Environmental Defense Fund

Official Websites

• https://www.edf.org
• http://www.edf.org

Brand Guidelines

2018

Brand Summary

Mission

• Empower people to take action by leveraging technology, data analytics, visualization, and digital collaboration to make environmental problems visible and actionable, scaling solutions for global impact and ensuring that both humankind and the environment can thrive and prosper [^1].

Core Values

• Innovation
• Empowerment
• Action
• Inclusivity
• Optimism
• Forward-looking
• Collaboration
• Human ingenuity
• Aspirational
• Energetic
• Surprising
• Edgier
• Necessary for 21st century solutions [^2]

Target Audience

• Individuals and organizations interested in environmental progress, innovation, and action, including those who are empowered by technology and data, and who seek scalable, global solutions rather than isolated efforts .

Personality Traits

• Bold
• Streamlined
• Refined
• Impactful
• Forward-looking
• Optimistic
• Aspirational
• Energetic
• Surprising
• Edgier

Visual Identity Overview

• The visual identity is bold, streamlined, and impactful, featuring strong contrasts, typographic variety (Swiss 721 as primary font), gradients, transparencies, and graphic elements. It emphasizes clean layouts, white space, singular graphic photography, and a primary palette that includes blue gray, pro cyan, yellow-green, teal, and charcoal gray, in addition to the main EDF color palette. The style is modern, energetic, and aspirational, with attention to visual textures, compositional lines, and new perspectives [^5]].

Categories

Brand Imagery

• • Bold use of color, type, photography • Bold contrast in • Singular, graphic ——–, • Typographic contrasts (big vs. small typeface, type size; photography with bold colors font sizes, bold vs. regular typefaces) singular graphic photography with • • Use of heavy stroke line for visual gradient open sky Incorporating photos emphasis in visual graphics, • Bold contrast in infographics, etc. • Clean open layout, lots of white space, typeface and weights slightly breaks grid of horizontal rules 1970 1980 1990 2000 2018 la.mld ¢ya [mu°Ia1nu:Im>1] Expansive The Fourth Wave of environmental progress that’s now taking shape i a revolution in environmental protect n Contrast and advocacy led by visionary pea le and empowered by innovation. I 1 ections • Boldly lit photography at low POV angle (looking • Overlapping elements • 4W primary palette up); subject feels heroic; composition is singular (in addition to full and graphic, with rich colors • Transparencies EDF color palette)
• • Moving away from photojournalistic/editorial style; image and story should align
• • More graphic and singular focus (i.e. attention paid to lighting, rich colors, visual textures, compositional lines that create movement, patterns, etc.)
• • Presents new vantage points and perspectives (aerial, macro, short depth of field, etc.)
• More attention to sky (expansive, gradient colors) gives sense of “looking up and ahead” i.e. open sky suggests “possibilities, optimism and forward-thinking.” Rich natural colors combined with captivating vistas.
• Aspirational, limitless, evocative.
• Unexpected vantage points (i.e. aerial as if captured from a satellite or from a drone). Graphic (i.e. compositional lines that create patterns, textures, sense of flow and movement). Positive, uplifting, impressive.
• Attention to diversity in context of industries, intriguing angles, natural lighting (avoid flat). Singular focus in portraiture, i.e. short depth of field so eye goes to subject. Optimistic, inviting, inspirational, compelling.
• Critter imagery also shot in interesting vantage points, leaning on rich bold colors, refreshing compositions, patterns, texture. Engaging, active, energetic, movement.

Color Palette

• Aligns with, and secondary, to EDF’s overall style guide, following the same guidelines for logo usage and color palette
• Is a progression from the main EDF brand with continuity, i.e. pushing EDF brand further but still lives within the same spectrum
• Uses gradients of color
• See main EDF Brand Style Guide (pgs. 17-18) for extended EDF color palette.
• Blue Gray Pantone: 7469 C100 M20 Y0 K40 R0 G95 B134 HEX 005F86
• Pro Cyan Pantone: Process Cyan C100 M0 Y0 K0 R0 G159 B218 HEX 029EDA
• EDF Yellow-green Pantone: 381 C23 M0 Y89 K0 R201 G221 B3 HEX C8DA2C
• Teal Pantone: 563 C50 M0 Y25 K0 R123 G187 B178 HEX 6FC7B2
• Charcoal Gray Pantone: Cool Gray 11 C0 M0 Y0 K80 R89 G89 B91 HEX 59595C
• Graphic elements can be used to create a visually appealing presentation and that they should follow the thematic color palette.
• 4W primary palette (in addition to full EDF color palette)

