USGBC Logo Usage Guidelines.pdf

7/27/2019 USGBC Logo Usage Guidelines.pdf

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USGBC LOGO GUIDELINES

Why Are Logo Guidelines Important?

The U.S. Green Building Council (USGBC) community is connected by our mission:

To transform the way buildings and communities are designed, built and operated,enabling an environmentally and socially responsible, healthy, and prosperousenvironment that improves the quality of life.

The way we communicate conveys important messages about USGBC. Image and identityare expressed not only in what we say and how we say it, but also in the look and feel ofour communicationsthe colors we use, the use of our logos, typeface (font), etc. Whenall of our communications share a distinct and consistent look and feel, we communicate

our core values before even a single word is read.

The purpose of the USGBC Logo Guidelines is to assist our community in the use ofUSGBC proprietary marks and corresponding language that accurately and consistentlyconvey USGBCs messages and identity. This document highlights common usesand misuses of USGBC marks and language. Through consistent application of theseguidelines and repetition of these messages, USGBCs image and credibility will bereinforced, increasing the value of USGBC, its products and its services and enhancingyour standing as a proponent of buildings and communities that are responsible, healthy,and prosperous places to live and work.

These guidelines are not all-inclusive. If you have questions regarding logo use andlanguage, please contact the USGBC Marketing Department: [email protected]

Applying Guidelines

Guidelines are not meant to be a straight jacket. Rather, the strictness of their applicationfollows a logical order, based on the type of material being developed. The most rigidstandards apply to organization identity. A secondary tier includes marks that representUSGBC programs and services. Business and marketing materials should be designed sothat placement of logos and descriptive text are consistent from one piece to another.


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USGBC Proprietary Marks

ProgramOrganization Project

USGBC Logo

Page 6

Chapter Logo

Page 7

Member Logo

Page 9

EPP Logo

Page 15

Greenbuild Logo

Page 16

USGBC in Text .................................................................. Page 18

LEED in Text ..................................................................... Page 19

Reerencing LEED in Product Literature ........................... Page 20

Reerencing LEED Registered Projects ............................. Page 21

LEED Logo

Page 11

LEED or Homes Logo

Page 12

LEED Certifcation

Marks

Page 17


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Use o USGBC Proprietary Marks

The following terms and conditions govern the use of ALL proprietary marks owned bythe U.S. Green Building Council (referenced below as "the mark"):

USGBC will provide logo artwork les. Only artwork les provided by USGBC may beused. Images captured from websites, publications, and other sources may not be used.

All uses must include the appropriate trademark symbol. The appropriate symbol will bepart of the artwork provided by USGBC. Below are general rules regarding these symbols.

Use of a mark that has been ocially registered must be followed by the

registration symbol .

Use of a mark owned by but which has not yet been registered by USGBC must befollowed by either the trademark symbol TM or the service mark symbol SM (insuperscript).

These symbols are only necessary for the rst and most prominent appearanceof the mark; they do not need to appear after every use of the mark within a singlepublication. If use on short promotional materials is permitted, the symbol shouldappear at least once. If the material is longer, the symbol should be repeated ineach section. If website use is permitted, the symbol should be used with the rst

and most prominent use on each page within the website.

The mark must be accompanied by an acknowledgement of USGBC ownership. Thisacknowledgement should appear as a footnote with the users copyright notice, at the endof a printed document, or at the bottom of a webpage. For example, use of the LEED Logomust be accompanied by the statement: " 'LEED' and related logo is a trademark owned bythe U.S. Green Building Council and is used by permission."

The mark may be used only to refer to the USGBC program or USGBC products. Themark (or any word or design that is confusingly similar to the mark) may not be used aspart of a companys name, logo, domain name, or brand name for a product or service.

The mark may not be the most prominent visual element on the materials. The usersname and logo must be signicantly larger than the mark. (This does not apply to use ofthe USGBC Chapter logo by Chapters.)

The mark may not be used to indicate any kind of endorsement by USGBC of anyproduct or service, to indicate that any ocial status for any product or service has beenconferred by or is otherwise associated with USGBC, or to show any kind of relationship


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with USGBC aside from those permitted by the terms and conditions specied for each

proprietary mark.

