What Makes Us Rare | Rare

Introduction

A strong brand is an essential part of our ambitious mission. Our brand communicates what makes Rare special, engages supporters and friends, and inspires others to join our movement.

Our Mission

Rare inspires change so people and nature thrive.

Our Vision

A world in which the cumulative power of individual action is a vital pathway to the restoration and protection of the shared waters, lands, and climate on which all life depends.

Our Name

Our name is Rare. It is not like other names because we are not like other conservation organizations. Consistency is important. We want the world to know our name.

In all communications, Rare should be written with an uppercase R, followed by lowercase letters for the rest. Rare is a proper noun and should not be translated. Rare is not an acronym (it used to be, but that’s a long story). To avoid confusion, do not write it as RARE and definitely not R.A.R.E.

Brand Colors

Primary Colors

Secondary Colors

Rare Logo

The Rare logo represents the interconnectedness between people and nature. It helps illustrate Rare’s mission. The personality of the logo reflects the uniqueness of our work and has a streamlined and businesslike feel to represent Rare’s approach.

Logo and Lock-Up Rules:

• The logo is trademarked and must always contain the TM symbol.
• The icons or wordmark should never be used separately from each other.
• The logos and lock-ups should never be distorted, stretched, skewed, or outlined.
• There are only three acceptable color variations of the logos and lock-ups; full (three)-color, one-color white, and one-color black.

Download the Rare logo:

Program Lock-Ups

Rare has several programs with their own brands. For these program brands to thrive, the Rare brand must thrive. They should work collaboratively. For this reason, program brands are “locked-up” with the Rare logo. This provides consistency and brand amplification and avoids brand fragmentation (a bunch of unrelated logos and brands can make us look less credible as an organization).

Download Program Lock-ups:

Fish Forever Country Logos

Countries will be permitted one unique mark per country to be used at all levels and sites to preserve the community empowerment focus of in-country programs. Countries should also represent the global Fish Forever lock-up in all materials.

Meloy Fund

The Meloy Fund is a wholly-owned subsidiary of Rare. All Meloy Fund materials must display the Rare logo, along with other partner logos.

Solution Search

Solution Search is a Rare-managed initiative that is co-presented with partners. All Solution Search materials must display the Rare logo, along with other partner logos.

Photo and Video Assets

Photography and videography are among the most powerful ways to communicate our work. Our photos and videos should reflect our visual brand and voice and focus on people. We often show individuals in a group to represent our global community and shared purpose—They are the heroes of Rare’s story and should be portrayed with dignity and hope, even if they are living with harsh realities. Our visuals should inspire.

Our best and most up-to-date photo and video assets are in our asset library, aka “the DAM.”

BROWSE THE DAM

Photo Credits

To ensure the photographers we work with around the world receive the recognition and credit they deserve, please refer to the guidelines below.

A Rare Guide to Photo Credits

Templates

Contact Us

Brands evolve. If you have any questions about the Rare brand, please contact any member of the Marketing and Communications Team. We are here to help you and to make sure the Rare brand reflects our inspiring and impactful organization.