BRAND GUIDELINES & Style Guide - coachingfederation.org - International Coaching Federation
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U P D AT E D 0 1 . 1 2 . 2 0 2 1 BRAND GUIDELINES & Style Guide coachingfederation.org COPYRIGHT ©2021. ALL RIGHTS RESERVED.
I n troductio n I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Since you are holding this guide and reading these words, we’re trusting
you with our very identity: our brand.
Welcome
We aren’t interested in all of the buzzwords and catchphrases and
marketing jargon surrounding the word brand. But we do care about
002 what people think about us. We care about our reputation. We care
about building great relationships.
We also care about growing our organization. But, for us, it’s not all about
numbers. We are passionate about the impact we can make — about
empowering the world through coaching.
The following pages are full of guidelines, rules, and handy tips that
we hope will help you communicate our values, realize our vision, and
reinforce our brand.
It is impossible to predict every situation, brand execution, or
implementation, but this guide will help refine your approach.
Whether you are a new staff member, an ICF Chapter Leader, a strategic
partner, or one of our amazing vendors, thank you for helping us achieve
our goals and pursue our mission.
Welcome to the ICF family.
Questions? Contact us at icfpr@coachingfederation.org.
I n troductio n I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Introduction 022. ICF Brand System 055. ICF Thought 077. Neutral Color Palette
Leadership Institute
002. Welcome 023. Which Logo Do I Use 078. Tints
003. What’s Inside 024. Scalable Identity ICF Chapter Logos 079. Approved Pairings
004. Intent of This Guide 025. Horizontal Lockup 080. Common Errors
060. Terms of Use
What’s
005. Using Our Materials 026. Lockup Assembly 061. Horizontal Lockup Typography
003 006. Approvals 027. Color Variations 062. Lockup Assembly 082. Montserrat
028. Stacked Lockup 063. Color Variations 084. Lora
About ICF
Inside
029. Icon-Only Lockup 064. Stacked Lockup 086. Using Type
008. Who We Are
030. Background Control 065. Background Control 087. Common Errors
009. History 031. Common Errors 066. Common Errors
010. Values Photography
032. File Types
011. Personality ICF Member Logos 089. Tone
ICF Family
068. Terms of Use 090. Composition
Voice & Style Organization
Logos 070. Horizontal Lockup 091. People
013. Our Tone & Voice
034. ICF Professional 071. Color Variations
Brand Collateral
014. Tagline Coaches 072. Stacked Lockup
093. Business Cards
015. Master Style List 039. ICF Credentials 073. Common Errors
and Standards 094. Letterhead
016. ICF-Specific Elements
043. ICF Coach Training Brand Colors 095. Presentation
ICF Brand Logo Templates
047. ICF Foundation 075. Primary Color Palette
019. Terms of Use
051. ICF Coaching in 076. Family Organization
021. About Our Mark Organizations Colors
Questions? Contact us at icfpr@coachingfederation.org.
I n troductio n I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Intent of
This style guide is a reference for our staff, need to create. By utilizing these tools,
004
Chapter Leaders, vendors, and others who resources, and adhering to the guidelines
are authorized to work with the ICF brand. within, you’ll make things that look like
This Guide
the ICF brand, every time.
Our intent with this guide is not to restrict
creativity and innovation: far from it. We Please refer back to this guide often. We
believe in innovation and creative spirit. believe that our style guide is a living
document. It should evolve over time, just
What we strive for is a coordinated,
as our brand inevitably will.
consistent and effective brand presence
in everything we create. If we make If you have any questions concerning the
something, we want to make sure that content of this guide, please don’t hesitate
people know where it came from. to reach out to our Marketing
and Communications team at
While some of our brand executions
icfpr@coachingfederation.org.
and graphics have been standardized—
like business cards, letterhead, and
envelopes—these are not intended as the
focus of this guide.
Instead, the focus of this guide is to
empower you with the elements you
Questions? Contact us at icfpr@coachingfederation.org.
I n troductio n I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Using Our
Brand Materials
For legal, copyright, or usage We are reasonable people—and open to most things—
005
questions relating to our
but when it comes to our brand, our reputation, we
brand visuals, please reach
out to the ICF Marketing and maintain strict control. We hold ourselves to incredibly
Communications team at
high standards, and we expect the same wherever our
icf pr@coachingfederation.org.
brand is represented.
You must have specific permission and authorization to
use any of our brand materials, including any resources,
graphics, or visual elements found within this guide and
its accompanying files. Simply being in possession of
these materials does not imply or imbue permission in
any way.
The approval process for materials and implementations
of our brand will vary. Please contact an authorized ICF
representative (usually your point of contact)
with questions.
We reserve the right to disapprove or deny any use
or uses of our logo, our brand visuals, or other brand
elements at any time, for any reason.
Questions? Contact us at icfpr@coachingfederation.org.
I n troductio n I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Approvals
This guide is not a comprehensive list of If you are a vendor working on one of our
006
rules. We recognize the creative journey is brand executions, we require an electronic
full of twists and turns. New approaches, or physical proof before any item is
new trends, and changes in technology printed, published, or otherwise executed.
will inevitably have an effect on our brand These proofs can be submitted to your
and the way we execute it visually. point of contact within ICF.
That said, we insist that any brand Questions prevent mishaps: If you have
execution follow the guidelines listed a question about the use of our brand
within. Anything outside of these materials, please do not hesitate to ask!
guidelines must be approved by an
authorized representative from the ICF
Marketing Team.
Outside approvals may be submitted
electronically by emailing the concept to
icfpr@coachingfederation.org.
Questions? Contact us at icfpr@coachingfederation.org.
I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E
About ICF
007
Where the love of
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The International Coaching Federation Within this section, you will learn who
(ICF) is more than a membership we are, what we stand for, and where we Who We Are
coaching begins organization for coaches. We are a hub came from.
for all things related to coaching: coach
and never ends.
