USING THE ENERGY STAR
ID ENTITY TO MAINTAIN
AND BUILD VALUE
ENERGYSTAR
.'
/
-------
PURPOSE
These guidelines outline the
implementation of a strong and
distinctive identity for ENERGY
STAR. Whether you are labeling a
product because it has earned the
ENERGY STAR, designing a new
outreach campaign or
communicating your organization's
environmental commitment, these
guidelines are designed to help you
make the most of your ENERGY
STAR partnership. All of us have the
power to make a change for the
better if we work together.
MESSAGE FROM THE
ADMINISTRATOR
USING THE ENERGY STAR
CERTIFICATION MARK
2.0
THE POWER OF USING THE ENERGY STAR
ENERGY STAR: HISTORY & LINKAGE PHRASE MARKS
SUCCESS
3.0
THE ENERGY STAR
IDENTITY
4.0
USING THE ENERGY STAR
MARKS:
GENERAL GUIDELINES
5.0
USING THE ENERGY STAR
PROMOTIONAL MARK
USING THE ENERGY STAR
PARTNERSHIP MARK
rn
SPECIAL APPLICATIONS
10.0
WRITING AND TALKING
ABOUT ENERGY STAR
11.0
USING THE ENERGY STAR
MARK OR NAME IN
DOMAIN NAMES
-------
MESSAGE FROM THE ADMINISTRATOR
ENERGY STAR is more than a label
awarded for energy efficiency. It is
a partnership among government,
business, and consumers, united in
the pursuit of a common goal—to
protect our environment for future
generations.
The ENERGY STAR program has
been a resounding success over
the last decade. Americans have
purchased more than 1 billion
ENERGY STAR qualified products
and thousands of buildings have
been improved. More than 7,000
businesses and organizations have
become partners, and more than
40% of the American public
recognizes the ENERGY STAR.
Last year alone, with the help of
ENERGY STAR, Americans saved
the energy required to power 15
million homes and reduced air
pollution equivalent to taking 14
million cars off the road—all this
while saving $7 billion on energy
bills. Through ENERGY STAR, we
have successfully educated our
partners and the consumer
marketplace that energy efficiency
does not sacrifice the features,
style, or the comfort that today's
consumers expect. But there is
much more to do. There are many
more Americans to make aware of
the power they have when they
make choices for their homes and
many more businesses to show that
what is good for the environment is
also good for the bottom line.
The quality of the environment is
everyone's responsibility and by
bringing ENERGY STAR into
American homes and businesses
we can make an enormous
difference.
In the following pages, we define
and provide new tools that will help
your organization build on our joint
accomplishments of the past and to
help us deliver a better future—one
that will benefit generations to come.
Christie Whitman
Administrator
Environmental Protection Agency
i.o
THE ENERGY STAR IS MORE THAN A
LABEL AWARDED FOR ENERGY
EFFICIENCY
-------
THE POWER OF ENERGY STAR
ENERGY STAR HAS BECOME A
POWERFUL PLATFORM FOR
IMPROVING THE ENVIRONMENT
THROUGH ENERGY EFFICIENCY
ENERGY STAR has become a
powerful platform for improving the
environment through energy
efficiency.
THE HISTORY
EPA introduced the ENERGY STAR
label in 1992 to recognize energy-
efficient computers. Since then, the
label has grown to identify efficient
products across more than 40
product categories. Since the mid-
1990s, EPA has collaborated with
the U.S. Department of Energy
(DOE), which now has responsibility
in some product areas. EPA
approved the label for use on
efficient new homes in 1995, and
efficient buildings became eligible
for the label in 1999 when EPA
unveiled a new standardized
approach for measuring the energy
performance of an entire building.
Beyond the label, EPA and DOE
have offered many tools and
materials to partner organizations
to build upon and use in their
efforts to promote energy
efficiency. These include:
• promotional ENERGY STAR marks;
• national public service advertising
campaigns;
• promotional and national
campaign materials;
• performance rating systems;
• sales training materials;
• educational brochures;
• awards in recognition of
excellence.
THE SUCCESS
Since the introduction of the
ENERGY STAR label, Americans
have purchased more than 1.5
billion products carrying that mark
and improved the efficiency of
thousands of buildings and homes.
As a nation we have prevented
greenhouse gas emissions
equivalent to those from 20 million
vehicles.
Over this time the public has
become more aware of and
interested in energy efficiency,
ENERGY STAR, and protecting the
environment. Energy issues have
made news. The public has become
more concerned with
environmental issues, particularly
air pollution and global warming.
Many consumers want to know
what they can do to save energy
and protect the environment and
believe that products that address
energy and environmental issues
2.0
are desirable (see Survey Results
on page 2.2).
ENERGY STAR is growing to meet
these consumer and business
interests. Recent surveys and
studies show (see pages 2.2-2.4
for more complete results):
• More than 60% of the American
public is aware of the label;
The ENERGY STAR label is
influencing product purchasing
and consumers will use the label
in the future as part of their
purchasing decisions;
Market penetration of ENERGY
STAR qualified products has
increased substantially in regions
with active programs;
ENERGY STAR partners that are
leaders in corporate energy
management are strong
performers on Wall Street.
2.1
-------
87% AMERICANS ARE VERY
CONCERNED ABOUT THE
ENVIRONMENT
AMERICAN VIEWS ON ENERGY,
ENVIRONMENT AND PRODUCTS
Many Americans are concerned
about the environment and believe
that saving energy helps the
environment.
• 89% strongly agree or agree
with the statement "I'm very
concerned about the
environment."*
• 93% strongly agree or agree with
the statement "Saving energy
helps the environment."*
• 93% of people believe that saving
energy is important."
• 94% of consumers believe that
each of us has to be responsible
in our energy use and that they
as an individual can make a
difference (they either agree or
strongly agree).A
• 73% of consumers believe that
"A product that is better for the
environment" is a somewhat to
very important consideration
when purchasing an appliance
or other energy-using product*
• 72% of adults "...make a special
effort to look for products that are
energy efficient."0
AMERICAN VIEWS ON THE
FEDERAL GOVERNMENT AND
ENERGY STAR
There is growing awareness of the
ENERGY STAR label, with more than
60% of the American public
recognizing it.D
Of those consumers aware of the
ENERGY STAR label, many have a
good understanding of it.A
• 89% believe a qualified product
uses energy more efficiently than
a conventional product*
• 72% believe a qualified product is
friendly to the environment*
The ENERGY STAR label is
influencing purchases of efficient
products.
• More than 50% of households
knowingly purchased at least one
ENERGY STAR qualified product in
the last twelve months.0
• Of those with a recent ENERGY
STAR purchase:
- more than 60% say that the
presence of the ENERGY STAR
mark influenced their purchase
decision (either somewhat or
very much);*0
2.2
MORE THAN 60% OF THE
AMERICAN PUBLIC RECOGNIZE
THE ENERGY STAR
ENERGY STAR QUALIFIED
PRODUCTS ARE GAINING
MARKET SHARE
- 93% of those that received a
discount said that they were
either very or somewhat likely
to purchase the ENERGY STAR
qualified product without the
discount0
Many Americans believe they will
use the ENERGY STAR label in the
future to help in choosing
products.
• 95% of recent purchasers of an
ENERGY STAR qualified product
say they are somewhat or very
likely to purchase an item with
the ENERGY STAR mark in the
future*
• 76% of consumers that knowingly
purchased an ENERGY STAR
labeled product are very or
somewhat likely to recommend
ENERGY STAR to a friend.0
The market share of ENERGY STAR
qualified products is growing all
over America.
In California:
• Market share of major
appliances carrying the ENERGY
STARgrewby12to28%;E
• Sales of ENERGY STAR qualified
Compact Fluorescent Lamps
(CFLs) reached nearly 2.8 million
bymid2001.F
In the Northwest:
•Market share for ENERGY STAR
qualified windows grew from
15% in 1997 to 66% by June
2001;6
• ENERGY STAR qualified clothes
washers reached a 30% market
share;"
•8.3 million ENERGY STAR
qualified CFLs were sold in 2001."
