SmartWay
Graphic Standards
& Usage Guide
U,S, EPA SmartWay EPA-420-B-18-018 www,epa.gov/smartway
-------
Table of Contents
Page
Core Identity Elements
SmartWay Brand Positioning Statement 3
SmartWay Brand Attributes 4
SmartWay Brand Marks/Logos 5
SmartWay Marks/Logos 6
Application of the SmartWay Marks/Logos 9
SmartWay Brand Mark/Logo
SmartWay Partner Logo
SmartWay Partner Logo 10
Application of the SmartWay Transport Partner Logo II
Package Labeling with the SmartWay Transport Partner Logo 12
SmartWay Affiliate Logo
SmartWay Affiliate Brand Mark/Logo 13
Use of the SmartWay Brand Logos by Eligible Affiliates 14
Application of the SmartWay Brand Logo 15
Conditions for Logo Use (Partner & Affiliate Logos) 16
Logo Use Policy for Manufacturers of SmartWay Verified Technologies \i
SmartWay Tractor and Trailer Marks/Logos
SmartWay Tractor and Trailer Marks/Logos 18
Application of the SmartWay Tractor and Trailer Logos 19
Conditions for Use of the SmartWay Tractor and Trailer Logos by Partners 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 and Apparel 31
Mark Signature Page for Partners, Affiliates and Supporters 32
Mark Signature Page for Tractors and Trailers 33
2
-------
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
transportation options that reduce greenhouse gases and improve air quality.
^vSmartway
The SmartWay brand is represented by the SmartWay logo.
The logo is defined by the road, cloud, 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.
3
-------
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 Transport 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.
-------
SmartWay Brand Marks/Logos
'*\>'SmartWay"
U.S. Environmental Protection Agency J
fib _ Proud Supporter of
VSmartWay* t"r-~
fib US EPA Designated
^SmartWay®
fib US EPA Designated
N>Smartway®
Elite
¦SmartWay*
^SmartWay
Tractor
\vSrnartWay
Transport Partnership
U.S. Environmental Protection Agency
^\xSmartWay
Transport Partner
Getting There With Cleaner Air
fib US EPA Certified
\vSmartWay
fib US EPA Designated US EPA
fib US EPA Certified
^SmartWay®
Elite
i Designated
SmartWay9
Trailer
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 for 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.
Partners in Good Standing may download the digital files for the Partner logo from the SmartWay Partner Portal.
The SmartWay Designated Tractor and Trailer marks may only be used after obtaining written EPA approval.
5
-------
SmartWay Marks/Logos
Brand Marks/Logos
Logo Name
Primary User Logo Description Of Use
Logo 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.
^v^SmartWay8
U.S. Environmental Protection Agency^
SmartWay Transport
Partnership Logo
• U.S. EPA
• Media
This mark is for promoting the
SmartWay Transport Partnership
and educating others regarding
the program benefits.
^ySmartWay5
Transport Partnership
U.S. Environmental Protection agency
SmartWay Logo for
Affiliates
• SmartWay
Affiliates
This mark is for use by SmartWay
Affiliates to promote the SmartWay
Transport Partnership and educate
their members regarding the program
benefits.
Proud Supporter of
^>SmartWay
SmartWay Partner Mark/Logo
Logo Name
Primary User
Logo Description Of Use
Logo Image
This mark symbolizes
SmartWay Transport
Partner Logo
• SmartWay Partners
membership in the SmartWay
Transport Partnership for the
following company types: shippers
(retailers and manufacturers),
transportation logistics providers
and freight carriers.
"^^SmartWay
Transport Partner
Getting There With Cleaner Air
6
-------
SmartWay Marks/Logos
Certification Mark/Logo
(passenger cars and light trucks)
Logo Name
Primary User Logo Description Of Use
Logo Image
SmartWay
Certification Logo
• Entities that manufacture
or sell SmartWay Certified
light-duty vehicles:
• vehicle manufacturers
• companies
• municipalities
• nonprofits
• Media
• 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.
US £PA Certified
m^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
^\xSmartWay
Elite
-------
SmartWay Marks/Logos
Designated Mark/Logo
(heavy-duty vehicles and equipment)
Logo Name
Primary User Logo Description Of Use
Logo Image
SmartWay
Designated Logo
• Manufacturers of
heavy-duty, long-haul
tractors and trailers
• This logo serves as an interior label
for heavy-duty, long-haul tractors
and trailers that meet the
SmartWay technical specifications
and requirements.
