According to its website, Natural Habitat is a grassroots environmental charity that reconnects communities to nature, food, and each other. Its goal is to inspire learning, regenerative land use, and long-term environmental stewardship among citizens, farmers, landowners and educators.
The organization worked with London-based creative agency WMH&I to develop a new identity that merges fingerprints and the contour lines of topographical maps to symbolize the connection between humans and the land. The ridges found in both graphics sync effortlessly.
Just as every human fingerprint is different, so is each parcel of land. In the new identity, the lines in each fingerprint logo can be personalized to match specific locations.
The designers selected the typeface Bricolage for its warmth and accessibility. The identity’s colors were chosen directly from nature: a dark and a light green, a spring yellow, a lavender for fall fog, a deeper purple for winter frost, and a vibrant orange for autumn leaves.