In the Northeast:
• Market share of ENERGY STAR
qualified clothes washers is 65%
greater than the national
average.'
7.2
-------
67% BELIEVE A QUALIFIED PRODUCT
USES ENERGY MO RE EFFICIENTLY
THAN A COMPARABLE MODEL
THE FUTURE
SUPERIOR ENERGY
MANAGEMENT STANDS OUT ON
WALL STREET
Energy efficiency leaders
(companies that improve the
efficiency of their own operations)
achieve superior stock market
returns.
• In the real estate sector, active
ENERGY STAR partners
outperformed non-partners by
12% over a 2 year period.-1
• In the food service sector,
ENERGY STAR partners
outperformed to the Dow Jones
broad retail sector index by 2000
basis points over a 2 year
period/
A 2004 Energy Conservation, Efficiency and
Demand Response Study 3199, Final Report
July 2004, Schulman, Ronca and Bucavalas,
Inc. and Research into Action (July 2004).
B Lowe's Home Improvement Warehouse
Summer Energy Efficiency, May 9, 2001,
Ipsos Reid.
C The Gallup Organization, 2000.
D National Awareness of ENERGY STAR for
Analysis of GEE 2005 Household Survey, The
Cadmus Group and KEMA Consulting, Inc.,
March 2006.
E. California Appliance Trends, 2001, Volume 1.
Residential Market Share Tracking Project,
RER, Managed by Southern California
Edison.
F.
Lamp Trends, 2002, Volume 1, Residential
Market Share Tracking Project, RER,
Managed by Southern California Edison.
G. ENERGY STAR Windows program,
November 2000, Market Progress
Evaluation Report. Prepared by Quantec
for NEEA, Report #EOO-069.
H. Northwest Energy Efficiency Alliance,
2001 Annual Report.
I. Northeast Energy Efficiency Partnership,
2002.
J. "Energy Management and Investor Returns:
The Real Estate Sector", Innovest Strategic
Value Advisors, October 2002.
"Energy Efficiency and Investor Returns:
The Retail Food Sector", Innovest Strategic
Value Advisors, September 2002.
K
There is much more work to do
over the coming years on improving
the environment through energy
efficiency. Based on the recent
surveys and studies, as well as a
thorough review of the use of the
ENERGY STAR marks in today's
market place, it is clear that there
are several measures that can
make ENERGY STAR more effective
as we go forward. The
improvements are as follows:
• Building a strong call to action
into the ENERGY STAR identity
that speaks to the individual both
emotionally and rationally about
their ability to make a change
for the better;
• Building clearer statements about
the EPA and DOE backing of
ENERGY STAR into promotional
campaigns and outreach
materials so that consumers are
not confused about its source and
can trust the ENERGY STAR as
credible, unbiased information;
• Updating the ENERGY STAR marks
to be more memorable,
recognizable and clearer across
a range of applications.
These improvements will help
increase awareness of ENERGY
STAR and will more strongly
influence the change in behavior
required to protect the environment
for future generations.
2.5
-------
THE ENERGY STAR IDENTITY
The ENERGY STAR identity is a
valuable asset, and like any asset
with appreciable value, it must
be properly used and protected.
These guidelines will help us all
understand and properly use the
key elements of the ENERGY STAR
identity. Consistently presenting the
meaning and benefits of ENERGY
STAR maintains and builds its value
and immeasurably benefits all.
Several refinements have been
made to enhance the value of the
ENERGY STAR identity. First, the
ENERGY STAR marks have been
updated to have greater clarity,
consistency and consumer
recognition. The update includes
adding the words "ENERGY STAR"
into each mark so that it is closely
associated with the ENERGY STAR
name. We have also incorporated
the power of a strong, clear color,
one of the most important elements
of an identity if used consistently
and frequently. Blue has been
chosen as the primary color for the
marks because it represents many
positive attributes for ENERGY STAR
including clarity, air, sky, and the
environment. ENERGY STAR Blue
(100% Cyan) is the preferred color
for the use of the marks.
The refined ENERGY STAR marks:
•work better across a range of
sizes and backgrounds, and
particularly well in retail settings;
• maintain a strong environmental
feel with ENERGY STAR Blue;
• read as ENERGY STAR due to the
words underneath;
• reproduce easily due to a one
color rendering (100% Cyan) in
most applications.
In addition, EPA recommends that
strong messaging about the power
of the individual to protect the
environment as well as clear
statements about the government
as the authority behind ENERGY
STAR be incorporated into outreach
materials, as appropriate, to more
fully communicate the ENERGY
STAR identity.
TIMING
The updated ENERGY STAR marks
will appear in the marketplace
beginning in early 2003. EPA
encourages use of the new
marks as soon as possible. We
understand that partners will need
sufficient time to use up existing
stocks of materials to smoothly
transition to the use of the new
marks.
3.0
THESE GUIDELINES
The rest of these guidelines outline
how to use the ENERGY STAR
marks across a wide range of
activities and applications. General
guidelines are provided first,
followed by more specific
guidelines for each category of
mark. In addition, these guidelines
provide recommendations for what
words to use when writing or
talking about the ENERGY STAR
program (see pages 10.0-10.2),
including how to reference the
government source of authority.
3.1
-------
USING THE ENERGY STAR MARKS
GENERAL GUIDELINES
The ENERGY STAR Program is a
partnership between businesses
and organizations and the Federal
government. As part of this
partnership, businesses and
organizations can use the ENERGY
STAR name and marks, registered
marks owned by the U.S.
government, as part of their energy
efficiency and environmental
activities.
The ENERGY STAR marks, each
designed for specific purposes, are
shown on the following pages and
fall under the following four
categories:
1. Promotional Mark;
2. Certification Mark;
3. Linkage Phrase Mark (2 options);
4. Partnership Mark.
Organizations must enter into an
agreement with the government to
use the marks as provided in this
document. Allowing alterations to
these marks would confuse businesses
and consumers about the source of
the ENERGY STAR program and
reduce its value for all.1
1 Government documents may use slight
variations of the ENERGY STAR marks where
it is importantto the communication goal of
the material and where there would be no
confusion about the source of authority.
Organizations using these marks
must abide by the following general
guidelines:
1. The ENERGY STAR name and
marks may never be used in any
manner that would imply EPA or
DOE endorsement of a company,
its products, or its services.
Neither the marks nor the
ENERGY STAR name may be used
in any other company name,
product name, service name,
domain name or Web site title.
2. The marks may not be altered, cut
apart, separated, or otherwise
distorted in perspective or
appearance.
3. The marks may never be used in
a manner that would disparage
ENERGY STAR, EPA, DOE, or any
other government body.
4. The marks may never be
associated with products, homes,
or buildings that do not qualify as
ENERGY STAR.
5. Partners and other authorized
organizations are responsible for
their own use of the ENERGY
STAR marks, as well as use by
their representatives, such as ad
agencies and implementation
contractors.
4.0
USING THE ENERGY STAR MARKS
GENERAL GUIDELINES
6. The ENERGY STAR name should
always appear in capital letters.
7. The registration symbol ® must
be used with the first time the
words "ENERGY STAR" appear in
material and:
• The ® symbol should always be in
superscript;
•There shall be no space between
the words "ENERGY STAR" and
the ©symbol;
• The ® symbol shall be repeated in
a document for each chapter title
or Web page.
ENERGY STAR REVIEW POLICY
• Advertisements where the
certification mark is placed next
to qualified products do not need
to be approved.
• EPA must approve any major
educational or promotional
campaigns that feature the
ENERGY STAR name or mark prior
to final production or printing.
The submitted materials will be
reviewed for consistency with
these guidelines within two (2)
business days of receipt of
the materials. Materials should
be submitted to your Account
Manager or primary program
contact.
MARK VIOLATIONS
EPA actively monitors proper use of
the ENERGY STAR name and marks.
The following explains the general
course of action for addressing
mark violations:
1. Anyone who misuses the marks
will be contacted in writing or by
telephone.
