Upon raising $38.8 million and exceeding its “Saving Southwest Florida” capital campaign goal, the Conservancy of Southwest Florida has retired its campaign logo, unveiling a new logo to represent the “reborn” Conservancy and to evolve the brand identity of the Conservancy.

The Conservancy of Southwest Florida Marketing and Development Committee, chaired by board member Maureen Lerner, provided the leadership and guidance for this important step. Conservancy of Southwest Florida Director of Marketing and Communications Barbara Wilson and Graphic Designer Kate Kintz devoted countless hours of research and explored over 100 potential designs to ensure the logo accurately reflected the Conservancy of Southwest Florida “brand.”

“We believe the new logo represents the next generation of the Conservancy of Southwest Florida,” said Wilson.  “Our research indicated that logo revision is a very disciplined, deliberate process, and we did not take on the task lightly. We adhered to the best practices and guidelines for logo revisions implemented by environmental organizations and some of the largest brands in the world as they evolved their mission and brand.”

Wilson added that it was very important to keep the rich history of the Conservancy in the new logo.  “We accomplished this by maintaining the historical green color, the typeface and the eagle, all core elements of the previous logo,” she said. “The eagle, although updated, is still the main feature. It has been part of Conservancy history from the beginning. Its keen eyesight keeps track of our
environment. Furthermore, the eagle is a brave animal and is not afraid to
stand up for what is right. Once on the endangered species list, it
represents hope for all native wildlife. We added the blue color to represent the
water element of our mission, while the green represents the land. All
three elements, the water, land and wildlife, capture the essence of our
mission.  Lastly, the new color yellow was added to signify the dawning of a new age and a bright future for the Conservancy of Southwest Florida, the community and our quality of life.”

About the Conservancy of Southwest Florida:
The Conservancy of Southwest Florida began in 1964 when community leaders came together to defeat a proposed “Road to Nowhere” and spearheaded the acquisition and protection of Rookery Bay. The Conservancy is a not-for-profit grassroots organization focused on the critical environmental issues of the Southwest Florida region with a mission to protect the region’s water, land and wildlife.  This is accomplished through the combined efforts of environmental education, science and research, policy and advocacy and wildlife rehabilitation. The Wildlife Rehabilitation Clinic treats more than 2,400 injured, sick and orphaned animals each year and releases about half of them back into their native habitats. The Conservancy of Southwest Florida and Nature Center is located in Naples,  Fla. at 1450 Merrihue Dr., off Goodlette-Frank Road at 14th Avenue North. For information about the Conservancy of Southwest Florida, call 239-262-0304 or visit www.conservancy.org.