SmartWay®
Graphics Standards and Usage Guide
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U.S. EPASmartWay | EPA420-B*tl-OI4 | www.epa.gov/smartway
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Table of Contents
Page
Core Identity Elements
SmartWay Brand Positioning Statement 3
SmartWay Brand Attributes 4
SmartWay Brand Marks/Logos 5
The SmartWay Marks/Logos 6
Application of the SmartWay Marks/Logos 9
SmartWay Brand Marks
Affiliate Mark/Logo 10
Use of the Brand Mark by Eligible Entities 11
Application of the Mark/Logo 12
Logo Use Policy for Manufacturers of SmartWay Verified Technologies 13
SmartWay Transport Partner Mark
Partner Mark/Logo 14
Application of the Marks/Logos 15
Package Labeling 16
Conditions for Brand and Partner Mark/Logo Use 17
SmartWay Tractor and Trailer Marks/Logos
Tractor and Trailer Marks/Logos 18
Application of the Marks/Logos 19
Conditions for Tractor and Trailer Mark/Logo Use 20
Color Specifications for All SmartWay Marks/Logos 21
Written Communication Guidelines
Promotion of All SmartWay Marks/Logos 22
Typography for All SmartWay Marks/Logos 28
Common Communication Guidelines
Collateral Use 29
Broadcast and Web Use 30
Promotional Items & Apparel 31
Mark Signature Page for partners & affiliates 32
Mark Signature Page for Tractors and Trailers 33
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Graphic Standards and Usage Guidelines
Core Identity Elements
SmartWay Brand Positioning Statement
The U.S. Environmental Protection Agency's (EPA) SmartWay® brand represents cleaner and more efficient trans-
portation options that reduce greenhouse gases and improve air quality.
SmartWay
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 qua ntify 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 SmartWay® 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 SmartWay® 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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SmartWay Brand Marks/Logos
US £PA Designated
x SmartWay
SmartWay
Transport Partnership
U.S. ENVIRONMENTAL PROTECTION AGENCY
US EPA Certified
SmartWay9
£lite
Proud Supporter of
SmartWay*
>SmartWay®
Transport Partner
Getting There With Cleaner Air
US EPA Designated
SmartWay
Trailer
US EPA Designated
SmartWay
Tractor
The SmartWay brand is owned by EPA. The brand is identified by the SmartWay mark or 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 words mark and logo are used interchangeably throughout this guideline document.
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: I) the Brand marks; 2) the SmartWay Partner mark; and 3) the
Certification mark for passenger cars and the Designated mark heavy duty applications.
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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SmartWay Marks/Logos
Brand Marks/Logos
Logo Name
SmartWay Brand
Logo Graphic
Primary User
• U.S. EPA
Logo Description Of Use
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.
Logo Image
SmartWay
SmartWay Transport
Partnership Logo
• U.S. EPA
• Media
This mark is for promoting SmartWay
Transport Partnership and educating
others regarding the program
benefits.
^SmartWay
Transport Partnership
U.S. ENVIRONMENTAL PROTECTION AGENCY
SmartWay Logo for
Affiliates
• SmartWay
Affiliates
This mark is for promoting SmartWay
Transport Partnership and educating
others regarding the program
benefits.
Proud Supporter of
SmartWay Partner Mark/Logo
Logo Name
SmartWay Transport
Partnership Logo
Primary User
• SmartWay Partners
Logo Description Of Use
This mark represents measured
superior environmental performance
as indicated in the SmartWay
Transport Partnership Agreement.
Logo Image
SmartWay®
Transport Partner
Getting There With Cleaner Air
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SmartWay Marks/Logos
Logo Name
SmartWay
Certification Logo
Certification Mark/Logo
(passenger cars and light trucks)
Primary User
• Entities that manufacture
or sell SmartWay certified
light-duty vehicles:
• vehicle manufacturers
• companies
• municipalities
• nonprofits
• Media
Logo Description Of Use
This logo is for promoting light-
duty vehicles that meet the
SmartWay criteria for air
pollutant and greenhouse gas
emissions.
This logo may also serve as a
promotional label for qualified
light-duty vehicles.
Logo Image
US EPA Certified
SmartWay®
SmartWay Elite
Certification Logo
• Entities that manufacture
or sell SmartWay Elite
certified light-duty
vehicles:
• vehicle manufacturers
• companies
• municipalities
• nonprofits
• Media
This logo 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 logo criteria.
This logo may also serve as a
promotional label for qualified
light-duty vehicles.