2. A reasonable amount of time will
be given to correct the error(s)
per EPA's discretion. The time
frame will be dependent upon the
medium in which the violation
appeared and the severity of the
violation.
3. Follow-up will be conducted to
ensure that the error(s) has been
corrected. Failure to make the
required changes may result in
termination of a stakeholder's
participation in ENERGY STAR
and/or legal action.
QUESTIONS ABOUT USING THE
MARKS
If you have questions regarding the
use of the marks, please call your
Account Manager or primary
program contact, or the ENERGY
STAR Hotline at: 1-888-STAR-YES
(1-888-782-7937)
4.1
-------
THE ENERGY STAR MARKS
Promotional Mark
Use the Promotional Mark on any
materials that feature ENERGY
STAR such as brochures, media kits
and flyers. It is to be used in public
education campaigns on the
benefits of ENERGY STAR.
Preferred
Optional
LEARN MORE AT
1 energystar.gov
I LEARN MORE AT
energystar.gov
Certification Mark
Linkage Phrase Mark
Partnership Marks
Use the Certification Mark as a label
on products, homes, and buildings
that meet or exceed ENERGY STAR
performance guidelines.
See special applications:
Insulation (pages 9.2-9.3);
HVAC (pages 6.6-6.7).
Use the Linkage Phrase Mark in
marketing materials, such as ads
and circulars, to show that a
company sells either ENERGY STAR
qualified products or services that
can deliver ENERGY STAR
performance levels.
Use the Partnership Mark to promote
an organization's commitment to and
partnership in the ENERGY STAR
Program.
Preferred
Optional
ENERGY STAR
PARTNER
-------
USING THE ENERGY STAR
PROMOTIONAL MARK
Use the ENERGY STAR Promotional
Mark on materials designed to
convey the benefits of ENERGY
STAR qualified products, homes,
and buildings. It may be used on
any promotional materials that
feature ENERGY STAR, like point-of-
purchase displays, advertisements,
T-shirts and hats. This mark is
available to organizations running
public education campaigns on the
benefits of ENERGY STAR, in
particular:
• Any organization that has signed
a Partnership Agreement or
Partnership Letter with ENERGY
STAR and wishes to promote the
benefits of ENERGY STAR;
• Non-governmental organizations
(NGOs) and trade associations
seeking to promote the benefits of
ENERGY STAR.
Examples of common uses of the
Promotional Mark are provided in
the following pages. They illustrate
our recommendations (see pages
5.1-5.15) for getting the greatest
value from the use of the
Promotional Mark. We devote a
special section to depicting
recommendations for promotional
and educational campaign
materials, since they frequently
allow for the integration of many
elements of the ENERGY STAR
identity (see pages 5.8-5.15).
Uses of the Promotional Mark
include:
• T-shirts, hats, etc; D
• Point of Purchase materials; O
• Product advertising when one
does not want to highlight the
particular products that have
qualified for the ENERGY STAR
(when the Certification Mark
would be appropriate); B
•Web sites; D
• New Home promotional materials;
• Promotional and Educational
Campaign materials.
5.0
-------
ENERGY STAR"
qualified homes
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In examples Qfl the Partner
Promotional materials illustrate the
use of the Promotional Mark on the
inside of a brochure where there is
only product marketing copy. When
additional product specification is
used, we suggest the addition of a
building block containing the copy.
"Products that earn the ENERGY
STAR prevent greenhouse gas
emissions by meeting strict energy
efficiency guidelines set by the U.S.
Environmental Protection Agency
and the U.S. Department of
Energy."
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-------
USING THE ENERGY STAR
PROMOTIONAL MARK
HORIZONTAL AND VERTICAL
VERSIONS D
We created two versions of the
Promotional Mark, each including
the ENERGY STAR symbol block and
an attached messaging block Q.
The messaging block devotes
significant space to the call to
action, which is important to
building a stronger emotional
appeal for the symbol. The two
blocks are separated by a white
rule equal in thickness to the arc
within the symbol. The mark also
has a white keyline around it that is
also equal in thickness to the arc
within the symbol.
CLEAR SPACE D
We require that a clear space of
.333 (1/3) the height of the graphic
box within the mark should
surround the mark at all times.
No other graphic elements, such as
text and images can appear in this
area. We require this clear space
since the Promotional Mark
frequently appears within materials
using complex imagery such as
other marks, graphic devices and
text.
MINIMUM SIZE
The solid color with white graphics
and keyline assure a high level of
protection for the mark itself. The
mark may be resized, but the
proportions must be maintained.
For legibility in print, we
recommend that the symbol block
within the mark not be reproduced
smaller in width than .375 inch
(3/8") for print. Lettering legibility
inside the mark must be maintained
on the Web.
PREFERRED COLOR H
The preferred color for the
Promotional Mark is ENERGY STAR
Blue (100% Cyan). Alternate
versions in black or reversed out to
white are allowed. The preferred
application of the Promotional Mark
is ENERGY STAR Blue, as shown in
these examples. It demonstrates
how clear, strong and easy-to-
remember simple geometry
combined with a strong color can
be. The Web color equivalent of
ENERGY STAR Blue is hex color
#0099FF. If multicolor printing is
available for advertising, product
literature, etc. the Promotional
Mark should be printed in ENERGY
STAR Blue. If ENERGY STAR Blue is
not available then black can be
substituted.
The minimum
size for print
applications is
3/8 inch wide
LEARN MORE AT I
energystar.gov
The Promotional
Mark appearing
in ENERGY STAR
Blue on any
background
color or
photographic
image
I LEARN MORE AT I
energystar.gov
The Promotional
Mark appearing
in black on any
background
color or
photographic
image
Symbol
Block
Messaging LEARN MORE AT
Block lenergystar.gov
The minimum
size for Web
applications is
that the legibility
of the lettering
inside the
messaging block
must be
maintained
LEARN MORE AT
energystar.gov
LEARN MO RE AT •• LEARN MORE All
| en ergystar.gov Henergystar.gov
The
Promotional
Mark appearing
in white
(reversed out of
any background
color or photo
image)
ie Promotional
ark appearing
in white
(reversed out of
any background
color or photo
image)
'M
-------
USING THE ENERGY STAR
PROMOTIONAL MARK
IN PROMOTIONAL AND
EDUCATIONAL CAMPAIGNS
When designing materials for use
in promotional and educational
campaigns, there is frequently
more space available than is
required by the Promotional Mark
alone to convey the benefits of
ENERGY STAR to business and
consumers. This section outlines
the messages that EPA believes are
important to emphasize, as space
allows. It also details the overall
framework for incorporating these
messages and demonstrates the
direction EPA and DOE are taking
as we develop template materials
for such activities.
MESSAGES
EPA and DOE have had much
success over the last two years
incorporating a strong
environmental message around
the direct, rational benefits that
ENERGY STAR offers, like energy
savings, quality and comfort. EPA
and DOE intend to continue to
develop outreach materials that
convey this full range of benefits.
The government will be
incorporating three broad
messages into our materials and
are recommending that ENERGY
STAR partners do the same, to the
extent possible. The three broad
messages are:
1. The power of the individual in
making a difference;
2. The environmental choice
provides energy savings without
compromising quality or comfort;
3. ENERGY STAR is a government-
backed symbol providing
valuable, unbiased information to
business and consumers.
5.6
1. THE POWER OFTHE INDIVIDUAL
MAKING A DIFFERENCE
2. THE ENVIRONMENTAL CHOICE
PROVIDES ENERGY SAVINGS
WITHOUT COMPROMISING
QUALITY OR COMFORT
3. ENERGY STAR IS A GOVERNMENT-
BACKED SYMBOL PROVIDING
VALUABLE, UNBIASED
INFORMATION TO BUSINESS
AND CONSUMERS
5.7
-------
BUILDING BLOCKS
We use a powerful Building Block
approach to convey the beneficial
and motivational messages
associated with ENERGY STAR.
This approach offers a number of
elements that can be combined and
used across various applications
for an effective outreach campaign.
