In the face of increasing competition for the hard-won charity pound, the worlds’ leading gorilla charity has launched its new brand. The Dian Fossey Gorilla Fund, responsible for saving the last remaining mountain gorillas in Rwanda, Uganda and the Democratic Republic of Congo, was founded two decades ago to continue the work of Dian Fossey (played by Jane Fonda in the film, Gorillas In The Mist).

Hubbub was called in to completely re-brand the organisation to broaden its appeal. Unable to continue using the Dian Fossey name for legal reasons and conscious of the need to move forward with a highly recognisable, progressive brand, the charity sought the expertise of Hubbub in forging the new identity.

In particular, the new branding needed to be more relevant to a younger, multinational audience. The new brand, The Gorilla Organization, focuses on the endangered species at the centre of the charity’s work, and incorporates strong colours and a highly recognisable mark which carries through all elements of the brand.

Hubbub’s managing director Mark Sinclair says: “The new branding is striking and effective. It combines a concise and recognisable name with simple visual elements which tie the brand together. Initial feedback from the client is that the re-branding has enjoyed widespread acceptance and is already being used with pride at the various field centres in Africa.”

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