ICF's New Brand Identity
Posted on Feb. 28, 2026 / Global Updates / Subscribe 0
If you've noticed the ICF logo looking a little different lately, you're not imagining it.
The ICF launched a refreshed visual identity in January 2026. The new brand is built around a simple but powerful ideas: Inspire. Transform. Thrive. These ideas resonate with what we seek to achieve every day as coaches.
What's new in the logo
The redesigned logotype is designed to be meaningful. The merged letters represent collaboration and mutual support. The leaning "C" signals trust and openness, like a welcoming gesture. The small caps give the whole mark a warmer, more approachable feel without sacrificing professionalism. It's a logo that looks like how coaching feels.
The color palette stays rooted in ICF's heritage with deep blues that convey trust and depth while being enriched with a warm bone tone, (think humanity and empathy), and a yellow that represents the "golden standard" of coaching excellence.
What this means
If you hold an ICF credential, your badge has already been updated automatically through Credly, no action needed on your part. Going forward, use your credential badge (not a separate logo) on your website, business cards, and LinkedIn profile.
Over the coming weeks, you will start to see the new branding on our ICF SFBAC communication and website as well.
The bigger picture
This rebrand reflects where the coaching profession is headed. ICF membership has grown 53% since 2020, with over 60,000 members in 157 countries. The new identity is designed to reach not just established coaches, but the next generation,Millennials and Gen Z), bringing coaching closer to people's everyday lives.
The brand behaviors driving all of this?
Forward Thinking. Excellence. Humanity.
Three values that should feel right at home in the Bay Area chapter.
Learn more at coachingfederation.org/about/brand-evolution
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