The mark may not be used on ocial documents to include any sales contracts orocial disclosure documents provided to potential or actual clients of purchases of anorganizations services or products.

The mark may not be used in connection with any disparaging statements about USGBCor its products, or statements that otherwise reect poorly on USGBC.

The mark may not be altered in any way, including proportion, color (outside of logospecications), element, type, etc. It may not be animated, morphed or distorted in

any other way. The mark, including its associated words, may not have additional textwrapped around it. See page 4 for examples of unacceptable uses.

The mark may not be reduced to more than 20% of its original print size and may not beenlarged to more than 380% of its original print size. Original print size is set in the EPSle.

On Web pages, the mark may not be reduced to less than a 50-pixel height, and may notbe enlarged to more than a 200-pixel height. The height and width of the mark must beconstrained to its original proportions.

The mark is intended to stand alone and should not be integrated into other logos.

For printing purposes, a provided EPS or high-resolution JPEG le should be used. Ininstances where the mark is printed at a larger size, an EPS le must be used to ensure thatthe image retains clarity. Lower-resolution, Web-optimized JPEG or GIF les should beused when placing the mark on Web sites.

USGBC reserves the right to approve or disapprove the use of any USGBC proprietarymark on non-USGBC printed materials or Web sites.

Any unauthorized use of a USGBC proprietary mark may result in legal action.


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Your

Proje

ctNameWrappedAr

oundMark

Unacceptable Uses o USGBC Proprietary Marks

Chapter Name

CHAPTER NAME

Distortion or warping

o the mark

Watermarked or

ghosted behind type

Two-color or colors

beyond those specifed

within the logo

guidelines

Eects that distort

edge crispness

USGBC's trademarked

oak lea extracted rom

a logo

Wrapping text


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The USGBC Logo

The USGBC Logo is a powerful marketing tool and a valuableasset of the USGBC community. Use of the USGBC Logois governed by strict legal guidelines designed to safeguardUSGBCs rights to this valuable mark. USGBC requires strictadherence to these guidelines.

Use

Use of the USGBC Logo is authorized by the USGBC Marketing Department on a case-by-case basis through written request and thorough review of intent for usage. Contact:

[email protected]

The logo may be printed in black, gray or reverse in white only (no color). When printingin gray, either the Pantone color PMS 424U or 60% black may be used. The logo may onlyappear in reverse white on a dark background.

The logo may be used on editorial and marketing materials to signify sponsorship or whenplaced spatially near/adjacent to text that describes who the U.S. Green Building Councilis and what we do. A copy suggestion follows:

The U.S. Green Building Council (USGBC) is a 501(c)(3) non prot composed ofleaders from every sector of the building industry working to promote buildingsand communities that are environmentally responsible, protable and healthy

places to live and work.

The logo may be placed on an approved Web site as a link only to the USGBC homepage

www.usgbc.org. It may not be used to link to other pages on USGBC's, the owner's or anyother third party Web site.

Materials in which this logo appears must contain the following acknowledgement:

" 'USGBC' and related logo is a trademark owned by the U.S. Green BuildingCouncil and is used by permission."

See pages 3 & 4 for additional guidelines that govern the use of this USGBC proprietary mark.


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The Chapter Logo

The Chapter Logo uses the USGBC Logo as the basis,substituting the word Chapter for USGBC at the bottomof the mark. The chapter logo is meant to stand alone, that is,unlike previous marks used by chapters, it identies an entity asa bona de Chapter of USGBC. The logo in conjunction with thechapter name creates the unique identier for each chapter.

Use USGBC Chapters

Use of the Chapter Logo is authorized by USGBC upon execution of either the provisionalchapter license agreement or, for full chapters, the Chapter Charter. Only recognizedprovisional and full chapters may use the Chapter Logo. For more information, contact:

[email protected]

The logo must always be used in conjunction with the name of the chapter for alladvertising, publicity, news items and fundraising literature.


The logo may be placed on the chapter's Web site to identify the organization as a bonade USGBC chapter. It may not be used to link to other pages on the chapter's or anyother third party Web site.



