Leonardo DiCaprio Foundation – Elephant Crisis Fund Identity
The Leonardo DiCaprio foundation was established in 1998 with the intention of protecting the world’s last wild places. They approached Superfried to develop the identity for a global crisis fund set-up to protect elephants and tackle the ivory market.
The client requested that if possible the identity should simultaneously represent both the species and their natural habitat. To achieve this I looked at ways to illustrate elephants via topographic contours. Two routes emerged – face on and profile. With the latter selected by the client I developed various mock-ups to ensure the marque was sufficiently versatile across all media. It was here that a further connection between the elephants and their habitat emerged. Close-up shots of their skin bore a striking resemblance to parched landscapes.
Elephant skin, first photo, by Michael Steinberg on Unsplash.
Land Rover shot by Tim Trad on Unsplash on Unsplash.