USGBC LEED V5

The U.S. Green Building Council (USGBC) is a non-profit organization committed to transforming how buildings and communities are designed, built, and operated — advancing a healthier, more sustainable future. Its LEED green building rating system has long set the global standard for sustainability. Now, with the introduction of LEED v5, USGBC is launching its most significant evolution yet. To communicate this pivotal shift, we created a dynamic visual identity system that tells the story of LEED’s legacy, progress, and future.

Our approach to the refreshed identity began with a deep exploration of LEED’s history, honoring its foundational impact while identifying ways to modernize and re-energize the brand. The resulting identity and campaign materials capture the bold, future-focused spirit of LEED, with performance, equity and innovation at its core.

Rooted in modernist graphic design, the visual identity features a structured grid system. Signature elements such as curved lines and circular patterns express unity and lend the brand a distinct personality. A clean, confident typographic system, paired with photography of materials and nature, evokes a sense of openness and reinforces LEED’s deep connection to the built environment — conveying messages that inspire momentum for what’s ahead.

The new LEED v5 logo is modern, assured, and forward-looking. Subtle angles within the letterforms suggest movement — symbolizing the transition to version 5 and a vision for smarter, green buildings. Designed for longevity, the “v5” lockup sits within a flexible box format that can evolve with future versions.

The identity and campaign include a comprehensive typographic system, playful graphic patterns, and redesigned certificates, along with a cohesive visual language to support presentations and the creation of future digital and print materials. Additionally, we developed a dynamic icon system that reflects the performance-based and regionally-specific credit categories of LEED v5. These deliverables pay tribute to USGBC’s 25-year legacy as the industry’s leading sustainability standard while addressing the evolving needs of a rapidly changing global market.