SmartWay8"
SmartWay Graphic Standards and
Usage Guide
U.S. Environmental Protection Agency SmartWaySM Transport Partnership EPA420 B 08 002 www.epa.gov/smartway
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Page
Core Identity Elements
SmartWay Brand Positioning Statement 3
SmartWay Brand Attributes 4
SmartWay Brand Marks 5
The SmartWay Marks 6
Application of the SmartWay Marks 10
SmartWay Brand Marks
Partnership & Grow & Go Marks 11
Use of the Brand Marks by Eligible Entities 12
Application of the Marks 13
SmartWay Transport Partner Mark
Partner Mark 14
Application of the Marks 15
Package Labeling 16
Conditions for Brand and Partner Mark Use 17
SmartWay Tractor and Trailer Marks
Application of the Marks 18
Conditions for Logo Use 19
Color Specifications for All SmartWay Marks 20
Written Communication Guidelines
Promotion of All SmartWay Marks 21
Typography for All SmartWay Marks 27
Common Communication Guidelines
Collateral Use 28
Broadcast and Web Use 29
Promotional Items & Apparel 30
Mark Signature Page for partners & affiliates 31
Mark Signature Page for Tractors and Trailers 32
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SmartWaySM
Graphic Standards and Usage Guidelines
Core Identity Elements
Brand Positioning
The U.S. Environmental Protection Agency's (EPA) SmartWaySM brand represents cleaner
and more efficient transportation options that reduce greenhouse gases and improve air quality.
The SmartWay brand is represented by the SmartWay logo.
The logo is defined by the road, cloud and leaf and
the word SmartWay. There are several variations of
the logo called SmartWay Marks that define
individual programs, partners and products within
SmartWay.
In its simplest form, the SmartWay logo identifies companies, organizations, services and
products that are reducing transportation-related emissions. However, the impact of the logo
and the brand is much greater as the SmartWay brand signifies a partnership among
government, business and consumers to protect our environment and improve our air quality for
future generations.
All EPA transportation programs bearing the SmartWay logo must have:
Significant, measurable air quality and/or greenhouse gas improvements while maintaining
or improving current levels of other emissions and/or pollutants
A proven mechanism to quantify benefits
A verifiable reporting mechanism
A written, partnership-type agreement
An education requirement that connects the brand with its environmental benefits
EPA believes the quality of the environment is everyone's responsibility; therefore, SmartWay is
positioned as a personal choice that can make a difference for the environment. The SmartWay
tagline, "Getting There With Cleaner Air," summarizes the goals of the brand.
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SmartWay Brand Attributes
Five key attributes define the character of the SmartWaySM brand, which are derived from the
positioning statement, described on the previous page. These characteristics are the basis of
EPA's voluntary transportation partnership brand and are incorporated into each of the voluntary
programs that use the SmartWay brand.
Environmental Benefit
EPA's Office of Transportation and Air Quality (OTAQ) protects public health and the
environment by controlling air pollution from motor vehicles, engines and the fuels used to
operate them, and by encouraging transportation choices that minimize emissions.
Cars, trucks, buses and other mobile sources burn fuel and emit pollutants that contribute to
smog, respiratory illnesses and climate change. EPA's SmartWaySM brand defines voluntary
programs in the transportation sector that reduce harmful emissions of carbon dioxide and
criteria pollutants, improve fuel efficiency, and ensure a cleaner environment for all Americans.
Transportation Focus
SmartWay is one of EPA's clean-air programs that uses market driven, rather than regulatory,
methods to achieve air quality benefits. SmartWay's focus is in the transportation
sector, and encompasses products and services associated with improved fuel-efficiency.
Cleaner and More Efficient Options
The SmartWay brand identifies products and services that are cleaner and more efficient and,
therefore, reduce air pollution and consume less fuel. The brand demonstrates personal and
rational benefits, including cleaner air, a better environment, improved health, and cost savings.
Excellence
The SmartWay logo is a symbol of excellence for cleaner and more efficient transportation
options. SmartWay distinguishes only products and services that meet superior environmental
performance characteristics. Whether in the form of more fuel-efficient delivery of goods across
the country or cleaner passenger vehicles, SmartWay represents excellence in voluntary
initiatives that reduce emissions.
Credibility
As an EPA initiative, SmartWay represents a credible source for information about cleaner and
more efficient transportation options.
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';'. '::
The SmartWay brand is owned by EPA. The brand is identified by the SmartWay logo: the
SmartWay name and graphic (road, cloud, and leaf image). This logo is associated with various
SmartWay programs and/or specific partner designations and is included in several SmartWay
marks.
The logo is SmartWay's signature and is included in various marks for use by EPA, SmartWay
partners. There are currently three types of marks for SmartWay: 1) the Brand marks; 2) the
SmartWay Partner mark; and 3) the Certification mark.
