(Est. 1970) “The Natural Resources Defense Council (NRDC) is an international nonprofit environmental organization with more than 1.4 million members and online activists. Since 1970, our lawyers, scientists, and other environmental specialists have worked to protect the world’s natural resources, public health, and the environment. NRDC has offices in New York City, Washington, D.C., Los Angeles, San Francisco, Chicago, Bozeman, MT, and Beijing.”
Ross Bruggink (Minneapolis, MN)
In-house team: CCO, Lisa Benenson; Director of Brand, Creative and Digital, Michelle Egan; Creative Director, Bob Comire; Art Director, Guyang Chen
This project consisted of updating NRDC's identity to reflect strength, pride, and action. The bear, with head held high, confidently moves forward, while the shield represents strength and protection. The eight-pointed star mimics a compass and references the global aspirations of NRDC's mission.
Images (opinion after)
The previous logo emphasized the nature-ness of the organization, maybe to a fault, feeling more like a National Park logo. The bear looked a little sad and worried and its neck shadow was kind of distracting — I keep seeing a cowboy hat. The new logo goes from a grizzlier bear to a polar-ier bear, which shifts the focus to more of a climate change concern. The blue color palette and North Star emphasize this. The new bear drawing is really good; abstract yet still very well defined. The mid-stride pose suggests action and it even looks curious as if to say, "what you fuckers doing to my planet?". Perhaps without the cuss word. The wordmark is another great change, with a lovely extended structure and a curved "N" that complements the shape of the crest. Overall, plain good.