Web Standard: New Icon


A "New!" icon is a small text-based “icon” that indicates a piece of content is new. 

Content requirements

Using a "New!" icon is optional. If you use one:

  • Limit use of "New" icons on a page.
  • Do not write text that redundantly suggests newness, e.g., "EPA today initiated ..."
    • Your text must be timeless.
  • Note: the "New" icon will not appear on browsers that do not have JavaScript enabled. Do not provide a HTML alternate; this is not critical content.

The "New!" “icon” will remain visible for 30 days from the date you used.

  • To make the icon appear for fewer days, just back-date accordingly.
  • You cannot make it appear for more than 30 days.


EPA's New! Icon is a yellow lozenge with the word "New!" written across it.

See: Style Guide: New Icon

About this Standard

Effective date: 09/28/2005
Date approved: 09/12/2012
Web Council review by: 09/02/2014 (or earlier if deemed necessary by the Web Council)