WE ARE WELL

Brand Style Guidelines

These guidelines have been created to support you in successfully applying our brand – both visually and through accompanying narrative. Our voice reflects how we view ourselves and our community – what our goals and values are, and what sets us apart. Together, we are WELL.

Our mission is clear

Help people thrive through people-first places.


Let us tell you more about our mission:

  • Revolutionary leadership

    Organizations have an opportunity to create and foster a culture of health: one where employees and customers feel genuinely cared for, motivated, supported and able to perform their best. IWBI creates the roadmap for organizations to come together to build a healthier future for all.

  • Healthy people

    Health is a human right and our number one priority. We’re committed to advancing impactful ways to support optimal well-being for all. Spaces need to be inclusive and accessible for everyone, regardless of an individual’s abilities, location, background or preference.

  • Strong communities

    We’re proud to be an organization within a broad network of passionate changemakers who have rallied around the idea that better buildings can revolutionize health for people globally. Our goal is to educate, connect and also learn from this community, creating a real movement with the power to change the world. Our standards also extend to communities and neighborhoods: if everyone uses this momentum to make change, then we’re building a healthier world together.

  • Healthy planet

    Human health and planetary health are inextricably linked. That's why we collaborate with global green organizations to ensure buildings are healthy for us and the planet. We’re committed to sustainability and work together to implement strategies for a thriving planet. We’re also cognizant of our own environmental footprint, and source eco-friendly materials for our printed resources- because even small steps can make an impact.

  • Revolutionary leadership

    Organizations have an opportunity to create and foster a culture of health: one where employees and customers feel genuinely cared for, motivated, supported and able to perform their best. IWBI creates the roadmap for organizations to come together to build a healthier future for all.

  • Healthy people

    Health is a human right and our number one priority. We’re committed to advancing impactful ways to support optimal well-being for all. Spaces need to be inclusive and accessible for everyone, regardless of an individual’s abilities, location, background or preference.

  • Strong communities

    We’re proud to be an organization within a broad network of passionate changemakers who have rallied around the idea that better buildings can revolutionize health for people globally. Our goal is to educate, connect and also learn from this community, creating a real movement with the power to change the world. Our standards also extend to communities and neighborhoods: if everyone uses this momentum to make change, then we’re building a healthier world together.

  • Revolutionary leadership

    Organizations have an opportunity to create and foster a culture of health: one where employees and customers feel genuinely cared for, motivated, supported and able to perform their best. IWBI creates the roadmap for organizations to come together to build a healthier future for all.

  • Healthy people

    Health is a human right and our number one priority. We’re committed to advancing impactful ways to support optimal well-being for all. Spaces need to be inclusive and accessible for everyone, regardless of an individual’s abilities, location, background or preference.

  • Strong communities

    We’re proud to be an organization within a broad network of passionate changemakers who have rallied around the idea that better buildings can revolutionize health for people globally. Our goal is to educate, connect and also learn from this community, creating a real movement with the power to change the world. Our standards also extend to communities and neighborhoods: if everyone uses this momentum to make change, then we’re building a healthier world together.

  • Healthy planet

    Human health and planetary health are inextricably linked. That's why we collaborate with global green organizations to ensure buildings are healthy for us and the planet. We’re committed to sustainability and work together to implement strategies for a thriving planet. We’re also cognizant of our own environmental footprint, and source eco-friendly materials for our printed resources- because even small steps can make an impact.

Item 4 of 4

We aim to inspire and empower our communities so that they have the knowledge and the resources to drive our vision forward.

Our values.

  • Inclusive

    At IWBI, we’re all about people. We aim to inspire others to not only create beautiful and effective spaces but also entire communities that recognize and celebrate diversity. This means that we prioritize making our spaces accessible and welcoming to everyone.

  • Credible

    A key value proposition is our commitment to unearthing evidence-based strategies that are backed by studies, surveys and science. At IWBI, we convene expert advisories of subject matter experts, recruit for the right academic credentials, and invest in our own research to ensure that we are always leading with science.

  • Compassionate

    We are committed to taking care of one another, our community, and staying mindful of the world around us. We will always advocate for human rights of all kinds - not only those related to health and well-being.

  • Committed

    We are committed to making a global impact that improves human health. We are dedicated to giving our community the best experiences, products and information to make that happen

  • Authentic

    Our message of health for all carries little weight if we don’t practice what we preach. We will always be honest, transparent, genuine and human in our work and when addressing our community.

Download our content style guide.

Access now

What do we sound like?

In a glass-half-empty kind of world, you can think of us as your top-up. The IWBI tone focuses on the bright side of things, because a good attitude is essential for well-being.


Here’s an example:
When we were writing a tweet about how our standard can support the United Nations Sustainable Development Goals related to our oceans, it was tempting to focus on some of the alarming statistics that our planet is facing. And while there’s a time and place for that language, we chose to highlight the value that the world’s oceans bring.

Here’s where we ended up:
“Our oceans are a life force: they’re home to diverse ecosystems. They help provide and regulate our water, weather, climate, food and oxygen supply. And they keep us connected! Learn how we’re advancing the #GlobalGoals to preserve our oceans with #WELLv2.”

Our visual identity

What we look like.

IWBI’s visual identity is bold and bright. As a champion of health and well-being for all, we take a warm, authentic approach that embraces simplicity. The brand provides elegant solutions that feel practical and empowering.

Access our visual brand guidelines.

Download now
image of an older man's eye and a woman smiling and using sign language

It’s our responsibility to create digital products that work for everyone.


We use a web accessibility checker to evaluate and optimize our site for those who have impaired vision or hearing. We also test our site performance, so it loads quickly on all platforms—even for areas with slower internet connections. Please reach out to us if we can improve your experience.

Questions about our brand guidelines?

Reach out with any questions about our content style guide or brand visual guidelines at marketing@wellcertified.com.

Award gif
Featured on
Fast Company's List of

Most Innovative Companies
+ World Changing Ideas

People gif
14,488 credentialed WELL APs 12,959 registered

27,447 people
in 133 countries

Projects gif
74,000+ commercial & residential locations participate in WELL across

5.73 BILLION sq ft in
136 countries

We are transforming health and well-being with our people first approach to buildings, organizations and communities.

International WELL Building Institute, IWBI, the WELL Building Standard, WELL v2, WELL Certified, WELL AP, WELL Portfolio, WELL Portfolio Score, The WELL Conference, We Are WELL, the WELL Community Standard, WELL Health-Safety Rating, WELL Health-Safety Rated, WELL Workforce, WELL and others, and their related logos are trademarks or certification marks of International WELL Building Institute pbc in the United States and other countries.

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© International WELL Building Institute

International WELL Building Institute, IWBI, the WELL Building Standard, WELL v2, WELL Certified, WELL AP, WELL EP, WELL Score, The WELL Conference, We Are WELL, the WELL Community Standard, WELL Health-Safety Rated, WELL Performance Rated, WELL Equity Rated, WELL Equity, WELL Residence, Works with WELL, WELL and others, and their related logos are trademarks or certification marks of International WELL Building Institute pbc in the United States and other countries.