the circle and line.

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