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Design Guidelines or Using the Chapter Logo

1. The Chapter Logo should look clean (i.e. ample white space for visibility)

2. The chapters name should appear to the side of the logo or neatly stacked underneath

3. A sans serif font is preferred (e.g. Trade Gothic, Arial, or Interstate)

4. Use of the logo in gray (60% black) is recommended

CHAPTER NAME

USGBC's trademarked

oak lea extracted rom

a logo

Chapter Name

Watermarked or

ghosted behind type


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The Member Logo

The Member Logo is available for use by members with currentstanding to promote their membership with USGBC. Membersmay download the logo from the USGBC Web site or obtain themark by contacting the USGBC Marketing Department:[email protected]

The Member Logo is distinguished from the USGBC Logoby the replacement of USGBC at the bottom of the mark'scircular band with Member.

Use USGBC Members

Use of the Member Logo is authorized by the USGBC Membership Department. Contact:[email protected]

The logo may be used in connection with the members business and marketing materialsincluding, but not limited to, the following: stationery, letterhead, business cards, printads, brochures, yers, signage and product packaging. See page 9 for details on product

packaging.


The logo may be placed on the members Web site as a link to the USGBC homepage(www.usgbc.org) and to identify the company as a USGBC member. It may not be used tolink to other pages on USGBC's, the member's or any other third party Web site.

Only USGBC members in good standing may use the logo. The privilege to usethe Member Logo is immediately terminated upon the lapse or termination of anorganizations membership.



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Member Logo on Product Packaging

USGBC does not review, certify, or endorse products. As such, the Member Logo maynot be used to indicate any kind of endorsement by USGBC of any product or service,to indicate that any ocial status for any product or service has been conferred by or isotherwise associated with USGBC, or to show any kind of relationship with USGBC otherthan to signify the company is a USGBC member.

The Member Logo may be placed on product packaging under the following terms andconditions:

The logo must be positioned spatially near/adjacent to the name of the member company

(not the brand or product name that is featured on the packaging).

The logo must not be printed larger than a relative height of 1.50 inches or smaller than0.5 inches high.

The packaging must include the following acknowledgement:

"The 'USGBC Member Logo' is a trademark owned by the U.S. Green BuildingCouncil and is used by permission. The logo signies only that __[COMPANYNAME]__ is a USGBC member; USGBC does not review, certify, or endorse theproducts or services oered by its members."

Placement of the Member Logo on product packaging must be reviewed andapproved by the USGBC Marketing Department: [email protected]

See page 18 for guidelines on referencing LEED in product literature.


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The LEED Logo

The LEED Logo is a powerful marketing tool and a valuableasset of the USGBC community. Use of the LEED Logois governed by strict legal guidelines designed to safeguardUSGBCs rights to this valuable mark. USGBC requires strictadherence to these guidelines. This logo combines the USGBC Logowith a distinctive banner with the word LEED across its face.

Use

Use of the LEED Logo is authorized by the USGBC Marketing Department on a case-by-case basis through written request and thorough review of intent for usage. Contact:

[email protected]

The logo may be printed in black, gray or reverse in white only (no color). When printingin gray, either the Pantone color PMS 424U or 60% black can be used. The logo may onlyappear in reverse white on a dark background.

The logo may not be placed on product packaging, ads, or be used as a visual reference toLEED claims in product literature. For example, the logo cannot be placed next to textthat says "Product A can help fulll Credit X under the LEED Rating System."

The logo may be used on editorial and literature when placed spatially near/adjacent totext that denes the LEED Green Building Rating System. Copy suggestions follow:

"The LEED ( Leadership in Energy and Environmental Design) Green BuildingRating System is the nationally accepted benchmark for the design, construction,and operation of high performance green buildings."

The logo may be placed on an approved Web site as a link to the USGBC's Web page aboutLEED (www.usgbc.org/leed). It may not be used to link to other pages on the Web site or tolink to any other third party Web sites.

Literature in which this logo appears must contain the following acknowledgement:

" 'LEED' and related logo is a trademark owned by the U.S. Green Building Council

and is used by permission."



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The LEED or Homes Logo

The LEED for Homes Logo is a mark developed for projectteam members to signify newly constructed homes (or majorrehab projects) that are being designed and built with theintention of being certied under the LEED for Homes GreenBuilding Rating System.