TgjSj US EPA Designated
^>SmartWay
SmartWay
Tractor Logo
• SmartWay Partners
• Other companies/
fleet which own/
operate eligible
tractors which meet
the SmartWay
specifications
• 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
• Other companies/
fleet which own/
operate eligible
trailers which meet
the SmartWay
specifications
• This logo is a promotional label for
Partners' trailers that meet the
SmartWay technical specifications
and requirements.
US EPA Designated
^\xSmartWay
Trailer
SmartWay
Designated Elite
Logo
• Manufacturers of
heavy-duty trailers
• SmartWay Partners
• This logo serves as both an interior
label (for manufacturers) and
promotional label for heavy-duty
trailers (fleet owners and
operators) that meet the SmartWay
Designated Elite technical
specifications and requirements.
• The SmartWay Elite criteria are
more stringent than the standard
Designated trailer logo criteria.
US EPA Designated
^\^SmartWava
Elite
8
-------
^vSmartway
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 (Partner logo, Affiliate logo) can be obtained by contacting EPA SmartWay.
• SmartWay Tractor and Trailer logo files may be used after review and approval from EPA SmartWay
9
-------
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 SmartWay Partners.
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.
Partners in Good Standing may obtain the SmartWay Partner logo files via the SmartWay Partner Portal at:
https://app4.erg.com/sma rtwayweb/portal/login.cfm?language=ENG.
The Partner logo is for use by SmartWay Partners in Good Standing - those carrier, shipper and logistic company
Partners that submit their annual SmartWay Tools by the due date. 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.
>SmartWay
Transport Partner
Getting There With Cleaner Air
10
-------
SmartWay Partner Logo
Application of the SmartWay Transport Partner Logo
The SmartWay Partner logo may be used by SmartWay Partners in consumer advertising, company and
organization marketing materials, and business-to-business promotional materials.
SmartWay Part ners 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
^\xSrnartWay
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
Social media
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 Partner Logo
Package Labeling with the SmartWay Transport Partner Logo
Only Partners that are approved to do so may use the SmartWay Partner logo as a label on packages. These Partner
companies must be participants in the SmartWay package labeling pilot.
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 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 as established
by EPA in the package labeling pilot.
• 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 <>,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 cleaner, more
efficient transportation."
Packages are defined as delivery parcels (envelopes or boxes) of carriers or product containers (boxes, cases,
or pallets) of shippers.
-------
Graphic Standards and Usage Guidelines
SmartWay Affiliate Brand Mark/Logo
A!! 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:
• Nonprofit 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 specification 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.
Any organization not meeting criteria for Affiliate status may use the marketing resources found on the SmartWay
website, but are not authorized to use any of the SmartWay logos or graphic identifiers.
-------
Use of the SmartWay Brand Logos by Eligible Affiliates
Type Of Organization
Approved
Not Approved
State trucking associations
/
¦H
O
s_
Professional associations
/
Trade associations
/
Q_
Membership organizations
/
o
Li_
Not-for-profit credit unions
/
¦H
o
Government agencies
/
z
Non-government organizations
Environmental organizations
Academic institutions
Fleet management organizations
/
/
/
/
1 .
"SmartWay" Dealerships* (described below)
/
T-
CC
Tractor equipment dealers/vendors
/
o
L_
Pi
Trailer equipment dealers/vendors
/
CD
i_
3
lL
Idling equipment dealers/vendors
/
+-
U
TO
o
u_
Tire dealers/vendors
/
M—
ZS
c
Tractor aerodynamic add-on manufacturers
/
TO
Trailer aerodynamic add-on manufacturers
/
>N
to
Q
Idling equipment add-on manufacturers
/
~o
c
Tire manufacturers
/
x:
u
Tire retread companies
/
H
* Dealerships that promote and sell SmartWay Designated tractors and EPA SmartWay Verified Technologies.
-------
Application of the 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
Social media
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
-------
Conditions for Logo Use
SmartWay Partner & Affiliate Logos
All entities must comply with the following conditions for SmartWay mark use:
Logo Requirements
• All entities must adhere to the logo use guidelines.
• All SmartWay Partners must indicate agreement to adherence to the Brand Guidelines
via the Partner Portal.
• All SmartWay Affiliates must indicate agreement to adherence to the Brand Guidelines
by signing and submitting the Logo Mark Signature Form (page 32).
Logo Composition
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" in proportion to the
size of the logo used. "X" is measured as the total height of all the text lines.
Logo Quality
• 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.
