Brand Assets

Current members are entitled to use our brand assets in their communications. We encourage you to promote your membership and highlight our research as something you helped achieve as a partner in our work.

Below you'll find a selection of logos, photo images, communication ideas, and key messaging points. If you have questions about how to use these assets, please get in touch.


We have a variety of logos available to members in PNG, JPG, and EPS formats. Below, you can download our primary logo in four color schemes—full color, all black, all white, and color with white text—and our 2023 Proud Member logo in PNG format.

Other logos and formats other than PNG are available upon request.


WCR Logo Full Color


WCR Logo Black


WCR Logo White


WCR primary logo white text


Proud member 2023 04

Logo usage guidelines

WCR provides each member with a limited, revocable license during the term of membership to use WCR's name and logo to indicate that it is a funder of WCR. We ask that you share your logo usages with us for record-keeping purposes.

Otherwise, the member agrees to obtain advance approval from WCR for any other use of WCR's name or logo. For approval of such uses of our logo, name, or intellectual property, please contact us.

How to use the logo

  • Do not alter any elements or change the logo color by adding effects (e.g., drop shadow).
  • Do not alter the logo's proportions.
  • The registration symbol Ⓡ must be visible and readable.
  • Do not rotate the logo.
  • Do not place the logo over busy backgrounds.
  • Do not crowd the logo. The logo should have at least as much white space around all four sides as the length + height of the globe/leaf symbol.
  • Do not reproduce the logo at a size smaller than 1.5 inches wide.
  • Do not use retired logos or any logos not listed in the selection above.


Neither the logo nor the WCR name may be used in any other company name, product name, service name, domain name, website title, publication title, or the like. Non-WCR materials should not mimic any WCR products, publications, website design, or other materials. As such, the logo may not be:

  • Displayed as a primary or prominent feature on any non-WCR materials.
  • Imitated or used as a design feature in any manner.
  • Used in a manner that would disparage WCR or its work.


WCR reserves the right in its sole discretion to terminate or modify permission to display the logo, and may request that third parties modify or delete any use of the logo that, in WCR's sole judgment, does not comply with these guidelines or might otherwise impair WCR's rights in the logo. WCR further reserves the right to object to unfair uses or misuses of its trademarks or other violations of applicable law.

For further guidelines regarding colors, fonts, restrictions, and examples of both proper use and misuse of the WCR logo, please refer to our brand guide below.


WCR Brand Guidlines V2

Photo kit and usage

Members are entitled to use images from the WCR photo kit for blog posts, social media posts, and other media concerning our work.

All approved photos can be found here, along with information describing the context of each image, including where and when it was taken.

When using approved photos, members must properly credit the images to WCR. For any further inquiries regarding how to provide proper credit for the authorship of these photos, please contact us.

Ideas for brand asset usage

We encourage you to be creative when using our logo and name to promote your membership. There are many ways you can integrate our brand into your own. For example, members can include WCR branding when designing the following materials and content:

  • Websites
  • Reports
  • Social media posts
  • News articles
  • Blog posts
  • Product packaging
  • Brand stories
  • Presentation decks

The possible uses of our brand assets are not limited to those listed above. Below, you will find a guide with various examples of how members have used our brand assets in their own marketing materials. We hope you'll be able to use this as a source of inspiration as you design your own communications.

Please do not hesitate to ask any questions you might have, reach out for feedback, or run content by us for review.


WCR member communications

Key messaging points and FAQs

When promoting your WCR membership and using our assets, please refer to the frequently asked questions (FAQs) and key messaging points below to ensure your communications align with ours in accurately describing our mission and work.

What is WCR's mission statement?

Grow, protect and enhance supplies of quality coffee while improving the livelihoods of the families who produce it.

What is WCR's tagline?

Ensuring the future of coffee.

Who are we?

WCR is an industry-driven agricultural research organization focused on unlocking the promise of improved coffee varieties.

Why is our work important?

Research is an essential basis for improving the ‘goodness’ of coffee: how good it tastes, how good it is for the planet, and how good it is for people who grow it. The coffee we drink today is the result of research conducted in the past. The coffee we drink tomorrow will be the result of research conducted today.

For all other general questions about our work, please refer to the one-page guide below or contact us.


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