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community, coach training, coach Values
credentialing and standards, thought
leadership, coaching in organizations, pro PA G E 0 1 0
bono coaching, and so much more. Personality
A b out U s I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
008
Who We Are
With 35,000+ ICF Members,
29,000+ Credential-holders and more
than 140 Chapters around the world,
maintaining the ICF brand can be a
V I S I O N S TAT E M E N T
difficult task. Consistent use of ICF Coaching is an integral part of a thriving society and
logos, colors, fonts and styles enables every ICF Member represents the highest quality of
professional coaching.
ICF to maintain a clear, recognizable
and unified brand identity, both within
the ICF community and with all of our M I S S I O N S TAT E M E N T
The International Coaching Federation (ICF) exists to lead
stakeholder groups. Help us advocate for
the global advancement of the coaching profession.
coaching in one strong, unified voice.
Questions? Contact us at icfpr@coachingfederation.org.
A b out U s I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
009
Empowering coaches
since 1995.
ICF was founded in 1995 by Thomas is an integral part of a thriving society and • ICF Professional Coaches
Leonard, for the purpose of having a space that every ICF Member represents the • ICF Credentials and Standards
for all coaches to support one another and highest quality of professional coaching. • ICF Coach Training
help grow the profession. The following • ICF Foundation
In 2020, ICF celebrated 25 years of serving
year, the first issue of ICF Coaching News • ICF Coaching in Organizations
the coaching profession. That same
was sent to approximately 400 subscribers. • ICF Thought Leadership Institute
year, we changed our name from the
Fast-forward a few decades, and ICF International Coach Federation to the As coaching continues to grow worldwide,
is the world’s largest organization of International Coaching Federation, and ICF will continue to evolve to meet the
professionally trained coaches, with more transitioned from a single organization to needs of coaches, coaching clients, our
than 35,000 members in 146 countries a federation of six family organizations: communities and the world.
and territories. Together, we are pursuing
a powerful vision: ensuring that coaching
Questions? Contact us at icfpr@coachingfederation.org.
A b out U s I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Our Values
010
Integrity. Excellence.
Collaboration. Respect.
Integrity: We uphold the highest 03. Collaboration: We value the social
Our Values 01.
standards both for the coaching connection and community
profession and our organization. building that occurs through
collaborative partnership and co-
02. Excellence: We set and demonstrate
created achievement.
standards of excellence for
professional coaching quality, 04. Respect: We are inclusive and
qualification and competence. value the diversity and richness of
our global stakeholders. We put
people first, without compromising
standards, policies and quality.
Questions? Contact us at icfpr@coachingfederation.org.A b out U s I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
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Our Brand
Personality
ICF and its family organizations empower
our stakeholders to succeed through
tools, resources, standards, and the global
community they provide. Each family
organization has its own unique products,
We are relevant,
services, attributes, and stakeholders, but
ICF’s common thread is empowerment.
Together, we are empowering the world trustworthy, visionary
through coaching.
and inspirational.
Questions? Contact us at icfpr@coachingfederation.org.I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E
Voice & Style
012
We speak with
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Coaching is why we’re here. It’s our purpose. Communicating in a consistent style
will help enhance the professionalism Tone & Voice
passion and
The way we speak to our stakeholders is
and credibility of ICF in the marketplace.
important. We strive to ensure that every brand
Guidelines have been established to elevate
credibility. We
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execution communicates our brand voice.
ICF’s communications. Tagline
are professional Speaking as one unified ICF voice will create
a stronger impact and demonstrate the
In this section, you will find guidance on how
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and inclusive.
to communicate in our brand voice and style.
professionalism that ICF embodies. Master Style ListBra n d V oice I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
013
Our Writing
We speak to our members, volunteers
and other stakeholders with
professionalism, passion, inclusivity and
Tone & Voice
credibility. We’re relevant, trustworthy,
visionary and inspirational.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d V oice I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
014
Empowering the world
through coaching.
The purpose of our brand tagline The tagline may be used in combination
Our tagline represents our brand value
is to capture and summarize our brand with the brand logo and brand images
and overall mission. promise, brand values, and as a standalone brand marketing
product experience. campaign. The brand tagline should not
be combined with campaign-specific
The tagline may be used in any marketing
taglines or phrases.
materials, advertising, or brand execution
where we seek to communicate our Avoid rewriting, rewording, or editing the
personality, mission, or brand values. tagline in any way.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d V oice I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
• Body text should be 9 or 10 pt. be listed first. Only the ICF Credential Numerals
Montserrat Medium or Helvetica. should be used when representing ICF
• The official language of ICF marketing or in official ICF materials. • Money: The official currency of ICF
and communication materials is Headquarters is US dollars noted by a
American English. dollar sign ($) preceding the amount
Times and Dates and USD after the amount.
• Use only one space after a period.
The registration fee is $50 USD.
Master
EXAMPLE:
• Do not indent paragraphs.
015
• Months/Days: For global ICF recognizes the needs of chapters to
• Use one line space between paragraphs. communications, ICF Headquarters will use locally recognized currency formats.
spell out months and days of the week.
Style List
EXAMPLE: Saturday, January 1, 2010.
Names, Titles, Degrees Past Presidents/Chairs
• ICF recognizes the needs of chapters to
• Use first and last name of individuals use locally recognized formats.
• Prior year’s ICF Global Board Chair is
on first reference. Use first name on
• Time: Use a.m. and p.m., lowercase with Immediate Past Chair, ICF Global. All prior
second and following references.
periods. past Chairs are ICF Global Past Chair. All
• Include a person’s ICF Credential on Correct: 7 p.m. Incorrect: 7:00 P.M. The past Presidents from 2012 and prior are
first reference in an article or bio. Set exception to this guideline is the 12 ICF Global Past President. Chapters may
ICF Credentials (ACC, PCC, MCC) in o’clock hour. Please write these times as use locally appropriate terminology.
commas after the last name on the first 12 Noon and 12 Midnight.
reference only.
