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© 2018 B Lab

Global Brand Guide Using the B Corp™ Brand in Communications

B Corporation Global Brand Guide 2

Introduction 3

Brand Platform 4

Brand Beliefs 5 Brand Vision 6 Brand Declaration 7 Brand Promise 9 Brand Tone & Voice 10

Brand Communication 11

What’s a B Corp? 12 Additional Talking Points 13 Use This Not That 14 B Corp and Benefit Corp 15 What B Stands For 16 What’s the Big Picture 17 Boilerplates for Press 18

Brand Usage Guidelines 19

The Certified B Corporation® Logo 20

Brand Typefaces 30 Trademark Symbols 33 Digital File Types 34

Table of Contents


Introduction

This is the global brand guide for Certified B Corporations. This document will spell out the recommended usage and application of the various elements of the Certified B Corporation brand. Developing a consistent language and visual identity for communication is important for our shared growth and we thank you for your continued effort and attention in building the brand, and thus the power of our collective voice.


Brand Platform

A brand is much more than a logo. It is a set of core beliefs. It is a vision. It is a promise. It engages with tone and voice. And it is both inspired and constrained by guiding principles that inform our actions and speech. We call all of this together the brand platform.


• Individual B Corporations offer the greatest opportunity for brand reach and are the source of our authenticity and tangible connection with the people whom we seek to inspire and empower to join us. Our success depends largely upon whether and how these Certified B Corporations use the brand.

• Individual Certified B Corporations are diverse. Our brand must be flexible enough to be used by companies that span hundreds of industries and bring to market thousands of disparate products and services, yet remain consistent enough to be recognized everywhere as a unified movement.

• This is a global movement. Our brand must be flexible enough to allow for translation and interpretation around the world within different cultural norms and

local contexts, yet remain consistent enough to be recognized everywhere as a unified movement.

• When everything is stripped away, the B Corporation

movement is about people. And passionate people at that. We must find a delicate balance of allowing this passion to flourish while retaining a strict set of brand standards that strengthen our collective voice and market power.

The B Corporation brand rests on these core beliefs:

Brand PlatformBrand Beliefs


Brand PlatformBrand Vision

We envision a global economy that uses business as a force for good.

This economy is comprised of a new type of corporation – the B Corporation –Which is purpose-driven and creates benefit for all stakeholders, not just shareholders.

As B Corporations and leaders of this emerging economy, we believe:

That we must be the change we seek in the world.

That all business ought to be conducted as if people and place mattered.

That, through their products, practices, and profits, businesses should aspire to do no harm and benefit all.

To do so requires that we act with the understanding that we are each dependent upon another and thus responsible for each other and future generations.

DECLARATION INTERDEPENDENCEOF

Director/Officer

Date Company

Director/Officer, B Lab

Date

© Copyright 2015 B Lab. All rights reserved

B Corps are leading a global movement of people using business as a force for good™

So that one day all companies compete to be best for the world®

And society enjoys a shared and durable prosperity.

OUR VISION










Director/Officer

Date Company


Date


Brand PlatformB Corp™ Declaration


Brand PlatformB Corp™ Declaration Inspiration

United States: ‘B Corps are purpose-driven’ is an attempt to build a language bridge between a faith-based community, a business community, and a sustainability/impact community that don’t typically see themselves as sharing common cause

United Kingdom: ‘that businesses ought to be conducted as if people and place mattered’ is from an English economist named E.F. Schumacher from the subtitle of his seminal work Small is Beautiful: Economics as if People Mattered (with ‘place’ added in recognition of the insights from the global local living economies movement)

Middle East & China: ‘that business should aspire to do no harm and benefit all’ is an interpretation of the universal Golden Rule and a reference to the opening line from verse 8 of the Tao Te Ching (‘The best, like water, benefit all....’)









Director/Officer

Date Company


Date


The universal values and aspirations of the Declaration of Interdependence have no borders, no native tongue, no spiritual or religious limitations, and draw inspiration from around the world.

India: ‘that we must be the change we seek in the world’ refers to a famous aspirational statement attributed to Gandhi, who is less well-known for his advocacy for economic systems and business models that offered dignity and opportunity for marginalized communities of low income people


Brand PlatformBrand Promise

B CorporationB Corporations are leaders of the global movement of people using business as a force for good™. B Corporations meet the highest standards of verified overall social and environmental performance, transparency, and accountability and aspire to use the power of business to solve social and environmental problems.

B LabB Lab is the nonprofit governing body of the standards that distinguish the B Corp™ community as leaders and exists to serve, inspire, and empower a global movement of people using business as a force for good™. Its vision is that one day all companies will compete to be Best for the World® and as a result, society will enjoy a more shared and durable prosperity for all.

