THE ENERGY STAR IDENTITY
The ENERGY STAR identity is a
valuable asset, and like any asset
with appreciable value, it must
be properly used and protected.
These guidelines will help us all
understand and properly use the
key elements of the ENERGY STAR
identity. Consistently presenting the
meaning and benefits of ENERGY
STAR maintains and builds its value
and immeasurably benefits all.
Several refinements have been
made to enhance the value of the
ENERGY STAR identity. First, the
ENERGY STAR marks have been
updated to have greater clarity,
consistency and consumer
recognition. The update includes
adding the words "ENERGY STAR"
into each mark so that it is closely
associated with the ENERGY STAR
name. We have also incorporated
the power of a strong, clear color,
one of the most important elements
of an identity if used consistently
and frequently. Blue has been
chosen as the primary color for the
marks because it represents many
positive attributes for ENERGY STAR
including clarity, air, sky, and the
environment. ENERGY STAR Blue
(100% Cyan) is the preferred color
for the use of the marks.
3.0
The refined ENERGY STAR marks:
•work better across a range of
sizes and backgrounds, and
particularly well in retail settings;
•	maintain a strong environmental
feel with ENERGY STAR Blue;
•	read as ENERGY STAR due to the
words underneath;
•	reproduce easily due to a one
color rendering (100% Cyan) in
most applications.
In addition, EPA recommends that
strong messaging about the power
of the individual to protect the
environment as well as clear
statements about the government
as the authority behind ENERGY
STAR be incorporated into outreach
materials, as appropriate, to more
fully communicate the ENERGY
STAR identity.
TIMING
The updated ENERGY STAR marks
will appear in the marketplace
beginning in early 2003. EPA
encourages use of the new
marks as soon as possible. We
understand that partners will need
sufficient time to use up existing
stocks of materials to smoothly
transition to the use of the new
marks.
THESE GUIDELINES
The rest of these guidelines outline
how to use the ENERGY STAR
marks across a wide range of
activities and applications. General
guidelines are provided first,
followed by more specific
guidelines for each category of
mark. In addition, these guidelines
provide recommendations for what
words to use when writing or
talking about the ENERGY STAR
program (see pages 10.0-10.2),
including how to reference the
government source of authority.
3.1

-------
USING THE ENERGY STAR MARKS
GENERAL GUIDELINES
The ENERGY STAR Program is a
partnership between businesses
and organizations and the Federal
government. As part of this
partnership, businesses and
organizations can use the ENERGY
STAR name and marks, registered
marks owned by the U.S.
government, as part of their energy
efficiency and environmental
activities.
The ENERGY STAR marks, each
designed for specific purposes, are
shown on the following pages and
fall under the following four
categories:
1.	Promotional Mark;
2.	Certification Mark;
3.	Linkage Phrase Mark (2 options);
4.	Partnership Mark.
Organizations must enter into an
agreement with the government to
use the marks as provided in this
document. Allowing alterations to
these marks would confuse businesses
and consumers about the source of
the ENERGY STAR program and
reduce its value for all.1
1 Government documents may use slight
variations of the ENERGY STAR marks where
it is importantto the communication goal of
the material and where there would be no
confusion about the source of authority.
Organizations using these marks
must abide by the following general
guidelines:
1.	The ENERGY STAR name and
marks may never be used in any
manner that would imply EPA or
DOE endorsement of a company,
its products, or its services.
Neither the marks nor the
ENERGY STAR name may be used
in any other company name,
product name, service name,
domain name or Web site title.
2.	The marks may not be altered, cut
apart, separated, or otherwise
distorted in perspective or
appearance.
3.	The marks may never be used in
a manner that would disparage
ENERGY STAR, EPA, DOE, or any
other government body.
4.	The marks may never be
associated with products, homes,
or buildings that do not qualify as
ENERGY STAR.
5.	Partners and other authorized
organizations are responsible for
their own use of the ENERGY
STAR marks, as well as use by
their representatives, such as ad
agencies and implementation
contractors.
USING THE ENERGY STAR MARKS
GENERAL GUIDELINES
6.	The ENERGY STAR name should
always appear in capital letters.
7.	The registration symbol ® must
be used with the first time the
words "ENERGY STAR" appear in
material and:
•	The ® symbol should always be in
superscript;
•There shall be no space between
the words "ENERGY STAR" and
the ® symbol;
•	The ® symbol shall be repeated in
a document for each chapter title
or Web page.
ENERGY STAR REVIEW POLICY
•	Advertisements where the
certification mark is placed next
to qualified products do not need
to be approved.
•	EPA must approve any major
educational or promotional
campaigns that feature the
ENERGY STAR name or mark prior
to final production or printing.
The submitted materials will be
reviewed for consistency with
these guidelines within two (2)
business days of receipt of
the materials. Materials should
be submitted to your Account
Manager or primary program
contact.
MARK VIOLATIONS
EPA actively monitors proper use of
the ENERGY STAR name and marks.
The following explains the general
course of action for addressing
mark violations:
1.	Anyone who misuses the marks
will be contacted in writing or by
telephone.
2.	A reasonable amount of time will
be given to correct the error(s)
per EPA's discretion. The time
frame will be dependent upon the
medium in which the violation
appeared and the severity of the
violation.
3.	Follow-up will be conducted to
ensure that the error(s) has been
corrected. Failure to make the
required changes may result in
termination of a stakeholder's
participation in ENERGY STAR
and/or legal action.
QUESTIONS ABOUT USING THE
MARKS
If you have questions regarding the
use of the marks, please call your
Account Manager or primary
program contact, or the ENERGY
STAR Hotline at: 1-888-STAR-YES
(1-888-782-7937)