• Time zones: ICF Headquarters will list
EXAMPLE: John Smith, PCC, was
all times in New York time denoted in
nominated as a candidate for the Circle
parentheses.
of Distinction.
EXAMPLE: All calls will take place at 2 p.m.
• Avoid using courtesy titles such as Mr.,
Mrs., Ms., or Dr. (New York) with the addition of UTC/GMT,
The following are general formatting Paris, and Hong Kong times for Virtual
• Use degree titles after the name, but
guidelines established for use in email, Education programs. ICF recognizes the
before an ICF Credential.
website, collateral, social media and needs of Chapters to provide local time
any other ICF communications. This list EXAMPLE: David Johnson, Ph.D., MCC zones when appropriate.
is not comprehensive. When in doubt,
• If you are using more than one coaching
refer to an up-to-date version of the
credential, the ICF Credential should
Associated Press Style Guide.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d V oice I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Assessor – Capitalize only after ICF, as in coachingfederation.org – Do not include Continuing Coach Education (CCE) units –
“ICF Assessor.” www. before it. Spell out first reference followed by its
acronym in parenthesis. Do not
Board – Capitalize Board when it refers Code of Ethics – Capitalize after ICF or
capitalize units.
to the ICF Global Board of Directors. Do when referring to the ICF Code of Ethics.
EXAMPLE: Earn 3 Continuing Coach
not use the abbreviation BOD. Only use in Capitalize the word Code when it stands
ICF-
Education (CCE) units at our upcoming
016 conjunction with the ICF Global Board or alone, but refers to the ICF Code.
event. 1 CCE unit will be Resource
appropriate Chapter. EXAMPLE: To be Credentialed, you must
Development.
EXAMPLES: The ICF Global Board met last follow the ICF Code of Ethics. / It is stated
Specific month in Chicago. The Board voted to
table the matter. / The ICF New England
in the Code.
Communities of Practice (CPs) – Spell out
Credential – Capitalize Credential when
it refers to the ICF Credentials (ACC, PCC,
Style
Board will meet next month. MCC) or ICF Credentialing Program.
on first reference followed by its acronym
Lowercase in general use.
Chapter and Chapter Leader – Capitalize in parentheses. Use acronym on second
EXAMPLE: She earned an ICF Credential
Elements
these terms when referring to an ICF and following references.
in 2010. / He passed his ACC Credential
Chapter or when used in a proper name. EXAMPLE: See the list of ICF Communities
exam. / Clients agree that credentials are
EXAMPLES: The ICF New York City Chapter of Practice (CPs) online.
important.
is holding a meeting this week. / All ICF
Core Competencies – Capitalize following
Chapters are invited to attend the Chapter Credentialed Coach Finder (CCF) – In
ICF. Lowercase in general use.
Leader Presentations held monthly. / All general, spell out on the first reference
EXAMPLE: The ICF Core Competencies
ICF Chapters were represented at the ICF followed by its acronym in parenthesis.
are taught in accredited coach-training
Global Leaders Forum. Use acronym on second and following
programs. / She told him about the core
references.
Coaching World – Always capitalize competencies of coaching.
EXAMPLE: You can search for ICF
and italicize.
credentialed Members on the
Questions? Contact us at icfpr@coachingfederation.org.Bra n d V oice I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Credentialed Coach Finder. / Please be many benefits. Each member receives ICF Family Organization names–
sure to update your profile on CCF. many benefits. Always use the full name of the family
organization in public communications.
ICF Credential-holder – Use when referring International Coaching Federation (ICF) –
to individuals that hold an ICF Credential. In general, spell out on first reference with ICF Professional Coaches
ICF in parentheses. ICF Credentials and Standards
ICF-
ICF-credentialed coach member – Use
017 ICF Coach Training
when referring to individuals that hold an Nonprofit – one word without a hyphen.
ICF Credential and are ICF Members. ICF Foundation
Task force(s) – two words.
Specific ICF Global – Use when it is necessary to
distinguish the international organization
Strategic Plan – Capitalize when referring
to the ICF Strategic Plan.
ICF Coaching in Organizations
ICF Thought Leadership Institute
Style
from ICF Chapters. Do not use “Global ICF.”
EXAMPLE: The Board approved the ICF
EXAMPLE: ICF Global staff met with ICF
Strategic Plan for 2010. / The priorities
Australasia leaders during the conference
set forth in the Strategic Plan have been
Elements ICF Headquarters – Use when referring
to the physical office/ address of the ICF
based in Lexington, Ky. Use ICF Global to
communicated to all staff. / They met for a
strategic planning session.
Sub-committee – always use a hyphen.
distinguish the international organization
from ICF Chapters.
EXAMPLE: Send your renewal applications
to ICF Headquarters by December 31.
ICF Member – Always capitalize ‘member’
when it follows ICF.
EXAMPLES: ICF Members are entitled to
Questions? Contact us at icfpr@coachingfederation.org.I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E
ICF Brand Logos
018
Our logo is how our customers tell us apart
The heart, soul,
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from a crowded industry. It’s a promise of Terms of Use Icon-Only Lockup
and center of our quality, consistency, and reliability.
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brand identity.
As such, it is vital that our logo is presented
Horizontal Lockup Background Control
correctly in every execution. This section
covers these guidelines in detail.