Typography

• Uses Swiss 721 as the primary font, in contrasting typefaces and sizes
• Typographic contrasts (big vs. small typeface, type size; photography with bold colors font sizes, bold vs. regular typefaces) singular graphic photography with
• Use of heavy stroke line for visual emphasis in visual graphics
• Bold contrast in typeface, type size; singular graphic photography with gradient open sky
• Bold contrast in typeface and weights of horizontal rules
• Clean open layout, lots of white space, typeface and weights slightly breaks grid of horizontal rules
• Use EDF branded Swiss 721 as primary font.
• Swiss 721 Roman
• Swiss 721 Italic
• Swiss 721 Bold
• Swiss 721 Bold Italic
• Swiss 721 Light
• Swiss 721 Light Italic
• Swiss 721 Heavy
• Swiss 721 Heavy Italic

Logo Usage

• The following guidelines are to be used in conjunction with the main EDF Brand Style Guide.
• Aligns with, and secondary, to EDF’s overall style guide, following the same guidelines for logo usage and color palette
• All Fourth Wave content creation should generally conform to main EDF Brand Style Guide (i.e. EDF logo usage, etc.) except for the following chapters:
• Should NOT be used in isolation without main EDF branding (please follow EDF Brand Style Guide for proper EDF logo usage).

Tone And Messaging

• The Fourth Wave of Environmental Innovation empowers people to take action. When putting a story/topic through the Fourth Wave lens, all three elements must be present and explored: Innovation, People, Action
• The Fourth Wave: • Uses technology, data analytics and visualization, and digital collaboration to make environmental problems not only visible but actionable—scaling solutions as never before. • Empowers everyone. • Is forward-looking and optimistic. • Is inclusive versus competitive. • Is necessary—21st century problems require 21st century solutions. • Unleashes the power of human ingenuity to make sure that humankind —and the environment we depend on— can thrive and prosper.
• What isn’t the Fourth Wave? NOT just innovation or data, or technology on its own. It must empower people and drive action that benefits the environment. NOT people doing environmental things with nothing timely and innovative spurring them on. NOT the sole property of EDF. We must acknowledge that others are also driving environmental progress using innovation to empower people to take action. NOT one-to-one corporate partnerships. Fourth Wave is about scale—think global supply chains and coalitions. NOT a replacement for the first three waves; the Fourth Wave builds on them.
• Is streamlined, refined, impactful, forward-looking, optimistic, aspirational, energetic, surprising and edgier
• Bold use of color, type, photography
• Typographic contrasts (big vs. small font sizes, bold vs. regular typefaces)
• Clean open layout, lots of white space, slightly breaks grid
• Bold contrast in typeface, type size; singular graphic photography with gradient open sky
• Bold contrast in typeface and weights of horizontal rules
• Singular, graphic photography with bold colors
• Incorporating photos in visual graphics, infographics, etc.
• Boldly lit photography at low POV angle (looking up); subject feels heroic; composition is singular and graphic, with rich colors
• Overlapping elements
• Transparencies
• 4W primary palette (in addition to full EDF color palette)
• Mockups of ad campaign concept (print and online) that meets Fourth Wave messaging and look/feel. Note bold contrasts in typography, compelling portraiture, clean/clear layout with attention to white/negative space.

Brand Values

• The Fourth Wave of Environmental Innovation empowers people to take action. When putting a story/topic through the Fourth Wave lens, all three elements must be present and explored: Innovation, People, Action
• The Fourth Wave: • Uses technology, data analytics and visualization, and digital collaboration to make environmental problems not only visible but actionable—scaling solutions as never before. • Empowers everyone. • Is forward-looking and optimistic. • Is inclusive versus competitive. • Is necessary—21st century problems require 21st century solutions. • Unleashes the power of human ingenuity to make sure that humankind —and the environment we depend on— can thrive and prosper.
• What isn’t the Fourth Wave? NOT just innovation or data, or technology on its own. It must empower people and drive action that benefits the environment. NOT people doing environmental things with nothing timely and innovative spurring them on. NOT the sole property of EDF. We must acknowledge that others are also driving environmental progress using innovation to empower people to take action. NOT one-to-one corporate partnerships. Fourth Wave is about scale—think global supply chains and coalitions. NOT a replacement for the first three waves; the Fourth Wave builds on them.