See pages 6 - 9 for brief descriptions of and uses for the various SmartWay marks.
Approved logo files are obtained by contacting EPA at smartway_transport@epa.gov.
The SmartWay marks may only be used after obtaining written EPA approval.
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The SmartWay Marks
Mark name
Primary User
Brand Marks
Mark description of use
Mark image
SmartWay Brand
Logo Graphic
U.S. EPA
This is the representative logo graphic
of the SmartWay program. This
umbrella mark signifies SmartWay's
brand message of cleaner and more
efficient transportation options that
increase fuel efficiency and reduce
greenhouse gases and other air
pollutants.
SmartV\fay"
SmartWay Transport
Partnership Mark
U.S. EPA
Media
This mark is for promoting SmartWay
Transport Partnership and educating
others regarding the program benefits.
Transport Partnership
U.S. E'NVSRGNMf NTAl PKOIFCTlON AfsFNCY
SmartWay Mark for
Affiliates
SmartWay affiliates
Other entities committed
to promote the SmartWay
Partnership.
This mark is for promoting SmartWay
Transport Partnership and educating
others regarding the program benefits.
Promt Supporter of
SmartWay
SmartWay
Grow & Go Mark
U.S. EPA
Media
Other entities committed
to promote the SmartWay
Partnership.
This mark is for promoting SmartWay
Grow & Go and educating others
regarding the environmental benefits of
renewable fuels.
; )
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Mark name
Primary User
SmartWay Partner Mark
Mark description of use
Mark image
SmartWay Transport
Partner Mark
SmartWay Partners
This mark represents measured
superior environmental performance
as indicated in the SmartWay
Transport Partnership Agreement.
SmartWay
Transport Partner
Getting Th&re With Ct&amer Atr
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Mark name
Primary User
Certification Mark
(light-duty vehicles)
Mark description of use
Mark image
SmartWay Certification
Mark
Entities that manufacture or
sell SmartWay certified
light-duty vehicles:
o vehicle manufacturers
o companies
o municipalities
o nonprofits
Media
This mark is for promoting light-
duty vehicles that meet the
SmartWay criteria for air
pollutant and greenhouse gas
emissions.
This mark may also serve as a
promotional label for qualified
light-duty vehicles.
US EPA Certified
SmartWay
SmartWay Elite
Certification Mark
Entities that manufacture or
sell SmartWay Elite
certified light-duty vehicles:
o vehicle manufacturers
o companies
o municipalities
o nonprofits
Media
This mark is for promoting light-
duty vehicles that meet the
SmartWay Elite criteria for air
pollutant and greenhouse gas
emissions.
The SmartWay Elite criteria are
more stringent than the standard
certification mark criteria.
This mark may also serve as a
promotional label for qualified
light-duty vehicles.
US EPA Certified
SmartWay
Elite
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Certification Mark
(heavy-duty vehicles and equipment)
Mark name
Primary User
Mark description of use
Mark image
SmartWay Certification
Mark
Manufacturers of heavy-
duty long-haul tractors and
trailers.
This mark serves as an interior
label for heavy-duty, long haul
tractors and trailers that meet the
SmartWay technical
specifications and requirements.
US EPA Certified
SmartWay
SmartWay Certification
Mark
(Currently under consideration)
Manufacturers of pollution
control or fuel efficiency
equipment.
Currently under
consideration.
Currently under consideration.
If implemented, this mark is also
a promotional label for pollution
control or fuel efficiency
equipment that meets the
SmartWay technical
specifications and requirements1.
US EPA Certified
SmartWay
SmartWay Tractor
Certification Mark
SmartWay Partners
This mark is a promotional label
for partners' heavy-duty sleeper
cab tractors that meet the
SmartWay technical
specifications and requirements.
US EPA Certified
SmartWay
Tractor
SmartWay Trailer
Certification Mark
SmartWay Partners
This mark is a promotional label
for partners' trailers that meet the
SmartWay technical
specifications and requirements.
US EPA Certified
SmartWay
Trailer
EPA is currently developing technical specifications and requirements for pollution control and fuel efficiency equipment. The SmartWay
certification mark may be available for promotional use in association with pollution control or fuel efficiency equipment at a future date. Check the
SmartWay web site at www.epa.qov/smartway to confirm availability of the certification mark for this type of use.
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Application of the SmartWay Harks
The U.S. EPA and other organizations using the SmartWay marks must abide by the following
general guidelines:
The SmartWaySM name, logo and marks may never be used in any manner that would imply
EPA endorsement of a company, its products or its services. Neither the SmartWay marks
nor the SmartWay name may be used in any other company name, product name, service
name, domain name or Web site title.
