SmartWay Graphic Standards and 

Usage Guide

U.S. Environmental Protection Agency ! SmartWaySM Transport Partnership ! EPA420-B-08-002 ! www.epa.gov/smartway 
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Table of Contents 

Page 

Core Identity Elements 

SmartWay Brand Positioning Statement 3 

SmartWay Brand Attributes 4 

SmartWay Brand Marks 5 

The SmartWay Marks 6 

Application of the SmartWay Marks 10 

SmartWay Brand Marks 

Partnership & Grow & Go Marks 11 

Use of the Brand Marks by Eligible Entities 12 

Application of the Marks 13 

SmartWay Transport Partner Mark

Partner Mark 14 

Application of the Marks 15 

Package Labeling 16 

Conditions for Brand and Partner Mark Use 17 

SmartWay Tractor and Trailer Marks 

Application of the Marks 18 

Conditions for Logo Use 19 

Color Specifications for All SmartWay Marks 20

Written Communication Guidelines 

Promotion of All SmartWay Marks 21

Typography for All SmartWay Marks 27 

Common Communication Guidelines 

Collateral Use 28 

Broadcast and Web Use 29 

Promotional Items & Apparel 30 

Mark Signature Page for partners & affiliates 31 

Mark Signature Page for Tractors and Trailers 32 
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Graphic Standards and Usage Guidelines

Core Identity Elements 

SmartWay Brand Positioning Statement 

The U.S. Environmental Protection Agency’s (EPA) SmartWaySM brand represents cleaner 

and more efficient transportation options that reduce greenhouse gases and improve air quality. 

 

The SmartWay brand is represented by the SmartWay logo. 

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.

 

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. 
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SmartWay Brand Attributes 

Five key attributes define the character of the SmartWaySM brand, which are derived from the 

positioning statement, described on the previous page. These characteristics are the basis of 

EPA’s voluntary transportation partnership brand and are incorporated into each of the voluntary 

programs that use the SmartWay brand. 

Environmental Benefit 

EPA’s Office of Transportation and Air Quality (OTAQ) protects public health and the 

environment by controlling air pollution from motor vehicles, engines and the fuels used to 

operate them, and by encouraging transportation choices that minimize emissions. 

Cars, trucks, buses and other mobile sources burn fuel and emit pollutants that contribute to 

smog, respiratory illnesses and climate change. EPA’s SmartWaySM brand defines voluntary 

programs in the transportation sector that reduce harmful emissions of carbon dioxide and 

criteria pollutants, improve fuel efficiency, and ensure a cleaner environment for all Americans. 

Transportation Focus 

SmartWay is one of EPA’s clean-air programs that uses market driven, rather than regulatory, 

methods to achieve air quality benefits. SmartWay’s focus is in the transportation 

sector, and encompasses products and services associated with improved fuel-efficiency. 

Cleaner and More Efficient Options 

The SmartWay brand identifies products and services that are cleaner and more efficient and, 

therefore, reduce air pollution and consume less fuel. The brand demonstrates personal and 

rational benefits, including cleaner air, a better environment, improved health, and cost savings. 

 

Excellence 

The SmartWay logo is a symbol of excellence for cleaner and more efficient transportation 

options. SmartWay distinguishes only products and services that meet superior environmental 

performance characteristics. Whether in the form of more fuel-efficient delivery of goods across 

the country or cleaner passenger vehicles, SmartWay represents excellence in voluntary 

initiatives that reduce emissions. 

Credibility 

As an EPA initiative, SmartWay represents a credible source for information about cleaner and 

more efficient transportation options.
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SmartWay Brand Marks 

The SmartWay brand is owned by EPA. The brand is identified by the SmartWay logo: the 

SmartWay name and graphic (road, cloud, and leaf image). This logo is associated with various 

SmartWay programs and/or specific partner designations and is included in several SmartWay 

marks. 

