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Rainforest Alliance redesigns certification seal to reflect the new brand identity

Rainforest Alliance seal

MILAN – The Rainforest Alliance has launched a new certification seal that can be used on product packaging and promotional materials from September 1, 2020. The new seal is a bold mark for change, helping consumers make choices that are better for them, for people, and for nature, says Rainforest Alliance.

The new seal will replace the current Rainforest Alliance Certified™ seal and the UTZ label, but there will be a period when all three seals will be visible in the market.

Beginning September 1, 2020, the new seal can be used on product packaging and other promotional materials. The new seal graphics can be downloaded through the Marketplace 2.0 portal. To use the seal, companies need to meet specific certification criteria as defined in the Rainforest Alliance Labeling and Trademarks Policy, have a signed License Agreement with the Rainforest Alliance, and comply with the Rainforest Alliance Seal Graphic Guidelines.

Signing a new License Agreement

All company partners need to sign a new trademark License Agreement with the Rainforest Alliance in order to use the new seal, even when their current License Agreement is still valid. This will begin on June 1.

Along with our new seal, an updated Labeling and Trademarks Policy has been published. This policy incorporates the best of what was in the Rainforest Alliance trademarks guidelines and the UTZ labeling policy and has been simplified and updated with new content. Please make sure to carefully read this policy before submitting materials for approval.

Product packaging and other promotional materials using the seal must be submitted for review and approval through the Rainforest Alliance’s Marketplace 2.0 portal.

What the new Rainforest Alliance certification seal stands for?

This newly designed seal is part of our new brand identity, following the merger between the Rainforest Alliance and UTZ in 2018:

“The new certification seal is a simple visual that shows consumers how to make a better choice. It demonstrates that farmers and companies are taking steps to make their products more sustainable, creating a better future for people and nature. It’s a symbol of hope, action, and progress and a way for brands to tell the story about the good that goes into their products,” said Rainforest Alliance in a statement.

“The new seal represents a vision of a sustainability pathway based on continuous improvement, transparency, and shared responsibility between farmers and companies to achieve our mission; creating a better future for people and nature by making responsible business the new normal. Because, only together we can restore the harmony between people and nature and create a world where we thrive together.

Our alliance is all about changing the way the world produces, sources, and consumes agricultural and forestry products. Together with farmers, communities, companies, and consumers we can create the positive change we all want to see. Our new 2020 Certification Program is a step forward on that journey.

A fresh, modernized seal with a sleeker, more dynamic frog on product packaging will show consumers what we stand for and that they can be part of our alliance by making better choices more easily.”