The marks may not be altered, cut apart, separated or otherwise distorted in perspective or
appearance.
The marks may never be used in a manner that would disparage SmartWay, EPA or any
other government body.
Partners and other authorized organizations are responsible for their own use of the
SmartWay marks, as well as use by their representatives, such as ad agencies and public
relations firms.
EPA actively monitors proper use of the SmartWay name and marks. When necessary,
SmartWay will initiate a course of action for addressing mark violations, which could
eventually result in termination of participation in SmartWay and/or legal action.
Approved logo files can be obtained by contacting the EPA. Any of the various SmartWay
marks may only be used after obtaining EPA approval.
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Graphic Standards and Usage Guidelines
SmartWay Brand Marks
All interested parties are encouraged to promote the goals of SmartWay. This may be
accomplished through the use of education and marketing tools that describe technologies,
strategies, policies and the program/participation benefits promoted under the SmartWay
umbrella. Interested parties include, but are not limited to: EPA, the media, not-for-profit
organizations, companies and government.
SmartWay
Grow&Go
The SmartWay Brand marks (Partnership Affiliate and Grow & Go) may be used by eligible
SmartWay affiliates in advertising, organization marketing materials and business-to-business
promotional materials.
Eligible SmartWay affiliates include:
Non Profit Organizations: Trade and professional associations; membership,
nongovernmental organizations; academic institutions and governmental agencies who
agree to educate their constituents about the SmartWay program.
Leasing Companies: Lease SmartWay Certified vehicles, tractors or trailers; includes only
those organizations that don't actually control any trucks. Their main function is to assist
carriers and logistic companies with the fleet/truck spec'ing and selection process.
Promotes the sale or lease of SmartWay Certified vehicles, tractors or trailers to dealerships
and/or multiple franchises.
Tractor/Trailer Dealerships: Dealerships that promote and sell SmartWay Certified
tractors or trailers and four approved categories of energy-saving devices: idle control,
wide-based or fuel efficient tires, Automatic Tire Inflation (ATI), and tractor/trailer
aerodynamics.
Affiliates classified as technology vendors may not use the SmartWay Brand Partnership
marks at this time. Technology vendors are defined as: for-profit companies that manufacture
or sell energy-saving or pollution control technologies for which EPA has demonstrated test
results and data. These affiliates, a critical part of the SmartWay Transport Partnership
community, are referred to the SmartWay Technology Vendor Communication Guidelines for
direction regarding promoting their participation in SmartWay.
Any organization not meeting the criteria for Affiliate status may participate in the SmartWay
program as a member of the SmartWay Community. SmartWay Community organizations have
access to marketing and informational materials, but are not authorized to use any of the
SmartWay marks.
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Use of the SmartWay Brand Marks by Eligible Affiliates
Type of Organization
Approved Not Approved
State
trucking associations /
Professional associations /
Trade Associations /
Membership organizations /
Not-for-profit credit unions /
Government agencies /
Non-Government organizations /
Environmental organizations /
Academic institutions /
Fleet management organizations /
"SmartWay" Dealerships* (described below) /
Tractor equipment dealers/vendors /
Trailer equipment dealers/vendors /
Idling equipment dealers/ vendors /
Tire dealers/vendors /
Tractor aerodynamic add-on manufacturers /
Trailer aerodynamic add-on manufacturers /
Idling equipment add-on manufacturers /
Tire manufacturers /
Tire retread companies /
* Dealerships that sell SmartWay tractors or trailers and all of the following 4 approved
categories of energy saving devices:
Idle control
Wde-based or fuel-efficient tires
Automatic tire inflation
Tractor/ Trailer aerodynamic equipment
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Application of SmartWay Brand Marks
Organizations must obtain EPA approval to use the marks. The SmartWay Brand marks may be
used only by eligible affiliates in consumer advertising, company and organization marketing
materials and business-to-business promotional materials.
SmartWay affiliates are responsible for their own use of the SmartWay marks, as well as use by
their representatives, such as ad agencies and public relations firms.
Examples of correct and incorrect applications of the SmartWay marks are identified in the
tables below.
SmartWay Brand Marks
Correct Placement
Letterhead and stationery
Business cards
Organization web site
Organization e-mail signatures
Advertising
Promotional items
Posters, internal signage
Apparel (hats, t-shirts, uniforms)
Brochures
Briefings and presentations
Educational materials
Incorrect Placement
Heavy-duty Trailer interior
Heavy-duty Trailer exterior
Heavy-duty Tractor interior
Heavy-duty Tractor exterior
Light-duty vehicle interior
Light-duty vehicle exterior
Any individual technology
that is part of, or attached
to a tractor, trailer or other
vehicle.
