CORAL REEF ALLIANCE
CORAL REEF ALLIANCE COR A L R E E F A L LIANC E is leading science-based innovative conservation work, designed to enable reefs to thrive not just today, but for generations to come.
PROBLEM The brand is outdated and the organization lacks a clear visual identity. The organization’s image does not express the important and innovative work they do.
SOLUTION To create a fresh visual identity that conveys Coral Reef Alliance’s innovative work. The new brand will have an organic, yet strong feel to it, reflecting the delicate nature of coral reefs themselves.
FU N C TIONA L D IMENS ION
M E NTA L D IM E NSI ON
Working with local communities, Coral
Coral Reef Alliance offers a safe channel
Reef Alliance provides leadership in the
to do my share of saving the oceans
protection, management, education and
without neglecting the livelihood of local
sustainable utilization of coral reefs.
people.
B R AN D
M IND SPAC E
SPIR ITUA L DIMENSIO N
SO CI A L D I M E NSI O N
Coral Reef Alliance aims to help local
Coral Reef Alliance shares my love for
communities along with its greater goal of
the oceans and its sustainable values
saving the coral reefs, offering long-term
of connecting and involving the local
solutions to its problems
communities are similar to mine
A P P ROAC H The new brand will have an organic, yet strong feel to it, reflecting the delicate nature of coral reefs themselves. The new brand will feel and look clean and honest, effectively communicating the organization’s mission and key messages.
K EY AT T RIB UT E S Organic Sophisticated Strong
Fresh Inviting Innovative
Pro-longed Unique Delicate
Modern Proactive Progressive
NEW BRAND
CA L I F OR NIA \ I NDONE SI A FI J I
CORAL REEF ALLIANCE
500 MILLION PEOPLE W O R L D W I D E R E LY O N CORAL REEFS FOR FOOD AND INCOME
HON D UR AS H AWAI I
W H AT W E D O? It is not possible to successfully conserve natural resources without buy-in from the people who are most closely connected to and rely on that resource. CORAL Reef Alliance takes a multi-pronged approach to restoring and protecting coral reefs in partnership with the communities living nearest the reefs. We catalyze other conservation organizations, business leaders, fishermen, residents, government officials, tour operators, and others to identify the challenges facing their reefs and find solutions we can implement together.
U N I T I N G C O M M U N I T I E S T O S AV E C ORAL REEFS
R EEF M ANAG EM EN T Establishing marine protected areas (MPAs) is critical to conserving coral reef ecosystems, but MPAs alone are not enough. Someone needs to be responsible for developing and enforcing rules within those protected areas, and those people WH AT WE DO
must have the training, funding, and other resources necessary to be effective. CORAL Reef Alliance works with local communities around the world to develop and implement reef management plans that create conditions for success: developing sustainable financing systems, increasing local management capacity, and building buy-in from local residents who rely on the many benefits reefs provide.
CORAL REEF ALLIANCE
HELP C OMM UN IT IE S B EN EFIT To conserve natural resources, local communities are often asked to give up short term revenue they would otherwise receive by exploiting the resource. Our core belief is that unless communities are benefiting directly from conservation and having their basic needs met, they will always view W H AT WE DO
conservation as a luxury. But we are also confident that rather than a luxury, protecting and conserving species and ecosystems is actually a necessity for all of us, and so we tailor our conservation interventions accordingly.
Locally produced and
sold items do not only bring financing to the conservation projects, but also create new jobs.
Selling locally made souvenirs and other merchandize does not only provide funds for coral reserves, but also create jobs for local
R EDUC E LOCAL REEF T HREAT S Coral reefs are threatened by many global-scale changes, including ocean acidification and warming, and stronger and more frequent storms that may occur as a result of climate change. To make reefs better-able to withstand those global pressures, we work on the local scale—with communities—to address threats like water pollution, overfishing and destructive fishing, and unsustainable tourism.
W H AT WE DO
ENSUR E SUSTAINAB LE T O URISM In areas with high-volume tourism, repeated direct contact with the reef poses an immediate threat. Yet if tourism is managed in a way that protects the reef, it can offer great economic benefits to local communities. The benefits of sustainable tourism provide a powerful incentive for communities to protect their reef and W H AT WE DO
its fish. CORAL Reef Alliance has developed a set of voluntary standards for hotels, dive operators and shops, and other businesses that wish to make sure their marine recreation and tourism operations are protective of coral reefs.
SHA R E LE SSO N S LEARN ED Currently, our work is focused in Hawai‘i, Honduras, Indonesia, Mexico, Fiji, and Palmyra. As we develop solutions and new innovations in each of our sites, we apply lessons learned to our other sites, so that each place benefits from our experiences elsewhere, as well as from the best science available for reef W H AT WE DO
management. We also share our knowledge and lessons learned with reef managers from around the world.
CORAL REEF ALLIANCE
CORAL REEF ALLIANCE
The main brand logo has a very organic coral-like feel and waterlike texture to it. It reflects the nature of coral reefs and the round closed shape depicts the alliance aspect of the organization. The logo can be use in various solid colors as well as in black and white.
CORAL REEF ALLIANCE
C
RAL
REEF ALLIANCE
C
RAL
REEF ALLIANCE
Text based alternative logos provide versatility when used in documents and product settings.
LOG O SYS T E M
The logo can be use in various solid color formats as well as in black and white.
C RAL REEF
C RAL REEF
ALLIANCE
ALLIANCE
C RAL REEF ALLIANCE
CO LO RS The colors, inspired by the coral reefs themselves, bring a fresh touch to the brand. The lighter colors bring airiness, while darker colors provide structure. COL OR S & F ON T S
GA SPA R Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy 123456789 !@#$%^&*()+=? ”
Gaspar Slab Serif font is used for headlines. It has personality and functionality while feeling contemporary.
BRANDON GROTESQUE Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy 123456789 !@#$%^&*()+=? ”
Brandon Grotesque is the typeface for bodytext. It is a clean and modern typeface, yet friendly and approachable.
I C O NS
PATT E R N S & TE X T U R E S
C RAL REEF ALLIANCE