Logo Legibility
Logo Placement
• 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).
Logo Size
• The aspect ratio (length and width dimensions) must remain proportional.
• The logo must never be reproduced smaller than 1.25" wide to ensure legibility.
-------
Logo Use Policy for Manufacturers of
SmartWay Verified Technologies
Manufacturers of SmartWay Verified Technologies are prohibited from using the SmartWay logo, in any of its
various forms. Technology manufacturers or vendors are defined as: for-profit companies that produce 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.
For a list of SmartWay Verified Technologies or equipment, visit:
https://www.epa.gov/verified-diesel-tech/smartwav-technology.
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:
https://www.epa.gov/smartwav/communications-guidelines-manufacturers-epa-smartwav-verified-technologies
for direction regarding promoting their participation in SmartWay.
-------
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 "US EPA Designated," and the words "Tractor" and
"Trailer." The trademark registration symbol is also included with the SmartWay Designated logos.
US EPA Designated
US EPA Designated US EPA Designated
VSmartWay ^vSmartWay ^vSmartWay
Elite Tractor Trailer
The SmartWay Tractor and SmartWay Trailer logos are for use by for-hire carriers, owner operators, manufacturers
and retailers with private fleets that own and operate trucks and equipment that meet the SmartWay Designated
technical specifications and requirements. EPA plans to update these technical specifications periodically so that
SmartWay Designated tractors and trailers are always the cleanest, most fuel-efficient freight vehicles on the road
SmartWay Partners and other freight companies 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.
The latest SmartWay Designated specifications for tractors and trailers are available on the SmartWay website.
To confirm that a tractor or trailer is an EPA Designated SmartWay model, fleets should consult the SmartWay
Technology web pages: https://www.epa.gov/verified-diesel-tech/smartway-designated-tractors-and-trailers.
Please note that there are two tabs on the web page. The first tab addresses SmartWay Designated trailers and
Elite Trailers. The second tab addresses SmartWay Designated tractors. Qualifying manufacturer tractors and
trailers may also be identified by the U.S. EPA Designated SmartWay logo adhered to the interior of the equipment.
-------
SmartWay Tractor and Trailer Marks/Logos
Application of the 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 EPA 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
^VSmartWay
Trailer
US EPA Designated
\^Smartwaye
EliteJ
Box trailer sides
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. The SmartWay
Designated Elite logo may be placed on the exterior of trailers that meet the specified criteria. All other
SmartWay logos are prohibited from appearing on the exterior of tractors and trailers.
-------
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 • SmartWay Partners and fleets or companies with eligible equipment must purchase
and equip their tractor(s) and trailer(s) with SmartWay-specified features as outlined
on the SmartWay technolgy web pages:
https://www.epa.gov/verified-diesel-tech/smartway-designated-tractors-and-trailers.
• Companies with eligible fleets must also agree to, and sign, the logo use guidelines
(see page 33).
• 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.
Logo Legibility • SmartWay logos must be legible at all times; i.e., no missing letters or graphics as
indicated here " artWay."
Logo Placement • 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).
Logo Size • The aspect ratio (length and width dimensions) must remain proportional.
• The logo must be reproduced larger than 10 inches wide to ensure legibility
for use on tractor and trailer exteriors.
Companies and fleets 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.
20
-------
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.
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
C 100%
M 0%
Y 85%
K 5%
Prescribed Blue
C 100%
M 40%
Y 0%
K 0%
3. RGB Color - For RGB color usage, the build formulas detailed here for the prescribed green and blue
must be used.
Prescribed Green
R 61
G 152
B 77
Prescribed Blue
RO
G 116
B 97
4. Black and White Version - The graphics in their entirety may also be reproduced in 100% black or in 100%
white. II is important that when using the preferred or black versions, the background is light enough for
legibility.
-------
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, truck manufacturer or trailer 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."
22
-------
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
broadcast news stories
videos
social media
^ web applications
textbooks
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 Incorrect
"SmartWay brand" "SmartWay Transport program"
"SmartWay"
"SmartWay Transport Partnership"
"The Partnership"
"SmartWay Transport"
EPA recommends using words in the "correct" column to describe the SmartWay brand and the SmartWay
Transport Partnership by program participants or the media.
23
-------
Promotion of SmartWay Affiliates
Some general guidelines for discussing SmartWay Affiliates include:
The term "SmartWay Transport Affiliate" is always written with the first letter of each word capitalized.
The word "Affiliate" is typically capitalized when referring to a specific organization that is an Affiliate
of the SmartWay Transport Partnership.
