ICF Brand Manual
& Style Guide


With 35,000+ ICF Members, 29,000+ ICF Credential-holders and more than 140 Chapters around the world, maintaining the integrity of the ICF brand can be a difficult task. Consistent use of ICF logos, colors, fonts and styles enables ICF to maintain a clear, recognizable and unified brand identity, both within the ICF community and with all of our stakeholder groups. Without your help, ICF would not be able to present a cohesive message. Help us advocate for coaching in one strong, unified voice.

If a question is not addressed in this manual, please contact ICF's Marketing and Communications team at icfpr@coachfederation.org.

Brand Overview


Advancing the art, science and practice of professional coaching.

Vision Statement

Coaching is integral to a thriving society and every ICF Member represents the highest quality of professional coaching.

Mission Statement

ICF exists to lead the global advancement of professional coaching.

Core Values

We are committed to reliability, openness, acceptance and congruence and consider all parts of the ICF community mutually accountable to uphold the following values:

1. Integrity

We uphold the highest standards both for the coaching profession and our organization.

2. Excellence

We set and demonstrate standards of excellence for professional coaching quality, qualification and competence.

3. Collaboration

We value the social connection and community building that occurs through collaborative partnership and co-created achievement.

4. Respect

We are inclusive and value the diversity and richness of our global stakeholders. We put people first, without compromising standards, policies and quality.

Download the ICF Logo

The ICF Logo

The ICF logo may not be altered in any way.

As a general rule, third parties may not use the International Coaching Federation (ICF) logo. There are limited circumstances under which third parties may use the ICF logo. The logo must always be used pursuant to the specifications on these pages to identify ICF or ICF services. Any use that falls outside of these specifications is strictly prohibited.

Third parties may only use the logo under the following limited circumstances: In advertising, marketing collateral, or a website that references your connection with ICF (e.g., the material states that you are an ICF-accredited coach training program or ICF Member) provided that the area in which the ICF logo is used includes the corporate logo of at least one other company with which you have a similar relationship.

Do not use the ICF logo in products, product packaging or other business services for which a formal license is required. The logo may link only to coachfederation.org. You may not use it to link to other pages on your website or any other websites. The logo may not be used to indicate any kind of endorsement by ICF of a company's product or service; or that any official status for any product or service has been conferred by or is otherwise associated with ICF; or to show any kind of relationship with ICF aside from those permitted above.

The logo may not be displayed as a primary or prominent feature on any non-ICF materials. Companies using the logo pursuant to these guidelines must also display in the primary and more prominent position, their own logo(s), business name, product names, or other branding. The logo may not be imitated or used as a design feature in any manner. The logo may not be used in a manner that would disparage ICF or its products or services. Neither the logo nor the ICF name may be used in any other company name, product name, service name, domain name, website title, publication title, or the like. Non-ICF materials should not mimic any ICF advertising, product packaging or website design.

ICF reserves the right in its sole discretion to terminate or modify permission to display the logo, and may request that third parties modify or delete any use of the logo that, in ICF's sole judgment, does not comply with these guidelines or might otherwise impair ICF's rights to the logo. ICF further reserves the right to object to unfair uses or misuses of its trademarks or other violations of applicable law.

ICF’s name (“International Coach Federation” or "International Coaching Federation"), acronym (“ICF”) and/or logo may not be used by an individual or organization that isn’t directly affiliated with ICF.

NOTE: 2020 will be a transitional year for ICF, where "International Coach Federation" and "International Coaching Federation" will be seen on brand materials. With this transition in mind, ICF Members and Credential-holders should continue to use the existing logos which say "International Coach Federation") until otherwise stated.

Examples of acceptable use include: 

  • ICF Global Members referring to themselves as such on their coaching business' website
  • An ICF Chapter launching a Facebook group according to the guidelines provided by ICF Global
  • ICF Credential-holders referring to themselves as such in press releases regarding career milestones

Examples of unacceptable use include:

  • Graduates of ICF-accredited coach-training programs calling themselves an "ICF coach"
  • Marketing a webinar with a title such as "How to Become an ICF Coach"
  • Creating a LinkedIn group with a title such as "ICF Coaches' Group"
Horizontal Lockup

Stacked Lockup


The logo may be displayed on backgrounds that do not distract from the logo to ensure maximum and proper reproduction of the logo.


The logo is a two-color graphical icon. It may be reproduced in one color (black or white) when necessary.


The logo should have at least .25” of clear space on all sides. 


Minimum size should be 1.5" to maintain readability for the horizontal lockup and .75" for the stacked version. Optimal size is at least 2" wide for the horizontal lockup and 1" for the stacked.


The ICF logo is a two-color graphical icon and should be applied as such whenever possible. The ICF Blue should not be used in percentages in order to achieve greater brand recognition and consistency.


Pantone 072
C 100  M 95  Y 0  K 3
R 16  G 6  B 159
HEX #060E9F


Pantone 136
C 0  M 28  Y 87  K 0
R 255  G 191  B 63

This extended color palette increases the range of colors available to be used on ICF promotional materials. These colors can be used in percentages. Different combinations of colors can dramatically change the tone and appearance of a document, so it is important to consider how they will work together.

NOTE: These are accent colors only and should not overpower the corporate colors.

Pantone 3115
C 59 M 0  Y 14  K 0
R 0  G 193  B 213
HEX #00C1D5

Pantone Warm Red
C 0  M 83  Y 80  K 0
R 249  G 66  B 58
HEX #FF5851

Pantone 432 
C 65  M 26  Y 26 K 78
R 51  G 63  B 72
HEX #2C4251

Pantone 537
C 21  M 7  Y 2  K 3 
R 187  G 199  B 214

Pantone 559
C 29  M 2  Y 24  K 3
R 173  G 202  B 184

Pantone 271
C 49  M 44  Y 0  K 0
R 149  G 149  B 210
HEX #9595D2

Pantone 188
C 16  M 100  Y 65  K 58
R 118  G 35  B 47
HEX #76232F

Pantone 310
C 48  M 0  Y 9  K 0
R 106  G 209  B 227


Recommended typeface for ICF documents, print and web materials is Proxima Nova. Arial can be used when Proxima Nova is not available.

Proxima Nova

Proxima Nova

Proxima Nova Italic

Proxima Nova Bold

Proxima Nova Bold Italic



Arial Italic

Arial Bold

Arial Bold Italic


Please contact us with questions or concerns.

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form :(