Green Seal®, a global nonprofit focused on safety and sustainability, has introduced a new brand identity to help consumers navigate greenwashing and identify products that are safer for people and the planet.

For 35 years, Green Seal has pioneered the ecolabeling movement, transforming sustainability in away-from-home products through widespread adoption of its certification standards by government and institutional purchasers. Now, the organization is focusing its expertise on the household products market.

Green Seal’s new identity represents its commitment to aligning the consumer-packaged goods and retail industries on key sustainability criteria, including safer chemicals, responsible sourcing, sustainable packaging, and verified product performance. These elements are essential to reducing marketplace confusion and empowering consumers to make informed, sustainable choices.

“Green Seal has been a champion for consumer and environmental safety for decades,” said Doug Gatlin, CEO of Green Seal. “Our new brand identity reflects our deep commitment to providing clarity, transparency, and meaningful impact in a more mature marketplace for safer products.”

Green Seal will showcase its new brand identity at Sustainable Brands ’24 in San Diego, where it will host a panel discussion on sustainable product challenges.

For more information on Green Seal and its certified products, visit greenseal.org.