Rainforest Alliance launches new corporate identity

A year on from merging with UTZ, the Rainforest Alliance is devising a new certification programme, as part of increasing its efforts to prevent deforestation and assist farming communities.

As part of their unification, the Rainforest Alliance has launched a new corporate identity, developed with creative change agency Futerra.

“We are building a new powerful alliance which is why we need a powerful new innovative corporate identity to create a better future for people and nature.” said the Alliance in a statement.

“We are currently developing a new certification program and as part of this, we have begun a process to refresh and modernise our widely recognised frog seal, while capitalising on the existing strong consumer recognition and brand value.”

Globally, in 2017, there were 1,331,360 farmers certified by the Rainforest Alliance, across cocoa, coffee and tea plantations around the world, and 987,000 from UTZ, and have asserted that by joining together, they will be able to more effectively help those regions.

As Nigel Sizer, then president of the Rainforest Alliance explained at the time, the move to combine forces made significant sense from a logistical perspective.

He said: “By uniting with UTZ, we will combine our strengths to expand our impact on improving the lives of farmers and forest communities, protecting biodiversity and championing companies that are on the path to sustainability.”

For more than 30 years, the Rainforest Alliance has worked at the intersection of business, agriculture, and forests to make responsible business the new normal. Working with farmers and forest communities, as well as major companies and governments, the Rainforest Alliance has worked to help improve the environment and livelihoods and move us towards its vision of a world where people and nature thrive in harmony.

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