EPA recommends using words in the "correct" column to describe SmartWay Affiliates by program
participants or the media.
Correct
Incorrect
"A SmartWay Affiliate"
"SmartWay Transport Affiliate"
"Organization X, A SmartWay Affiliate"
"A SmartWay Organization"
"Organization X,an EPA endorsed organization"
"Endorsed by EPA"
"A SmartWay Partner"
"An agency participating in and
supporting the mission of the
SmartWay Transport Partnership"
24
-------
Promotion of the 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: https://www.epa.gov/
smartway/smartway-partner-list.
General Communication Guidelines for SmartWay Partners
Some general guidelines include:
The term "SmartWay Transport Partner" is always written with the first letter of each word capitalized.
The word "Partner" is typically capitalized when referring to a specific company that is a Partner of the
SmartWay Transport Partnership.
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"
"A SmartWay registered company"
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. 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.
25
-------
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 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 the SmartWay Certification mark and the SmartWay Designated mark are
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
Manufacturers of Light-Duty Passenger Vehicles and Light Trucks
The U.S. 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 as 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 eligible
tractors and trailers.
Manufacturers of SmartWay Verified Technologies may not apply either the U.S. EPA Certified SmartWay nor
U.S. EPA Designated SmartWay mark to their products, product packaging, on their sales web sites or in their
point-of-sale advertising.
26
-------
Light-Duty Passenger Vehicles and Light Trucks
The following communication guidelines will prevent misrepresentation and consumer confusion.
Correct
Incorrect
"Earned"
"Qualified"
"Endorse"
"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 that 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.
EPA recommends using words in the "correct" column to describe SmartWay tractors and SmartWay trailers by
Partners or the media.
Correct
Incorrect
"Earned"
"Qualified"
"Meets SmartWay specifications"
"U.S. EPA Designated SmartWay"
"SmartWay Designated mark"
"Endorse"
"Endorsed"
"Rated"
"Rating"
27
-------
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
4 B CDEFGHIJ KL MNOPQRS TU VWXYZ
abed efghij klm nopqrstuuu/xyz
Body Text
Eidetic Modern Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
a bcdef gh ij klm nopq rstuvwxyz
Eidetic Modern Bold Italic
4 B CD6FGHIJKL MN 0 PQRS TU VWXYZ
abcdefghijklm nopq rstuvwxyz
Arial should be used as an alternative when Eidetic Modern is unavailable.
28
-------
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.
We All Breathe
A Lot Easier
Thanks To These
Exceptional Companies.
Congratulations to the 2016 SmartWay
Excellence Award Recipients
I ^SnwrtVY&y*
I Tnficori 'aiswsNp
\C
t, incorporating sustainability ar
it epa.gov/smartway
^^>SmartWay
U.S. Environmental Protection Agency*
Why Is This Car Smiling?
Because it's an EPA SmartWay Certified vehicle. It's fuel-efficient,
produces fewer greenhouse gases and can save you money.
And that's enough to make anyone smile.
Find more reasons to smile at:
epa.gov/smartwayvehicles
t\ pr*A jsoxcMSfM
oEPA SmartWay
REDUCING MORE THAN YOUR CARBON FOOTPRINT...
NOW THAT'S SMART.
is reduction, EPA's SmartWay® Transport Partnership can
harmful pollutants from your supply
Tofind out how SmartWay is setting the standard for freight sustainabil
SmartWay
Transport Partnership Checkour website to seethe oew SmartWayadvancements
U.S. Envi ronmental Protection Acency
WE'RE SHOWING YOU
THE MONEY
INTRODUCING FLEXIBLE LOANS
TO BUY FUEL-SAVING TECHNOLOGY
If y.ou' re a small trucking business, we can connect you to I oan fu nds. The way you li ke: rapid approval,
minimal paperwork and no collateral.
You can use the money to purchase fuel-saving technology found in the SmartWay® Upgrade Kit. The
Upgrade Kit includes idle reduction devices, low rolling resistance tires and advanced tractor
and trailer aerodynamics. In every case, the fuel savings will pay for the loan and then some.
To find out more about this collaborative program, please call 1-734-214-4767 or visit
www.epa.gov/sm artway.
Smartly'
Transport Partnership
TO REDUCE THIS...
AND SAVE THIS...
29
-------
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 standards
detailed in the guidelines as appropriate.