US EPA Certified
SmartWay®
Bite
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SmartWay Marks/Logos
Designated Mark/Logo
(heavy-duty vehicles and equipment)
Logo Name
SmartWay
Designated Logo
Primary User
• Manufacturers of
heavy-duty long-haul
tractors and trailers.
Logo Description Of Use
This logo serves as an interior label
for heavy-duty, long haul tractors
and trailers that meet the
SmartWay technical specifications
and requirements.
Logo Image
US EPA Designated
SmartWay
SmartWay Tractor Logo
• SmartWay Partners
This logo is a promotional label for
partners' heavy-duty sleeper cab
tractors that meet the SmartWay
technical specifications and
requirements.
US EPA Designated
SmartWay
Tractor
SmartWay Trailer Logo
• SmartWay Partners
• This logo is a promotional label for
partners' trailers that meet the
SmartWay technical specifications
and requirements.
US EPA Designated
SmartWay
Trailer
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SmartWay
Application of the SmartWay Marks/Logos
The U.S. EPA and other organizations using the SmartWay logos must abide by the following general guidelines:
• The SmartWay® 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 logos nor the SmartWay name may be used
in any other company name, product name, service name, domain name or Web site title.
• The logos may not be altered, cut apart, separated or otherwise distorted in perspective or appearance.
• The logos 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 logos, 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 logos. When necessary, SmartWay will initiate a
course of action for addressing logo 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 logos may only be
used after obtaining EPA approval.
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Graphic Standards and Usage Guidelines
SmartWay Brand Mark/Logo
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.
Proud Supporter of
SmartWay®
The SmartWay Brand logo (Affiliate) 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, governmental agencies and EPA grant recipients 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 cars and SmartWay
Designated tractors or trailers to dealerships and/or multiple franchises.
• Tractor/Trailer Dealerships: Dealerships that promote and sell SmartWay Designated tractors and EPA
SmartWay verified Technologies.
• Truck Stop/Plazas: SmartWay Truck Stop/Plaza Affiliates provide places for truck drivers to rest comfortably
without idling, thereby saving fuel and money, protecting their health, and supporting the environment and
the energy security goals of our country. The following types of companies are eligible to be a SmartWay Truck
Stop Plaza Affiliate: private truck stops and plazas; private truck company terminals; port authorities with
truck parking spaces; public rest areas and distribution centers with truck parking spaces.
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 logos.
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Use of the SmartWay Brand Logos by Eligible Affiliates
Type Of Organization
ite trucking associations
Professional associations
Trade Associations
Membership organizations
Not-for-profit credit unions
Government agencies
Non-Government organizations
Environmental organizations
Public rest areas
Academic institutions
Fleet management organizations
"SmartWay" Dealerships* (described below)
Private truck stops/plazas
Private truck company terminals
Port authorities with truck parking spaces
Distribution centers with truck parking spaces
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
Approved
Not Approved
Dealerships that promote and sell SmartWay Designated tractors and EPA SmartWay verified Technologies.
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Application of SmartWay Brand Logo
Organizations must obtain EPA approval to use the logos. The SmartWay Brand logos 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 logos, as well as use by their representatives,
such as ad agencies and public relations firms.
Examples of correct and incorrect applications of the SmartWay logos are identified in the tables below.
SmartWay Brand Logos
Correct Placement
Incorrect Placement
Graphic
Proud Supporter of
SmartWay®
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
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.
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Logo Use Policy for Manufacturers of
SmartWay Verified Technologies
Manufacturers of SmartWay Verified Technologies (formerly classified as SmartWay Affiliate Technology Vendors)
are prohibited from using the SmartWay logo, in any of its various forms. Technology manufacturers or 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.
Manufacturers of SmartWay Verified Technologies provide fuel efficient and emissions reduction equipment
that assist our Partners with meeting their goals and thus indirectly contribute to SmartWay program goals.
However, use of the SmartWay marks (logo) could potentially confuse the public about the SmartWay brand, and
could confer an improper endorsement by EPA of the product. Consequently, Manufacturers of SmartWay Verified
Technologies are prohibited from placing the SmartWay name or logo on any products or materials.
These companies which are critical to the SmartWay Transport Partnership community, are referred to the
SmartWay Verified Technologies Communication Guidelines located at: www.epa.gov/smartway/transport/
documents/faqs/technology-vendor-communication-guidelines7.pdf for direction regarding promoting their
participation in SmartWay.
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Graphic Standards and Usage Guidelines
SmartWay Partner Logo
The SmartWay Transport Partner logo is owned by EPA. The mark features the SmartWay logo graphic and specific
designations for eligible SmartWay partners.
SmartWay8
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 (gepa.gov.