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Any use of our brand logo outside of or
Stacked Lockup Common Errors
conflicting with the contents of this section
will be considered unauthorized.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Terms of Use DO NOT use the ICF logo in products, that would disparage ICF or its products E X A M P L E S O F A C C E P TA B L E U S E I N C L U D E :
As a general rule, third parties may not use product packaging or other business or services. Neither the logo nor the ICF
• ICF Members referring to themselves
the International Coaching Federation (ICF) services for which a formal license is name may be used in any other company
as such on their coaching
logo, which in this context includes (but required. The logo may link only to name, product name, service name,
business’ website
is not limited to) the ICF primary logo, ICF coachingfederation.org. You may not use domain name, website title, publication
• An ICF Chapter launching a Facebook
family organization logos, and ICF Chapter it to link to other pages on your website or title, or the like. Non-ICF materials should
019
group according to the guidelines
logos. There are limited circumstances any other websites. The logo may not be not mimic any ICF advertising, product
provided by ICF
under which third parties may use the used to indicate any kind of endorsement packaging, or website design.
• ICF Credential-holders referring to
ICF logo. The logo must always be used by ICF of a company’s product or service;
ICF reserves the right in its sole discretion themselves as such in press releases
pursuant to the specifications on these or that any official status for any product
to terminate or modify permission to regarding career milestones
pages to identify ICF or ICF services. Any or service has been conferred by or is
display the logo, and may request that
use that falls outside of these specifications otherwise associated with ICF; or to show
third parties modify or delete any use of
E X A M P L E S O F U N A C C E P TA B L E U S E I N C L U D E :
is strictly prohibited. any kind of relationship with ICF aside
the logo that, in ICF’s sole judgment, does
from those permitted above. • Graduates of ICF-approved or
Third parties may only use the logo under not comply with these guidelines or might
-accredited coach-training programs
the following limited circumstances: In DO NOT display the ICF logo as a primary otherwise impair ICF’s rights in the logo.
calling themselves an “ICF coach”
advertising, marketing collateral, or a or prominent feature on any non-ICF ICF further reserves the right to object to
• Marketing a webinar with a title such
website that references your connection materials. Companies using the logo unfair uses or misuses of its trademarks or
as “How to Become an ICF Coach”
with ICF (e.g., the material states that pursuant to these guidelines must other violations of applicable law.
• Creating a LinkedIn group with a title
you are an ICF-approved coach training also display in the primary and more
ICF’s name (“International Coach Federation” such as “ICF Coaches’ Group”
program or ICF Member) provided that prominent position, their own logo(s),
or “International Coaching Federation”),
the area in which the ICF logo is used business name, product names, or other
acronym (“ICF”) and/or logos may not be
includes the corporate logo of at least one branding. The logo may not be imitated
used by an individual or organization that
other company with which you have a or used as a design feature in any manner.
isn’t directly affiliated with ICF.
similar relationship. The logo may not be used in a manner
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
021
What Our Mark R E L E VA N T.
TRUSTWORTHY.
Our new mark was inspired by the coach
journey. It’s moving. It holds energy and
Stands For
inspires action. It also emphasizes the
VISIONARY. organization moving from “Coach” to
“Coaching.” The wordmark is strong and
I N S P I R AT I O N A L .
stable, but the rounded edges make it
approachable and friendly.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
022
ICF Brand More than a new name, it’s a new
ecosystem to better empower the world
ICF remains committed to advancing
the coaching profession by setting high
System
through coaching. We are more than standards and building a worldwide
just coaches. We are leaders, educators, network of trained coaching professionals.
investors, thought leaders.... united to
ensure that coaching is an integral part of
a thriving society.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
When marketing or promoting the ICF Credential promotions would fall and services, please use the ICF
International Coaching Federation as a under the ICF Credentials and Standards Coaching in Organizations logo with the
whole, please use the master ICF Logo family organization brand. purple gradient and “ICF Coaching in
with the gold gradient and “International Organizations” spelled out.
When marketing and promoting ICF
Coaching Federation” spelled out.
Coach Training products and services, When marketing and promoting ICF
023
Which When marketing or promoting ICF
Professional Coaches products and
please use the ICF Coach Training logo
with the green gradient and “ICF Coach
Thought Leadership Institute products
and services, please use the ICF Thought
logo do
services, please use the ICF Professional Training” spelled out. Leadership Institute logo with the red
Coaches logo with the light blue gradient gradient and “ICF Thought Leadership
Communications going out to Coach
and “Professional Coaches” spelled out. Institute” spelled out.
Training providers about accreditation
I use? Generally, ICF Member communications,
Chapter communications and
membership campaigns would fall under
with ICF would typically fall under the ICF
Coach Training family organization.
If you are unsure of which logo set to use,
please contact the ICF Communications
and Marketing team for guidance.
When marketing and promoting the
the ICF Professional Coaches family
ICF Foundation, please use the ICF
organization brand. ICF Chapters also fall
Foundation logo with the magenta
under the ICF Professional Coaches brand
gradient and “ICF Foundation” spelled out.
color palette.
Communications promoting Ignite
When marketing and promoting ICF
and other pro bono initiatives would
Credentials and Standards products and
fall under the ICF Foundation family
services, please use the ICF Credentials
organization brand.
and Standards logo with the orange
gradient and “ICF Credentials and When marketing and promoting ICF
Standards” spelled out. Coaching in Organizations products
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
024
S TA C K E D L O C K U P H O R I Z O N TA L L O C K U P ICON-ONLY WORDMARK ONLY
Trying to fit the same mark simultaneously When using the icon-only mark, ensure
A Scalable on a billboard and on the side of an ink
pen is a challenge. Our identity system is
that our brand name is visible near or in
relationship with the icon. This will help
Identity
designed for flexibility, consistency, and reinforce our brand recognition across
brand recognition. multiple touch points.
Instead of trying to fit a logo into a space The Wordmark is only to be used in small,
that is too small, use a different version for narrow spaces when the ICF brand mark
maximum visual impact and clarity. does not fit.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
025
Horizontal
Lockup
The brand logo identifies the ICF brand
as a whole. Use this logo to represent
the overarching ICF organization.
