Anyone who grew up in the 80s remembers the little green crocodile emblem that was emblazoned on many a sherbet and neon colored polo shirt. Athough Lacoste shirts were geared toward the preppy set and priced well out of the range of working class families, they still managed to become a fixture of fashion that has endured to this day. The half-inch embroidered critter was the envy of everyone I went to school with and we hatched endlessly elaborate schemes on how to get one to leap off of the shirts of our arch nemeses (i.e. anyone who could afford to wear one or more Lacoste shirts) and onto our clearance rack threads instead. Although we were never quite sophisticated enough to master the mind meld or the shape shifting skills necessary to do a lightning speed Lacoste shirt switcheroo, we were intent on cracking the code at all costs and probably would have figured it out if we weren't forced to graduate and move onto college.
Naturally, Lacoste wasn't the only company to use a wildlife creature to represent a brand, but in our little worlds, mini crocodiles were the most coveted status symbol we could get our hot little hands (despite never being able to explain why). Unbenownst to us, brands such as Jaguar, Geico, Taco Bell and Aussie hair products were also using animals in some way to promote their products, whether via their logos, commercials or marketing materials -- ahhh, but they weren't bitty little green crocodiles. In a very interesting twist of fate however, the same brands and organizations can now work in conjunction with the France-based Save Your Logo organization to donate money on behalf of the species represented in their logo or marketing. Within a three year period, companies like Lacoste can donate up to EUR 1.5 million to a World Bank held fund (known as the Endowment Fund for Biodiversity) which is augmented by the bank itself with up to 33% additional money. The collected funds will then be channeled toward species conservation, so in the case of Lacoste, they will finally be helping the crocodiles that have brought them such great fiscal security throughout the decades.
Considering that 1/4 of our global species are dangerously threatened due to climate change, environmental pollution and human-related reasons (as per the International Union for Nature Conservation's (IUCN) Red List findings of 2008) this special effort couldn't have come at a better time. For major brands that have never used an animal or plant to represent their logo, Save Your Logo reps have wisely come up with an alternative -- just support an unclaimed species. This is no time for lily-livered excuses, you bloated corporate conglomerates -- time to cough up the dough!! Once funds have accumulated, part of them will be given to reputable biodiversity organizations and places that work intently to conserve local natural spaces. The other portion will be earmarked for an Emergency Fund used to aid lesser known IUCN Red Listed species.
Aside from the great pride that participating corporations can feel knowing that they're finally channeling a small portion of their profits toward the greater good, Save Your Logo has even sweetened the deal by ensuring that they will receive a tax cut of up to 60 percent of their donation. Um, any more excuses? It wouldn't be surprising if participating companies milked their wildlife-friendly warm-and-fuzzies for all that they were worth, but all things considered, if it helps preserve threatened species, then it all seems worth it in the end. Naturally, Lacoste has been one of the first to hit the ground running with Save Your Logo's project...hmmm, I didn't know that crocodiles were threatened, did you?
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