January 27, 2023
WRA is embarking on bigger and bolder goals than ever before to fight climate change. We believe this boldness requires a brand identity that reflects our ambitious plans, pragmatic path forward, and passionate experts. The mounting impacts of the climate crisis require fresh ideas. As the climate crisis and its impacts are evolving, so are we.
Our original logo showcased the blue waters we’re working to keep flowing against the peaks we find in the states WRA works across. A vibrant sun set behind the mountains, profiling the views you see when you set foot in this beautiful region of our country. Like the sun in our logo, the time came for our previous brand look to set. Our purpose in protecting those views, mountains, and waters is not going anywhere. If anything, it has been reinvigorated. So it was time for a new brand look and feel to rise to a bright future for our organization.
NEW LOOK
Our new logo features a wave element that represents harmony between the built and natural environment, symbolizes the connection between the land, air, and water, and our innovative approach to our work and partnerships with people like you as we keep moving forward.
Centered around a series of greens with nature embedded in their name, the new logo is adaptable to the devices, platforms, and places WRA needs to fit into today’s world. The Evergreen tint is the most dominant color in our new brand, a fitting shade since Evergreen Trees thrive and are found throughout the West. Leaf- and water-based accent colors with splashes of Stone and Marigold help bring the WRA brand together, profiling the natural impact we make together as we solve climate change in the west.
SAME AMBITIOUS COMMITMENTS
Over the past decade, we have evolved into an effective, pragmatic, and goal-oriented organization that is results and purpose driven, and you can see our impact in a tangible way. Our work speaks volumes about who we are, and our visual identity refresh is an opportunity to give our organization a boost and reinforce our brand. We understand that with a new look and updated collateral, others might think the objectives of the organization have changed. But make no mistake – we are doubling down on our efforts to fight climate change and are even more focused and determined for the challenges ahead.
Our unique approach is built around systemic, evidence-based change to drive state action. WRA responds to the climate crisis strategically, through public policy, infrastructure, and innovation. We bring deep and localized expertise to decision makers – to create solutions for today. Even amid the complexities of policymaking and scientific research, our team can see the path forward. We envision a future where Western rivers flow to the sea, where a thriving zero-carbon economy is a reality, and where everybody has a chance to experience the unparalleled landscapes, captivating wildlife, and diverse communities of the Interior West. As the West’s go-to experts, we know what it takes to get there.
This rebrand is a recommitment to these ambitious goals and the acknowledgement of the creative and groundbreaking work that it will take to make this future a reality.
OUR LOVE LETTER TO THE WEST
At WRA, the West is our passion. This region is an amazing place to call home — majestic and breathtaking, with unparalleled landscapes, captivating wildlife, and diverse people with deep histories and cultures. Our deep love of the West compelled us to think bigger as we see our communities and biodiversity hurting from the climate crisis.
Watching the sunrise from atop a 14er, hiking through the fall leaves, rafting along white-capped rapids with friends, or relaxing in the cool grass of a local park. Getting outside to enjoy our abundant natural landscapes is often thought of as one of the greatest benefits of living in the West. People from across the world visit our small towns and urban centers, our national and state parks, and our trails and wilderness. Lark buntings, longspurs, and sage grouse share our prairies, and pelicans and godwits grace our lakes. Our vast open spaces and diverse habitats provide wide range for migrating pronghorn and elk.
We heard from people who shared their enthusiasm and love for the states we work in.
No matter where I am living, the West will always be my home. It’s the land that my family fought to protect. My uncle, Albert Smith, served as a Navajo code talker during World War II. When asked why he fought, he said: “I stand up for Mother Earth. She stands for my freedom. I can play dance, sing, and stand for life. I went to war because a foreign country wanted to take my Mother Earth, my freedom.” Today, Mother Earth remains under attack. Climate change is threatening all aspects of our environment, future, & freedom. Will you stand up with me?
Heather Tanana | Utah
There really is nothing like standing at the top of a mountain and looking out as far as you can see. Endless pine forests covering jagged snowcapped peaks, shimmering patches of aspens glistening in the sun, tucked away meadows spotted with wildflowers. No matter how many miles of trails hiked or peaks summited, the vastness of the west always astonishes me. The opportunity to get lost in nature for an hour, a day, or even a week and still feel like there is so much more to experience is why I fell in love with the west. My endless adventure!
Severiano Desoto | Colorado
The Jemez volcano in northern New Mexico belched out a pink plateau of volcanic ash that fingers over the Rio Grande as the river sneaks away from Colorado’s San Juan Mountains for warmer country to the south. I can stand on the ash plateau and imagine millions of years of rocky upheaval that created this graceful sweep of valleys, snowy peaks, and human stories layered before me. Watch those ducks far below arrowing over river rapids. See distant Colorado peaks peeking over the north horizon. Feel the decades of adventures here, my chosen enchanted corner of my beloved West.
Tom Ribe | New Mexico
