Fura Gems Inc. has revamped its brand identity to strengthen communication with key stake holders and consumers, the Company said in a release today.

The new brand identity including logo and tagline, which is an evolution of Fura’s existing logo, andis inspired by the Fura and Tena mountains of Colombia, which has been the inspiration behind the company’s brand name since its launch in 2017.

The customized typeface of the logo reflects the mountains and the facets of the gemstone, while colour hues have been introduced in the overall branding for the first time. The choice of colours is inspired by gemstones in Fura’s portfolio, the vivid green Colombian emeralds and the intense red Mozambique rubies.

Fura also unveiled a new tag line – "We discover the gem”.

Dev Shetty Fura CEO 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 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”.

The updated brand identity has also been introduced on social media featuring new and vibrant colours in a wide range of hues selected after the varied coloured gemstones in Fura’sportfolio. The Company said it will be conducting social media campaignsto regularly update information on the latest happenings, not only in the world of Fura but also related items about colour gemstones and jewellery.

“Social media we believe, today, is the most effective mode of communication not onlywith our investors, trade partners and consumers but also with millennials who today have a large disposable income and are perfect audience for the ethically mined gemstones”, said Dev Shetty.

Earlier last month, Fura also announced the discovery of a rare and exceptional 25.97 carat rough emerald at its Coscuez Colombian Emerald Mine located in Boyacá, Colombia. This stone is considered rare and exceptional due to its size, colour saturation and clarity. The discovery was made as part of an ongoing bulk sampling program that commenced in late March 2018.

The 25.97 carat emerald was named the “ÄRE Emerald”, after a figure in ancient Colombian mythology responsible for the creation of the primary sources of emeralds in Colombia’s Boyacá region: the Fura and Tena mountains as well as the Rio Minero River.