What is BBB?

For more than 100 years, Better Business Bureau has been a non-profit organization helping people find businesses, brands and charities they can trust. In 2019, people turned to BBB more than 154 million times for BBB Business Reviews on more than 5.3 million businesses and Charity Reports on 11,000 charities, all available for free at bbb.org.


What is BBB Accreditation?

If a business has been accredited by the BBB, it means BBB has determined that the business meets accreditation standards. This includes a commitment to make a good faith effort to resolve any consumer complaints. BBB Accredited Businesses pay a fee for accreditation review and monitoring for continued compliance and for support of BBB services to the public.


What are BBB ratings?

BBB ratings represent the BBB’s opinion of how the business is likely to interact with its customers. The BBB rating is based on information BBB is able to obtain about the business, including complaints received from the public. BBB assigns ratings from A+ (highest) to F (lowest). In some cases, BBB will not rate the business (indicated by an NR, or “No Rating”) for reasons that include insufficient information about a business or ongoing review/update of the business’s file.

View the rating elements


What is a BBB Business Profile?

On a BBB Business Profile, you will find:

  • History & general information regarding the business: business creation date, names of principals, alternate names for the business, licensing information etc.
  • BBB rating
  • Customer complaints and reviews (last 3 years)
  • BBB Investigations, Ad Review
  • Recent Government Actions


What are BBB Business Standards?
  • Build Trust
  • Advertise Honestly
  • Tell the Truth
  • Be Transparent
  • Honor Promises
  • Be Responsive
  • Safeguard Privacy
  • Embody Integrity

View our detailed standards


BBB Brand Guidelines


What is a Brand?

A company’s brand represents their market identity—who they are, what they do, and how their product makes you feel.


So, What is BBB’s brand promise?

BBB = Trust

BBB helps people find businesses they can trust. Customers search businesses online at bbb.org before they buy and look for the BBB Accredited Business seal.

The seal  bbb seal is a symbol of trust and a sign that BBB believes the business is trustworthy.


Using BBB Brand in your Video

Strong branding requires a consistent and clear message, clear communication of the brand promise, and use of certain approved language and graphics.

Approved language and graphics are important because they help to convey the brand promise.


Approved Language and Graphics

Here is a list of approved language and graphics – and how to use them. Be sure to use them exactly as they appear and as advised.

  • If a letter is capitalized, make sure that it stays capitalized.
  • The BBB logo should only be in blue or black – as it appears below.
  • The logo should be featured prominently in the video.

If a trademark ® symbol appears near a word or phrase, be sure to include it. A trademark symbol means that a business has taken steps to make sure that it has a legal right to be the primary user of a word, phrase, or symbol. The public associates trademarked words or phrases with a business.


Brand Vocabulary:


Better Business Bureau® Start With Trust®

BBB Accredited Business

BBB Business Profile


Key Phrase to be used in video:

Search bbb.org


Approved Logo and Variations:

No other variations of the BBB logo are allowed. Do not create other logos, images, or icons. These logos all have the trademark ® symbol.

logo variation


Protected Space Around All Logos:

So that it can always be clearly seen, it is important that logos have a protected area around them. No colors or other graphics should be too close to the logo. Protected space allows the logo to remain easily recognizable. The logo should have a white background. Reverse logos (white logos) will have a blue or black background.

For all versions of the logo, the protected space around them should always be half the height of the “B.”



Approved Tagline:

Start With Trust


Use San Serif Font or Verdana. Exactly as it appears in the logo. Capitalize the “W” in “With.” Blue or Black.

*All logos will be available electronically for use in the videos.