Branding design agency Principals has created the brand for the newly formed Biodiversity Council.
The Biodiversity Council is the peak scientific voice for Australian biodiversity. Independent from government, the organisation was formed to advance national thinking and action on biodiversity loss, through the clear communication of evidence-based science.
The council is a collective of Australia’s top experts from a diverse range of cultures and disciplines working with communities, businesses, First Nations and government to create credible, positive solutions to the biodiversity crisis that affects all of us.
Principals worked with acting executive director of the Biodiversity Council Rachel Morgain, the University of Melbourne’s professor Brendan Wintle as well as academic peers, funders and influencers to build the brand from scratch. Consultation with key stakeholders led to a strategic framework, tone of voice and brand idea, which then came to life via the brand’s visual identity, website design and development.
Along with a nature-inspired palette of warm and cool tones, intelligent typography and a rich photographic style document the Council’s work. The resulting visual identity combines scientific credibility with the vibrancy and variety of life.
Principals strategy director Moensie Rossier said: “Tasked with delivering a cut-through brand to engage Australians in the urgent task of reversing biodiversity loss, we wanted to celebrate the uniqueness and abundance of all Australian life, rather than adopting a single species or negative shock tactics to get Australians on board.
“At the heart of the identity are the building blocks of life. A modular design system captures the vibrancy and variety of life in contemporary and colourful abstract forms. These were used to create a biodiverse brandmark and an extended visual language across all touchpoints.”
Wintle said: “Australia has been identified as a global extinction hotspot and serial under-performer in conserving biodiversity. We need the help of all Australians to overcome this challenge. Principals has successfully created a brand that balances cut-through and persuasiveness while capturing and celebrating the vastness of our country’s biodiversity.”
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