Everyone knows the World Wildlife Fund—it’s the group with the iconic panda logo. But the Fund’s new publication, World Wildlife magazine, has a visual style all its own, thanks to Pentagram’s Austin, Texas, office. Partner DJ Stout and designer Carla Delgado came up with a distinctive cover scheme for World Wildlife that features a zoomed-in image of an animal’s fur, skin or bone on every issue. The images are so abstract that the animals they represent may not be immediately recognizable, but the magazine’s first spread reveals a photograph of the animal and a related conservation story. The textured pattern on the cover of the launch issue turns out to be the tusk of an African elephant, as is revealed by the opening photograph of two sparring elephants and a story about the WWF’s global efforts to curb ivory poaching. “I’ve always been intrigued with the notion of using the interplay of the cover and the magazine’s opening pages to tell a stand-alone story,” says Stout. “This is one of the first opportunities we’ve had to try that idea out.”

Delgado and Stout also created a range of stylistic infographics and maps, such as a single-page column called “Impact,” which, in the launch issue, graphically explains the impact a cup of instant noodles has on the environment. In addition to the flagship print publication, Stout and Delgado designed a smaller digest of the magazine that includes a collectible wildlife poster, and Pentagram designers Julie Savasky and Hunter Cross created a tablet version of the magazine. The team has already begun work on the second edition of World Wildlife, which will be sent to members and partners in early February.