CMF Usage Guidelines
This guide defines the visual language, usage standards, and principles that create a clear and consistent experience with the Common Materials Framework (CMF)—and its evolving resources—across audiences and applications.
At its core, the CMF is about simplicity and alignment: bringing clarity to ecolabel, standard, and material data so stakeholders can compare information with confidence. These guidelines outline the standards that ensure the CMF is communicated accurately and consistently—from terminology and iconography to data structure and visual application.
Using the Common Materials Framework with Consistency
These guidelines define how the CMF is represented, applied, and communicated—ensuring every user, tool, and partner speaks the same language of impact.
Why These Guidelines
Consistency Builds Confidence
These guidelines ensure the CMF is applied consistently across communications, digital tools, and stakeholder use cases—so every user can engage with clarity, accuracy, and confidence.
Who They're For
Who These Guidelines Support
Created for architects, designers, engineers, contractors, owners, manufacturers, ecolabels/standards, technology partners, and program partners—anyone applying or communicating the CMF across platforms and use cases.
Language Guidelines
How we talk about the CMF matters. Consistent language helps everyone—from partners to platform developers—understand, apply, and communicate the CMF with clarity. These guidelines outline naming conventions, terminology, and phrasing standards to ensure alignment across all contexts and audiences.
Official Name and Use
Always reference the Common Materials Framework by its full name upon first use, followed by the acronym in parentheses: Common Materials Framework (CMF). Subsequent mentions may use CMF alone. Do not shorten or rebrand the name (e.g., “The Framework” or “Materials Framework”) to maintain clarity and recognition across platforms and partners.
Terminology and Structure
Use CMF terms consistently and with capitalization as defined in the framework: Impact Level, Sub-Impact Level, Factors, and Metrics. When referencing specific levels, use the exact CMF language—for example, “Human Health (Impact Level)” or “Substances (Sub-Impact Level).” This consistency ensures that terms align across standards, tools, and resources, helping users clearly connect data and meaning.
Tone and Messaging
When describing the CMF, focus on its role as a shared structure that connects, not replaces, the work of partners and programs.
Use language that emphasizes alignment, accessibility, and collaboration. For example: “The Common Materials Framework (CMF) creates a shared structure that allows data to flow across platforms and standards—making sustainable building product information more consistent, comparable, and actionable.”
Avoid implying ownership or exclusivity. The CMF is an open, collaborative framework intended for use across the industry; however, it is intellectual property owned by mindful MATERIALS. Any use of the CMF must follow the CMF Usage Guidelines and the CMF Agreement. If these terms aren’t met, mindful MATERIALS may require that the CMF not be used on external platforms or tools.
Visual Guidelines
Logo System
The logo system was developed as a standardized mark for the CMF. To ensure consistency across all applications, the logo must remain unaltered. Always use approved logo files and follow the sizing and spacing guidelines provided.
Logo Clear Space
Having the right amount of space around our logo helps it to look its best and creates a safe distance from other graphic elements. When our logo is used alone, the clear space should be used with these proportions. Note that this is only the minimum clear space; there is usually more free space around the logo then just the clear space.
Logo Don'ts
The logo is our most recognizable and powerful brand asset—use it with care and respect. Below are common examples of incorrect logo usage to avoid. If you have any questions about how to use the logo correctly, please reach out to taylor.friehl@mindfulmaterials.com.
Impact Area Icons
Icons should always maintain their original shapes and proportions as provided in the downloaded files. While companies may adjust the icon colors to align with their brand guidelines, the icon structures themselves must not be altered. You may scale icons up or down as needed, but please do not modify individual elements or adjust their proportions.
Color Palette
Colors are as important to our brand as our logos themselves. Just as punctuation and voice set the tone for our written and verbal style, color helps set the tone for our visual style.
Support Resources
Find additional resources here, including logo files, the mindful MATERIALS style guide, and other brand assets.
Implementation
Putting the CMF into practice requires consistency not only in language and visuals, but also in application.
This section provides direction for how to embed, align, and represent the CMF across digital tools, partner platforms, and product data—ensuring that implementation reflects both the intent and integrity of the CMF.
Additional alignment resources, including crosswalks to rating systems and detailed technical instructions, will continue to be added as the CMF evolves.
Implementation Integrity
Practical examples of how to align and communicate CMF usage correctly.
Do: Align communications and/or digitization strategies as described within the various role specific toolkits within the CMF Implementation Toolkit.
Don’t: Create your own impact areas or modify CMF terminology.
Program Alignment—COMING SOON
A reference for how CMF impact categories and attributes align with programs and rating systems such as LEED v5, WELL, Living Building Challenge, Gensler’s GPS 2.0, and more.
