The new brand underscores the organization’s focus on nature conservation as it transitions to a conservation management organization.
ORANJESTAD, ARUBA – The independent nature conservation organization formerly known as Fundacion Parke Nacional Aruba (FPNA) used the global occasion of Earth Day to reveal its transformation to the Aruba Conservation Foundation (ACF). This transformation encompasses a new name, logo, and visual identity that aligns with the organization’s new strategic direction as a modern conservation management organization, and the current need for conserving Aruba’s nature – departing from the traditional park management organization many have come to know for over 20 years.
For the past seven years, the foundation has been experiencing an expansion of its roles and responsibilities as it was mandated to manage additional protected areas all around Aruba. In 2017, mangrove area and wetland RAMSAR site #198 Spanish Lagoon was added to the foundation’s management responsibilities, and in 2019, Parke Marino, consisting of four marine protected areas was officially brought under the management of FPNA. In 2020, an additional 11 terrestrial areas which included Sasarawichi Dunes, Saliña Malmok, Rooi Lamunchi and Costa Sero Colorado just to name a few. In addition, the foundation also engaged in active conservation efforts that included collaboration with other local and international NGOs for the Shoco Conservation Program, coral and mangrove restoration, reintroduction of the endemic and extinct ‘Lora’, parrot species, invasive species management, and education within the community and especially school children. To better manage this broadening of the scope of work and to mitigate the ever-increasing pressure on nature, the foundation underwent a comprehensive strategic process during 2020-2022 to determine its renewed direction for the upcoming years.
With that, in 2023, the Aruba Conservation Foundation unveiled its Multi Annual Corporate Strategy 2023 – 2032 which marks the organization’s first strategic roadmap that responds to new ecological, social and economic challenges, and represents the organization’s enforced commitment to conservation with emphasis on sustainability, biodiversity, ecosystem enhancement and restorative initiatives. This rebranding signifies ACF’s transition from a traditional park management organization to a modern conservation management organization, underscoring the need for nature conservation for a sustainable future.
The brand
The brand transformation of the foundation was needed to align with the new strategic direction and conservation actions of ACF, and to change the perception and image from that of a traditional park management organization which solely operates within park boundaries and focusses on recreation, to embrace its new direction as the modern conservation management organization it has transitioned into. Today, ACF reconfirms its position as Aruba’s Voice of Nature with the organization acting and advocating for the protection, preservation and restoration of the island’s ecosystem and biodiversity, reminding locals and visitors alike of their innate connection to nature.
The name
The name “Aruba Conservation Foundation” was selected to encapsulate ACF’s wide-ranging scope of activities, because nature truly knows no boundaries. The inclusion of “Aruba” instills a sense of pride, reflecting the commitment of the organization to the island it serves and indicates the geographical base of the foundation.
As the foundation transitioned to a modern conservation management organization, it became vital for this transition to be mirrored in its name. The word “Conservation” also signifies the organization’s commitment to the conservation of both natural and cultural heritage with the organization now managing close to 25% of the island’s natural terrain and 0.2% of the island’s territorial waters.
Lastly, it was imperative to include the word “Foundation” to emphasize the status as an independent and legally recognized entity, and not be confused with a government directorate or department.
The logo and cisual identity
The new logo reflects strength and complexity while embodying the iconic cacti, a staple species that can be seen across most of the island and intertwining elements of nature like the waves of the ocean and concentric lines representing water. The logo is designed to reflect ACF’s commitment to Aruba and its people and symbolizes unity and collective action. At the logo’s core is the silhouette of a single cactus stem, a nod to the resilience of both the island and its people.
Drawing inspiration from Aruba’s abundant and diverse ecosystem and biodiversity, the new color palettes capture the vibrancy and richness of the island’s flora and fauna. The colors mirror those found in Aruba’s wilderness, wetlands, oceans, and coastal area, such as the Aruba Whiptail Lizard (Cododo), the Bananaquit (Barica Hel), the Parrot Fish (Gutu) and the Fetid Passionflower (Shoshoro) just to name a few.
“It’s an absolute honor for us to unveil the new name – Aruba Conservation Foundation – and its new brand identity with the community of Aruba”, said Tyson Lopez, CEO, Aruba Conservation Foundation. “This rebranding not only signifies the visual transformation of our organization into a modern nature conservation organization but also reaffirms our commitment to innovation as an organization that puts nature first. I am incredibly proud of our team for their passion, dedication and creativity throughout this transformative process and I am confident that the brand will unite and inspire the organization and the community to embrace this new direction and move forward together.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