The elements include:
• Related Imagery; Q
• Messaging block Q on the
emotional motivation and the
power of the individual;
• Messaging block Qon the
government source of authority;
• ENERGY STAR Learn More
Mark. Q
Important messages, such as the
source of authority for ENERGY
STAR and strong environmental
messages, can be linked to the
ENERGY STAR symbol through the
use of the Building Blocks and the
color blue. Together they provide a
much clearer statement of the
ENERGY STAR platform that the
partner is leveraging and bringing
to its customers.
The rational benefits can be
explained in the message block fl
written by the partner, providing
the partner with a lot of flexibility
in space and copy.
EPA has recommended imagery for
these promotional efforts chosen
with the intent of enhancing this
emotional connection even further
(see pages 5.16-5.19).
5.8
-------
BUILDING BLOCKS
The Building Blocks are created for
use in partner communications and
allow for flexibility in content and
configuration. Some examples of
this flexibility are using the:
• Promotional Mark by itself; Q Q
• Promotional Mark with the source
of authority messaging block; Q
• Promotional Mark with the source
of authority, the emotional
motivation (optional) and the
power of the individual
messaging block in a horizontal or
vertical configuration; Q Q
• Promotional Mark with the source
of authority, the emotional
motivation and the power of the
individual messaging block in a
stand alone application. Q
In addition, all configurations of the
Building Blocks can be used in both
4-color printing and Q black and
white communications.
The Building Blocks appear in
ENERGY STAR Blue in full-color
printing and black in one-color
printing. A thick white border equal
to at least 3 times the thickness of
the rule within the building blocks
is recommended around the entire
application layout that utilizes the
Building Blocks as shown in these
examples.
5.10
-------
EXAMPLES OF CREATIVE
The example
below shows an
existing campaign
that utilizes the
Building Blocks.
Please note that
any information or
messaging outside
of the Building
Blocks, whether
it be partner or
otherwise, can
be set in any
typeface.
You're not just building a new home.
You're building the future.
EBRATE EARTH DAY.
fERY DAY.
world
ENERGY STAR
COOl your world
with ENERGY STAR
ENERGY STAR" qualified ceiling fans with attached lighting use
half the energy of conventional ceiling fans, save you money,
and help protect the environment.
-------
HEAT & COOL
YOUR HOME SMARTLY
Request The Guide to Energy-Efficient Heating & Cooling
and make your home more energy efficient.
To receive a free copy of the guide, visit
or call 1-888-STflR-YES (1-888-732-7937) and le
1. Maintain your equipment
By choosing this ENERGY STAR* qualified product with the latest energy-
saving technology, you're helping to preserve our environment for future
generations. And for that, we're mighty grateful.
For information on other products that have earned the ENERGY STAR,
and more ways you can help protect the environment from home,
Did you know that you can also reuse or recycle many of your old
home electronics? To learn more, go to www.plugintorecycling.org.
IF ALL HOME ELECTRONICS SOLD IN THE U.S. THIS YEAR WERE
ENERGY STAR, WE WOULD REDUCE AIR POLLUTION EQUIVALENT
TO THE EMISSIONS OF MORE THAN 380,000 CARS.
CHANGE FOR THE
\ BETTER WITH
ENERGY STAR
next generation technology nratiii PRODUCT HEI
next generation technology
e earned the ENERGY STAR-
ENERGY STAR"QUALIFIED
PROGRAMMABLE THERMOSTATS
KEY SALES MESSAGES:
ENERGY STAR is:
•> A U.S. government-backed symbol of aneigy efficiency.
ENERGY STAR qualified nrogiammable thermostats:
energy efficiency guidelines set by the U.S. Environmental
Protection Agency (EPA| and the U.S. Department of Energy (DOE).
> Used properly, can save consumers SIM a year in energy cosis.
> Save energy by controlling HVAC equipment with 4 daily
temperature adjustments.
-------
IMAGERY SUGGESTIONS
Imagery is a small but very
important part of the ENERGY STAR
identity. Since imagery will be
selected by many different sources,
we have defined specific attributes
that can be used as a guide for
imagery selection. In addition,
images will often be used in many
applications that will limit any
selection to royalty-free imagery
only. Imagery should be chosen
that is suggestive of our goals—
protecting our environment for
future generations and collective
participation by consumers and
partners. Choose imagery that:
• has the suggestion or actual
presence of sky including the
presence of sky through a
window if it is an interior shot;
• has the participation of an
individual or individuals.
Family situations are preferred;
• conveys activity rather than
passivity;
•suggests positiveness;
• shows simplicity rather than
complexity.
5.16
Blue Sky, Clouds,
Atmosphere
People 1
People 2
Peoples
5.17
-------
IMAGERY SUGGESTIONS
Heating and
Cooling Products
Lighting Products
Consumer
Electronics
Appliances
L
5.18
Education
Home Sealing
141
=^'
New Homes
Construction
Commercial
and Industrial
Office Products
5.19
-------
USING THE ENERGY STAR MARKS
INCORRECT USE OF
THE PROMOTIONAL MARK
Please:
• Do not use on any product, home,
or building to signify qualification
with ENERGY STAR.
• Do not use to imply that any
product, service, or organization
has met ENERGY STAR
performance criteria.
• Do not use on letterhead,
business cards, and other
stationery.
• Do not use to denote
ENERGY STAR partnership or
endorsement.
• Do not use to imply that the
government is funding ENERGY
STAR financing and mortgages.
• Do not use in advertisements
featuring non-qualified products,
homes, or buildings.
• Do not include on promotional
materials on or adjacent to a non-
qualified product, home, or
building.
• Do not use the ENERGY STAR
symbol without the ENERGY STAR
messaging block.
When reproducing the marks
please:
1. Do not make the mark an outline.
Do not use a white mark on a
white background.
2. Do not change the colors of the
mark.
3. Do not distort the mark in anyway.
4. Do not alter the lock up of the
mark.
5. Do not place the mark on a busy
image.
6. Do not rotate the mark.
7. Do not separate any of the mark's
elements.
8. Do not substitute any part of the
mark.
9. Do not use any other typeface to
replace part of the mark.
10. Do not violate the clear space of
the mark.
11. Do not skew the mark.
12. Do not change the size of the
mark lock up.
13. Do not use the old tagline
"Money Isn't All You're Saving."
14. Do not replace the approved
wording.
15. Do not apply the ENERGY STAR
marks in an unapproved color.
16. Do not let text run into the mark.
5.20
LEARN MORE AT
energystar.gov
LEARN MORE AT
energystar.gov
LEARN MORE AT
anargystar.gov
LEARN MORE AT
energystar.gov
CHANGE FORTHE
1HE BETTER WTffl
ENERGY STAR
ipsm
LEARN MORE AT
energystar.gov
LEARNMOREAT
energystar.govI
MONEY ISN'T
ALL YOU'RE
SAVING
SYMBOL FOR
ENERGY
EFFICIENCY
LEARNMOREAT
energystar.gov
do not let text run
into mark do not let
run into mark do not
5.21
-------
USING THE ENERGY STAR
CERTIFICATION MARK
Use the Certification Mark as a
label on products, homes and
buildings that meet or exceed
ENERGY STAR performance
guidelines.
Examples of common uses of the
Certification Mark are provided on
the following pages. They illustrate
our recommendations (see pages
6.0-6.3) on how to get the greatest
value of the Certification Mark.
Uses of the Certification Mark
include:
• On a qualifying product;Q
• In product literature for a
qualifying product; Q
• On the Web to identify a qualifying
product; Q
• In advertisements where it is used
near to or on a qualifying product;
• On a qualifying new home;H
• On Point of Purchase materials;!!
• One qualifying product packaging;
• On a qualifying building.
n
-------
-------
USING THE ENERGY STAR
CERTIFICATION MARK
ONE VERSION D
Use only one version of the
Certification Mark. We created this
Certification Mark to maximize the
footprint of the mark and for
contrast and legibility. The mark
includes an ENERGY STAR Symbol
block and an attached messaging
block. In the case of the
Certification Mark the messaging is
the ENERGY STAR name itself to
reinforce the legibility of the
symbol. The two blocks are
separated by a white rule equal in
thickness to the arc within the
symbol. The mark also has a white
keyline around it that is also equal
in thickness to the arc within the
symbol.
