Cleaning & Restoration Association News

Using the IICRC and the cleantrust Service Mark

In March 2012, the IICRC Board of Directors reinstated the IICRC name to the organization and chose the cleantrust as the organization’s service mark. This evolution recognizes our 40-year history and importance within the industry, while keeping the consumer-friendly service mark that will help grow awareness outside of the industry. 

As you make regular updates to your materials, we ask that you please include the updated IICRC branding and the cleantrust service mark. It’s important that our new look and feel is reflected throughout all of our materials. All patches, decals, brochures, etc. are available for purchase through the IICRC Store on

To help explain when to use the IICRC versus the cleantrust, here is a Q&A of the most frequently asked questions:

How do I describe the IICRC and the cleantrust?

Representing more than 54,000 registrants across the globe, the IICRC is an international, non-profit certifying body that sets standards for the cleaning, restoration and inspection industries. To know if a technician has received proper education and training, consumers should look for the cleantrust patch and logo. With the cleantrust logo and patches, IICRC technicians can be easily recognized for their technical proficiency and high ethical standards.

What is the cleantrust service mark?

A service mark is a design/logo used to establish the identity and image of a service. A service mark is still a type of trademark and logo, but is used for services instead of physical products. The cleantrust service mark/logo is the representation of IICRC certification. The IICRC logo is the visual identity for the organization itself. The cleantrust logo presents an opportunity to market ourselves beyond the industry as consumers look for and trust symbols of technical proficiency and high ethical standards. In the coming years, our goal is to have the cleantrust as widely-recognizable and highly-regarded as the Good Housekeeping seal.

When should the IICRC logo be used and when should the cleantrust logo be used?

The IICRC logo will be used by the organization for all industry-facing communication. For example, standards, certification materials and exam materials will all have the IICRC logo. The cleantrust logo should be the dominant logo on all consumer facing materials. However, you will see some instances where both logos appear together to help make the connection; this includes on ID cards as well as brochures developed by the IICRC.

Who can use the cleantrust service mark?

As a service mark of the IICRC, the cleantrust logo should be used by Certified Firms on all consumer or end-user facing materials. Individual technicians are also able to wear the cleantrust certified technician patch on their uniforms, but may not use the logo for advertising or marketing purposes. The IICRC has developed a series of brochures that are available featuring both the IICRC logo and the cleantrust logo to help consumers understand the connection between the organization and its service mark. Additionally, registrant certification cards also have both logos to help explain how the service mark is a symbol of your IICRC certification.

clean trust rules iicrc

For more information, please visit:

The Institute continues to support our industry partners, Certified Firms and registrants by actively refining and implementing improvements to our educational programs, exams, standards and certifications. And I would like to extend a special thanks to the Board of Directors, volunteers and staff for their hard work and focus on strategic planning this last year.

Let’s remember to keep and express love in our hearts, not just in February, but the whole year through.

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