SmartWay
Recem Aoqirion; | contact '*• Search: Q All EPA 0 This Area j
You are here: EPA Home » Transportation.and Air ..Quality » SmartWay
SmartWay Home
SmartWay vehicles
SmartWay Transport
-SmartWay
SmartWay Certified Vehicles
US EPA Certified
SmartWay
Shopping for SmartWay Certified
Vehicles? Look for the leaf on the
EPA Green Vehicle Guide!
• Smart Buying and Driving Tips
• Learn More about SmartWay
Certified vehicles
j * Financing discounts for
SmartWay Certified Vehicles
The Smart Way to Save Fuel,
Money, and the Environment
SmartWay Financing Options
New for Freight v
Companies and $ .
Owner-Operators! fy; ^
Get technology and truck financing
through our Innovative Financing!
• SmartWay Finance Program
• SmartWay Finance Center
[exit Disclaimer/
UJ
Learn how cl
and trucks c
and help the
* Watch th
* Listen to
* View the
SmartWay Transport
SmartWay Tractors & Trailers
~~ •Listed
News & Fe
New S
30
-------
Common Communication Guidelines
Promotional Items and Apparel
The Smart Way* 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
identity.
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.
"*\vSmartWay
Transport Partner
Getting There With Cleaner Air
Guidelines for the minimum allowable size
must always be followed. The marks may be
produced on other items but must remain
within quality and usage standards detailed
in this guideline manual.
^SmartWay|
' ransport Partn^r
/
SmartWay*
-------
^vSmartWay
Transport Partnership
U.S. Environmental Protection Agency
OMB No: 2060-0663, Expiration Date: 04/30/2021
Mark Signature Page
Partners, Affiliates and Supporters
SmartWay®' symbolizes environmentally cleaner and more efficient transportation that reduces greenhouse gases and
improves air quality.
By signing this agreement,.
. signifies that it has read and will comply with
Company or Organization Name
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:
J Shipper
_| Carrier
| Shipper/Carrier (Private fleet)
_| Logistics Company
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 _J Trucking Association
~ Environmental Organization _| Academic Institution
~ Leasing Company SmartWay Dealer
| Media Other
Or you further certify that your organization will only use the
SmartWay certification logo for promotional or educational use:
a Bank or Credit Union
~ Online Vehicle Sales
31 Car Rental Leasing
31 Media
| Municipal or State Government
~ Other
Briefly state how your
organization will use the logo:.
Authorized 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 Transport 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:
U.S. EPA Office of Transportation b Air Quality • smartwav transportgepa.gov • (734) 214-4767 phone • (734) 214-4052 fax • www.epa.gov/smartwa'
-------
US EPA Designated . . i c • . n
^vSmartway Mark Sl§nature Pa§e
Tractors and Trailers
OMB No: 2060-0663, Expiration Date: 04/30/2021
EPA's SmartWay Transport®1 Partnership is an innovative program that recognizes Partners for setting and achieving
greenhouse gas (GHG) reduction goals in freight transport.
By signing this agreement, signifies that it has read and will comply with
Company or Organization Name
the SmartWay®1 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
recommendations or replace them as necessary.
Indicate needed logo: ~ SmartWay Tractor ^ SmartWay Trailer
Briefly state the SmartWay logo SmartWay Tractor Logo Dimensions:
dimensions and placement on
fleet vehicles. SmartWay Tractor Logo Placement:
SmartWay Trailer Logo Dimensions:
SmartWay Trailer Logo Placement:
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: Title:
Print Name: Date:
Key Partner/Organization Contact for SmartWay: (may be different from above individual)
Name:
Title:
Address:
City: _
E-mail
State: Zip:
Phone: Fax:
Burden Statement: Public reporting burden for this collection of information is estimated to take a maximum maximum of 2.75 hours to compile and submit the SmartWay Equipment Checklist
and Mark Signature Form. This is a one-time submittal. Send comments on the Agency's need for this information,the accuracy of the provided burden estimates, and any suggested methods
for minimizing respondent burden, including through the use of automated collection techniques to the Director, Collection Strategies Division, U.S. Environmental Protection Agency (2822T),
1200 Pennsylvania Ave., NW, Washington, D.C. 20460 and to the Office of Information and Regulatory Affairs, Office of Management and Budget, Washington, DC 20503. Include the OMB control
number in any correspondence. Do not send the completed [form or survey] to this address.
U.S. EPA Office of Transportation & Air Quality -smartwav transport(gepa.gov • (734) 214-4767 phone • (734) 214-4052 fax • www.epa.gov/smartwa'
------- |