By Brecken Branstrator
Fura Gems’ new logo and tagline
Toronto, Ontario--Colored stone miner and marketer Fura Gems has rebranded itself.

The company has launched a new brand identity, including a new logo, tagline and social media campaign.

Fura’s new logo, an evolution of the existing one, is inspired by the Fura and Tena mountains in Colombia. The mountains provided the inspiration for the brand’s name when it launched, and now, the customized typeface on the logo also reflects the mountains and the facets of the gemstone.

The company also has adopted a new tagline, “We discover the gem,” capturing the core of the business.

For the first time, Fura also has introduced color into its overall branding. The choice of colors is, not surprisingly, inspired by the gemstones in the company’s portfolio: the vivid green of Colombian emeralds and the intense red of a Mozambique ruby.

“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,” CEO Dev Shetty said. “The new design demonstrates clear 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 also revamped its brand identity on social media, featuring the same vivid emerald and ruby hues.

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Its new social media campaign will provide regular updates about not only what’s going on with the company, but also what’s happening in the colored gemstone and jewelry sectors.

Its social channels--which include Instagram, Facebook, Twitter and LinkedIn--will play an important role for the company to reach its partners and trade and also to target the millennial consumer group, which it believes is the perfect audience for ethically mined gemstones, it said in a press release.

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