Graphics
Proutl Supporter of
^SmartWay
t 1- *
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Graphic Standards and Usage Guidelines
The SmartWay Transport Partner mark is owned by EPA. The mark features the SmartWay
logo graphic and specific designations for eligible SmartWay partners.
SmartWay
Transport Partner
Getting There With Cleaner Air
The SmartWay tagline, "Getting There with Cleaner Air," is an integral element of the brand.
Based on the positioning statement, it embodies the brand attributes and is a key component in
establishing the SmartWay identity in the minds of the audience. The tagline connects the
SmartWay name and logo graphic to the "clean air through improved transportation" message
and it fully complements these two elements of the logo. The tagline should never be removed
from the logo graphic.
The only approved and high resolution logo graphic files may be obtained by contacting EPA at
smartway_transport@epa.gov.
The SmartWay logo graphic and marks may only be used after obtaining EPA approval.
The partner mark is for use only by qualifying SmartWay partners those carrier, truck stop,
shipper and logistic company partners that demonstrate superior environmental performance for
freight operations. Such SmartWay partners may promote their participation and status in the
Partnership using the SmartWay partner mark or logo. The partner mark may be used in
consumer advertising, company marketing materials and business-to-business promotional
materials.
In addition, SmartWay Transport partners commit to describe and promote the SmartWay
Transport Partnership as a transportation-related strategy for improving air quality and reducing
greenhouse gases in their outreach, promotional and educational efforts. Partners are also
encouraged to describe and promote their achievement with the SmartWay Transport
Partnership and to identify the SmartWay Transport Partnership as an initiative of EPA.
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SmartWay Partner IVIark
Application of SmartWay Transport Partner Mark
Organizations must obtain written EPA approval to use the marks. The SmartWay Transport
marks may be used only by eligible SmartWay Partners and affiliates in consumer advertising,
company and organization marketing materials and business-to-business promotional materials.
SmartWay Partners are responsible for their own use of the SmartWay marks, as well as use by
their representatives, such as ad agencies and public relations firms.
Examples of correct and incorrect applications of the SmartWay marks are identified in the
tables below.
SmartWay Transport Partner Mark
Graphic
Correct Placement
Spec sheets
Letterhead and stationery
business cards
Company web site
Company e-mail signatures
Advertising
Promotional items
Packaging (only per EPA -approval)
Posters, internal signage
Apparel (hats, t-shirts, uniforms)
Brochures
Briefings and presentations
Educational materials
Truck Stop external signage
Truck Stop internal signage
Truck Stop web site
Truck Stop e-mail signatures
Truck Stop Advertising
Truck Stop Promotional items
Incorrect Placement
Heavy-duty Trailer interior
Heavy-duty Trailer exterior
Heavy-duty Tractor interior
Heavy-duty Tractor exterior
Light-duty vehicle interior
Light-duty vehicle exterior
Any individual technology
that is part of, or attached
to a tractor, trailer or other
vehicle.
SmartWay
Transport Partner
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Package Labeling with the SmartWay Transport Partner Mark
Only partners qualified to use the SmartWay partner mark may label packages.
The SmartWay partner mark must always represent the brand promise and meaning of cleaner
and more efficient transportation options. This is essential when the SmartWay Transport
partner mark appears on a medium of public interface. The consumer must never be confused
by the appearance of the SmartWay partner mark on a medium that might in any way violate the
SmartWay brand promise.
Therefore:
When the SmartWay Transport partner mark appears on a package, it means that it was
delivered by a company that is achieving greenhouse gas and air quality benefits by
meeting specific environmental criteria set in the SmartWay Transport Partnership
Agreement.
The partner mark must not appear on packaging that cannot guarantee that these standards
are met. EPA will review pilot proposals submitted by Partners on a company-by-company
basis for package labeling that is consistent with the brand promise.
The use of a clarifying statement directly adjacent to the SmartWay partner mark for
package labeling is required. This statement should enhance consumer understanding
regarding the meaning of the SmartWay brand. Partners should feel free to use one of the
following (or similar appropriate) options in their proposal:
o "This product was delivered by a cleaner and more efficient truck fleet operated by
ซINSERT PARTNER NAMEป, a SmartWay Transport Partner."
o "This product was delivered by a cleaner, more efficient truck fleet operated by a
Smart Way Transport Partner."
o "This product was made and delivered by a Smart Way Transport Partner, committed
to clean, more efficient transportation."
Packages are defined as delivery parcels (envelopes or boxes) of carriers or product containers
(boxes, cases, or pallets) of shippers.
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SmartWay Brand & Partner Marks
Conditions for Mark Use
All entities must comply with the following conditions for SmartWay mark use:
Mark All entities must adhere to the logo use guidelines, and sign the logo
Requirements signature page.
