Learn more about our impactLearn more about our impact
WWF works to sustain the natural world for the benefit of people and wildlife, collaborating with partners from local to global levels in nearly 100 countries.
Create Effective Content and Adhere to the WWF Brand
Whatever type of video you’re producing, it should feel distinctively “WWF.” The brand should come through in the content, script, voiceover, and overall look and feel. WWF brand values include a combination of the following WWF attributes, as appropriate to your audience:
Four principles to help maintain consistency in image quality and experience:
Captions and Metadata
WWF uses standard IPTC Headers to transfer captions and metadata into our system for future identification. The information below must be embedded in the IPTC Headers of each digital image (editable in “File Info” in Adobe Photoshop and the “Metadata” panel of Adobe Bridge).
Essential IPTC fields
A note on copying and pasting captions: While the copy-and-paste function can be useful for adding common information across a range of images, remember that individual captions must reflect—in some detail—the key objects, people, species, and/or actions unique to each individual image. WWF will consider generalized or incomplete captions to be nondelivery of agreed product (see “Deliverables” in your WWF contract).
If you use image management software (such as Photoshop, MediaPro, LightRoom, etc.) with field names that differ from the IPTC Header standard, equivalents for that particular program can be provided on request to ensure that everything transfers properly.
Use the current logo Use the up-to-date versions found in the WWF-US Brand Guidelines. Contact us at [email protected] to receive the brand toolkits, which include fonts and logos.
Ensure clear space zone The minimum amount of space allowed around all four sides of our logo should be measured by the height or width of the capital “W” in our WWF initials. The same space is used as a minimum distance at which the logo should be placed from the edges of a document or screen.
Use of partner logos When creating endings for films produced in association with other organizations, set the WWF logo so that it is equal in height to the partner logo(s). When placing text or another logo near the WWF logo, make sure the specified amount of space is separating them. Place text or other logos apart from the WWF logo at a minimum distance that equals the height and width of the “W” in the “WWF” type from the panda logo.
Other logo scenarios If WWF paid a production company to produce a video, the company adds its credit line but not its company logo. If your video was coproduced or cofunded by a production company, then the placement and use of its logo must be negotiated.
End videos with the logo Our panda stencil video ID, which is used Network-wide, consists of a “tail” sequence that ends every video. The stencil is available for download from The HIVE. See example under “Outro.”
WWF logo placement within the video Think about including the WWF name or logo in shots when appropriate; for example, in the background there might be a WWF banner. WWF staff in the film might wear WWF t-shirts or caps. The name or logo must look natural in the video context. If possible, make sure the logo seen in the clip is the current WWF logo.
Include our copyright statement Content that is created solely by WWF must carry our copyright statement to protect WWF’s intellectual property. Put this copyright statement on the final shot with the logo (in the lower third of the frame), or below the credits:
© 2023 WWF. All rights reserved by World Wildlife Fund, Inc.
In addition, whenever the initials “WWF” or the WWF logo is used in a video, the following trademark and copyright statement must appear on the final shot with the logo (in the lower third of the frame), or below the credits:
WWF® and ©1986 Panda Symbol are owned by WWF. All rights reserved.
Our brand specifies the use of Open Sans in videos. It should be used for all text. Use various sizes and/or weights of the font to distinguish among headlines, subheads, captions, etc.
The size of the font is flexible but should fit the overall look and feel. Fonts should usually appear in white against the live action background. Depending on the background, other colors may need to be considered. Make sure subtitles are easy to read against the background; if they are not, insert a transparent overlay behind the text. Animated After Effects templates are available—contact [email protected].
Examples of text on screen follow.
Opening Title Slates
Solid Background Slates
Subtitles and Lower Thirds
B-roll is supplemental footage (video, still images, graphics, animation, etc.) inserted as cutaways to support the narrative of the video. The B-roll slate is an intro title page that lists the B-roll footage, its timecode within the clip, and the image credit.
Interview Package Slates
Interview packages should include an open title slate over black containing the following information:
The WWF-branded outro should appear at the end of the interview:
Use a consistent format when listing the video, photo, and sound credits.
List each creator (who is usually also the copyright holder) on an individual line. If for space reasons you need to run the credits in a block, use semicolons to separate the individual credits. Do not put a period at the end of the block. Slash marks are closed up—no spaces on either side. Examples:
If WWF is the copyright owner:
© WWF-US/Videographer or Photographer name
If the creator is hired by WWF but retains copyright ownership:
© Videographer or Photographer name/WWF-US
If the image was taken by a WWF staff person while on WWF business, then WWF owns the rights:
© WWF-US/Staffer’s name
If the photo was taken by a WWF staff person during personal time:
© Staffer’s name
If the photo vendor includes a URL before or after a name, use a slash (no spaces) to separate the URLs from other copyright information:
© Florian Schulz/www.visionsofthewild.com
© naturepl.com/Tony Heald/WWF-Canon
Always credit images. To keep things simple, we credit all images—even when sourcing from vendors who don’t require us to do so on royalty-free stock images.
Format is Song Title/Composer – Source. Example:
And the Forest Came to Life/Jerome Leroy-ASCAP – Audio Network
Check your contract to make sure you are delivering the requested assets. They may include but may not be limited to:
If delivering large files, consider loading media onto a drive that can be returned to you.