The Nature Conservancy (TNC) is a global environmental nonprofit headquartered in Arlington, Virginia, that works to conserve lands and waters across more than 80 countries and territories. Its visual identity is built around an oak leaf mark, a symbol the organization has used since its earliest days.
Design and History
The Nature Conservancy created its first logo in 1960: an oak leaf, chosen to emphasize the organization’s role as a protector of land and natural heritage. The logo has evolved over time, but oak leaves have remained a prominent feature of the identity. The first Oak Leaf Awards were given in the mid-1960s, making it TNC’s longest-standing recognition program. [1]
In a later rebrand, the previous flat graphic was evolved into a dimensional and dynamic image intended to better represent the organization’s global focus. [2] The specific designer or agency responsible for this rebrand has not been publicly documented in available sources.
The organization itself refers to its current mark as the “Oak Leaf logo.” During Pride Month, TNC has used a rainbow version of its Oak Leaf logo in email signatures and on its global digital channels as a symbol of its commitment to respecting people, communities and cultures. [3]
Meaning and Symbolism
The oak leaf was adopted in 1960 to emphasize the organization’s role as protectors of land and natural heritage. [1] The oak leaf has also been described as rendered like a woodcut, an organic subject with disciplined execution that signals both heritage and science. [4]
In 2021, for World Wildlife Day, TNC temporarily shed its iconic oak leaf branding for one day to raise awareness of the risks of a world without wildlife. [5]
Typography and Design
Brand color data for The Nature Conservancy lists a primary green at approximately #49A942, along with white and a dark gray. [6] The organization’s marketing partnership guidelines note that TNC owns the registration for its name and logo, and use of the name, logo or licensed marks is prohibited without a fully executed contract. [7]
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