B Impact Assessment and B AnalyticsThese products enable all businesses to Measure What Matters and compete to be Best for the World®. They are our primary tools to scale the movement, to help people move from inspiration to action, and to make our individual and collective contribution measurable. They enable all companies to manage their impact with as much rigor as their profits and often help companies take the first step in using business as a force for good.

B the ChangeB the Change is the universal call to action and tag line of the B Corp community and the global movement of people using business as a force for good™.


Brand PlatformBrand Tone & Voice

Using a consistent and distinct tone helps the B Corp™ community, partners and its supporters worldwide identify with the brand, and creates an association with what the brand stands for. The voice of the B Corporation brand is positive, aspirational, inclusive, and credible.

It is most importantly a collective voice: Together, WE stand for something, not against anything.Together, WE will B the Change we seek in the world.Together, WE redefine success in business. Together, WE compete to be Best for the World®.Together, WE are leaders of a global movement of people using business as a force for good™. Together, WE meet the highest standards of social and environmental performance, transparency and accountability.

The B Corporation movement is ultimately about people making personal decisions to act on their beliefs, so we must communicate in a way that connects with people on a personal level. We have great stories to tell and real data to back them up. We take complex information and concepts and make it conversational and understandable. We take our work, but not ourselves, seriously. Our communications are inviting and engaging.

Last, and perhaps most importantly, we are humble and grateful, recognizing that we stand on the shoulders of those who came before us and alongside many others doing important and necessary work.


Brand Communications

The words we use matter. How we speak about ourselves, our ideas and our global movement has a profound impact on how we are understood by and resonate with people. For that reason, we offer the following to help you effectively spread the word.

Important: While there is power in consistency, use only the specific language that is comfortable for you to say in your own authentic voice and which you feel will resonate with the particular audience with whom you are speaking.


Brand CommunicationsWhat’s a B Corp™?

It’s a certificationLike fair trade (or organic or LEED), but for the whole company

It’s unique Meets the highest standards of verified performance, transparency, and accountability

It’s an approachA better way to do business – better for workers, communities and the environment

It’s a community A community of practice to increase our individual and collective impact

It’s a movement Leaders of a global movement of people using business as a force for good™


Brand CommunicationsAdditional Talking Points

There are over 2,000 Certified B Corporations® from more than 150 industries and 60 countries with 1 unifying goal – to redefine success in business. [Check bcorporation.net for up to date stats]

B Corps™ are important because they inspire all businesses to compete to be the Best for the World®.

The performance standards B Corps™ meet are comprehensive, transparent and verified. They measure a company’s impact on all its stakeholders (e.g. workers, suppliers, community, customers and the environment).

Unlike traditional corporations, Certified B Corporations are legally required to consider the impact of their decisions on all their stakeholders.

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Brand CommunicationsUse This Not That

Use This

Certified B Corporation®

B Corp™

Certified B Corps

B Lab®

Not That

Benefit corporation, B Company, B corporation, B Lab Companies

B Corp., B-Corp, B. Corp, B Corp Member

Members of B Corp, green businesses, responsible businesses, CSR

B Labs, B-Lab, B. Lab, BLab


What’s the Difference?

Issue

Accountability Directors required to consider impact on all stakeholders

Must publish public report of overall social and environmental performance assessed against a third party standard

Must achieve minimum verified score on B Impact Assessment Self reported

Same*

Available for corporations only in 30 U.S. states and D.C.**

State filing fees from $70-$200

Developed Model Legislation, works for its passage and use, offers free reporting tool to meet transparency requirements; No role in oversight

Same

Recertification required every two years against evolving standard

Available to every business regardless of corporate structure, state, or country of incorporation

B Lab certification fees from $500 to $50,000/year, based on revenues

Verifying body and supporting 501c3; offers access to the Certified B Corporation® logo, portfolio of services, and vibrant community of practice among B Corps

Transparency

Performance

Availability

Cost

B Lab

Certified B Corporation Benefit corporation

* Delaware benefit corps are not required to report publicly or against a third party standard** Oregon and Maryland offer benefit LLC options

To learn more, go to benefitcorp.net or bcorporation.net/legal.

Brand CommunicationsB Corp and Benefit Corp

Certified B Corporations and benefit corporations are often, and understandably, confused. Benefit corporations are often called B Corps as shorthand by mistake. They share much in common and have a few important differences. Also, NOT ALL Certified B Corporations need to use a benefit corporation structure, and benefit corporations do NOT need to be certified.


