New Leaf Sustainability Consulting advises organizations on how to integrate responsible practices into their strategies, communicate these practices internally and externally for bottom-line impact, while providing training to build skills and engage associates.
What you should know before calling your project “LEED Certifiable”
There seems to be an increasing number of green building projects that are adopting the design and construction principles of the U.S. Green Building Council’s® LEED® green building program while opting to forgo pursuing actual certification. From a purely environmental perspective, this is great news. More buildings are being designed and built to have a reduced negative impact on the natural environment. From a marketing standpoint, these project teams could be shooting themselves in the foot, or worse, violating trademark and branding policies set forth by the U.S. Green Building Council (USGBC). USGBC has clear and explicit guidelines for using the LEED acronym and the accompanying logos. USGBC’s Trademark Policy and Branding Guidelines outline just how to word references to LEED registered and certified projects, sizing and color specifications for logo use, and proper acknowledgment of trademark ownership and permissions. The violation that appears to be most common, however, is not related to projects that have achieved or hope to achieve LEED certification. Many projects are being referred to as LEED Certifiable, LEED Compliant, LEED Qualified, LEED Equivalent, or some variation that attempts to indicate that the building was designed and constructed in accordance to the LEED green building program Continue Reading »