Litchfield, Connecticut

Ripley Waterfowl Conservancy

A new identity for the birds. We developed a new identity program for the Livingston Ripley Waterfowl Conservancy, an international non-profit organization that conserves rare and endangered waterfowl from around the world.

With one of the largest collections in the United States, Ripley’s mission is to spark a passion for the natural world, inspire people to respect and secure the world’s ecosystems, and to safeguard biological diversity.

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Ripley’s mission is expanding, and to go along with the streamlining of their name they asked us for a revamped identity that reflects their role as an urgently needed, globally relevant presence.

Our goal was to develop a look that would be bold, simple, and distinctive, keeping in mind the organization’s concern that “the world has enough engravings of birds circles.”

Before: Ripley's previous logo incorporated a Wood Duck encircled by their previous, longer name — an approach that was not distinctive and often difficult to implement. As the organization's mission has expanded, and in recognition of the wide range of waterfowl sheltered at the Conservancy, we recommended simplifying the name and featuring a diverse range of Ripley's rare and endangered species as part of a flexible identity system.
After: To create the initial four logo variations, we worked with James Prosek and Tony Henneberg, two of the world's foremost naturalists and wildlife artists. The logo has been designed to work as a clean standalone mark, coupling customized "Ripley" lettering with a single illustration. When needed, the "Waterfowl Conservancy" descriptive line can be incorporated as part of a lockup.

Alexander Isley
Shannon Stolting

Tony Henneberg
James Prosek