CLEAR SPACE D
We require that a clear space of
.333 (1/3) the height of the graphic
box within the mark should
surround the mark at all times.
No other graphic elements, such
as text and images can appear in
this area. We require this clear
space since the Certification Mark
frequently appears on materials
using complex imagery such as
other marks, graphic devices and
text.
MINIMUM SIZE B
The solid color with white graphics
and keyline assure a high level of
protection for the mark itself. The
mark may be resized, but the
proportions must be maintained. For
legibility, we recommend that the
mark not be reproduced smaller in
width than .375 inch (3/8") for print.
Lettering legibility inside the mark
must be maintained on the Web.
PREFERRED COLOR D
The preferred color for the
Certification Mark is ENERGY STAR
Blue (100% Cyan). Alternate
versions in black or reversed out
to white are allowed. The preferred
application of the Certification Mark
is ENERGY STAR Blue, as shown in
these examples. It demonstrates
how clear, strong and easy-to-
remember simple geometry
combined with a strong color can
be. The Web color equivalent of
ENERGY STAR Blue is hex color
#0099FF. If multicolor printing is
available for advertising, product
literature, or point of purchase
materials the Certification Mark
should be printed in ENERGY STAR
Blue. If ENERGY STAR Blue is not
available then the black can be
substituted.
6.4
Symbol
Block
ENERGY STAR
Messaging
Block
Minimum size
for print
applications is
3/8 inch wide
The minimum
size for Web
applications is
that the
legibility of the
lettering inside
the messaging
block must be
maintained
FNFRGYSTAH
ENERGYSTAR ENERGYSTAR
ENERGY STAR
ENERGY STAR
The Certification
Mark appearing
in ENERGY
STAR Blue on
any background
color or
photographic
image
The Certification
Mark appearing
in black on any
background
color or
photographic
image
The
Certification
Mark appearing Mark appearing
in white in white
(reversed out of (reversed out of
any background any background
color or photo color or photo
image) imonQ\
-------
USING THE ENERGY STAR
CERTIFICATION MARK
SPECIAL CONDITIONS
ENERGY GUIDE LABEL
The Certification Mark has been
approved by the Federal Trade
Commission to appear on the Energy
Guide label (required by the
Department of Energy on all
appliances and HVAC equipment).
Given the format of the ENERGY STAR
label, the Certification Mark
appearing in black should be used.
HVAC EQUIPMENT I
When using the ENERGY STAR
Certification mark on or near a
qualifying heat pump or central air
conditioner, the following disclaimer |
must appear: "This product meets
ENERGY STAR requirements when
appropriate coil components are
used. Ask your contractor for details.
The illustrations on this page are
additional examples of applying the
Certification Mark and applying the
disclaimer language.
EflERGYGUIDE
H~, Pum>> -,,„
6.6
iency of this
You B
uy.
ENERGY STAR0
A symbol of
energy efficiency
jilar models
Most
Efficient
16.4
'
YSTARft
6.7
-------
USING THE ENERGY STAR MARKS
INCORRECT USE OFTHE
CERTIFICATION MARK
Please:
• Do not use the Certification Mark
on non-qualifying product, homes,
or buildings.
• Do not alter the Certification Mark
by using the ENERGY STAR
symbol without the messaging
block containing the name
"ENERGY STAR."
When reproducing the marks
please:
1. Do not make the mark an outline.
Do not use a white mark on a
white background.
2. Do not change the colors of the
mark.
3. Do not distort the mark in any way.
4. Do not alter the lock up of the
mark.
5. Do not place the mark on a busy
image.
6. Do not rotate the mark.
7. Do not separate any of the mark's
elements.
8. Do not substitute any part of the
mark.
9. Do not use any other typeface to
replace part of the mark.
10. Do not violate the clear space of
the mark.
11. Do not skew the mark.
12. Do not change the size of the
mark lock up.
13. Do not use the old tagline
"Money Isn't All You're Saving."
14. Do not replace the approved
wording.
15. Do not apply the ENERGY STAR
marks in an unapproved color.
16. Do not let text run into the mark.
17. Do not use only the symbol
block. The messaging block
must appear as well.
18. Do not delete the symbol block
from the mark.
6.8
m dole
SYMBOLFOR
ENERGY
EFFICIENCY
do not let text run
into mark do not let
text ^=« r u n
i nto ^ ^mark
do not O 3 I e t
text run into mark
do not let text run
ENERGY STAR
6.9
-------
USING THE ENERGY STAR
LINKAGE PHRASE MARKS
Use the ENERGY STAR Linkage
Phrase Marks in marketing and
advertising material to show that a
company carries ENERGY STAR
qualified products or services that
meet guidelines set by EPA. It may
be used on an array of promotional
materials that feature ENERGY
STAR, like retail circulars, point-of-
purchase displays, sales materials,
T-shirts and hats, company-owned
cars and vans, etc. There are two
approved Linkage Phrase Marks
offering the following message
options:
•"ASK ABOUT ENERGY STAR";
• "WE SELL ENERGY STAR."
Any party interested in marketing
ENERGY STAR qualified products
or services that meet the strict
guidelines set by EPA/DOE may use
the Linkage Phrase Marks, once it
enters into an agreement with
EPA/DOE to abide by the terms of
these Guidelines. A party is not
required to sign a Partnership
Agreement or Partnership Letter.
These marks were created
particularly for dealers and
distributors who work with ENERGY
STAR manufacturing partners,
HVAC and roofing contractors,
remodelers, and other similar
organizations.
Examples of many of these
applications are provided in these
pages and illustrate the
recommendations, provided below,
for getting the greatest value from
the use of the Linkage Phrase
Marks.
Uses of the Linkage Phrase Marks
include:
• Promotional materials Q or
advertisements Q in a general
location that is not product-
specific;
• Point of Purchase materials; Q
•Web sites;
• Stationery such as letterhead, fax
cover sheets, business cards, etc.
7.0
WHAT IF YOUR AIR
CONDITIONER
SAVED ENERGY.
MONEY. AND THE
ENVIRONMENT
SAMPLE EXPLANATIONS FOR USE
WITH THE LINKAGE PHRASE MARK
Use the following explanations to
help educate consumers about
ENERGY STAR in conjunction with
the Linkage Phrase Marks:
• "Products/homes/buildings that
have earned the ENERGY STAR®
are designed to protect the
environment through superior
energy efficiency."
1 "Choose energy-efficient
products/ homes/buildings that
have earned the ENERGY STAR?
It's an easy way to protect the
environment while also saving
money."
7.1
-------
USING THE ENERGY STAR
LINKAGE PHRASE MARKS
PLACEMENT
In advertisements, we prefer that
the Linkage Phrase Mark appear at
the top or bottom of the ad along
with the organization name or in
some other general location that is
not product-specific. It is important
to note that the mark must never be
associated with any specific
product models; use the
Certification Mark for this purpose.
If multiple models are featured in
an advertisement and some of them
do not meet the ENERGY STAR
guidelines, the Linkage Phrase
Mark may be used to indicate that
ENERGY STAR qualified models are
available without specifically
identifying them.
TWO VERSIONS D
We have created two versions of
the Linkage Phrase Mark, each
including the ENERGY STAR symbol
block and an attached messaging
block. The messaging block holds
the linkage phrases that associate
the user with ENERGY STAR
qualifying product or services that
meet ENERGY STAR performance
guidelines. The two blocks are
separated by a white rule equal in
thickness to the arc within the
symbol. The mark also has a white
keyline around it that is also equal
in thickness to the arc within the
symbol.
CLEAR SPACE Q
We require that a clear space of
.333 (1/3) the height of the graphic
box within the mark should
surround the mark at all times. No
other graphic elements, such as
text and images can appear in this
area. We require this clear space
since the Linkage Phrase Mark
frequently appears within materials
using complex imagery such as
other marks, graphic devices and
text.
