ABOUT

This Pangolin Parade is a movement of activism; as such it demands an iconic symbol that
when emblazoned, shouts that illegal wildlife trade is an immediate crisis the viewer needs to
directly deal with. Displayed in a solid font with sharp accents, considered placement of the
doubled up P refers directly to the name. A clear scales and shadow motif pays homage to the
pangolin with a deliberate curl mirroring the animal’s only natural defence in the wild, to curl
up, and maintains a vibrant, organic feel throughout.
Red is a bold, defiant colour choice – the ideal representation of a forceful, fearless movement to be
reckoned with, ready to tackle the issue of all wildlife crime. It heightens the sense of emergency we
hope to arouse, keeping participants alert at all times.
With its design, it can be effectively applied to different media, particularly in digital where the
intention is to bring it to life with dynamic organic movements such as curling, squeezing and rolling,
which show the direct relationship to the animal in crisis, and reflect the potential for change.