The SmartWay logo graphic and marks may only be used after obtaining EPA approval.
The partner logo 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 Logos
Application of SmartWay Transport Partner Logo
Organizations must obtain written EPA approval to use the logos. The SmartWay Transport logos 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 logos, as well as use by their representatives,
such as ad agencies and public relations firms.
Examples of correct and incorrect applications of the SmartWay logos are identified in the tables below.
SmartWay
Transport Partner Logos
Graphic
SmartWay8
Transport Partner
Getting There With Cleaner Air
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.
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SmartWay Partner Logos
Package Labeling with the SmartWay Transport Partner Logo
Only partners qualified to use the SmartWay partner logo and approved to participate in the pilot may label packages.
The SmartWay partner logo must always represent the brand promise and meaning of cleaner and more efficient
transportation options. This is essential when the SmartWay Transport partner logo appears on a medium of public
interface. The consumer must never be confused by the appearance of the SmartWay partner logo on a medium
that might in any way violate the SmartWay brand promise.
Therefore:
• When the SmartWay Transport partner logo 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 logo 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 logo 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:
• "This product was delivered by a cleaner and more efficient truck fleet operated by «INSERT PARTNER
NAME»,a SmartWay Transport Partner."
• "This product was delivered by a cleaner, more efficient truck fleet operated by a SmartWay Transport
Partner."
• "This product was made and delivered by a SmartWay 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 Partner Logo
Conditions for Logo Use
All entities must comply with the following conditions for SmartWay mark use:
Logo Requirements • All entities must adhere to the logo use guidelines, and sign the logo signature page.
Logo Composition
Logo Quality
Logo Legibility
Logo Placement
Logo Size
• In order for the SmartWay Brand and Partners logo to accurately represent the Partnership,
it must be displayed in a prominent uninterrupted manner. The logo 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 logos are formed by the cloud, road and leaf elements.
This logo must always be used together with the SmartWay name, including the ®
registration symbol.
• The space between each line is preset and should never be altered. In addition, the
elements of this logo must never appear separately.
• Clear space must always surround the SmartWay logo 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 logos 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 logo files to be used can be obtained by contacting EPA.
• No other graphical representation of the SmartWay Transport logos may be used.
• SmartWay logos must be legible at all times; i.e. no missing letters or graphics as
indicated here " artWay".
• SmartWay logos must be applied on a white background. A transparent background
for SmartWay logos is allowable on light colored surfaces (e.g. off-white, pastels).
• All-white SmartWay logos may be placed on black or dark background.
• SmartWay logos 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 logo must never be reproduced smaller than 1.25" wide to ensure legibility.
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Graphic Standards and Usage Guidelines
SmartWay Tractor and Trailer Marks/Logos
The SmartWay Tractor and SmartWay Trailer logos are owned by EPA. The logos feature the SmartWay logo
graphic, which includes the word "SmartWay," the words "U.S. EPA Designated," and the words "Tractor" and
"Trailer". Once the trademark application for this logo is processed and approved, the registration symbol will
be added to the SmartWay tractor and trailer logos.
US EPA Designated
SmartWay
Tractor
US EPA Designated
SmartWay
Trailer
The SmartWay Tractor and SmartWay Trailer logos 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 logos 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 logo 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 designated 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 Designated SmartWay logo adhered to the interior of the equipment.
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SmartWay Tractor and Trailer Marks/Logos
Application of SmartWay Tractor and Trailer Logos
The SmartWay Tractor and SmartWay Trailer logos 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 logos are identified
in the tables below.
SmartWay Tractor Logo
Correct Placement
Incorrect Placement
Graphic
US £PA Designated
SmartWay
Tractor
Cab exterior
Aerodynamic fairings
Aerodynamic bumpers
Other aerodynamic equipment
Consumer advertising
Business-to-business materials
Exhaust system
Mud flaps
Chassis
Deck
Fifth wheel
Wheels or tires
SmartWay Trailer Logo
Correct Placement
Incorrect Placement
Graphic
US EPA Designated
^SmartWay
Trailer
Box trailer sides
Box trailer top
Box trailer back
Aerodynamic skirts, etc.
Aerodynamic gap reducers
Other aerodynamic equipment
Consumer advertising
Business-to-business materials
Box trailer front
Box trailer top
Wheels or tires
Mud-flaps
Only the SmartWay tractor and trailer logos may be placed on the exterior of a tractor or trailer.
All other SmartWay logos are prohibited from appearing on the exterior of tractors and trailers.
