Coloured gemstone producer Fura Gems Inc. unveiled a new brand identity along with an evolved logo and new tagline. Together with a strong social media presence, Fura said the changes were intended to strengthen its communication with key stakeholders and consumers.
The rendition of the new Fura logo, which is an evolution of Fura’s existing logo, is inspired by the Fura and Tena mountains of Colombia. The company said that the mystery and magic of the Fura and Tena mountains and its classic love story has been the inspiration behind the Fura brand name since it was launched in 2017.
Fura said that the new tagline, ”We discover the gem", is meant to capture the core of its business. These gems, which are true miracles of nature were created millions of years ago and at Fura, we discover these gems, that are hidden within the mountains and dense jungles, from our iconic mines located in Colombia and Mozambique, the company said in a statement.
Company Chief Executive Dev Shetty commented, “Fura is excited to introduce the new logo design, which marries a subtle evolution of Fura’s old logo and the Fura and Tena mountains with a modern outlook. The new design demonstrates clear a visual change without losing the meaning, heritage, or recognition of Fura’s logo that has been built over the last year and the value that it holds to those who are a part of the collaboration.”
Fura said that on social media, the updated brand identity features new and vibrant colours in a wide range of hues selected after the varied colour gemstones in its portfolio. The Fura social media campaign will regularly update information on the latest happenings not only in the world of Fura but also cover stories around colour gemstones and jewellery.