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Public Policy & Issues

ARM debuts new identity for Fairmined gold

March 14, 2014

The new logo for the Alliance for Responsible Mining’s Fairmined gold

Envigado, Colombia--The Alliance for Responsible Mining has unveiled a new brand identity and logo to accompany the “Fairmined” standard it revised in December.

The new identity and logo “celebrates a new horizon in mining,” ARM said, and the positive transformation that happens in certified artisanal and small-scale mining communities. ARM is celebrating its 10th anniversary of promoting responsible artisanal and small-scale mining this year.

ARM’s Fairmined label assures customers that their gold comes from empowered responsible mining communities that meet world-leading standards. 

Fairmined transforms mining into an active force for good, ARM said, ensuring social development and environmental protection. 

The Fairmined standard, established in 2004, was revised in December and innovative updates were made to its business model to serve new markets and provide greater benefits to responsible artisanal miners in its program.

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“To mark our initiative’s progression, and to better align with our vision and values, we felt it was the perfect opportunity to renovate the Fairmined brand. To us, this logo represents the brighter future that the Fairmined initiative brings to the certified communities,” said Kenneth Porter, Fairmined business development officer at ARM.