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SmartWay Tractor and Trailer Marks/Logos
Conditions for Use of the SmartWay Tractor and Trailer Logos by Partners
SmartWay partners must comply with the following conditions for SmartWay logo use:
Technical Features
Logo Quality
Logo Legibility
Logo Placement
Logo 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 Tractors and SmartWay 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 logos 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 logo files to be used can be obtained by contacting EPA.
No other graphical representation of the SmartWay Tractor and Trailer logos may be used.
• SmartWay logos must be legible at all times; i.e. no missing letters or graphics as
indicated here " artWay".
• The SmartWay Tractor and Trailer logos 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 logos must be applied to the tractor or trailer on a white
background. A transparent background for SmartWay logos is allowable on light
colored surfaces (e.g. off-white, pastels).
• All-white logos may be placed on black or dark background.
• SmartWay logos 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 logo must never be reproduced smaller than 10" wide to ensure legibility for use
on tractor and trailer exteriors.
SmartWay partners are responsible for their own use of the SmartWay Tractor and Trailer logos, 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/Logos
The preferred color configuration, the prescribed blue and green defined on this page, should be used
whenever possible.
2.
Spot Color - For spot color usage (often referred to as PMS or Pantone Matching System):
• Prescribed green = 347
• Prescribed blue = 3005
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%
K5%
Prescribed Blue
Four-Color Process
C 100%
M 40%
Y0%
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 All SmartWay Marks/Logos
General Promotion of SmartWay
EPA,the media and other interested parties (that will not benefit economically from use of the logo) may use
appropriate SmartWay logos 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 ®, identifying SmartWay as a registered trademark, should be used the first time the word
SmartWay appears in material and:
• The symbol ® should always be in superscript
• There should be no space between the word "SmartWay" and the symbol ®
• 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
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 logos when used by partners, affiliates, the
media and other entities:
"SmartWay® 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 Logos
EPA,SmartWay affiliates,the media and other interested parties may use the Brand logos for promotional or
educational purposes. Some examples for use of the Partnership logo include:
^ published articles ^ 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 following communication guidelines will prevent misrepresentation and consumer confusion.
Correct
"SmartWay brand"
"SmartWay"
"SmartWay Transport Partnership"
"The Partnership"
"SmartWay Transport"
Incorrect
"SmartWay Transport program"
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
"A SmartWay Affiliate"
"SmartWay Transport Affiliate"
"Organization X, A SmartWay Affiliate"
"An agency participating in the
SmartWay Transport Partnership"
Incorrect
"A SmartWay Organization"
"Organization X,an EPA endorsed organization"
"Endorsed by EPA"
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 Logo
Partners and the media may also use the SmartWay Transport Partner logo for articles or other educational
purposes. However, this logo 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.
General Communication Guidelines for 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"
"A SmartWay certified partner"
"A SmartWay certified company"
EPA recommends using words in the "correct" column to describe SmartWay Partners by program participants
or the media.
Partners are encouraged to issue press releases promoting their participation in the Partnership regardless of
the partner logo-eligibility status. EPA is happy to review Partner press releases. This is not an official "approval"
process, but is provided as technical assistance to ensure references to the SmartWay brand are correct. EPA
can also help ensure that Partners are accurately describing their partner status and that general or historical
references about SmartWay are correct.
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Promotion of SmartWay Certification and Designated Logos
The media and other interested parties may also use SmartWay certification and designated logos for articles,
promotional or educational purposes. However, the certification mark may only be used when referencing those
passenger car models/versions that have met the criteria and are certified SmartWay. However, the designated
mark may only be used when referencing those specific tractors and trailers that have met the criteria and are
certified SmartWay.
Some general guidelines include:
• The symbol ®, identifying that SmartWay certification mark is trademarked (capital R encircled), should be
used the first time the word SmartWay appears in material and:
• The registered trademark symbol ® should always be in superscript
• There should be no space between the word "SmartWay" and the trademark symbol ®
• 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
• The registered trademark symbol ® should not be used when referring to the SmartWay designated mark,
as the trademark registration process is not complete.
Light-Duty Passenger Vehicles and Light Trucks
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 and trailers may also use the SmartWay
designated 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.
Manufacturers of SmartWay verified technologies may not apply either the US EPA Certified SmartWay nor US
EPA Designated SmartWay mark to their products, product packaging, on their sales web sites or in their point-
of-sale advertising.
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Light-Duty Passenger Vehicles and Light Trucks
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 logos 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 Designated SmartWay" "Rating"
"SmartWay designated mark"
EPA recommends using words in the "correct" column to describe SmartWay tractors and SmartWay trailers by
Partners or the media.