-------
THE ENERGY STAR MARKS
Promotional Mark
Use the Promotional Mark on any
materials that feature ENERGY
STAR such as brochures, media kits
and flyers. It is to be used in public
education campaigns on the
benefits of ENERGY STAR.
Certification Mark
Use the Certification Mark as a label
on products, homes, and buildings
that meet or exceed ENERGY STAR
performance guidelines.
See special applications:
•	Insulation (pages 9.2-9.3);
•	HVAC (pages 6.6-6.7).
Linkage Phrase Mark
Use the Linkage Phrase Mark in
marketing materials, such as ads
and circulars, to show that a
company sells either ENERGY STAR
qualified products or services that
can deliver ENERGY STAR
performance levels.
Partnership Marks
4.2
Use the Partnership Mark to promote
an organization's commitment to and
partnership in the ENERGY STAR
Program.
Preferred
Optional




LEARN MORE AT
energystar.gov

ENERGY STAR


ASKABOUT
ENERGY STAR


WE SELL
ENERGY STAR
ASK ABOUT
ENERGY
STAR
WE SELL
> ENERGY
STAR
Preferred
Optional



ENERGY
STAR
PARTNER




ENERGY STAR
PARTNER

-------
USING THE ENERGY STAR
LINKAGE PHRASE MARKS
Use the ENERGY STAR Linkage
Phrase Marks in marketing and
advertising material to show that a
company carries ENERGY STAR
qualified products or services that
meet guidelines set by EPA. It may
be used on an array of promotional
materials that feature ENERGY
STAR, like retail circulars, point-of-
purchase displays, sales materials,
T-shirts and hats, company-owned
cars and vans, etc. There are two
approved Linkage Phrase Marks
offering the following message
options:
•"ASK ABOUT ENERGY STAR";
• "WE SELL ENERGY STAR."
Any party interested in marketing
ENERGY STAR qualified products
or services that meet the strict
guidelines set by EPA/DOE may use
the Linkage Phrase Marks, once it
enters into an agreement with
EPA/DOE to abide by the terms of
these Guidelines. A party is not
required to sign a Partnership
Agreement or Partnership Letter.
These marks were created
particularly for dealers and
distributors who work with ENERGY
STAR manufacturing partners,
HVAC and roofing contractors,
remodelers, and other similar
organizations.
Examples of many of these
applications are provided in these
pages and illustrate the
recommendations, provided below,
for getting the greatest value from
the use of the Linkage Phrase
Marks.
Uses of the Linkage Phrase Marks
include:
•	Promotional materials Q or
advertisements Q in a general
location that is not product-
specific;
•	Point of Purchase materials; Q
•Web sites;
•	Stationery such as letterhead, fax
cover sheets, business cards, etc.
7.0
SAMPLE EXPLANATIONS FOR USE
WITH THE LINKAGE PHRASE MARK
Use the following explanations to
help educate consumers about
ENERGY STAR in conjunction with
the Linkage Phrase Marks:
• "Products/homes/buildings that
have earned the ENERGY STAR®
are designed to protect the
environment through superior
energy efficiency."
• "Choose energy-efficient
products/ homes/buildings that
have earned the ENERGY STAR?
It's an easy way to protect the
environment whiie also saving
money."
7.1

