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SAY GOODBYE TO THE RHINO (LOGO, THAT IS)

Choosing a logo is a big deal. A logo is the symbol by which people identify an organization and recognize a group at a glance. Although it became the de facto SCB logo, the line drawing of the rhinoceros with a cattle egret on its back was never a strategic choice. In fact, it was just a copyright-free image I used on a re-launch of the SCB web site in 1996--just an endearing visual. Ideally, the imagery chosen for a logo should transcend cultures and languages (not to mention species) such that at least the essence of meaning of the logo is transmitted to any viewer. Or as one of the fathers of analytical psychology, Carl Jung, might suggest, a symbol must appeal to some part of the human psyche to transcend a single group of people. This is a difficult task. More than one organization has spent hundreds of thousands of dollars trying to capture its corporate identity in a logo. Recently, in fact, two well-known conservation organizations spent considerable sums of money to develop new logos. In one case results were highly controversial and in the other case modifications to the original logo produced an outcome almost indistinguishable from the original.

After 16 years without our own symbol, SCB decided it was time to have one. Lacking hundreds of thousands of dollars to spend on a professional marketing firm, we decided to tap the talent of our membership and organized a contest. We asked for a logo that symbolized the breadth of the world's biological diversity and our efforts to conserve it. Further, we asked that the logo represent SCB and, ideally, biological diversity without being busy; be black and white and reducible to small size; and be unique compared to other groups' logos. Finally, we wanted all this in exchange for the possibility of winning the grand sum of US$250! We were delighted to receive 127 entries from 55 individuals. The Board of Governors selected two logo finalists from artists Chris Lapada and Leila Hadj-Chikh. SCB's membership selected the winner: Lapada's abstract circle, which you will see with increasing frequency. The masthead of the newsletter has been redesigned to feature SCB's new logo.

Chris, a freelance graphic designer (www.LapadaVisual.com), says that his design philosophy is "Simple is better." He feels an identity should reflect the heart and soul of the designer as well the client. "[His objectives were to] convey SCB's hope, strength, vision, and passion. It's a signature. The logo should be unique, memorable, simple, easily readable, powerful, and radiate personality, which represents the diversity of SCB."

When asked about the development of the logo, Chris replied, "The design in itself was an evolutionary process. After many concepts and sketches, creating an identity that captures all the diversity of the planet was a challenging task. My vision for this logo incorporated the use of plants, water, and animals. It was a challenge that pushed the limits of my creativity."

And what does the logo symbolize to its creator? "The logo illustrates my life-long goal, the conservation of the cycle of life. The logo in itself depicts the very cycle that gave life to us all. The overall circular shape of the bird's body represents mother earth, our shelter, provider, and protector. The outer ring is a representation of the notion that life always ends where it once began. The ocean waves symbolize the twist and turn that may lay ahead in my journey and all the while I have my companion to remind me that I'm not alone. Everywhere I go I'll hear the rustling of the leaves talking to me and I'll have the singing of the birds to provide me with the tranquility that I've always sought after."

To all of the talented artists who contributed their creative energies and presented us with so many options and thus a remarkably difficult decision, we offer our sincerest thanks. SCB has entered a new phase--without the rhino, but with a new logo that symbolizes our clear vision for the future.

Alan Thornhill, Executive Director

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