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.
Rare inspires change so people and nature thrive.
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 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.
Brands are strong and memorable when they have a distinctive, consistent, and relevant brand voice. Rare’s Brand Narrative is our messaging framework broken up into five sections: Rare, The Challenge, The Opportunity, The Solution, and Call to Action.
Please remember that brands are constantly evolving, so check back frequently to ensure you’re using the most accurate and up-to-date narrative when crafting your messages about Rare.
Using a consistent family of typefaces visually reinforces Rare’s identity.
Fonts for Rare Staff
Our everyday sans serif typeface is Arial. We recommend that all communications produced in the Microsoft Office Suiteuse Arial. It is a system font for both Macintosh and PC platforms, so using it ensures that documents retain the proper formatting regardless of computer type.
Fonts for Designers
Univers LTPro (the font this paragraph uses) is our primary designer typeface and should be used on all Rare communications. PF Square Sans Condensed (the font this section title uses) is a compliment to Univers, and should be used for titles and callouts only. It should never be used for body copy.
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.
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).
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.
The Meloy Fund is a wholly-owned subsidiary of Rare. All Meloy Fund materials must display the Rare logo, along with other partner logos.
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.”
Rare’s programs, places, and people are richly diverse, and we have evolved our Pride of Images to reflect that diversity.
The viewpoint of each frame is deliberately zoomed out to showcase individuals’ actions and behaviors in their unique contexts and communities. The variety of frame shapes represent the diversity of the people we work with and their own personal journeys. The intersecting frames evoke the interconnectedness of our people, programs, and actions around the globe. (The subjects of some frames are purposely meant to look like they’re interacting with each other!)
The visual as a whole is meant to illustrate that everyone and every place is different, yet all these individual parts come together to build a singular movement with a singular mission: inspiring change so people and nature thrive.
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.