By Ellen Ormesher | Senior Reporter

June 1, 2023 | 2 min read

A living font created by Bar Ogilvy highlights the extinction threat posed to animals.

Planet Earth has faced mass extinctions before – five of them to be precise. But the sixth most recent (also known as the Anthropocene) is the first that is man-made.

Driven by unsustainable human activity, the sixth mass extinction represents unprecedented biodiversity loss and has contributed to the 28% of assessed species that now face being wiped out forever.

To raise awareness of the threat these species face, Bar Ogilvy has created a campaign for WWF Portugal, in partnership with Lisbon Zoo.

‘The Endangered Typeface’ is a living font where each letter represents a different, threatened animal. As the number of individuals of a species decreases, the corresponding letter disappears in the same proportion. The font is updated with data from the International Union for Conservation of Nature’s Red List of Threatened Species.

“A living font, born to protect all animal life” is the motto of the campaign, which alerts to the progressive loss of biodiversity on the planet and encourages them to make a donation to WWF and use the font to spread awareness.

Miguel Ralha, chief exec of Bar Ogilvy, explains that with this campaign “we were able to turn the alarming numbers of species on the verge of extinction into a very simple, clear and impactful visual representation. Making people think, support and spread the word about a problem that is bigger than all of us is what we want to achieve with this project.”

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