Brand CommunicationsWhat The B Stands For

B stands for B the Change, inspired by Gandhi’s famous invocation that we must be the change we seek in the world. It also stands for Better business…Best for the World…Benefits for all stakeholders. It can also be a call to action to B Inspired, B Innovative, B Disruptive, B Responsible, or anything else that makes you come alive.

Have fun with it.


Brand CommunicationsWhat’s the Big Picture?

Often, when talking about B Corp (either our individual companies or the movement), it is helpful to put it in context. Here are some examples of how you can tie B Corp to big ideas and trends. These can be great titles for talks or opening or closing thoughts for presentations. Again, use those (or others) that resonate for you and that you think will resonate with your specific audience.

When needed, explain what problems B Corps attempt to solve:

• Government and nonprofits are necessary but insufficient to solve society’s most challenging problems

• Systemic challenges must be addressed for business to live up to its potential as a force for good - Credible standards to tell the difference between ‘good companies’ and just good marketing - Corporate law to permit and protect a long-term stakeholder focus - Collective and compelling voice to break through the clutter and to inspire

Business as a force for goodThe evolution of capitalism

A new economy

The role of business in society

A better way to do businessRockstars of the new economyMake money and make a difference Work-life integration

Purpose-driven life Bringing your whole self to work

Redefine success in business

A shared and durable prosperity Market-based solutions to social or environmental problems


Brand CommunicationsBoilerplates for Press

Please use the below boilerplates, or appropriate excerpts, for your press releases and other related communications.

About B Corporations Certified B Corporations are leaders of a global movement of people using business as a force for good™. They meet the highest standards of overall social and environmental performance, transparency and accountability and aspire to use the power of business to solve social and environmental problems. There are more than 2,400 Certified B Corporations® in over 150 industries and 60 countries with 1 unifying goal – to redefine success in business. About B Lab B Lab is a nonprofit organization that serves a global movement of people using business as a force for good™. Its vision is that one day all companies compete not only to be the best in the world, but the Best for the World® and as a result society will enjoy a more shared and durable prosperity. B Lab drives this systemic change by:

1. Building a global community of Certified B Corporations who meet the highest standards of verified, overall social and environmental performance, public transparency, and legal accountability;

2. Promoting Mission Alignment using innovative corporate structures like the benefit corporation to align the interests of business with those of society and to help high impact businesses be built to last;

3. Helping tens of thousands of businesses, investors, and institutions Measure What Matters by using the B Impact Assessment and B Analytics to manage their impact -- and the impact of the businesses with whom they work -- with as much rigor as their profits;

For up-to-date stats and more information, visit www.bcorporation.net, www.bimpactassessment.net, www.b-analytics.net and www.benefitcorp.net.


Brand Usage Guidelines

The following brand usage guidelines establish distinct design standards on how all aspects of the Certified B Corporation brand will be used and the rules for creating a cohesive and identifiable presence for our brand.


Brand Usage Guidelines The Certified B Corporation® Logo (English)

The Certified B Corporation® logo is comprised of four elements: the “Circle B” mark, the “Certified” text, the “Bar” text, and “Corporation”. The visual structure of the Certified B Corporation® logo has been specifically designed to balance the mark with the type. Each element has been specially placed, sized and rendered to bear precise relationships to the others and must not be recreated or altered in any way. Where possible, it should always appear in this format. No additional text or graphic may encroach the clear space of the logo.

Note: The Certified B Corporation® logo can NOT be used by registered benefit corporations unless they have earned certification from B Lab.

2x

x

2x

2x

The “Circle B”

“Certified” Text

“Corporation” Text

“Bar”

Clear Space


Brand Usage Guidelines The Certified B Corporation® Logo

Incorrect use

In order to build a strong visual identity for Certified B Corporations, it is paramount to use the Certified B Corporation logo consistently and correctly. Here are some examples of what not to do with the Certified B Corporation logo. Inconsistencies in the appearance logo will weaken its value.

1. Do not remove “Certified” from the logo.

2. Do not remove “Certified” or “Corporation” from the logo.

3. Do not remove the bar from the logo.

4. Do not use the logo with “bcorporation.net” below the horizon line.

5. Do not change or alter the colors on individual elements of the logo.

6. Do not rotate or angle the logo.

7. Do not skew or distort the logo in any way.

8. Do not use drop shadows, bevels or graphic effects of any kind.

9. Do not use the logo in outline mode. (No key line around the type face)

NEVER remove the registration mark.• Do not combine the logo with any other elements — such as logos, words, graphics, photos, slogans or symbols that might seem to create a hybrid mark.

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Alternate Colors

The Certified B Corporation® logo should always be clear and visible, set in primary colors or onto a backdrop which shows contrast. We do not limit the color palette but encourage that the logo stands out against the background.



