USING THE ENERGY STAR
IDENTITY INTERNATIONALLY
TO MAINTAIN AND
BUILD VALUE

The ENERGY STAR®
Partnership Protects Our
Environment Through Energy
Efficiency

1

PURPOSE

These guidelines outline theimplementation of a strong anddistinctive identity for ENERGY STAR.
Whether you are labeling a productbecause it has earned the ENERGY
STAR, designing a new outreachcampaign or communicating yourorganization’s environmental
commitment, these guidelines aredesigned to help you make the mostof your ENERGY STAR partnership.
All of us have the power to make achange for the better if we worktogether.

1.0

THE POWER OF ENERGY STAR:HISTORY & SUCCESS

2.0

THE ENERGY STAR IDENTITY

3.0

USING THE ENERGY STAR MARK:GENERAL GUIDELINES

4.0

USING THE ENERGY STAR MARK

5.0

WRITING AND TALKING ABOUT
ENERGY STAR

THE POWER OF ENERGY STARENERGY STAR has become apowerful platform for improving theenvironment through energy
efficiency.
SUCCESS IN THE US

ENERGY STAR HAS BECOME A
POWERFUL PLATFORM FOR
IMPROVING THE ENVIRONMENTTHROUGH ENERGY EFFICIENCY

Many consumers want to know what
they can do to save energy andprotect the environment and believethat products that address energy
and environmental issues aredesirable.

Since the Environmental Protection
Agency (EPA) introduced theENERGY STAR label, Americans havepurchased more than 1 billion
products carrying that mark andimproved the efficiency of thousandsof buildings and homes. As a nation
we have prevented greenhouse gas
emissions equivalent to those from
14 million vehicles.
Over this time the public has become
more aware of and interested inenergy efficiency, ENERGY STAR,and protecting the environment.
ENERGY STAR is growing to meetthese interests. Recent surveys andstudies show:• 56% of the American public isaware of the label;• The ENERGY STAR label isinfluencing product purchasing
and consumers will use the label inthe future as part of theirpurchasing decisions;

1.0• Market penetration of ENERGYSTAR qualified products has
increased substantially in regionswith active programs

1.1

ENERGY STAR INTERNATIONALIMPLEMENTATION

Agreements to promote certain
ENERGY STAR qualified products havebeen established with government
agencies in various countries. Thesepartnerships help unify voluntaryenergy efficiency labeling programsin major global markets and make iteasier for partner organizations toparticipate by providing a single setof energy efficiency qualifications.The
implementing agency, or Management
Entity, in each country is listed below:• Australia- Australian
Greenhouse Office• Canada-National Resources Canada• European Union- European
Commission

1.2• Japan- Energy Conservation Centre,
Japan on behalf of the Ministry ofEconomy, Trade and Industry• New Zealand-Energy Efficiency
and Conservation Authority• Taiwan- Environment andDevelopment Foundation on behalfof Environmental Protection
Administration in TaipeiTHE FUTURE

There is much more work to do overthe coming years on improving theenvironment through energy
efficiency. Based on recent surveys
and studies, as well as a thoroughreview of the use of the ENERGYSTAR mark in today’s market place, it
is clear that there are several
measures that can make ENERGYSTAR more effective as we goforward. The improvements are asfollows:• Building a strong call to action into
the ENERGY STAR identity thatspeaks to the individual both
emotionally and rationally about
their ability to make a change
for the better;• Building clearer statements about
government backing of ENERGYSTAR into promotional campaigns
and outreach materials so that
consumers are not confused about
its source and can trust in ENERGYSTAR as credible, unbiased
information;• Updating the ENERGY STAR mark to
be more memorable, recognizable
and clearer acrossa range of applications.
These improvements will help
increase awareness of ENERGYSTAR and will more strongly
influence the change in behavior
required to protect the environment
for future generations.
1.3

THE ENERGY STAR IDENTITYThe ENERGY STAR identity is avaluable asset, and like any asset
with appreciable value, it must
be properly used and protected.
These guidelines will help us allunderstand and properly use thekey elements of the ENERGY STARidentity. Consistently presenting themeaning and benefits of ENERGYSTAR maintains and builds its value
and immeasurably benefits all.
Several refinements have been
made to enhance the value of theENERGY STAR identity. First, theENERGY STAR mark has been
updated to have greater clarity,
consistency and consumer
recognition. The update includes
adding the words ”ENERGY STAR”
into the mark so that it is closely
associated with the ENERGY STARname. We have also incorporated
the power of a strong, clear color,
one of the most important elementsof an identity if used consistently andfrequently. Blue has been chosen as
the primary color for the markbecause it represents many positive
attributes for ENERGY STAR
including clarity, air, sky, and theenvironment. ENERGY STAR Blue
(100% Cyan) is the preferred color
for the use of the mark.
2.0

The refined ENERGY STAR mark:• works better across a range ofsizes and backgrounds, andparticularly well in retail settings;• maintains a strong environmental
feel with ENERGY STAR Blue;• reads as ENERGY STAR due to thewords underneath;• reproduces easily due to a one
color rendering (100% Cyan) inmost applications.
In addition, EPA recommends thatstrong messaging about the powerof the individual to protect theenvironment as well as clear
statements about the government as
the authority behind ENERGY STARbe incorporated into outreachmaterials, as appropriate, to more
fully communicate the ENERGY STARidentity.