Mark
Composition
Mark Quality
Mark Legibility
Mark Placement
Mark Size
In order for the SmartWay Brand and Partners mark to accurately
represent the Partnership, it must be displayed in a prominent
uninterrupted manner. The mark must never be cluttered by other
elements such as text, photographs, illustrations or background textures
and should be displayed using the preferred colors whenever possible.
The graphic of the SmartWay marks are formed by the cloud, road and
leaf elements. This mark must always be used together with the
SmartWay name, including the SM service mark.
The space between each line is preset and should never be altered. In
addition, the elements of this mark must never appear separately.
Clear space must always surround the SmartWay mark into which no
copy, illustrated material, or other graphic elements may intrude. The
clear space around the logo is proportional to the size of the logo as it is
enlarged or reduced. The minimum amount of clear space required
around the logo can be defined as ".5X" as shown here, in proportion to
the size of the logo used. "X" is measured as the total height of all the text
lines.
SmartWay marks must be used in their entirety and as shown. The
graphic may not be altered, cut apart, separated, or otherwise distorted in
perspective or appearance.
The only approved SmartWay mark files to be used can be obtained by
contacting EPA.
No other graphical representation of the SmartWay Transport marks may
be used.
SmartWay marks must be legible at all times; i.e. no missing letters or
graphics as indicated here " artWay".
SmartWay marks must be applied on a white background. A transparent
background for SmartWay marks is allowable on light colored surfaces
(e.g. off-white, pastels).
All-white SmartWay marks may be placed on black or dark background.
SmartWay marks must not be displayed adjacent to material that might
be offensive to some people (e.g. nudity artwork, suggestive artwork,
profanity, racial remarks or symbols, or otherwise offensive graphics).
The aspect ratio (length and width dimensions) must remain proportional.
The mark must never be reproduced smaller than 1.25" wide to ensure
legibility.
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Graphic Standards and Usage Guidelines
The SmartWay Tractor and SmartWay Trailer marks are owned by EPA. The marks feature the
SmartWay logo graphic, which includes the word "SmartWayฎ," the words "U.S. EPA Certified,"
and the words "Tractor" and "Trailer".
US EPA Certified US EPA Certified
SmartWay ^\x SmartWay
Tractor Trailer
The SmartWay Tractor and SmartWay Trailer marks are for use by SmartWay Partners only
those for-hire carriers, owner operators, manufacturers and retailers with private fleets that
own and operate designated trucks and equipment that meet the SmartWay technical
specifications and requirements. EPA plans to update these technical specifications periodically
so that SmartWay certified tractors and trailers are always the cleanest, most fuel-efficient
freight vehicles on the road. Accordingly, the SmartWay Tractor and SmartWay Trailer marks
will likely be updated to reflect that increased stringency and made available to partners with
qualifying vehicles and equipment. For example, an updated SmartWay tractor or trailer mark
might include the calendar year that the more stringent technical specifications and
requirements go into effect.
SmartWay partners have installed fuel efficient and pollution control technologies on fleet trucks
and have incorporated fuel efficient and pollution control practices into fleet operations. Their
efforts are contributing to public health, reducing fuel consumption and greenhouse gases, and
creating a cleaner environment for all Americans.
To confirm that a tractor or trailer is an EPA certified SmartWay model, SmartWay Partners
should consult the company's assigned U.S. EPA SmartWay Partner Account Manager.
Qualifying manufacturer tractors and trailers may also be identified by the US EPA Certified
SmartWay mark adhered to the interior of the equipment.
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SmartWay Tractor and Trailer Marks
Application of SmartWay Tractor and Trailer Marks
The SmartWay Tractor and SmartWay Trailer marks may be used only by SmartWay partners
primarily as an exterior label of qualifying tractors and trailers, as well as in consumer
advertising and business-to-business promotional materials. Examples of correct and incorrect
applications of the SmartWay marks are identified in the tables below.
SmartWay Tractor Mark
Correct Placement
Cab exterior
Aerodynamic fairings
Aerodynamic bumpers
Other aerodynamic equipment
Consumer advertising
Business-to-business materials
Incorrect Placement
Exhaust systems
Mud flaps
Chassis
Deck
Fifth wheel
Wheels or tires
Graphics
US f'PA Certified
v SmartWay
Tractor
SmartWav Trailer Mark
Correct Placement
Box trailer sides
Box trailer top
Box trailer back
Aerodynamic skirts, etc.
Aerodynamic gap reducers
Other aerodynamic equipment
Consumer advertising
Business-to-business materials
Incorrect Placement
Box trailer front
Chassis section
Wheels or tires
Mud-flaps
Graphics
USf'PA Certified
SmartWay
Trailer
Only the SmartWay tractor and trailer marks may be placed on the exterior of a tractor or trailer.
All other SmartWay marks are prohibited from appearing on the exterior of tractors and trailers.