Use

Use of the LEED for Homes Logo is authorized by USGBC LEED for Homes sta. TheLEED for Homes Logo may be used only by project team members to promote a registeredproject that is actively seeking LEED certication under the LEED for Homes program.Contact: [email protected]

The logo may be printed in its default color, another color with gray type, its defaultcolor in grayscale (for no color printing), and reverse in white on a dark background. The

default color is green (Pantone color PMS 390U) with gray type (Pantone color PMSWarm Grey 9 U). The logo can also be other colors as long as type remains gray on a lightbackground. Reverse white must be used when the logo is applied to a dark background.

From left to right: logo with default colors, logo in grayscale, logo reverse white on a darkbackground.

There are 3 primary ways that the LEED for Homes Logo may be used:

1. The logo may be used on on-site signage and marketing materials specic to aLEED for Homes registered project that is actively seeking LEED certication.The mark must be positioned near/adjacent to text that provides context for use.Accepted text:

Project "registered under LEED for Homes"Project "[designed/built] to qualify for LEED certication"


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"LEED for Homes Project Under Construction"

2. The logo may be used on marketing and collateral materials by builders to signifytheir commitment to building LEED homes. In this context, the mark must bepositioned near/adjacent to text that a) describes the builder's commitment tothe program, or b) describes in detail the LEED for Homes Green Building RatingSystem.

Accepted:"committed to building LEED homes""The LEED for Homes Green Building Rating System is a consensus-basedtool developed by the U.S. Green Building Council that veries the durability,sustainability and performance of homes."

Prohibited:"Builder of LEED homes""LEED for Homes Builder"

3. The logo may be used on marketing and collateral materials by liscensed LEED forHomes Providers. The logo must be used in context with referencing the LEED forHomes program, and not used to identify a LEED for Homes Provider. To avoidconfusion, the logo must be placed near/adjacent to text referencing the program.

Accepted:

"providing LEED for Homes support services to builders""verifying that homes are built to meet the requirements of LEED for Homes" or"the LEED for Homes Green Building Rating System"

Prohibited:"LEED for Homes Provider" as the only text placed near/adjacent to the logo. Logoplacement in this context risks creating the perception that the LEED for Homeslogo is a certication mark for Providers.

Following the above terms, the logo may be placed on project team member or Provider'sWeb site as a link to USGBC's Green Home Guide LEED for Homes Web page:

http: www.greenhomeguide.org/green_home_programs/LEED_for_homes.html

It may not be used to link to other pages on the Web site or to link to any other third partyWeb sites.

Additional Usage Terms

The logo may not be used or associated with homes or developments that are not seeking


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LEED certication, or have not received a Preliminary Rating by a LEED for Homes

Provider.

After a registered project is completed and has been certied, the project team must ceaseusing the LEED for Homes logo in association with the newly certied project and beginusing the appropriate LEED Certication Mark. See page 15 for more information on theLEED Certication Mark.

The logo may not be used in any way that creates the perception that an individual ororganization is an ocial builder, contractor, designer, etc. of LEED homes.


"The 'LEED for Homes Logo' is a registered trademark owned by the U.S. GreenBuilding Council and is used by permission. The logo signies only that __[COMPANY NAME]__ is actively participating in the USGBC LEED for HomesProgram; USGBC does not guarantee the products or services oered by itsparticipants."



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The EPP Logo

Chapters or member organizations that are actively participatingin USGBC's Education Provider Program (EPP) may use theEPP Logo to signify their involvement in the program and signifyspecic courses approved under EPP.

Use Providers o EPP-Approved Courses

Use of the EPP Logo is authorized by the USGBC EducationDepartment. Only EPP providers that have signed the USGBCEducation Provider Agreement and have current standing may use the logo.

The logo may be presented in two ways depending on context. The logo with "USGBCEducation Provider Program" underneath may be used to reference an organization'sactive participation in the program. The logo without text underneath may be used tosignify specic courses that have been reviewed by USGBC and approved as ocial EPPprograms. No other text can be placed directly underneath or around the mark.

The logo may be used on marketing and collateral materials associated with EPP approvedcourses. If non-approved courses are listed within the same document, either text, color,or the logo must be used to distinguish approved from non-approved courses.