THESE GUIDELINES
The rest of these guidelines outline
how to use the ENERGY STAR markacross a wide range of activities andapplications. General guidelines areprovided first, followed by more
specific guidelines for using theENERGY STAR mark. In addition,these guidelines provide
recommendations for what words touse when writing or talking about theENERGY STAR program (see pages5.0-5.1), including how to reference
the government source of authority.

2.1

USING THE ENERGY STAR MARKGENERAL GUIDELINESThe ENERGY STAR Program is apartnership between businesses andorganizations and the Federalgovernment. As part of thispartnership, businesses andorganizations can use the ENERGYSTAR name and mark, registered
mark owned by the U.S. government,as part of their energy efficiency andenvironmental activities.
Organizations must enter into anagreement with a management
entity to use the mark as provided inthis document. Allowing alterations
to this mark would confusebusinesses and consumers about
the source of the ENERGY STAR
program and reduce its value for all.1

Organizations using this mark mustabide by the following general
guidelines:
1. The ENERGY STAR name andmark may never be used in anymanner that would imply
endorsement of a company, itsproducts, or its services. Neither
the mark nor the ENERGY STAR
name may be used in any othercompany name or logo, productname, service name, domainname or Web site title.
2. The mark may not be altered, cut
apart, separated, or otherwise
distorted in perspective orappearance.
3. The mark may never be used
in a manner that would disparage
ENERGY STAR, EPA, theDepartment of Energy (DOE), or
any other government body.
4. The mark may never be
associated with products that do
not qualify as ENERGY STAR.

1 Government documents may use slightvariations of the ENERGY STAR mark where
it is important to the communication goal ofthe material and where there would be no
confusion about the source of authority.

3.0

5. Partners and other authorizedorganizations are responsible for
their own use of the ENERGYSTAR mark, as well as use by theirrepresentatives, such as adagencies and implementation
contractors.

USING THE ENERGY STAR MARKGENERAL 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 inmaterial and:• The ® symbol should always be insuperscript;• There shall be no space between
the words “ENERGY STAR” andthe ® symbol;• The ® symbol shall be repeated ina document for each chapter title
or Web page.
ENERGY STAR REVIEW POLICY• Advertisements where thecertification mark is placed next toqualified products do not need tobe approved.
• The appropriate Management
Entity must approve any major
educational or promotional
campaigns that feature theENERGY STAR name or mark prior
to final production or printing.
The submitted materials will bereviewed for consistency withthese guidelines. Materials should
be submitted to the primary
program contact in your country.

MARK VIOLATIONSManagement entities actively
monitor proper use of the ENERGYSTAR name and mark. The following
explains the general course ofaction for addressing markviolations:
1. Anyone who misuses the mark will
be contacted in writing or bytelephone.
2. A reasonable amount of time will
be given to correct the error(s) per
the Management Entity’sdiscretion. The time frame will bedependent upon the medium inwhich the violation appeared andthe severity of the violation.
3. Follow-up will be conducted toensure that the error(s) has beencorrected. Failure to make therequired changes may result intermination of a stakeholder’sparticipation in ENERGY STAR
and/or legal action.
QUESTIONS ABOUT USING
THE MARK
If you have questions regarding theuse of the mark, please call yourprimary program contact.
3.1

3USING THE
ENERGY STAR MARKThe ENERGY STAR mark is acertification mark to be used as alabel on products that meet or
exceed ENERGY STAR performanceguidelines.
Examples of common uses of themark are provided on the following
pages. They illustrate ourrecommendations (see pages 4.04.2) on how to get the greatest valueof the mark.

Uses of the mark include:• On a qualifying product; 1• In product literature for a qualifying
product; 2• On the Web to identify a qualifyingproduct; 3• In advertisements where it is usednear to or on a qualifying product; 4• On Point of Purchase materials; 5• One qualifying product packaging; 6741

4.024.1

5

ALL OF US HAVE THE POWER TO
MAKE A CHANGE FOR THE BETTERIF WE WORK TOGETHER

64.2

74.3

1

USING THE
ENERGY STAR MARK

2Symbol
Block

ENERGY STARMessaging
Block
ONE VERSION

1Use only one version of the mark.
We created this mark to maximize
the footprint of the mark and forcontrast and legibility. The markincludes an ENERGY STAR Symbol
block and an attached messaging
block. The messaging is the ENERGYSTAR name itself to reinforce thelegibility of the symbol. The twoblocks are separated by a white ruleequal in thickness to the arc within
the symbol. The mark also has awhite keyline around it that is also
equal in thickness to the arc within
the symbol.
CLEAR SPACE

2

We require that a clear space of.333 (1/3) the height of the graphic
box within the mark should surroundthe mark at all times. No othergraphic elements, such as text andimages can appear in this area. We
require this clear space since themark frequently appears onmaterials using complex imagery
such as other marks, graphic
devices and text.

