We Conserve:
Key Points

Simple Messaging:  the wordmark is an indication that this organization / company / government is committed to conservation.

A meaningful commitment: The statement, "we conserve" should be backed up by action with respect to your internal commitment to conservation, particular products and services, and support for conservation in the community

Transparency: Members of the public should have easy access to supporting information regarding the scope and depth of the use of the wordmark. 

Non-controversial: the wordmark should only be used to promote projects, programs, products and services that support conservation.

Peer and public monitoring: Since the wordmark is intended to be used for publicity purposes, bad publicity is, in essence, the best way of managing any abuse of the wordmark.