The logo may be printed in black, gray, default green or reverse in white on a darkbackground. The default green for the EPP Logo is Pantone color PMS 390U. Whenprinting in gray, you may use either the Pantone color PMS 424U or 60% black. The logomay only appear in green or reverse white on a dark background.

The logo may be placed on the provider's Web site as a link to USGBC's EPP Web pagewww.usgbc.org/epp. It may not be used to link to other pages on USGBC's, the provider's orany other third party Web site.


"The 'USGBC Education Provider Program Logo' is a registered trademark owned by

the U.S. Green Building Council and is used by permission."

The privilege to use the EPP Logo is immediately terminated upon the lapse ortermination of an organizations status as a USGBC Education Provider.



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The Greenbuild Logo

The Greenbuild Logo incorporates the signature USGBC oak leaves into a circulararrangement between the words "GREEN" and "BUILD."

Use

Use of the Greenbuild Logo is authorized by the USGBC Marketing Department. Contact:[email protected]

The Greenbuild Logo may be used on business and marketing materials in conjunction

with text that describes/promotes the Greenbuild International Conference & Expo.

The logo may be printed in its default colors, black, or reverse in white on a darkbackground. The default colors for the Greenbuild Logo are teal (Pantone color PMS5545U), green (Pantone color PMS 390U) and blue (Pantone color PMS 7454U) as viewedabove. NOTE: The logo may not be printed in all gray.

The logo may be placed on an approved Web site as a link to the Greenbuild homepagewww.greenbuildexpo.org. It may not be used to link to other pages on the Greenbuild, theowner's or any other third party Web site.


" 'Greenbuild' and related logo is a registered trademark owned by the U.S. GreenBuilding Council and is used by permission."



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The LEED Certifcation Mark

The LEED Certication Mark combines the LEED Logo with a distinctive banner thatdesignates a level of LEED certication across its face. Once a project has been certied,the LEED Certication Mark appropriate to the level of certication (see below: Certied,

Silver, Gold, Platinum) may be used in collateral and other marketing materials topromote the associated LEED project.

Use LEED Certifed Projects

Use of the LEED Certication Mark is authorized by the USGBC LEED Department oncea project is LEED certied. Contact: [email protected]

Use of the LEED Certication Mark on anything other than promoting a LEEDproject is prohibited.

The mark may be used on business and marketing materials associated with a particularLEED certied project. Additional uses must be approved by the USGBC Marketing

Department. Contact: [email protected]

The mark may be printed in black, gray, any uniform color and reverse in white. Whenprinting in gray, either the Pantone color PMS 424U or 60% black can be used. The markmay appear embossed, with a slight gradient, or with other lighting or shadow eectsto add dimension to the graphic. The logo may only appear in reverse white on a darkbackground. NOTE: USGBC only provides the mark in black.

Literature in which the LEED Certication Mark appears must contain the followingacknowledgement:

" The 'LEED Certication Mark' is a registered trademark owned by the U.S. GreenBuilding Council and is used by permission."



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USGBC in Text

The ocial organization name is the U.S. Green Building Council. "USGBC" is the ocialacronym. Use the complete name on any rst reference. Subsequent references in copymay use USGBC.

Acceptable

U.S. Green Building CouncilUSGBC

NOTE: When using "USGBC" as a noun, do not precede with "the." For example, "theUSGBC oers LEED certication" should be changed to "USGBC oers..."

When using USGBC as an adjective, however, articles such as "the" or "a" may be used asappropriate. For example, "Contact the USGBC Marketing Department..."

Unacceptable

U.S.G.B.C.U.S. GBCUnited States Green Building Council

US Green Building CouncilGBC

Describing USGBC

"The U.S. Green Building Council (USGBC) is a 501(c)(3) non prot composed of

leaders from every sector of the building industry working to promote buildingsand communities that are environmentally responsible, protable and healthyplaces to live and work."

"The U.S. Green Building Council (USGBC) is a 501(c)(3) non prot that

developed the LEED (Leadership in Energy and Environmental Desing) GreenBuilding Rating System."

Other USGBC descriptive copy may be found on the USGBC Web site:www.usgbc.org/about


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LEED in Text

LEED, as a registered trademark of the U.S. Green Building Council, does not have to bespelled out in the rst reference; however, exercise professional discretion when applyingthe use of the complete name, "Leadership in Energy and Environmental Design," inprinted materials.

