A majestic tusker in Tanzania. Image courtesy of Alexandra Olivieri.
We’ve always been asked about our shield logo, so here’s the inside story. No need for secret handshakes, countersigns, or trolling.
OUR NAME TRUMPETS OUR MISSION and vision, LOUD AND CLEAR.
There is a story behind the shield and our name. We are passionate about our brand identity for it totally reflects who we are.
We are so aptly named, as inspired by the TUSK of the elephant: the only weapon that these majestic and gentle creatures have against each other since elephants have no natural predators in the wild. Ironically, these tusks are also valued by the only predators they have: Humans, driven by greed and vanity, who covet these tusks of ivory as a source of commerce—to ignorant narcissists who collect them as symbols of affluence among their own selfish kind.
Together with our partners and our stakeholders, we are inspired by these natural weapons of the elephant to perform the urgent TASK of defending the biggest underdogs of Africa and Asia from human violence as an innovative FORCE—to be reckoned with—in wildlife conservation. Thus, our name reflects the very nature of our mission and vision to support those on the ground who are defending these magnificent creatures against those who harm and kill wildlife for trafficking, hunting, entertainment, exploitation, and black-market commerce.
“A man who works with his hands is a laborer. A man who works with his hands and his head is a craftsman. A man who works with his hands, his head, and his heart is an artist.”
—Saint Francis de Assisi (1181-1226)
“CHIEF SEATTLE” WAS a real elephant. now, our face to the world.
WE RAISE THE SHIELD FOR WILDLIFE.
Our logo on a shield (or escutcheon) depicts an animated likeness of a real elephant named “Chief Seattle” who succumbed to poaching by a poisoned arrow in Kenya years ago, among the hundreds of thousands. His image is on a forward motion, as if on a pause looking at us, with inviting eyes to join his herd and move with them. Our name on a scroll supporting the escutcheon completes our trademark identity—symbolizing our commitment to defend all wildlife from exploitation, violence, and terrorism—worldwide.
THE real MASCOT NAMED AFTER A real CHIEF.
“Chief Seattle” was a bull elephant who lived on the grounds of Amboseli National Park in Kenya. The gentle giant was named after the leader of the Duwamish and Suquamish tribe, who ruled on the modern day metropolis that now bears his name—before the westward expansion of American pioneers in the 1850s. Chief Seattle (Si’ahl, 1780-1866) was famous for giving a speech on preserving the Earth and its wild animals for posterity and warning the dangers of modernism, if left unchecked from greed and vanity. True to form, “Chief Seattle” gave us our face to the world. With our global HQ being in the city of Seattle, our logo reflects our resolve and purpose as an innovative wildlife conservation organization on a global security mission.
“What is man without the beasts? For if all the beasts were gone, man would die of a great loneliness of the spirit.”
—Chief Seattle (Si’ahl, 1780-1866)
WE BLEED THE COLORS OF WHERE OUR CLIENTS LIVE.
Our colors of olive green, forest brown, grey, and black—we call AfriCam™—on our logo honors the flora and fauna of the dry African savanna and wet Asian forests where heroic and unselfish park rangers primarily risk their lives defending wildlife—emphasizing the need that every park ranger on the ground must be recognized and supported in their quest to preserve and protect the world’s wildlife treasures and heritage. These intrepid warriors inspire us to work harder every day so that we may be worthy of their sacrifice.
THE ARTIST WHO REFINED OUR BRAND IDENTITY.
We are grateful to the amazing talent and time of the brilliant Norm Ryang, an award-winning visual artist trained at the Art Center College of Design in Los Angeles. Aside from helping save the world and competing in the CrossFit arena, Norm is busy with clients that includes Sony Pictures, Warner Brothers, Disney Productions, the Cartoon Network and others in the visual and film industry. You might not know it but you probably see his amazing work in many places. For his heart and art in helping us sharpen our identity, we promise to name our first tactical ops APV (Anti-Poaching Vehicle) after him. You may contact him here to access his portfolio.
*AfriCam™ is our own blend of camouflage-pattern that reflects the diverse colors of the African savanna and Asian forests, trademark and patent-pending.
The Elephant Shield™ logo, terms, slogans, and representations that includes “Fight Terrorism, Save Wildlife,” “Raise The Shield For Wildlife,” “So That Wildlife May Live,” “Stop Wildlife Terrorism,” “Stop Wildlife Violence,” “The Heroes That Care Forgot,” “The Shield Award,” “Tusk Ambassador,” and “Tusk Defender,” are trademarks of Tusk Task Force™ with registrations pending. More information on copyrights and trademarks are found here.