4.4

MINIMUM SIZE

3

The solid color with white graphics
and keyline assure a high level ofprotection for the mark itself. Themark may be resized, but theproportions must be maintained. For
legibility, we recommend that themark not be reproduced smaller inwidth than .375 inch (3/8”) for print.
Lettering legibility inside the markmust be maintained on the Web.
PREFERRED COLOR

34

The minimum
size for Web
applications isthat thelegibility of thelettering inside
the messaging
block must bemaintained

Minimum sizefor print
applications is
3/8 inch wide4

The preferred color for the mark is
ENERGY STAR Blue (100% Cyan).
Alternate versions in black orreversed out to white are allowed.
The mark in ENERGY STAR Blue,
shown in these examples,
demonstrates how clear, strong andeasy-to-remember simple geometry
combined with a strong color can be.
The Web color equivalent of ENERGYSTAR Blue is hex color #0099FF. If
multicolor printing is available foradvertising, product literature, orpoint of purchase materials the markshould be printed in ENERGY STARBlue. If ENERGY STAR Blue is notavailable then the black can besubstituted.

5The markappearing inENERGY STARBlue on anybackgroundcolor orphotographic
imageThe markappearing inblack on any
backgroundcolor orphotographic
image

The mark
appearing inwhite (reversedout of any
backgroundcolor or photoimage)The mark
appearing inwhite (reversedout of any
backgroundcolor or photoimage)

4.5

USING THE ENERGY STAR MARKINCORRECT USE OF THE MARKENERGY STAR

ENERGY STAR

ENERGY STAR

ENERGY STAR

1234

ENERGY STAR

Please:• Do not use the mark on
non-qualifying products.
• Do not alter the mark by using theENERGY STAR symbol without themessaging block containing thename “ENERGY STAR.”
When reproducing the mark please:
1. Do not make the mark an outline.
Do not use a white mark on awhite background.
2. Do not change the colors ofthe mark.
3. Do not distort the mark inany way.
4. Do not alter the lock up ofthe mark.
5. Do not place the mark on abusy image.
6. Do not rotate the mark.

9. Do not use any other typeface toreplace part of the mark.
10. Do not violate the clear space ofthe mark.

ENERGY STAR

5ENERGY STAR

76


8

11. Do not skew the mark.
12. Do not change the size of themark lock up.

lorem ipsum dolo
ENERGY STAR

13. Do not use the old tagline“Money Isn’t All You’re Saving.”
14. Do not replace the approvedwording.

9

ENERGY STAR

ENERGY STAR1011

15. Do not apply the ENERGY STAR
mark in an unapproved color.

do not let text run
into mark do not let
text
run i n t omark do not let text
run into mark do notlet text runrun into
mark do not let text

16. Do not let text run into the mark.
17. Do not use only the symbol block.
The messaging block must
appear as well.
18. Do not delete the symbol blockfrom the mark.

MONEY ISN'T ALL YOU'RE SAVINGSYMBOL FOR
ENERGYEFFICIENCY

13141718121516

7. Do not separate any of the mark’selements.
8. Do not substitute any part ofthe mark.

4.6

4.7

WRITING AND TALKING ABOUT
ENERGY STARWRITING 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.

CORRECTINCORRECTEARNING THE ENERGY STAR
ENERGY STAR qualified TV (or VCR,building, etc.)

ENERGY STAR compliant TV
ENERGY STAR certified TV
ENERGY STAR rated TV

TV (or VCR, home, building, etc.) thathas earned the ENERGY STAR
Products that have earned theENERGY STAR

ENERGY STAR product (e.g., TV)
ENERGY STAR products (referring tothe suite of Products)
ENERGY STAR equipment

CORRECTINCORRECTGOVERNMENT SOURCE OF
AUTHORITY
Products that earn the ENERGYSTAR 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 ENERGYSTAR mark are registered U.S. marks
ENERGY STAR is a registered markowned by the U.S. government

Endorsed by EPA/DOE
Meeting ENERGY STAR standards
PERFORMANCE GUIDELINESPARTNERS/PROGRAM PARTICIPANTS
An ENERGY STAR partner

An ENERGY STAR company

Company X, an ENERGY STARPartner

Company X, a company endorsed by
EPA

A company participating in
ENERGY STAR

An EPA/DOE approved seller ofENERGY STAR equipment

A company promoting
ENERGY STAR

Endorsed by DOE/Endorsed by EPA

ENERGY STAR qualified monitors

5.0

ENERGY STAR Monitor Program

ENERGY STAR guidelines

ENERGY STAR Standards*ENERGY STAR specifications

EPA/DOE-approved

ENERGY STAR performance levels

EPA/DOE-endorsed

Voluntary programs

Received an endorsement byEPA/DOE* Note: When talking about Federal Energy
Efficiency Standards, the use of “standards”
is correct.

5.1

THE ENERGY STAR IS MORE
THAN A LABEL AWARDED FOR
ENERGY EFFICIENCYFor more information visit
www.energystar.gov or call
1.888.STAR.YES (1.888.782.7937)
ENERGY STARInternational PDF version
DOCUMENT NUMBER 430B03003

0.0