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SmartWay Tractor and Trailer Marks
Conditions for Use of the SmartWay Tractor and Trailer Marks by Partners
SmartWay partners must comply with the following conditions for SmartWay mark use:
Technical Features
Mark Quality
Mark Legibility
Mark Placement
Mark Size
SmartWay Partners must purchase and equip their tractor(s)
and trailer(s) with SmartWay-specified features as outlined in
EPA fact sheet entitled "Technical Specifications and
Requirements: SmartWay 2007 Tractors and SmartWay 2007
Trailers".
SmartWay carriers must also agree to, and sign, the logo use
guidelines.
All SmartWay Tractor and Trailer equipment must be either
maintained to manufacturer specifications and service
recommendations or be replaced.
SmartWay Tractor and Trailer marks must be used in their
entirety and as shown. The graphic may not be altered, cut
apart, separated, or otherwise distorted in perspective or
appearance.
The only approved SmartWay mark files to be used can be
obtained by contacting EPA.
No other graphical representation of the SmartWay Tractor and
Trailer marks may be used.
SmartWay marks must be legible at all times; i.e. no missing
letters or graphics as indicated here " artWay".
The SmartWay Tractor and Trailer marks are primarily for
affixing to the exterior of a heavy-duty vehicle or trailer of a
SmartWay Carrier Partner in good standing.
SmartWay Tractor and Trailer marks must be applied to the
tractor or trailer on a white background. A transparent
background for SmartWay marks is allowable on light colored
surfaces (e.g. off-white, pastels).
All-white marks may be placed on black or dark background.
SmartWay marks must not be displayed adjacent to material
that might be offensive to some people (e.g. nudity artwork,
suggestive artwork, profanity, racial remarks or symbols, or
otherwise offensive graphics.)
The aspect ratio (length and width dimensions) must remain
proportional.
The mark must never be reproduced smaller than 1.25" wide to
ensure legibility.
SmartWay partners are responsible for their own use of the SmartWay Tractor and Trailer
marks, as well as use by their representatives, such as ad agencies and public relations firms.
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Graphic Standards and Usage Guidelines
Color Specifications for All SmartWay Marks
The preferred color configuration, the prescribed blue and green defined on this page,
should be used whenever possible.
1. Spot Color - For spot color usage (often referred to as PMS or Pantone Matching System):
Prescribed green = 347
Prescribed blue = 3005
2. Four-Color Process - For four-color process printing, the build formulas detailed here for the
prescribed green and blue must be used.
PRESCRIBED GREEN
Four-Color Process
C 100%
M 0%
Y 85%
K 5%
PRESCRIBED BLUE
Four-Color Process
C 100%
M 40%
Y 0%
K 0%
3. Black and White Version - The graphics in their entirety may also be reproduced in 100%
black or in 100% white. It is important that when using the preferred or black versions, the
background is light enough for legibility
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Written Communication Guidelines
Promotion of AH
General Promotion of SmartWay
EPA, the media and other interested parties (that will not benefit economically from use of the
mark) may use appropriate SmartWay marks to write articles, to promote SmartWay or for other
educational purposes.
Some general guidelines include:
The word SmartWay is one word, with no space between Smart and Way, and it is always
written with the "S" and the "W" capitalized.
The symbol SM, identifying SmartWay as a service mark, should be used the first time the
word SmartWay appears in material and:
o The symbol SM should always be in superscript
o There should be no space between the word "SmartWay" and the symbol SM
o The symbol SM shall be repeated in a document or Web site for each chapter title,
and in the first sentence of usage in the text of each chapter or Web page
In general, text used in advertising, articles, brochures, publications, annual reports, web sites,
or any other promotional material must never imply EPA endorsement of either the SmartWay
partner company, SmartWay Affiliate, vehicle or truck manufacturer.
The following (or similar) statement must accompany the SmartWay marks when used by
partners, affiliates, the media and other entities:
"SmartWaySM is an innovative partnership of the U.S. Environmental Protection Agency
that reduces greenhouse gases and other air pollutants and improves fuel efficiency."
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Promotion of the SmartWay Brand Marks
EPA, SmartWay affiliates, the media and other interested parties may use the Brand marks for
promotional or educational purposes. Some examples for use of the Partnership logo include:
*, published articles v, web applications
*> broadcast news stories * - textbooks
">> videos * presentations
*. briefings
Some general guidelines include:
The term "SmartWay Transport Partnership" is always written with the first letter of each
word capitalized.
The term "SmartWay Grow & Go" is always written with the first letter of each word
capitalized.
The following communication guidelines will prevent misrepresentation and consumer
confusion.