The logo is SmartWay’s signature and is included in various marks for use by EPA, SmartWay 

partners. There are currently three types of marks for SmartWay: 1) the Brand marks; 2) the 

SmartWay Partner mark; and 3) the Certification mark. 

See pages 6 – 9 for brief descriptions of and uses for the various SmartWay marks. 

Approved logo files are obtained by contacting EPA at smartway_transport@epa.gov. 

The SmartWay marks may only be used after obtaining written EPA approval. 
The SmartWay Marks 

Brand Marks 

Mark name Primary User Mark description of use M

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. 

SmartWay Transport 

Partnership Mark 

• U.S. EPA • Media 

This mark is for promoting SmartWay Transport Partnership and educating others regarding the program benefits. 

SmartWay Mark for 

Affiliates 

• SmartWay affiliates • Other entities committed 

to promote the SmartWay Partnership. 

This mark is for promoting SmartWay Transport Partnership and educating others regarding the program benefits. 

SmartWay 

Grow & Go Mark 

• U.S. EPA • Media • Other entities committed 

to promote the SmartWay Partnership. 

This mark is for promoting SmartWay Grow & Go and educating others regarding the environmental benefits of renewable fuels.
SmartWay Partner Mark 

Mark name Primary User Mark description of use M

SmartWay Transport 

Partner Mark • SmartWay Partners 

This mark represents measured superior environmental performance as indicated in the SmartWay Transport Partnership Agreement. 
Certification Mark

(light-duty vehicles) 

Mark name Primary User Mark description of use M

SmartWay Certification 

Mark 

• Entities that manufacture or 

sell SmartWay certified light-duty vehicles: 

o vehicle manufacturers o companies o municipalities o nonprofits 

• Media 

• This mark is for promoting lightduty vehicles that meet the 

SmartWay criteria for air pollutant and greenhouse gas emissions. 

• This mark may also serve as a 

promotional label for qualified light-duty vehicles. 

SmartWay Elite 

Certification Mark 

• Entities that manufacture or 

sell SmartWay Elite certified light-duty vehicles: 

o vehicle manufacturers 

o companies o municipalities o nonprofits 

• Media 

• This mark is for promoting lightduty vehicles that meet the 

SmartWay Elite criteria for air pollutant and greenhouse gas emissions. 

• The SmartWay Elite criteria are 

more stringent than the standard certification mark criteria. 

• This mark may also serve as a 

promotional label for qualified light-duty vehicles. 
Certification Mark

(heavy-duty vehicles and equipment)

Mark name Primary User Mark description of use M

SmartWay Certification 

Mark 

• Manufacturers of heavyduty long-haul tractors and 

trailers. 

• This mark serves as an interior

label for heavy-duty, long haul tractors and trailers that meet the SmartWay technical specifications and requirements. 

SmartWay Certification 

Mark 

(Currently under consideration) 

• Manufacturers of pollution 

control or fuel efficiency equipment. 

• Currently under 

consideration. 

• Currently under consideration. • If implemented, this mark is also 

a promotional label for pollution control or fuel efficiency equipment that meets the SmartWay technical specifications and requirements1. 

SmartWay Tractor 

Certification Mark • SmartWay Partners 

• This mark is a promotional label 

for partners’ heavy-duty sleeper cab tractors that meet the SmartWay technical specifications and requirements.

SmartWay Trailer Certification Mark • SmartWay Partners 

• This mark is a promotional label 

for partners’ trailers that meet the SmartWay technical specifications and requirements. 

1 EPA is currently developing technical specifications and requirements for pollution control and fuel efficiency equipment. 

certification mark may be available for promotional use in association with pollution control or fuel efficiency equipment at a 

SmartWay web site at www.epa.gov/smartway to confirm availability of the certification mark for this type of use. 
Application of the SmartWay Marks 

The U.S. EPA and other organizations using the SmartWay marks must abide by the following 

general guidelines: 

• The SmartWaySM name, logo and marks may never be used in any manner that would imply 

EPA endorsement of a company, its products or its services. Neither the SmartWay marks 

nor the SmartWay name may be used in any other company name, product name, service 

name, domain name or Web site title. 

