Mammal Web is a citizen science project that lets wildlife enthusiasts help monitor, understand and protect mammals – by setting camera traps, or sorting through images online. The charity brings together individual people and individual data points to form a bigger picture of mammals and their behaviour. The new visual identity reflects this idea, using organised collections of individual dots to form illustrations and graphic elements. In its simplest form, this idea brings together two dots in Mammal Web's logo, to create the impression of an animal within the 'M'. A playful tone of voice helps the brand appeal to wildlife enthusiasts of all ages.