MINIMUM SIZE D
The mark may be resized, but the
proportions must be maintained. For
legibility, we recommend that the
graphic box within the mark not be
reproduced smaller in height than
.375 inch (3/8") for print. Lettering
legibility inside the mark must be
maintained on the Web. fl
PREFERRED COLOR D
The preferred color for the Linkage
Phrase Mark is ENERGY STAR Blue
(100% Cyan). Alternate versions in
black or reversed out to white are
allowed. The Web color equivalent
of ENERGY STAR Blue is hex color
#0099FF.
12
Symbol
Block
Messaging I ASK ABOUT
Block ENERGY STAR
Symbol
Block
Messaging I WE SELL
Btak ENERGYSTAR
WE SELL
|ENERGY STAR
The Linkage
Phrase Mark
appearing in
ENERGY STAR
Blue on any
background
color or
photographic
image
WE SELL
ENERGYSTAR
The Linkage
Phrase Mark
appearing in
black on any
background
color or
photographic
image
Minimum size
for print
applications
WE SELL
ENERGY STAB
The minimum
size for Web
applications is
that the
legibility of the
lettering inside
the messaging
block must be
maintained
WE SELL
ENERGY STAR
WE SELL
ENERGY STAR I
The Linkage
Phrase Mark
appearing in
white (reversed
out of any
background
color or photo
image)
WE SELL
ENERGY STAR I
The Linkage
Phrase Mark
appearing in
white (reversed
out of any
background
color or photo
-------
INCORRECT USE OF THE ENERGY STAR
LINKAGE PHRASE MARKS
Please:
• Do not use on any product, home,
or building.
• Do not use to imply that any
organization has met the ENERGY
STAR performance criteria.
• Do not use to denote ENERGY
STAR partnership or
endorsement.
• Do not use to imply that the
government is funding ENERGY
STAR financing and mortgages.
• Do not use the ENERGY STAR
symbol without the messaging
block (containing the linkage
phrase).
When reproducing the mark please:
1. Do not make the mark an outline.
Do not use a white mark on a
white background.
2. Do not change the colors of the
mark.
3. Do not distort the mark in any
way.
4. Do not alter the lock up of the
mark.
5. Do not place the mark on a busy
image.
6. Do not rotate the mark.
7. Do not separate any of the mark's
elements.
8. Do not substitute any part of the
mark.
9. Do not use any other typeface to
replace part of the mark.
10. Do not violate the clear space of
the mark.
11. Do not skew the mark.
12. Do not change the size of the
mark lock up.
13. Do not use the old tagline
"Money Isn't All You're Saving."
14. Do not replace the approved
wording.
15. Do not apply the ENERGY STAR
marks in an unapproved color.
16. Do not let text run into the mark.
7.4
dolor
ASK ABOUT
ENERGY STAR
ASK ABOUT
ENERGY STAR
SYMBOL FOR
ENERGY
MONEY ISN'T ALLYOU'RE SAVING
do not let text run
into mark do not let
do not11™™ I e t
text run into mark
do not let text run
7.5
-------
USING THE ENERGY STAR
PARTNERSHIP MARK
ENERGY STAR is united with its
partners, manufacturers, retailers
and builders, in the pursuit of a
common goal—to protect our
environment for future generations.
More than 7,000 business and
organizations have become
partners. The Partnership Mark
offers them an easy way to
communicate their commitment to
energy efficiency and the
environment through ENERGY
STAR. Any organization that has
signed a Partnership Agreement or
Partnership Letter with ENERGY
STAR can use this mark to
communicate their commitment.
Common uses of the Partnership
Mark to feature the organization's
partnership with EPA or DOE
include:
• Stationery;
• Web sites; D
•Annual reports, fl
Examples of these applications are
provided on these pages and
illustrate the recommendations for
getting the greatest value from the
use of the Partnership Mark.
(Partner
I (II UK I
LOfiO
Qnhiaa • ComnulBre t Office • EtaHmnics
* Jewaliv » Walchw • Kids • Umn 4 Giinlnn • Tnnls
8.1
-------
USING THE ENERGY STAR
PARTNERSHIP MARK
TWO VERSIONS D
We have created two versions of
the Partnership Mark, each
including the ENERGY STAR symbol
block and an attached messaging
block. The messaging block
contains the affiliation words
"ENERGY STAR Partner." The two
blocks are separated by a white
rule equal in thickness to the arc
within the symbol. The mark also
has a white keyline around it that is
also equal in thickness to the arc
within the symbol.
CLEAR SPACE D
We require that a clear space of
.333 (1/3) the height of the graphic
box within the mark should
surround the mark at all times. No
other graphic elements, such as
text and images can appear in this
area.
MINIMUM SIZE B
The mark may be resized, but the
proportions must be maintained.
For legibility, we recommend that
the graphic box within the mark not
be reproduced smaller in height
than .375 inch (3/8") for print.
Lettering legibility inside the mark
must be maintained on the Web. D
PREFERRED COLOR D
The preferred color for the
Partnership Mark is ENERGY STAR
Blue (100% Cyan). Alternate
versions in black or reversed out
to white are allowed. The Web
color equivalent of ENERGY STAR
Blue is hex color #0099FF.
8.2
Symbol
Block
Messaging I ENERGY STAR
Block PARTNER
Minimum size
for print
applications is
3/8 inch wide
ENERGY STAR
PARTNER
The minimum
size for Web
applications is
that the legibility
of the lettering
inside the
messaging block
must be
maintained
L-NfcKGYSrAH
PARTNER
ENERGYSTAR
PARTNER
The Partnership
Mark appearing
in ENERGY
STAR Blue on
any background
color or
photographic
ENERGYSTAR
PARTNER
The Partnership
Mark appearing
in black on any
background
color or
photographic
image
ENERGY STAR|
PARTNER
The Partnership
Mark appearing
in white
(reversed out of
any background
color or photo
image)
ENERGY STAR|
PARTNER
The Partnership
Mark appearing
in white
(reversed out of
any background
color or photo
-------
INCORRECT USE OFTHE
ENERGY STAR
PARTNERSHIP MARK
Please:
• Do not use the Partnership Mark
to denote or imply EPA or DOE
endorsement of an organization
and its products or services.
• Do not use the ENERGY STAR
symbol without the messaging
block (containing the words
"ENERGY STAR Partner").
When reproducing the marks
please:
1. Do not make the mark an outline.
Do not use a white mark on a
white background.
2. Do not change the colors of the
mark.
3. Do not distort the mark in anyway.
4. Do not alter the lock up of the
mark.
5. Do not place the mark on a busy
image.
6. Do not rotate the mark.
7. Do not separate any of the mark's
elements.
8. Do not substitute any part of the
mark.
9. Do not use any other typeface to
replace part of the mark.
10. Do not violate the clear space of
the mark.
11. Do not skew the mark.
12. Do not change the size of the
mark lock up.
13. Do not use the old tagline
"Money Isn't All You're Saving."
14. Do not replace the approved
wording.
15. Do not apply the ENERGY STAR
marks in an unapproved color.
16. Do not let text run into the mark.
8.4
ENERGY STAR
PARTNER
ENERGY
STAR
PARTNER
^ENERGY
'i/STAR
/PARTNER '
ENERGY
'STAR
I PARTNER
MONEY ISNT ALL YOU'RE SAVING
SYMBOL FuR
ENERGY
FFFir.lFNr.Y
do not let text run
into mark do not let
i n to | ^mark
do not us a I e t
text run into mark
do not let text run
8.5
-------
SPECIAL APPLICATIONS
ENERGY STAR HOME SEALING
MARKETING GRAPHIC
In addition to the ENERGY STAR
marks, EPA has developed two
graphics that may be used by
interested parties to educate
consumers about particular ways
to improve the efficiency of
their homes.
THE ENERGY STAR
HOME SEALING MARKETING
GRAPHIC
Use the ENERGY STAR Home Sealing
Marketing Graphic to promote a set
of products that, when used
together, serve to seal a home's
envelope and reduce energy use.