The horizontal lockup should be used
whenever possible.
This logo is a carefully created piece of
locked artwork that should not be altered
in any way.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
026
Lockup
Assembly
When our icon and wordmark are S E PA R AT I O N ALIGNMENT C L E A R S PA C E
assembled together, the height of our The space between the icon and The baselines of the ICF “Icon” and At a minimum, there should be
wordmark is equal to the height of the full wordmark should align. clear space equal to the height of a
wordmark can be used to determine the “C” in the wordmark. capital letter “C” from the wordmark
on all four sides of the logo.
the ratio and relationship between the
two elements.
MINIMUM SIZE
.75” or 50px
This version is not intended for
extremely small sizes. The minimum
height is .75” for print applications and
50px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Full Color White with Gradient
027
Color
Variations ICF Blue with the Global Gold gradient in the “C” Solid reverse White
Each brand logo lockup has several color
variations for use on different background
types, tones, and colors.
When in doubt, use the most Single Color, Dark Single Color, Light
legible version of the logo for the
available background.
For printed executions, special care should
be given to ensure logo legibility on the
final media or material used.
Solid ICF Blue Solid reverse White
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
028
Stacked LOCKUP ASSEMBLY
Lockup
The icon and wordmark is left-aligned and
separated by the height of a letter C.
C L E A R S PA C E
At a minimum, there should be clear space
Designed specifically to be vertically equal to the height of a capital letter “C” from
the wordmark on all four sides of the logo.
efficient, the stacked lockup is a perfect fit
for taller areas.
While we generally prefer the full
horizontal logo, there are no specific
restrictions that would prevent this 1.5” or 100px
version from use.
MINIMUM SIZE
This version is not intended for extremely small
sizes. The minimum height is 1.5” for print
applications and 100px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
029
Icon-Only
Lockup SPECIAL COLOR USAGE
When the icon is used as a standalone
When subtlety is desired, the ICF icon can element, it will accommodate any
acceptable combination of our colors.
be used in place of a full brand logo lockup.
When this mark is used, ensure that
our brand name is visible near or in
relationship with the icon. This will help
reinforce brand recognition.
.75” or 50px
MINIMUM SIZE
At small sizes, ensure the line weight is
legible and that the negative spaces do
not close. The minimum height is .75” for
print and 50px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
030
Background
Control Use the one-color blue logo on top of light photographs. Do not use the The one-color white version of the logo may used on any dark
two-color version on photographs. photographic background. Do not use the two-color version on
Contrast is the name of the game photographs.
when considering placing the logo on
any background.
Our logo should not only be legible;
it should also make a clear, strong
statement when used. If there is not
enough contrast between the logo and
the background, the presence of the logo
is weakened.
The logo may be placed on photographs,
The one-color blue version of the logo may be used on any light colored The one-color version of the logo may be used on any dark colored
textures, and patterns as long as there is
gradients or backgrounds. gradients or backgrounds.
enough contrast for the logo to be visible.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
031
Common
Errors Do not stretch, squash, skew, or
distort the logo in any way.
Do not edit the logo color, use
an off-brand color, or reduce the
logo opacity.
Do not add graphic effects to the
logo, including drop shadows.
COACHING WEEK
Note: This is not a comprehensive Do not place the logo on a Do not change the layout Do not encroach on the required
list of errors. These are simply the high-contrast pattern or or relationship between clear space surrounding the logo.
most common or egregious errors. busy photograph. logo elements.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Raster Files Vector files
Raster files are comprised of a grid of pixels. Vector files create their shapes by
These types of files always have a set resolution mathematical equations between anchor
and size. Once you increase the size past its points. Since they are crafted by ratios, and not
predetermined size, the quality decreases. a grid of colored squares, vector images can be
File Types
You’ve probably seen this before: images begin infinitely scaled.
032
to appear pixel-lated if they’re pushed too far.
Graphics, like the brand logo, are typically
Graphics, like the brand logo, can be exported created as vector files. Illustrations,
in raster versions. Photographs are always iconography, and graphic elements are created
The files provided with this guide raster files. as vector files.
generally fall into two types: raster and
Raster files are typically used for web graphics The limitations of vector files lie in their strengths:
vector files. While both can be used for
and digital executions. When used in print because each relationship is an equation,
most applications, typically one is more
applications, you must ensure that the file complex items, gradients, photographs often
suited, depending on the usage intent. exceeds the minimum DPI (dots per inch) of make vector file sizes too large. Raster images are
150DPI, or risk a low-quality print. more efficient in those situations.
Typically, raster files end with .jpg, .png, .gif, and Vector files are typically used for printing or
.psd. They are easy to open and apply. producing the logo or other graphics in most
forms. If you’re ever asked for a high-resolution
logo file, send a vector file.
Typically, vector files end with .ai, .eps and .svg.
Without special programs, these files will be
difficult to open but are often perfect to submit
to vendors.
Questions? Contact us at icfpr@coachingfederation.org.Brand Logo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
ICF Family
Organization Logos
033
ICF is one
PA G E 3 5 PA G E 4 7
Each family organization utilizes a distinct color
gradient in the ICF icon in addition to their wordmark. ICF Professional ICF Foundation
family — we It is vital that our logos are presented correctly in
Coaches
are One ICF.
PA G E 3 9 PA G E 5 1
every execution. This section covers these guidelines
ICF Credentials ICF Coaching in
in detail.
and Standards Organizations
Any use of our brand logo outside of or PA G E 4 3 PA G E 5 5
conflicting with the contents of this section ICF Coach Training ICF Thought
will be considered unauthorized. Leadership InstituteBra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
034
S TA C K E D L O C K U P H O R I Z O N TA L L O C K U P ICON-ONLY WORDMARK ONLY
Trying to fit the same mark simultaneously When using the icon-only marks, ensure
A Scalable on a billboard and on the side of an ink
pen is a challenge. Our identity system is
that our brand name is visible near or in
relationship with the icon. This will help
Identity
designed for flexibility, consistency, and reinforce our brand recognition across
brand recognition. multiple touch points.