-------
USING THE ENERGY STAR
LINKAGE PHRASE MARKS
PLACEMENT
In advertisements, we prefer that
the Linkage Phrase Mark appear at
the top or bottom of the ad along
with the organization name or in
some other general location that is
not product-specific. It is important
to note that the mark must never be
associated with any specific
product models; use the
Certification Mark for this purpose.
If multiple models are featured in
an advertisement and some of them
do not meet the ENERGY STAR
guidelines, the Linkage Phrase
Mark may be used to indicate that
ENERGY STAR qualified models are
available without specifically
identifying them.
TWO VERSIONS D
We have created two versions of
the Linkage Phrase Mark, each
including the ENERGY STAR symbol
block and an attached messaging
block. The messaging block holds
the linkage phrases that associate
the user with ENERGY STAR
qualifying product or services that
meet ENERGY STAR performance
guidelines. The two blocks are
separated by a white rule equal in
thickness to the arc within the
symbol. The mark also has a white
7.2
keyline around it that is also equal
in thickness to the arc within the
symbol.
CLEAR SPACE O
We require that a clear space of
.333 (1/3) the height of the graphic
box within the mark should
surround the mark at all times. No
other graphic elements, such as
text and images can appear in this
area. We require this clear space
since the Linkage Phrase Mark
frequently appears within materials
using complex imagery such as
other marks, graphic devices and
text.
MINIMUM SIZE B
The mark may be resized, but the
proportions must be maintained. For
legibility, we recommend that the
graphic box within the mark not be
reproduced smaller in height than
.375 inch (3/8") for print. Lettering
legibility inside the mark must be
maintained on the Web. |Q
PREFERRED COLOR D
The preferred color for the Linkage
Phrase Mark is ENERGY STAR Blue
(100% Cyan). Alternate versions in
black or reversed out to white are
allowed. The Web color equivalent
of ENERGY STAR Blue is hex color
#0099FF.
Symbol
Block

Messaging
Block
ASK ABOUT
ENERGY STAR
Symbol
Block

Messaging
Block
WE SELL
ENERGY STAR

±1
Minimum size
for print
applications


The minimum
size for Web
applications is
that the
legibility of the
lettering inside
the messaging
block must be
maintained

WE SELL
ENERGY STAR


WE SELL
ENERGYSTAR
WE SELL
ENERGY STAR!
WE SELL
ENERGY STAR I
The Linkage
Phrase Mark
appearing in
black on any
background
color or
photographic
image
The Linkage
Phrase Mark
appearing in
white (reversed
out of any
background
color or photo
image)
The Linkage
Phrase Mark

-------
INCORRECT USE OF THE ENERGY STAR
LINKAGE PHRASE MARKS
Please:
•	Do not use on any product, home,
or building.
•	Do not use to imply that any
organization has met the ENERGY
STAR performance criteria.
•	Do not use to denote ENERGY
STAR partnership or
endorsement.
•	Do not use to imply that the
government is funding ENERGY
STAR financing and mortgages.
•	Do not use the ENERGY STAR
symbol without the messaging
block (containing the linkage
phrase).
When reproducing the mark please:
1.	Do not make the mark an outline.
Do not use a white mark on a
white background.
2.	Do not change the colors of the
mark.
3.	Do not distort the mark in any
way.
4.	Do not alter the lock up of the
mark.
5.	Do not place the mark on a busy
image.
6.	Do not rotate the mark.
7.	Do not separate any of the mark's
elements.
8.	Do not substitute any part of the
mark.
9.	Do not use any other typeface to
replace part of the mark.
10.	Do not violate the clear space of
the mark.
11.	Do not skew the mark.
12.	Do not change the size of the
mark lock up.
13.	Do not use the old tagline
"Money Isn't All You're Saving."
14.	Do not replace the approved
wording.
15.	Do not apply the ENERGY STAR
marks in an unapproved color.
16.	Do not let text run into the mark.
7.4