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Written Communication Guidelines
Typography for All SmartWay Marks/Logos
Typography is an integral part of a brand and should be consistently used to reinforce the identity of SmartWay®.
Eidetic Modern is the primary family of fonts that should be used.
Headlines and Subheads
Eidetic Modern Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Eidetic Modern Regular Italic
A B CD8FGHIJKL MNOPQRS TU VWXYZ
abcdefqhijklmnopqrstuvwxyz
Body Text
Eidetic Modern Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Eidetic Modern Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefqhijklmnopqrstuuwxijz
Arial should be used as an alternative when Eidetic Modern is unavailable.
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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
placed 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.gov
SHIP SMARTER
An environmentally appealing
way to transport goods that's
also deliciously profitable.
SmartWay SM Transport helps shippers and for-hire
carriers lower greenhouse gases and other emissions,
while at the same time giving the average truck a fuel
of $2,000 peryear.
To find out more about this new partnership, call
for your info kit at 1-734-214-4767 or log onto
www.epa.gov/smartwayshipper.
SmartWay8
t Partnership
Trans
11.5. ENVIRONMENTAL PROTECTION AGENCY
SHIP SMARTER
An environmentally appealing way to transport
goods that's also deliciously profitable.
SmartWay"Transport helps shippers and tor-hire carriers lower greenhouse
gases and other emissions, while at the same time giving the average truck
a fuel savings of $2,000 per year.
To find out more about this new partnership, call for your info kit at
1-734-214-4767 or log onto www.epa.gov/smartwayshipper
Transport Partnership
SHIP SMARTER
An environmentally appealing way to transport goods that's also deliciously profitable.
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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.
SmartWay® logo usage in television, film,
or on the web must follow all guidelines
detailed in the guidelines as appropriate.
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Common Communication Guidelines
Promotional Items
The SmartWay® logo 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
Getting There With Cleaner Air
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^SmartWay9
Transport Partnership
U.S. ENVIRONMENTAL PROTECTION AGENCY
Mark Signature Page
Partners, Affiliates & Supporters
SmartWay® symbolizes environmentally cleaner and more efficient transportation that reduces greenhouse gases and
improves air quality.
By signing this agreement,.
COMPANY OR ORGANIZATION NAME
. 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 logo use eligibility
requirements of the Partner category
checked below:
PjShipper
Q Carrier
Pj Shipper/Carrier (Private fleet)
Q Logistics Company
Pj Truck Stop
As a SmartWay Affiliate or promoter of SmartWay,
you further certify that your organization will only use the
SmartWay Partnership logo for promotional or educational use:
Trade Association
Environmental organization
Leasing company
Media
Trucking Association
Academic institution
SmartWay Dealer
Other
Or you further certify that your organization will only use the
SmartWay certification logo for promotional or educational use:
Bank or Credit Union
On-Line Vehicle Sales
Car Rental Leasing
Media
Municipal or State Government
Other
Briefly state how your
organization will use the logo:
Authorized Official:
The undersigned, on behalf of
of the U.S. EPA SmartWay® Graphic Standards and Usage Guide for use of the applicable SmartWay Transport Logo(s).
_, understands and agrees to the terms
Signature:.
Print name:
Title:.
Date:
Key Partner/Organization Contact for SmartWay: (may be different from above individual)
Name:
Title:
Address:.
City:
State:
E-mail:
Phone:
Zip:.
Fax:
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US SPA Designated
SmartWay
Mark Signature Page
Tractors & Trailers
EPA's SmartWay Transport® Partnership is an innovative program that recognizes Partners for setting and achieving
greenhouse gas (GHG) reduction goals in freight transport.
By signing this agreement,.
COMPANY OR ORGANIZATION NAME
. signifies that it 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 Designated SmartWay Tractors
_ number(s) of U.S. EPA Designated SmartWay Trailers
as part of my fleet. I also commit to maintain the SmartWay Tractors and SmartWay Trailers per the manufacturer's recom-
mendations or replace them as necessary.
Indicate needed logo:
Briefly state the SmartWay logo
dimensions and placement on
fleet vehicles.
Q SmartWay Tractor
SmartWay Tractor Logo Dimensions:
SmartWay Tractor Logo Placement: _
SmartWay Trailer Logo Dimensions:.
SmartWay Trailer Logo Placement: _
SmartWay Trailer
Authorized Partner Official:
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 logo(s).
Signature:.
Print name:
Title:.
Date:
Key Partner/Organization Contact for SmartWay: (may be different from above individual)
Name:
Title:
Address:.
City:
State:
E-mail:
Phone:
Zip:.
fax:
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