Instead of trying to fit a logo into a space The Wordmark is only to be used in small,
that is too small, use a different version for narrow spaces when the ICF brand mark
maximum visual impact and clarity. does not fit.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
035
ICF Professional
Coaches
The ICF Professional Coaches logo should
only be used to represent the membership
arm of the organization. The horizontal
lockup with the light blue gradient should be
used whenever possible.
This logo is a carefully created piece of locked
artwork that should not be altered in any way.
ICF Professional Coaches ICF Professional Coaches
Light Blue Gradient
PMS 3125 C PMS 3125 C and PMS 072 C
CMYK: 89, 0, 19, 0
RGB: 0, 174, 199
HEX: #00AEC7
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
036
Horizontal
Lockup
S E PA R AT I O N ALIGNMENT C L E A R S PA C E
When the icon and wordmark are
The space between the icon and The baselines of the ICF “Icon” and At a minimum, there should be
assembled together, the height of our wordmark is equal to the height of the full wordmark should align. clear space equal to the height of a
wordmark can be used to determine the the “C” in the wordmark. capital letter “C” from the wordmark
on all four sides of the logo.
ratio and relationship between the
two elements.
See the next page for additional layouts,
color variations and background control.
MINIMUM SIZE
.75” or 50px
This version is not intended for
extremely small sizes. The minimum
height is .75” for print applications and
50px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
037
Stacked LOCKUP ASSEMBLY
Lockup
The icon and wordmark is left-aligned and
separated by the height of a letter C.
C L E A R S PA C E
At a minimum, there should be clear space
Designed specifically to be vertically equal to the height of a capital letter “C” from
the wordmark on all four sides of the logo.
efficient, the stacked lockup is a perfect fit
for taller areas.
While we generally prefer the full
horizontal logo, there are no specific
restrictions that would prevent this 1.5” or 100px
version from use.
MINIMUM SIZE
This version is not intended for extremely small
sizes. The minimum height is 1.5” for print
applications and 100px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Full Color White on Gradient
038
Color
Variations ICF Blue with the ICF Professional Coaches Blue gradient in the “C” Solid reverse White
Each brand logo lockup has several color
variations for use on different background
types, tones, and colors.
When in doubt, use the most legible version One Color on White White on Color
of the logo for the available background.
For printed executions, special care should
be given to ensure logo legibility on the
final media or material used.
Solid ICF Blue Solid reverse White
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
039
ICF Credentials
and Standards
The ICF Credentials and Standards logo
should only be used to represent the
credentialing arm of the organization. The
horizontal lockup with the orange gradient
should be used whenever possible.
ICF Credentials and Standards ICF Credentials and Standards
This logo is a carefully created piece of locked
Orange Gradient
artwork that should not be altered in any way.
PMS 716 C PMS 716 C and PMS 603 C
CMYK: 0, 59, 100, 0
RGB: 234, 118, 0
HEX: #EA7600
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
040
Horizontal
Lockup
S E PA R AT I O N ALIGNMENT C L E A R S PA C E
When the icon and wordmark are
The space between the icon and The baselines of the ICF “Icon” and At a minimum, there should be
assembled together, the height of our wordmark is equal to the height of the full wordmark should align. clear space equal to the height of a
wordmark can be used to determine the the “C” in the wordmark. capital letter “C” from the wordmark
on all four sides of the logo.
ratio and relationship between the
two elements.
See the next page for additional layouts,
color variations and background control.
MINIMUM SIZE
.75” or 50px
This version is not intended for
extremely small sizes. The minimum
height is .75” for print applications and
50px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
041
Stacked LOCKUP ASSEMBLY
Lockup
The icon and wordmark is left-aligned and
separated by the height of a letter C.
C L E A R S PA C E
At a minimum, there should be clear space
Designed specifically to be vertically equal to the height of a capital letter “C” from
the wordmark on all four sides of the logo.
efficient, the stacked lockup is a perfect fit
for taller areas.
While we generally prefer the full
horizontal logo, there are no specific
restrictions that would prevent this 1.5” or 100px
version from use.
MINIMUM SIZE
This version is not intended for extremely small
sizes. The minimum height is 1.5” for print
applications and 100px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Full Color White on Gradient
042
Color
Variations ICF Blue with the ICF Credentials and Standards Orange gradient in the “C” Solid reverse White
Each brand logo lockup has several color
variations for use on different background
types, tones, and colors.
When in doubt, use the most legible version One Color on White White on Color
of the logo for the available background.
For printed executions, special care should
be given to ensure logo legibility on the
final media or material used.
Solid ICF Blue Solid reverse White
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
043
ICF Coach
Training
The ICF Coach Training logo should only
be used to represent the accreditation arm
of the organization. The horizontal lockup
with the green gradient should be used
whenever possible.
ICF Coach Training ICF Coach Training
This logo is a carefully created piece of locked Green Gradient
artwork that should not be altered in any way. PMS 340 C and PMS 072 C
PMS 340 C
CMYK: 100, 0, 81, 0
RGB: 0, 150, 94
HEX: #00965E
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
044
Horizontal
Lockup
S E PA R AT I O N ALIGNMENT C L E A R S PA C E
When the icon and wordmark are
The space between the icon and The baselines of the ICF “Icon” and At a minimum, there should be
assembled together, the height of our wordmark is equal to the height of the full wordmark should align. clear space equal to the height of a
wordmark can be used to determine the the “C” in the wordmark. capital letter “C” from the wordmark
on all four sides of the logo.
ratio and relationship between the
two elements.
See the next page for additional layouts,
color variations and background control.