ASKABOUT
iNERGYSTAR
ASKABOUT
ENERGY STAR
ASKABOUT
ENERGY STAR

ASKABOUT
ENERGY STAR
83

lorum ipsun





* I
ASKABOUT

ASKABOUT
ENERGYSTAR

ENERGY STAR
ASKABOUT
ENERGY STAR
MONEY ISN'T ALLYOU'RE SAVING


1 SYMBOL FOR 1
ENERGY

| EFFICIENCY |
ASKABOUT
ENERGY STAR
do not let text run
into mark do not let
text bi r u n
into	mark
do not EEEEEI I e t
text run into mark
do not let text run
7.5

-------
WRITING AND TALKING ABOUT
ENERGY STAR

To maintain and build the value of ENERGY STAR,
EPA recommends terminology to use when writing
and talking about elements of the program.
CORRECT
INCORRECT
EARNING THE ENERGY STAR

ENERGY STAR qualified TV (or VCR,
ENERGY STAR compliant TV
building, etc.)
ENERGY STAR certified TV

ENERGY STAR rated TV
TV (or VCR, home, building, etc.)

that has earned the ENERGY STAR

Products/homes/buildings that have
ENERGY STAR Building(s) label
earned the ENERGY STAR
ENERGY STAR product (e.g., TV)
Facility/Building/School has been
ENERGY STAR products (referring
awarded the ENERGY STAR
to the suite of Products)

ENERGY STAR equipment

Endorsed by EPA/DOE

Meeting ENERGY STAR standards

ENERGY STAR rated building

ENERGY STAR Building(s)

"standard"
10.0

WRITING AND TALKING ABOUT
ENERGY STAR

CORRECT
INCORRECT
GOVERNMENT SOURCE OF
AUTHORITY

Products/Homes/Buildings that
earn the ENERGY STAR prevent
greenhouse gas emissions by
meeting strict energy efficiency
guidelines set by the U.S.
Environmental Protection Agency
and the U.S. Department of Energy

ENERGY STAR and the ENERGY
STAR mark are registered U.S.
marks

ENERGY STAR is a registered mark
owned by the U.S. government

PERFORMANCE GUIDELINES

ENERGY STAR guidelines
ENERGY STAR Standards*
ENERGY STAR specifications
EPA/DOE-approved
ENERGY STAR performance levels
EPA/DOE-endorsed
Voluntary programs
A building manager can "measure,"
"rate," or "benchmark" a facility's
energy use by using the EPA's
National Building Performance
Rating System
Received an endorsement by
EPA/DOE
Facility/Building/School has "won"
the ENERGY STAR label
* Note: When talking about Federal Energy
Efficiency Standards, the use of "standards"
is correct.
10.1

-------
WRITING AND TALKING ABOUT
ENERGY STAR

CORRECT
INCORRECT
PARTNERS

An ENERGY STAR partner
An ENERGY STAR company
Company X, an ENERGY STAR
Partner
Company X, a company endorsed
by EPA
A company participating in
ENERGY STAR
An EPA/DOE approved seller of
ENERGY STAR equipment
A company promoting
ENERGY STAR
ENERGY STAR Working with Key
Sectors
Endorsed by DOE/Endorsed by EPA
ENERGY STAR Commercial Real
Estate Program
ENERGY STAR: [+ a tailored market-
ing message], e.g., ENERGY STAR:
make your commercial real estate
business more profitable

ENERGY STAR for Small Business
ENERGY STAR Small Business
Program
ENERGY STAR for Schools
ENERGY STAR Schools Program
ENERGY STAR financing
ENERGY STAR Finance Program
ENERGY STAR loans

ENERGY STAR mortgages

ENERGY STAR qualified exit signs
ENERGY STAR Exit Sign Program
10.2

-------