We have lost over 80% of chalk grasslands in the UK since World War II. Wiltshire Chalk Partnership’s aim is to create an additional 2,000 hectares of semi-natural grassland across Wiltshire and to connect and restore important existing habitats.

Presenting the objective clearly to key land-owners and raising awareness with members of the public was a key goal of the website. The visual identity needed to convey the importance of the bio-diversity and how the chalk land creates and supports a unique eco system. It also needed to come across as approachable and friendly, as the initiative needed people to feel like the partnership was a positive and collaborative opportunity rather than an adversarial pressure group.

Taking the ancient chalk hill figures as inspiration, the logo was created to demonstrate the interconnected nature of grassland, pollinators and animals. The purple was also chosen to differentiate the partnership from the dominance of green in environmental charity logos, and to evoke chalk flowers such as scabious.