The graphic may be used in
marketing and advertising materials
to educate consumers or to show
that a company carries either
products or services that clearly
contribute to the improvement of the
home envelope as recommended
by EPA's ENERGY STAR Program.
It must be placed in a general
location that is not product-specific.
It may not appear on products or
product labels.
Any party may use this graphic
once it enters into an agreement
with EPA to abide by the terms of
these Guidelines. A party is not
required to sign a Partnership
Agreement or Partnership Letter.
We have created a horizontal and
a vertical version of the Home
Sealing Marketing Graphic DB
to give organizations flexibility in
use. The preferred color for the
Home Sealing Marketing Graphic
is ENERGY STAR Blue (100% Cyan)
Alternate versions in black or
reversed out to white are allowed.
The reversed out white version may
only be used on top of a dark
background.
EPA must approve use of the
Home Sealing Marketing Graphic
as well as program facts that
feature the ENERGY STAR name
prior to final production or printing.
The submitted materials will be
reviewed for consistency with
these guidelines within five (5)
business days of receipt of the
materials. Materials should be
submitted to your primary program
contact.
9.0
ENERGYSTAR
HOME SEALING
EPA recommends
sealing air leaks
and adding
insulation to
make your
home more
comfortable,
reduce energy
bills, and help our
environment.
ENERGYSTAR
HOME SEALING
EPA recommends
sealing air leaks
and adding insulation
to make your home
more comfortable,
reduce energy
bills, and help our
environment.
-------
SPECIAL APPLICATIONS
ENERGY STAR HOME SEALING
MARKETING GRAPHIC
ENERGY STAR INSULATION
PRODUCTS GRAPHIC
Use the ENERGY STAR Insulation
Products Graphic to identify
insulation products which qualify
for ENERGY STAR. Only insulation
manufacturers who have signed
a Partnership Agreement may use
the graphic.
The Insulation Products Graphic
must appear directly on qualified
insulation products or, where
appropriate, Q on product labels
or packaging that is attached to
or contains the actual insulation
product. The insulation products
graphic should never appear in
advertisements or other
promotional materials, print or
electronic.
We have created a horizontal and
a vertical version of the Insulation
Products Graphic DD to give
organizations flexibility in use. The
preferred color for the Home
Sealing Graphic is ENERGY STAR
Blue (100% Cyan). Alternate
versions in black or reversed out
to white are allowed. The reversed
out white version may only be used
on top of a dark background.
EPA must approve use of the
Insulation Product Graphic as well
as program facts that feature the
ENERGY STAR name prior to final
production or printing. The
submitted materials will be
reviewed for consistency with
these guidelines within five (5)
business days of receipt of the
materials. Materials should be
submitted to your primary
program contact.
ENERGY STAR
HOME SEALING
Insulation, when installed
according to ENERGY STAR
guidelines, can save energy.
www.energystar.gov
ENERGY STAR
HOME SEALING
Insulation, when installed
according to ENERGY STAR
guidelines, can save energy.
www.energystar.gov
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SPECIAL APPLICATION
THE HOME PERFORMANCE WITH
ENERGY STAR
MARKETING GRAPHIC
Use the Home Performance with
ENERGY STAR Marketing Graphic to
promote a comprehensive, whole-
house energy-efficiency improvement
service in accordance with Home
Performance with ENERGY STAR
criteria outlined in the Home
Performance with ENERGY STAR
Partnership Agreement. The graphic
may be used in marketing and
advertising materials to educate
consumers or to show that a company
provides services that clearly
contribute to the integrated improvement
of homes' systems as recommended
by EPA's ENERGY STAR Program.
Any party delivering services as a
participant in a partner-sponsored,
whole-house improvement program
using Home Performance with
ENERGY STAR may use this graphic
once it enters into an agreement with
a program sponsor and once it
agrees to abide by the terms of these
guidelines. A program sponsor, that
has signed the Home Performance
with ENERGY STAR Partnership
Agreement, may also use this graphic
for program promotion.
CORRECT USE OF GRAPHIC Q Q
Use of the graphic includes
Promotional and Educational
material, and Web sites. Because
Home Performance with ENERGY
STAR is a new service, it is
recommended that the following
language appear next to the Home
Performance with ENERGY STAR
marketing graphic, Q Q where
applicable, for educational purposes:
Working to deliver whole-house
energy savings to improve comfort
and help protect the environment,
OTHER PROMOTIONAL USES
Use of the graphic includes T-shirts, Q
hats, letterhead, business cards, and
other stationery; and company-owned
cars and vans, etc. Q It must be
placed in a general location that is
not product-specific. It may not appear
on products or product labels.
In order to avoid confusion in the
marketplace, other ENERGY STAR
marks should never be combined or
displayed together with the Home
Performance with ENERGY STAR
Marketing Graphic. For example, if
a Home Performance with ENERGY
STAR program participant also sells
ENERGY STAR qualified windows, the
participant should choose to display
either the certification mark next to a
qualified window or the Home
Performance with ENERGY STAR
Marketing Graphic to advertise their
participation, but not both.
9.4
SAVE MONEY AND ENERGY
YEAR AFTER YEAR
Have your home's energy use evaluated
and improved by qualified energy professionals.
Contracting Company, Inc uses state-of-the-art
equipment to test and remedy energy-was ting
problem areas in your home - including
heating/cooling equipment, insulation, air leakage,
as well as windows, lighting and appliances.
CONTRACTING
COMPANY INC.
Street Address, Any Town, ST 000-555-1234
www.webaddress.com
X X HOME PERFORMANCE WITH
W^ENERGYSTAR
Working to deliver whole-house
energy savings to improve comfort and
help protect the environment.
I CONTRACTING COMPANY INC
K I'dui'i' jmir homt tofffy roiu up in 4Cftr hy
laUifi; ttdiaiilJiM at ilur llun
W .1*1 kjnttpf Slai®
.V. i -V
Llinn Cmnpanj , IIK iuv% ktoloof- itn^M
oquljnrEnL I" If tl jnJ rcnieily cncf g J.fcnjUnp
|*i-hli:m j
h»;atiJij>A;u
uir li'jluife. t>\ we)) niwinduwi. %lnia|(
- • v • -• r '.
*V will nmduEt * (hiinwjh *i«l> >j«. (if 1hc energy
cnWww.-)' of w'«t hmiK w4 nxiinniK.'nJ
LmprrnvtiKnli Id ta\v you energy and money.
-------
USING THE ENERGY STAR
HOME PERFORMANCE MARK
The program sponsor, as agreed to m
the Home Performance with ENERGY
STAR Partnership Agreement, is
responsible for ensuring that
program participants use the graphic
consistent with the terms of these
guidelines. Additionally, program
sponsors should approve program
participants' use of the Home
Performance with ENERGY STAR
Marketing Graphic in marketing and
advertising campaigns as well as
program facts that feature the
ENERGY STAR name prior to final
production or printing.
HORIZONTAL AND VERTICAL
VERSIONS
There are two versions of the
graphic—horizontal and vertical.
Both include an ENERGY STAR
Symbol block and a messaging
block. The vertical mark is the
preferred Home Performance with
ENERGY STAR Marketing Graphic.
CLEAR SPACE H
We require that a clear space of
0.333 (1/3) of the height of the
graphic box within the label should
surround the label at all times. No
other graphic elements, such as text
and images, can appear in this area.
MINIMUM SIZE QH
The graphic may be resized, but the
proportions must be maintained. For
legibility, we recommend that the
graphic not be reproduced smaller in
width than 0.375 inch (3/8") for print.
Lettering legibility inside the graphic
must be maintained on the Web.
PREFERRED COLOR D
The preferred color for the Home
Performance with ENERGY STAR
Marketing Graphic is ENERGY STAR
Blue (100% Cyan) Alternate versions
in black or reversed out to white are
allowed. The reversed out to white
version may only be used on top of a
dark background. The Web color
equivalent of ENERGY STAR Blue is
hex color #0099FF. If multicolor
printing is available for advertising,
product literature, or point of
purchase materials, the Home
Performance graphic should be
printed in ENERGY STAR Blue. If
ENERGY STAR Blue is not available,
then the black can be substituted.