MINIMUM SIZE
.75” or 50px
This version is not intended for
extremely small sizes. The minimum
height is .75” for print applications and
50px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
045
Stacked LOCKUP ASSEMBLY
Lockup
The icon and wordmark is left-aligned and
separated by the height of a letter C.
C L E A R S PA C E
At a minimum, there should be clear space
Designed specifically to be vertically equal to the height of a capital letter “C” from
the wordmark on all four sides of the logo.
efficient, the stacked lockup is a perfect fit
for taller areas.
While we generally prefer the full
horizontal logo, there are no specific
restrictions that would prevent this 1.5” or 100px
version from use.
MINIMUM SIZE
This version is not intended for extremely small
sizes. The minimum height is 1.5” for print
applications and 100px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Full Color White on Gradient
046
Color
Variations ICF Blue with the ICF Coach Training Green gradient in the “C” Solid reverse White
Each brand logo lockup has several color
variations for use on different background
types, tones, and colors.
When in doubt, use the most legible version Color on White White on Color
of the logo for the available background.
For printed executions, special care should
be given to ensure logo legibility on the
final media or material used.
Solid ICF Blue Solid reverse White
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
047
ICF Foundation
The ICF Foundation logo should only be used to
represent the pro bono arm of the organization.
The horizontal lockup with the magenta
gradient should be used whenever possible.
This logo is a carefully created piece of locked
artwork that should not be altered in any way.
ICF Foundation ICF Foundation
Magenta Gradient
PMS 1925 C PMS 1925 C and PMS 072 C
CMYK: 0, 100, 52, 0
RGB: 224, 0, 77
HEX: #E0004D
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
048
Horizontal
Lockup
S E PA R AT I O N ALIGNMENT C L E A R S PA C E
When the icon and wordmark are
The space between the icon and The baselines of the ICF “Icon” and At a minimum, there should be
assembled together, the height of our wordmark is equal to the height of the full wordmark should align. clear space equal to the height of a
wordmark can be used to determine the the “C” in the wordmark. capital letter “C” from the wordmark
on all four sides of the logo.
ratio and relationship between the
two elements.
See the next page for additional layouts,
color variations and background control.
MINIMUM SIZE
.75” or 50px
This version is not intended for
extremely small sizes. The minimum
height is .75” for print applications and
50px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
049
Stacked LOCKUP ASSEMBLY
The icon and wordmark is left-aligned and
Lockup
separated by the height of a letter C.
C L E A R S PA C E
At a minimum, there should be clear space
equal to the height of a capital letter “C” from
Designed specifically to be vertically the wordmark on all four sides of the logo.
efficient, the stacked lockup is a perfect fit
for taller areas.
While we generally prefer the full
horizontal logo, there are no specific
restrictions that would prevent this
1.25” or 80px
version from use.
MINIMUM SIZE
This version is not intended for extremely small
sizes. The minimum height is 1.5” for print
applications and 100px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Full Color White on Gradient
050
Color
Variations ICF Blue with the ICF Foundation Magenta gradient in the “C” Solid reverse White
Each brand logo lockup has several color
variations for use on different background
types, tones, and colors.
When in doubt, use the most legible version Color on White White on Color
of the logo for the available background.
For printed executions, special care should
be given to ensure logo legibility on the
final media or material used.
Solid ICF Blue Solid reverse White
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
051
ICF Coaching in
Organizations
The ICF Coaching in Organizations logo
should only be used to represent the
organizations arm of ICF. The horizontal
lockup with the purple gradient should be
used whenever possible.
This logo is a carefully created piece of locked
artwork that should not be altered in any way.
ICF Coaching in Organizations ICF Coaching in Organizations
Purple Gradient
PMS 7656 C PMS 7656 C and PMS 072 C
CMYK: 45, 91, 0, 3
RGB: 142, 58, 128
HEX: #8E3A80
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
052
Horizontal
Lockup
S E PA R AT I O N ALIGNMENT C L E A R S PA C E
When the icon and wordmark are
The space between the icon and The baselines of the ICF “Icon” and At a minimum, there should be
assembled together, the height of our wordmark is equal to the height of the full wordmark should align. clear space equal to the height of a
wordmark can be used to determine the the “C” in the wordmark. capital letter “C” from the wordmark
on all four sides of the logo.
ratio and relationship between the
two elements.
See the next page for additional layouts,
color variations and background control.
MINIMUM SIZE
.75” or 50px
This version is not intended for
extremely small sizes. The minimum
height is .75” for print applications and
50px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
053
Stacked LOCKUP ASSEMBLY
Lockup
The icon and wordmark is left-aligned and
separated by the height of a letter C.
C L E A R S PA C E
At a minimum, there should be clear space
Designed specifically to be vertically equal to the height of a capital letter “C” from
the wordmark on all four sides of the logo.
efficient, the stacked lockup is a perfect fit
for taller areas.
While we generally prefer the full
horizontal logo, there are no specific
restrictions that would prevent this 1.5” or 100px
version from use.
MINIMUM SIZE
This version is not intended for extremely small
sizes. The minimum height is 1.5” for print
applications and 100px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Full Color White on Gradient
054
Color
Variations ICF Blue with the ICF Coaching in Organizations Purple gradient in the “C” Solid reverse White
Each brand logo lockup has several color
variations for use on different background
types, tones, and colors.
When in doubt, use the most legible version Single Color, Dark Single Color, Light
of the logo for the available background.
For printed executions, special care should
be given to ensure logo legibility on the
final media or material used.
Solid ICF Blue Solid reverse White
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
055
ICF Thought
Leadership
Institute
The ICF Thought Leadership Institute logo
should only be used to represent the ICF
Thought Leadership Institute organization.
The horizontal lockup with the red gradient
should be used whenever possible.
ICF Thought Leadership ICF Thought Leadership Institute
This logo is a carefully created piece of locked
Institute Red Gradient
artwork that should not be altered in any way.
