FPNA rebrands to Aruba Conservation Foundation

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 among others 'Sasarawichi Dunes', 'Saliña Malmok', 'Rooi Lamunchi', and 'Costa Sero Colorado'. 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, invasive species management, and education within the community and especially of 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 between 2020 and 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 (PDF: 14 MB), 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 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 percent of the island’s natural terrain and 0.2 percent 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 visual identity

The new logo reflects strength and complexity, while embodying the iconic cacti, a main species that can be seen across most of the island, and intertwining elements of nature like the waves of the ocean as 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 of 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 of the 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."

More information

• To discover more about Aruba Conservation Foundation, please visit the website or visit Facebook, Instagram, or LinkedIn.
• To connect with the team, send an e-mail to info@acf.aw.

Text: Aruba Conservation Foundation; Dutch Caribbean Nature Alliance
Images: Aruba Conservation Foundation