9.6
X" >J HOME PERFORMANCE WITH
WdENERGY STAR
^~^X HOME PERFORMANCE WITH
fl ENERGYSTAR
Minimum size
for print
applications is
3/8 inch wide
HOME
PERFORMANCE
WITH
ENERGYSTAR
HOME
PERFORMANCE
WITH
ENERGYSTAR
The minimum size for Web
applications is that the legibility of
the lettering inside the messaging
block must be maintained
HOMEFERFORMANC
^ENERGY STAR
HOME
PERFORMANCE
WITH
ENERGYSTAR
Working to deliver
whole-house energy
savings to improve
comfort and help
protect the
environment
HOME
PERFORMANCE
WITH
ENERGYSTAR
Working to deliver
whole-house energy
savings to improve
comfort and help
protect the
environment
HOME
[PERFORMANCE!
WITH
lENERGYSTARl
Working to deliver
whole-house energy
savings to improve
comfort and help
protect the
environment
HOME
[PERFORMANCE!
WITH
lENERGYSTARl
g to deliver
ouse energy
to improve
:and help
The Home
Performance mark
appearing
in ENERGY STAR
Blue on any
background color
or photographic
image
The Home
Performance
mark appearing
in black on any
background
color or
photographic
image
The Home
Performance
mark appearing
in white
(reversed out of
any
background
color or photo
image)
Perfor......
mark appe
in white
(reversed out
of any
background
color or photo
-------
USING THE ENERGY STAR MARK
INCORRECT USE OFTHE
HOME PERFORMANCE MARK
• Do not use on any product, home,
or building to signify qualification
with ENERGY STAR.
• Do not use to imply that any
product or any organization has
met ENERGY STAR performance
criteria.
• Do not use to denote ENERGY STAR
partnership or endorsement.
• Do not use to imply that the
government is funding ENERGY
STAR financing and mortgages.
• Do not use to imply that the
government is funding or endorsing
improvements or home
improvement work.
• Do not use in advertisements
featuring services that are not
directly related to participation in a
sponsored Home Performance with
ENERGY STAR program.
• Do not display with other ENERGY
STAR marks.
Please:
1. Do not make the mark an outline.
Do not use a white mark on a
white background. Do not use the
cyan blue mark on a blue
background.
2. Do not change the colors of
the mark.
3. Do not distort the mark in any way.
4. Do not alter the lock up of
the mark.
5. Do not place the mark on a
busy image.
6. Do not rotate the mark.
7. Do not separate any of the
mark's elements.
8. Do not substitute any part of
the mark.
9. Do not use any other typeface to
replace part of the mark.
10. Do not violate the clear space of
the mark.
11. Do not skew the mark.
12. Do not change the size of the
mark lock up.
13. Do not use the old tagline
"Money Isn't All You're Saving."
14. Do not replace the approved
wording.
15. Do not apply the ENERGY STAR
marks in an unapproved color.
16. Do not let text run into the mark.
HOME
PERFORMANCE
WITH
ENERGYSTAR
HOME
PERFORMANCE
WITH
ENERGYSTAR
HOME
PERFORMANCE
WITH
ENERGYSTAR
WITH
ENERGYSTAR
dolor
HOME
PERFORMANCE
WITH
ENERGYSTAR
HOME
PERFORMANCE
WITH
ENERGYSTAR
•PERFORMANCE.
P WITH I
ENERGYSTAR'
HOME
PERFORMANCE
WITH
ENERGYSTAR
HOME
PERFORMANCE
WITH
ENERGYSTAR
MONEY ISN'T ALL YOU'RE SAVING
SYMBOL FOR
ENERGY
EFFICIENCY
HOME
PERFORMANCE
WITH
ENERGYSTAR
do not let text run into
let text run into mark
3.9
-------
WRITING AND TALKING ABOUT
ENERGY STAR
To maintain and build the value of ENERGY STAR,
EPA recommends terminology to use when writing
and talking about elements of the program.
CORRECT
INCORRECT
EARNING THE ENERGY STAR
ENERGY STAR qualified TV (or VCR, ENERGY STAR compliant TV
building, etc.) ENERGY STAR certified TV
ENERGY STAR rated TV
TV (or VCR, home, building, etc.)
that has earned the ENERGY STAR
Products/homes/buildings that have ENERGY STAR Building(s) label
earned the ENERGY STAR num.™ OTA n <./ TW>
ENERGY STAR product (e.g., TV)
Facility/Building/School has been
awarded the ENERGY STAR
ENERGY STAR products (referring
to the suite of Products)
ENERGY STAR equipment
Endorsed by EPA/DOE
Meeting ENERGY STAR standards
ENERGY STAR rated building
ENERGY STAR Building(s)
"standard"
10.0
WRITING AND TALKING ABOUT
ENERGY STAR
CORRECT
INCORRECT
GOVERNMENT SOURCE OF
AUTHORITY
Products/Homes/Buildings that
earn the ENERGY STAR prevent
greenhouse gas emissions by
meeting strict energy efficiency
guidelines set by the U.S.
Environmental Protection Agency
and the U.S. Department of Energy
ENERGY STAR and the ENERGY
STAR mark are registered U.S.
marks
ENERGY STAR is a registered mark
owned by the U.S. government
PERFORMANCE GUIDELINES
ENERGY STAR guidelines
ENERGY STAR specifications
ENERGY STAR performance levels
Voluntary programs
A building manager can "measure,"
"rate," or "benchmark" a facility's
energy use by using the EPA's
National Building Performance
Rating System
ENERGY STAR Standards*
EPA/DOE-approved
EPA/DOE-endorsed
Received an endorsement by
EPA/DOE
Facility/Building/School has "won"
the ENERGY STAR label
* Note: When talking about Federal Energy
Efficiency Standards, the use of "standards"
is correct.
10.1
-------
WRITING AND TALKING ABOUT
ENERGY STAR
CORRECT
INCORRECT
PARTNERS
An ENERGY STAR partner
Company X, an ENERGY STAR
Partner
A company participating in
ENERGY STAR
A company promoting
ENERGY STAR
ENERGY STAR Working with Key
Sectors
ENERGY STAR: [+ a tailored
marketing message], e.g., ENERGY
STAR: make your commercial real
estate business more profitable
ENERGY STAR for Small Business
ENERGY STAR for Schools
ENERGY STAR financing
ENERGY STAR loans
ENERGY STAR mortgages
ENERGY STAR qualified exit signs
An ENERGY STAR company
Company X, a company endorsed
by EPA
An EPA/DOE approved seller of
ENERGY STAR equipment
Endorsed by DDE/Endorsed by EPA
ENERGY STAR Commercial Real
Estate Program
ENERGY STAR Small Business
Program
ENERGY STAR Schools Program
ENERGY STAR Finance Program
ENERGY STAR Exit Sign Program
10.2
USING THE ENERGY STAR MARK
OR NAME IN DOMAIN NAMES
Organizations, including partners, may not use the ENERGY STAR®
trademark as part of an Internet domain name, without authorization
from EPA. Only the EPA and DOE are allowed to use. The ENERGY STAR
name is a registered trademark owned by the EPA. Only the EPA and
DOE are allowed to use, or authorize the use of, the ENERGY STAR
name. Public entities and state sponsors are allowed to use ENERGY
STAR only if the organization has signed an agreement to this effect
with EPA or DOE. The ENERGY STAR name is not allowed to be used in
any other company name, product name, service name, domain name
or Web site title.
EPA considers unauthorized use of ENERGY STAR as part of a domain
name, to be an infringement of our trademark rights under the Lanham
Act 15 U.S.C. §§ 1051 -1129 (1999), including the Anti-cybersquatting
Protection Act ("ACPA"), 15 U.S.C. § 1125(d)(1)(A). In addition, EPA
considers use of ENERGY STAR as part of a domain name to be a
violation of the Uniform Dispute Resolution Policy ("UDRP") that is
incorporated into each domain name's registration agreement. EPA is
readily available to answer any questions you may have on this policy.
11.0
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