ARM unveils update to Fairmined branding

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Logo said to represent vision and pride of mining communities.

The Alliance for Responsible Mining (ARM) has unveiled new branding and a fresh identity for Fairmined gold as it seeks to promote Fairmined’s values and future vision.

ARM launched the new-look logo after the revision of the Fairmined brand following its split from the dual Fairtrade Fairmined label in 2013. A statement from ARM said the fresh branding celebrates a new horizon in mining and the positive transformation and pride of the miners working in certified gold communities.

ARM’s Fairmined business development officer Kenneth Porter said: “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."

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The Fairmined label aims to provide customers with the assurance that the gold comes from empowered responsible mining communities that meet world leading standards.

The Fairmined standard was recently revised, with some updated made to the Fairmined business model to serve new markets and provide greater benefits to responsible artisanal miners in the Fairmined System.

Fairmined gold is available in the UK, US, Canada, Spain, Japan and Denmark, and through selected retailers online.
 

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