In May 2021 the conservancy launched its new logo. This is to create a unique identity and recognizable brand. The signature species, Astroloba rubriflora, has been chosen because of its unique shape and its local distribution within the conservancy. The name “astro” means star and refers to the star shape of the leaves. This plant is the star of the Robertson Karoo veld and is listed as vulnerable. This plant has a unique connection to Rooiberg as it is the only plant in its genus to have a red flower, and “rooi” in Afrikaans means red. As the plant ages, its leaves turn red too.