Field Notes

Winter 2023

A New Look and More Ambitious Commitment

WRA is embarking on bigger and bolder goals than ever before to fight climate change and its impacts. This boldness requires a brand identity that reflects our ambitious plans, pragmatic path forward, and passionate experts.

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WRA is embarking on bigger and bolder goals than ever before to fight climate change and its impacts. This boldness requires a brand identity that reflects our ambitious plans, pragmatic path forward, and passionate experts.   

The urgency and complexity of the climate crisis requires us to think and act differently. We know we must be bold to address this problem, and our brand should reflect that boldness. As the climate crisis and its impacts are evolving, so are we. But our work is hard. WRA has an extraordinary team, and our staff and our supporters should feel inspired and invigorated by a brand that reflects and fully demonstrates our organizational values, and makes it easier for decision makers, partners, donors, supporters, and advocates to identify us and recognize our expertise.   

Our new look is a more accurate reflection of who we are today.   

Over the past decade, we have evolved into an effective, pragmatic, and goal-oriented organization that is results- and purpose-driven, with substantial impact across the whole of our seven-state region. Our work and our commitment to fighting climate change and its impact is who we are, and our new visual identity is designed to provide clarity that reinforces our commitment through our brand.    

But make no mistake — our new brand doesn’t change who we are, it merely reinforces that we are doubling down on our efforts to fight climate change and are even more focused and determined for the challenges ahead.  

WRA is as dedicated as ever to our vision of rivers that flow to the sea and sustain generations to come, an economy that runs on carbon-free clean energy, half of all land being protected and connected, and thriving, resilient Western communities. This rebrand is a recommitment to these ambitious goals and the acknowledgement of the creative and groundbreaking work, alongside our partners and donors, that it will take to make this future a reality.  


Logo: We included our acronym in our logo because “WRA” has become synonymous with who we are and our pragmatic, solutions-oriented policies to fight climate change.  

 Wave: The wave represents harmony between the built and natural environment, the connection between the land, air, and water, and our constant commitment to forward progress.  

 Color Palette: We have a lively and engaging palette that is fresh, contemporary, and distinctive — a shift from the greens that are common in the climate and environmental space.  

Palm green, Marigold, Stone, Evergreen, Aqua Green, Waterleaf

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Western Resource Advocates