Correct Incorrect
"SmartWay brand" "SmartWay Transport program"
"SmartWay"
"SmartWay Transport Partnership"
"The Partnership"
"SmartWay Transport"
"SmartWay Grow & Go"
EPA recommends using words in the "correct" column to describe the SmartWay brand and the
SmartWay Transport Partnership by program participants or the media.
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Promotion of SmartWay Affiliates
Some general guidelines for discussing SmartWay affiliates include:
The word "Affiliate" is always capitalized when referring to an Affiliate of the SmartWay
Transport Partnership.
Correct Incorrect
"A SmartWay Affiliate" "A SmartWay Organization"
"SmartWay Transport Affiliate"
"Organization X, A SmartWay Affiliate" "Organization X, an EPA endorsed organization"
"An agency participating in the "Endorsed by EPA"
SmartWay Transport Partnership"
EPA recommends using words in the "correct" column to describe SmartWay partners and
affiliates by program participants or the media.
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Promotion of SmartWay Partner Mark
Partners and the media may also use the SmartWay Transport Partner mark for articles or other
educational purposes. However, this mark may only be used when referencing eligible
SmartWay partners. The SmartWay web site has a list of partners that may be consulted for
confirming eligible Partners: www.epa.gov/smartway/partners.
Some general guidelines include:
The term "SmartWay Transport partner" is always written with the first letter of the first two
words are capitalized, the first letter of the third word is lower-case.
Partners are encouraged to describe and promote their achievements with the SmartWay
Transport Partnership and to identify the SmartWay Transport Partnership as an initiative of
EPA.
The following communication guidelines will prevent misrepresentation and consumer
confusion.
Correct
"A SmartWay Partner"
"SmartWay Transport Partner"
"Company X, A SmartWay Partner"
"A company participating in the
SmartWay Transport Partnership"
Incorrect
"A SmartWay Company"
"Company X, a company endorsed by EPA"
"Endorsed by EPA"
EPA recommends using words in the "correct" column to describe SmartWay Partners by
program participants or the media.
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Promotion of SmartWay Certification Marks
The media and other interested parties may also use SmartWay certification mark for articles,
promotional or educational purposes. However, the mark may only be used when referencing
those car models/versions and specific tractors and trailers that have met the criteria and are
certified SmartWay.
Some general guidelines include:
The symbol ฎ, identifying that SmartWay certification mark is trademarked (capital R
encircled), should be used the first time the word SmartWay appears in material and:
ฎ
o The trademark symbol should always be in superscript
o There should be no space between the word "SmartWay" and the trademark
symbol ฎ
(R)
o The symbol shall be repeated in a document or Web site for each chapter title,
and in the first sentence of usage in the text of each chapter or Web page
Light-Duty Vehicles
The US EPA Certified SmartWay mark may be used by manufacturers, companies,
municipalities, and not-for-profits interested in promoting light-duty vehicles that meet the
SmartWay criteria for air pollutant and greenhouse gas emissions per the SmartWay licensing
agreement. It may be used in marketing and outreach materials so long as it refers only to
those models/versions that have met the criteria and are certified SmartWay. It may also be
used as a promotional label for qualifying light-duty vehicles.
Original Equipment Manufacturers
Original equipment manufacturers (OEM) of SmartWay qualified tractors, trailers and other
pollution control or fuel efficiency equipment2 may also use the SmartWay certification mark in
point-of-sale advertising (for on-site locations and web sites) and promotional material (e.g.
advertising) per the SmartWay licensing agreement. The mark may only be used in association
with tractors, trailers, pollution control and fuel efficiency equipment that have met the
SmartWay technical specifications.
SmartWay affiliates that are classified as technology vendors may not apply the US EPA
Certified SmartWay mark to their products, product packaging, on their sales web sites or in
their point-of-sale advertising.
2 EPA is currently developing technical specifications and requirements for pollution control and fuel
efficiency equipment. The SmartWay certification mark may be available for promotional use in
association with pollution control or fuel efficiency equipment at a future date. Check the SmartWay web
site at www.epa.qov/smartway to confirm availability of the certification mark for this type of use.
26
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The following communication guidelines will prevent misrepresentation and consumer
confusion.
Correct Incorrect
"Earned" "Endorse"
"Qualified" "Endorsed"
"Meets SmartWay specifications" "Rated"
"U.S. EPA Certified SmartWay" "Rating"
"SmartWay certification mark"
EPA recommends using words in the "correct" column to describe vehicles, tractors and trailers
which meet the voluntary requirements for the SmartWay certification mark by the media or
others.
Heavy-duty tractors and trailers
Partners, the media and other interested parties may also use the SmartWay Tractor and Trailer
marks for articles or other educational purposes. However, the mark may only be used when
referencing SmartWay Partners that maintain qualifying SmartWay Tractors and SmartWay
Trailers as part of their truck fleet.