Minimum Size Requirements

To standardize the use of the logo, three sizes are provided for most uses—50 pixels high for web banners and e-mail headers, 72 pixels high for web pages, a minimum size of 8 mm wide for printed materials, and a recommended minimum size of 11 mm for printed materials. These sizes should be considered the minimum sizes for all print/online uses.

50 pixel logo used for:• email newsletter• web banner

72 pixel logo used for:• web page

8 mm or 11 mm logo used for:• 5” x 7” postcard• 6” x 9” booklet• 8.5” x 11” format• A4 format• A3 format• 11” x 17” format• PowerPoint presentation• All product packaging

Minimum Size Requirements For Printed Materials

8 mm

50 px72 px

Minimum Size

Recommended Minimum Size

11 mm

Minimum Size Requirements For Online Viewing


2x

2x

x

2x

The “Circle B”

“Empresa” Text

“Certificada” Text

“Bar”

Clear Space

Brand Usage Guidelines The Certified B Corporation® Logo (Spanish & Portuguese Translation)

The Certified B Corporation® logo Spanish and Portuguese translation is comprised of four elements: the “Empresa” text, the “Circle B” mark, , the “Bar” text, and “Certificada” text. The visual structure of the Certified B Corporation® logo for the Spanish and Portuguese translation has been specifically designed to balance the mark with the type. Each element has been specially placed, sized and rendered to bear precise relationships to the others and must not be recreated or altered in any way. Where possible, it should always appear in this format. No additional text or graphic may encroach the clear space of the logo.

Note: The Certified B Corporation® logo can NOT be used by registered benefit corporations unless they have earned certification from B Lab.


Brand Usage Guidelines Brand Typefaces

There is a defined style for every bit of type used for our brand, for both print and digital applications.

As with all of the brands’ logos, consistent use of our brand typefaces—Meta Serif Pro and Helvetica Neue—reinforces B Lab’s and the community of Certified B Corporations’ brand identity.


Brand Usage Guidelines Brand Typefaces: Using Meta Serif Pro

Meta Serif Pro should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Avoid using weights other than Meta Serif Pro Book and Bold. Meta Serif pro Bold for emphasis when needed. Avoid using Meta Serif Pro smaller than 8pt.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789




Meta Serif Pro Book Meta Serif Pro Book Italic

Meta Serif Pro Bold Meta Serif Pro Bold Italic


Brand Usage Guidelines Typography: Using Helvetica Neue

Helvetica Neue should be used for headlines and may be used for small amounts of body copy. Short headlines or labels can be all caps, primarily for headlines and subheads.



Helvetica Neue Regular Helvetica Neue Bold


Brand Usage Guidelines Trademark Symbols

We require everyone to use the ™ or ® after the more significant uses of the brand marks, but not after every use of the mark in text.

Certified B Corporation -----------------------------------------> ®Certified B Corp ---------------------------------------------------> ™ B Corporation -----------------------------------------------------> ®B Corp ---------------------------------------------------------------> ™ Best for the World -----------------------------------------------> ®B the Change ------------------------------------------------------> ™People Using Business as a Force for Good -------------> ™


Brand Usage Guidelines Digital File Types

EPS If something is going to be printed on a printing press, the preferred high-resolution file format in the printing industry is always an EPS. By using an EPS, no matter what size the logo/graphic gets scaled up or down to, it will always appear at optimal quality (this does not apply to photographs). These files are normally generated through a program called Adobe Illustrator©

JPGIs the preferred format for files that will appear on web or email applications. Because the logo/graphic/image is made up of pixels, when scaled up larger than its original size, it can become pixelated and jagged. This format should not be used for print, as it is generally at a low resolution (around 72dpi). However, it can be supplied upon request at a high resolution if required. (300dpi and over, when used at a print ready size)

GIFLike JPG, a GIF is another format that can be used for the web. Small and efficient, it has its place online as a substitute for JPG and sometimes it can appear as an online animation. Some GIF files have transparent backgrounds.

TIFA TIF is a high resolution bit-mapped format. Like JPG, it doesn’t scale up effectively, but, can be much sharper than a JPG. Where an EPS format won’t work, a TIF can be used for printing, as long as the logo/graphic/ image is not scaled up. Photographs should be supplied in a TIF format in a high resolution (300dpi and over) at the required final print size or larger.

RGBRGB (Red Green Blue) is the color space utilized by monitors and TV’s. All photos/images/logos should be set up in the RGB color space.

CMYKCMYK (Cyan, Magenta, Yellow and Black) are the four printing inks used by the printing press when printing any color photo/graphic/logo.

© 2018 B Lab

All of the assets detailed in this document are available for download from the B Hive. All use of B Corporation assets must be sent for approval to: [email protected].

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