Visual Style

• Aligns with, and secondary, to EDF’s overall style guide, following the same guidelines for logo usage and color palette
• Is a progression from the main EDF brand with continuity, i.e. pushing EDF brand further but still lives within the same spectrum
• Is bold and plays up contrast
• Is streamlined, refined, impactful, forward-looking, optimistic, aspirational, energetic, surprising and edgier
• Uses Swiss 721 as the primary font, in contrasting typefaces and sizes
• Uses horizontal rules (in contrasting weights) to divide, organize and emphasize content
• Uses transparencies
• Uses gradients of color
• Do NOT use Block and Path elements for Fourth Wave creative.
• Bold use of color, type, photography
• Typographic contrasts (big vs. small font sizes, bold vs. regular typefaces)
• Use of heavy stroke line for visual emphasis
• Clean open layout, lots of white space, slightly breaks grid
• Bold contrast in typeface, type size; singular graphic photography with gradient open sky
• Bold contrast in typeface and weights of horizontal rules
• Singular, graphic photography with bold colors
• Incorporating photos in visual graphics, infographics, etc.
• Boldly lit photography at low POV angle (looking up); subject feels heroic; composition is singular and graphic, with rich colors
• Overlapping elements
• Transparencies
• 4W primary palette (in addition to full EDF color palette)
• Mockups of ad campaign concept (print and online) that meets Fourth Wave messaging and look/feel. Note bold contrasts in typography, compelling portraiture, clean/clear layout with attention to white/negative space.

Layout And Composition

• Aligns with, and secondary, to EDF’s overall style guide, following the same guidelines for logo usage and color palette
• Is a progression from the main EDF brand with continuity, i.e. pushing EDF brand further but still lives within the same spectrum
• Is bold and plays up contrast
• Is streamlined, refined, impactful, forward-looking, optimistic, aspirational, energetic, surprising and edgier
• Uses Swiss 721 as the primary font, in contrasting typefaces and sizes
• Uses horizontal rules (in contrasting weights) to divide, organize and emphasize content
• Uses transparencies
• Uses gradients of color
• Do NOT use Block and Path elements for Fourth Wave creative.
• Bold use of color, type, photography
• Typographic contrasts (big vs. small font sizes, bold vs. regular typefaces)
• Use of heavy stroke line for visual emphasis
• Clean open layout, lots of white space, slightly breaks grid
• Bold contrast in typeface, type size; singular graphic photography with gradient open sky
• Bold contrast in typeface and weights of horizontal rules
• Singular, graphic photography with bold colors
• Incorporating photos in visual graphics, infographics, etc.
• Boldly lit photography at low POV angle (looking up); subject feels heroic; composition is singular and graphic, with rich colors
• Overlapping elements
• Transparencies
• 4W primary palette (in addition to full EDF color palette)
• Mockups of ad campaign concept (print and online) that meets Fourth Wave messaging and look/feel. Note bold contrasts in typography, compelling portraiture, clean/clear layout with attention to white/negative space.

Graphic Elements

• Do NOT use Block and Path elements for Fourth Wave creative.
• Bold use of color, type, photography
• Use of heavy stroke line for visual emphasis
• Clean open layout, lots of white space, slightly breaks grid
• Bold contrast in typeface, type size; singular graphic photography with gradient open sky
• Bold contrast in typeface and weights of horizontal rules
• Singular, graphic photography with bold colors
• Incorporating photos in visual graphics, infographics, etc.
• Boldly lit photography at low POV angle (looking up); subject feels heroic; composition is singular and graphic, with rich colors
• Overlapping elements
• Transparencies
• 4W primary palette (in addition to full EDF color palette)

Wordmark

• Text-only typographic treatment of the Fourth Wave name for purposes of identification and branding. Should NOT be used in isolation without main EDF branding (please follow EDF Brand Style Guide for proper EDF logo usage).
• Note: Any and all pieces of communication (ie story, campaign, initiative, event, etc. and related collateral, media, merch, etc.) must qualify as Fourth Wave to feature the wordmark. Please consult Heather Beckel Luecke for review and approval before using and EDF Creative Team for implementation.

Photo Style

• • Moving away from photojournalistic/editorial style; image and story should align
• • More graphic and singular focus (i.e. attention paid to lighting, rich colors, visual textures, compositional lines that create movement, patterns, etc.)
• • Presents new vantage points and perspectives (aerial, macro, short depth of field, etc.)
• More attention to sky (expansive, gradient colors) gives sense of “looking up and ahead” i.e. open sky suggests “possibilities, optimism and forward-thinking.” Rich natural colors combined with captivating vistas.
• Aspirational, limitless, evocative.
• Unexpected vantage points (i.e. aerial as if captured from a satellite or from a drone). Graphic (i.e. compositional lines that create patterns, textures, sense of flow and movement). Positive, uplifting, impressive.
• Attention to diversity in context of industries, intriguing angles, natural lighting (avoid flat). Singular focus in portraiture, i.e. short depth of field so eye goes to subject. Optimistic, inviting, inspirational, compelling.
• Critter imagery also shot in interesting vantage points, leaning on rich bold colors, refreshing compositions, patterns, texture. Engaging, active, energetic, movement.

Additional Properties

Revenue History

Total Assets History