"LEED" with the registered trademark superscript is only necessary for the rst usein a short document, or the rst use in each section of a longer document. Following therst mention, use "LEED."

When a project achieves certication it should be referred to as a LEED certied project

(not: LEED-NC certied, or LEED-CI v2.0 certied). If appropriate, supporting text maybe written that gives additional detail about the specic Rating System under which theproject was certied. When referencing a specic Rating System, the full name must beused for rst mention. For example: "LEED for New Construction"

"LEED certication" with lowercase "c" is used to describe the certication process."LEED certied" with lowercase "c" is used to describe a project that has been certied."LEED Certied" with capital "C" is used to describe a project that has been certied tothe base level: Certied. When a project is certied, the correct wording is "project A isLEED Silver" or "project A is LEED certied to the Silver level" or "project A is LEED Silvercertied." Due to repetition, the wording "project A is LEED Certied certied" is not

recommended. "Certied" to reference both certication and level is sucient.

"LEED Green Building Rating System" is used for the rst mention of the full title. If theLEED acronym is also being used for the rst time, then the is used.

"LEED Rating System" is used as the shorthand for the formal name.

Describing LEED

"The LEED (Leadership in Energy and Environmental Design) Green Building

Rating System is the nationally accepted benchmark for the design, construction,and operation of high performance green buildings."

Other LEED descriptive copy may be found on the USGBC Web site: www.usgbc.org/leed


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Reerencing LEED in Product Literature

Manufacturers may reference LEED in their product literature providing that thelanguage neither states nor implies endorsement by USGBC or the LEED program.Furthermore, the language must clearly acknowledge that LEED credit requirementscover the performance of materials in aggregate, not the performance of individualproducts or brands. Therefore, products that meet the LEED performance criteria canonly contribute toward earning points needed for LEED certication; they cannot earnpoints individually toward LEED certication.

Acceptable

"Product A contributes toward satisfying Credit X under LEED."

"Product A [complies with] X requirements of Credit X under LEED."

NOTE: Short statements claiming that a product meets certain LEEDperformance criteria may be used if the statement does not suggest endorsementby USGBC or product certication and the following statement is included in

connection with the claim:

Products are not reviewed or certied under the LEED Rating System. LEED credit

requirements cover the performance of materials in aggregate, not the performance ofindividual products or brands. For more information on LEED, visit www.usgbc.org/leed

Unacceptable

"Product A is LEED [certied/qualied/compliant/ accredited/approved]"

"LEED product"

"Product A [meets/satises/fullls/complies with] Credit X"

Statements not mentioned above connecting the performance of a product with LEEDmust be reviewed and approved by the USGBC Marketing Department. Contact:[email protected]


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Reerencing LEED Registered Projects

"LEED registered project" is the approved language to be used only in the event that theproject is ocially registered with LEED (to verify with the LEED Department, contact

[email protected]). A project that is registered may also be referred to as "LEED Registered," a"LEED candidate project," or a "LEED certication candidate."

USGBC does not have a LEED Registered Logo. Use of the LEED Logo to reference orindicate a LEED Registered Project is prohibited. However, permission may be obtainedfrom the USGBC Marketing Department to use the LEED Logo to reference the LEEDGreen Certication Rating System. In this case, the LEED Logo may be placed on signagethat states "This project is registered under the LEED Green Building Rating System."

Contact: [email protected]

Acceptable

"Registered with the certication goal of ______ "

"Upon completion, this [building/project] will apply to become LEED certied"

"Upon completion, this [building/project] will apply to become certied under theU.S. Green Building Council's LEED (Leadership in Energy and Environmental

Design) program"

"As a rst step toward LEED Green Building Certication, [organization name]has registered this project with the U.S. Green Building Council to achieve LEEDcertication"

"This project is registered with the U.S. Green Building Council and intendsto pursue certication under USGBC's LEED (Leadership in Energy andEnvironmental Design) program"

"This project is registered under the LEED Green Building Rating System"

Unacceptable

"This project is LEED Gold Registered" Note: Projects cannot register to achieve aspecic level of certication.

"This project is LEED [Qualied/Reviewed/Enrolled/Veried, etc.]."

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