The following communication guidelines will prevent misrepresentation and consumer
confusion.
Correct Incorrect
"Earned" "Endorse"
"Qualified" "Endorsed"
"Meets SmartWay specifications" "Rated"
"U.S. EPA Certified SmartWay" "Rating"
EPA recommends using words in the "correct" column to describe SmartWay tractors and
SmartWay trailers by Partners or the media.
27
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Written Communication Guidelines
Typography is an integral part of a brand and should be consistently used to reinforce the
identity of SmartWaySM. Eidetic Modern is the primary family of fonts that should be used.
Arial should be used as an alternative when Headlines and Subheads
Eidetic Modern is unavailable.
Eidetic Modern Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Eidetic Modern Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstui'ivxyz
Body Text
Eidetic Modern Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Eidetic Modern Bold Italic
A B CD6FGHIJKL MNOPQRSTU VWXYZ
abcdefghijklmnopqrstuvwxifz
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Common Communication Guidelines
Collateral Use
For all printed materials, including use in newspaper and magazine advertisements, the
SmartWay mark may be place in a horizontal position and enlarged to an appropriate size for
the piece. This decision is purely a design and layout judgment. Guidelines for the minimum
allowable size must always be followed.
For approval or more information,
contact EPA at smartway transport&.epa.ciov
. SmartWay
Transport Affiliate
Celling rh^ii- iVVrh Ctrafet Air
SmartWay
Transport Partner
tji-rtinij Tlifff With Clto/wrAtr
29
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Common Communication Guidelines
Broadcast and Web Use
Whether for use in a television program, public service announcement, or any broadcast
purpose, the mark must be used in the manner shown here.
SmartWaySM mark usage in television, film,
or on the web must follow all guidelines
detailed in the guidelines as appropriate.
SmartWay
Transport Partner
Getting There With Cleaner Air
US EPA Certified
^SmartWay
Tractor
30
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The SmartWaySM mark is approved to be applied to the promotional items shown here. The
preferred background for these items is white or a light color. Colors that vary from these may
not support the integrity of the program identify.
The samples shown here may be used as a guide
for how to use the SmartWay marks on
promotional items and apparel.
Promotional items and apparel that display the
SmartWay marks may not be distributed for profit
or sold for profit.
Guidelines for the minimum allowable size must
always be followed. The marks may be produced
on other items but must remain with quality and
usage standards detailed in this guideline manual.
^SmarTWay
Transport Partner
-------
By signing this agreement,
COMPANY OR ORGANIZATION NAME
,SM
signifies that it
has read and will comply with the SmartWay Graphic Standard and Usage Guide.
As a SmartWay Transport Partner,
you further certify that your organization
meets or exceeds the mark use eligibility
requirements of the Partner category checked
below:
D Shipper
D Carrier
D Shipper/Carrier (Private fleet)
D Logistics Company
D Truck Stop
As a SmartWay Transport Affiliate or promoter
of SmartWay Transport Partnership,
you further certify that your organization will
only use the SmartWay Transport Partnership
mark for promotional or educational use:
H Trade or Trucking Association
D Environmental organization
D Educational institution
D Media
D Other
Identify the needed graphic
format for mark:
Briefly state how your
organization will use the mark:
(MAC )_
(PC)
The undersigned, on behalf of.
_, understands and
agrees to the terms of the U.S. EPA SmartWaySM Graphic Standards and Usage Guide
for use of the applicable SmartWay Transport Mark(s).
Signature:
Print name:
Title:.
Date:
Name:
Title:
Address:
City:
State:
Zip:
E-mail:
Phone:
Fax:
-------
' ""
By signing this agreement, signifies that it
COMPANY OR ORGANIZATION NAME
has read and will comply with the SmartWay Graphic Standard and Usage Guide. I further
certify that my organization has or plans to purchase:
number(s) of U.S. EPA Certified SmartWay Tractors
number(s) of U.S. EPA Certified SmartWay Trailers
as part of my fleet. I also commit to maintain the SmartWay Tractors and SmartWay Trailers
per the manufacturer's recommendations or replace them as necessary.
Indicate needed mark: D SmartWay Tractor
D SmartWay Trailer
Identify the needed graphic (MAC} (pc)
format for mark:
Briefly state the SmartWay SmartWay Tractor Mark Dimensions:
mark dimensions and SmartWay Tractor Mark Placement:
placement on fleet vehicles.
SmartWay Trailer Mark Dimensions:
SmartWay Trailer Mark Placement:
The undersigned, on behalf of , understands and agrees
to the terms of the U.S. EPA SmartWay Graphic Standards and Usage Guide for use of the
applicable SmartWay mark(s).
Signature: Title:
Print name: Date:
Name:
Title:
Address:
City: State: Zip:
E-mail: Phone: Fax:
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