Crosswalking Rules—COMING SOON
Step-by-step guidance from the CMF Implementation Toolkit on mapping CMF categories and attributes to other frameworks or internal systems—ensuring consistency and accuracy when translating data across standards.
Support Resources
Usage Rights & Attribution
The CMF was created through collective industry effort, guided by the Crosswalk Advisory Board (CAB) and the CMF Working Group, and its full development history is detailed in the CMF Reference Guide. The framework is made publicly available to advance transparency and alignment across the built environment. These guidelines outline how third parties can reference, display, and attribute the CMF accurately—ensuring it’s used consistently, credited appropriately, and never altered or rebranded in ways that compromise its integrity.
Display the CMF Proper Use
Third parties are encouraged to reference or display the CMF to demonstrate alignment, educate stakeholders, and advance shared industry goals.
When doing so:
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The CMF must always be presented in its original, unaltered form.
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Any visual or digital display of the CMF should link directly to the official source: https://www.mindfulmaterials.com/a-common-language
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References should use the approved attribution statement.
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CMF materials may be used for educational, operational, or alignment purposes only—not for commercial rebranding, resale, or derivative frameworks.
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mindful MATERIALS retains ownership of the CMF and may revoke usage rights if these terms are violated.
Attribution Standards
When citing or displaying the CMF, always include clear attribution to mindful MATERIALS to maintain transparency and consistency.
Use this statement wherever the CMF appears publicly: “Organized according to mindful MATERIALS' Common Materials Framework (CMF).”
If able, link to: mindfulmaterials.com/a-common-language
Guidelines:
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Follow mindful MATERIALS Brand and Usage standards for formatting and logo use.
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Do not imply ownership of the CMF or refer to the CMF as a certification, nor imply that any product, project, or organization is “CMF-certified.”
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For integrations or derivative uses, contact mindful MATERIALS for confirmation at outreach@mindfulmaterials.com.
Responsible Use
The CMF is an open resource from mindful MATERIALS, designed to support alignment and transparency across the building industry. To protect its integrity and ensure consistent use:
You may not:
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Alter or modify the CMF’s content, structure, or terminology.
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Rebrand, resell, or present the CMF as proprietary.
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Use the CMF for commercial purposes beyond internal education or alignment.
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Misrepresent your relationship with mindful MATERIALS or imply endorsement.
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Use the CMF in any misleading, unethical, or unlawful way.
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mindful MATERIALS retains full ownership of the CMF and may revoke usage rights at any time if these guidelines are violated. See more in the Common Materials Framework End User Terms and Conditions
Support Resources
Governance & Updates
The CMF is a living resource, designed to evolve alongside industry needs, data standards, and sustainability goals. mindful MATERIALS oversees the CMF’s governance in collaboration with Forum members and industry partners—ensuring updates are transparent, consistent, and representative of collective expertise. This section outlines how the CMF is maintained, who manages its evolution, and how users will be notified of new versions or revisions.
Ownership and Stewardship
The CMF and its associated guidelines are owned and managed by mindful MATERIALS on behalf of the industry.
mindful MATERIALS retains trademark and copyright ownership, ensuring the CMF remains an open, credible, and freely accessible resource that reflects collective input while maintaining consistent governance and integrity.
Transparency and Version Control
All updates to the CMF are tracked and communicated through mindful MATERIALS channels, including the website, Forum updates, and public newsletters. Each revision will include version notes summarizing changes, effective dates, and any guidance for implementation. Users are encouraged to subscribe to mindful MATERIALS communications to stay informed about new releases and opportunities to contribute feedback.
Keeping the Framework Current and Credible
The CMF Prioritization v1.0 is the foundation for all Toolkit resources. As it evolves, all related tools and guidance will update alongside it to ensure continued alignment and usability.
In 2026, updates will focus on improving usability and expanding resources. A formal update cycle for CMF Prioritization—reviewing and potentially adding new ecolabels and standards—will begin in 2027.
Feedback gathered through community calls, surveys, and Toolkit forms will inform bi-annual updates and guide where to focus next. These loops keep the CMF and Toolkit both stable and responsive, grounded in collective learning and real-world application.
Questions & Support
We’re here to help ensure the CMF and this Toolkit are used accurately and consistently.
Design or Visual Questions:
Contact Taylor Friehl for guidance on CMF visuals, logo use, and layout: taylor.friehl@mindfulmaterials.com
Copy or Content Questions:
Contact Jen Levisen for help with language, messaging, or attributions: jen.levisen@mindfulmaterials.com
Governance or Policy Questions:
Contact Anthony Guerrero for clarification on ownership, updates, and usage rights: anthony.guerrero@mindfulmaterials.com
If you’re unsure who to reach out to, start with outreach@mindfulmaterials.com, and we’ll get you to the right place.