PMS Bright Red C PMS Bright Red C and PMS 072 C
CMYK: 0, 85, 95, 0
RGB: 249, 56, 34
HEX: #F93822
Questions? Contact us at icfpr@coachingfederation.org.Bra n d L ogo I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
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Horizontal
Lockup
S E PA R AT I O N ALIGNMENT C L E A R S PA C E
When the icon and wordmark are
The space between the icon and The baselines of the ICF “Icon” and At a minimum, there should be
assembled together, the height of our wordmark is equal to the height of the full wordmark should align. clear space equal to the height of a
wordmark can be used to determine the the “C” in the wordmark. capital letter “C” from the wordmark
on all four sides of the logo.
ratio and relationship between the
two elements.
See the next page for additional layouts,
color variations and background control.
MINIMUM SIZE
.75” or 50px
This version is not intended for
extremely small sizes. The minimum
height is .75” for print applications and
50px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Family O rga n izatio n L ogos I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
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Stacked LOCKUP ASSEMBLY
Lockup The icon and wordmark is left-aligned and
separated by the height of a letter C.
C L E A R S PA C E
Designed specifically to be vertically At a minimum, there should be clear space
equal to the height of a capital letter “C” from
efficient, the stacked lockup is a perfect fit
the wordmark on all four sides of the logo.
for taller areas.
While we generally prefer the full
horizontal logo, there are no specific
1.5” or 100px
restrictions that would prevent this
version from use.
MINIMUM SIZE
This version is not intended for extremely small
sizes. The minimum height is 1.5” for print
applications and 100px for digital applications.
Questions? Contact us at icfpr@coachingfederation.org.Family O rga n izatio n L ogos I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Full Color White on Gradient
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Color
Variations ICF Blue with the ICF Thought Leadership Institute Red gradient in the “C” Solid reverse White
Each brand logo lockup has several color
variations for use on different background
types, tones, and colors.
When in doubt, use the most legible version Color on White White on Color
of the logo for the available background.
For printed executions, special care should
be given to ensure logo legibility on the
final media or material used.
Solid ICF Blue Solid reverse White
Questions? Contact us at icfpr@coachingfederation.org.I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E
Chapter Logos
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Chapters are the
PA G E 0 6 0 PA G E 0 6 4
Chapters are an important local extension of
the ICF Professional Coaches brand. Terms of Use Stacked Lockup
local expression of As such, it is vital that ICF Chapter logos are
the ICF Brand.
PA G E 0 6 1 PA G E 0 6 5
presented correctly in every execution. This
Horizontal Lockup Background Control
section covers these guidelines in detail.
Any use of our brand logo outside of or PA G E 0 6 3 PA G E 0 6 6
conflicting with the contents of this section Color Variations Common Errors
will be considered unauthorized.C hapters I N T E R N AT I O N A L C O A C H I N G F E D E R AT I O N S T Y L E G U I D E U P D AT E D 0 1 . 1 2 . 2 0 2 1
Terms of Use DO NOT use the ICF logo in products, that would disparage ICF or its products E X A M P L E S O F A C C E P TA B L E U S E I N C L U D E :
As a general rule, third parties may not use product packaging or other business or services. Neither the logo nor the ICF
• ICF Members referring to themselves
the International Coaching Federation (ICF) services for which a formal license is name may be used in any other company
as such on their coaching
logo, which in this context includes (but required. The logo may link only to name, product name, service name,
business’ website
is not limited to) the ICF primary logo, ICF coachingfederation.org. You may not use domain name, website title, publication
• An ICF Chapter launching a Facebook
family organization logos, and ICF Chapter it to link to other pages on your website or title, or the like. Non-ICF materials should
060
group according to the guidelines
logos. There are limited circumstances any other websites. The logo may not be not mimic any ICF advertising, product
provided by ICF
under which third parties may use the used to indicate any kind of endorsement packaging, or website design.
• ICF Credential-holders referring to
ICF logo. The logo must always be used by ICF of a company’s product or service;
ICF reserves the right in its sole discretion themselves as such in press releases
pursuant to the specifications on these or that any official status for any product
to terminate or modify permission to regarding career milestones
pages to identify ICF or ICF services. Any or service has been conferred by or is
display the logo, and may request that
use that falls outside of these specifications otherwise associated with ICF; or to show
third parties modify or delete any use of
E X A M P L E S O F U N A C C E P TA B L E U S E I N C L U D E :
is strictly prohibited. any kind of relationship with ICF aside
the logo that, in ICF’s sole judgment, does
from those permitted above. • Graduates of ICF-approved or
Third parties may only use the logo under not comply with these guidelines or might
-accredited coach-training programs
the following limited circumstances: In DO NOT display the ICF logo as a primary otherwise impair ICF’s rights in the logo.
calling themselves an “ICF coach”
advertising, marketing collateral, or a or prominent feature on any non-ICF ICF further reserves the right to object to
• Marketing a webinar with a title such
website that references your connection materials. Companies using the logo unfair uses or misuses of its trademarks or
as “How to Become an ICF Coach”
with ICF (e.g., the material states that pursuant to these guidelines must other violations of applicable law.
• Creating a LinkedIn group with a title
you are an ICF-approved coach training also display in the primary and more
ICF’s name (“International Coach Federation” such as “ICF Coaches’ Group”
program or ICF Member) provided that prominent position, their own logo(s),
or “International Coaching Federation”),
the area in which the ICF logo is used business name, product names, or other
acronym (“ICF”) and/or logos may not be
includes the corporate logo of at least one branding. The logo may not be imitated
used by an individual or organization that
other company with which you have a or used as a design feature in any manner.
isn’t directly affiliated with ICF.
similar relationship. The logo may not be used in a manner
Questions? Contact us at icfpr@coachingfederation.org.You can also read
