Winner of a GDUSA 2020 American Inhouse Design Award.
As USGBC continues to grow, so has our brand. To usher in the second generation of USGBC, we are sharing an updated visual brand that brings the spirit of USGBC and its community to life. This project included introducing new brand guidelines, a new wordmark to represent our staff better, as well as a new application for our recognizable oak leaves. We introduced a simplified color palette that focused on blues to instill the feeling of loyalty and stability, along with two new fonts that offer less severe transitions and stroke weights, ensuring they have a humanist tone of voice. We also prepared a staff toolkit that included social graphics, how to be a brand ambassador, and how to talk about our brand refresh with our customers. The entire refresh was accompanied by an illustrated custom suite of iconography that can be used when representing complex or more abstract ideas, especially when paired with article content published online, in email distributions or on social media.