• The marks may not be altered, cut apart, separated or otherwise distorted in perspective or 

appearance. 

• The marks may never be used in a manner that would disparage SmartWay, EPA or any 

other government body. 

• Partners and other authorized organizations are responsible for their own use of the 

SmartWay marks, as well as use by their representatives, such as ad agencies and public 

relations firms. 

• EPA actively monitors proper use of the SmartWay name and marks. When necessary, 

SmartWay will initiate a course of action for addressing mark violations, which could 

eventually result in termination of participation in SmartWay and/or legal action. 

• Approved logo files can be obtained by contacting the EPA. Any of the various SmartWay 

marks may only be used after obtaining EPA approval.
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Graphic Standards and Usage Guidelines

SmartWay Brand Marks 

All interested parties are encouraged to promote the goals of SmartWay. This may be 

accomplished through the use of education and marketing tools that describe technologies, 

strategies, policies and the program/participation benefits promoted under the SmartWay 

umbrella. Interested parties include, but are not limited to: EPA, the media, not-for-profit 

organizations, companies and government. 

The SmartWay Brand marks (Partnership Affiliate and Grow & Go) may be used by eligible 

SmartWay affiliates in advertising, organization marketing materials and business-to-business 

promotional materials. 

Eligible SmartWay affiliates include: 

• Non Profit Organizations: Trade and professional associations; membership, 

nongovernmental organizations; academic institutions and governmental agencies who 

agree to educate their constituents about the SmartWay program. 

• Leasing Companies: Lease SmartWay Certified vehicles, tractors or trailers; includes only 

those organizations that don't actually control any trucks. Their main function is to assist 

carriers and logistic companies with the fleet/truck spec'ing and selection process. 

Promotes the sale or lease of SmartWay Certified vehicles, tractors or trailers to dealerships 

and/or multiple franchises. 

• Tractor/Trailer Dealerships: Dealerships that promote and sell SmartWay Certified 

tractors or trailers and four approved categories of energy-saving devices: idle control, 

wide-based or fuel efficient tires, Automatic Tire Inflation (ATI), and tractor/trailer 

aerodynamics. 

Affiliates classified as technology vendors may not use the SmartWay Brand Partnership 

marks at this time. Technology vendors are defined as: for–profit companies that manufacture 

or sell energy-saving or pollution control technologies for which EPA has demonstrated test 

results and data. These affiliates, a critical part of the SmartWay Transport Partnership

community, are referred to the SmartWay Technology Vendor Communication Guidelines for 

direction regarding promoting their participation in SmartWay. 

Any organization not meeting the criteria for Affiliate status may participate in the SmartWay 

program as a member of the SmartWay Community. SmartWay Community organizations have 

access to marketing and informational materials, but are not authorized to use any of the 

SmartWay marks.
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Use of the SmartWay Brand Marks by Eligible Affiliates 

Type of Organization Approved Not Approved 

State trucking associations T 

Professional associations T 

Trade Associations T 

Membership organizations T 

Not-for-profit credit unions T 

Government agencies T 

Non-Government organizations T 

Not-For-Profit

Environmental organizations T 

Academic institutions T 

Fleet management organizations T 

“SmartWay” Dealerships* (described below) T 

Tractor equipment dealers/vendors T

Trailer equipment dealers/vendors T

Idling equipment dealers/ vendors T

Tire dealers/vendors T

Tractor aerodynamic add-on manufacturers T

Trailer aerodynamic add-on manufacturers T

Idling equipment add-on manufacturers T

Tire manufacturers T

For-Profit

Tire retread companies T

Technology Vendors

* Dealerships that sell SmartWay tractors or trailers and all of the following 4 approved 

categories of energy saving devices: 

• Idle control 

• Wide-based or fuel-efficient tires 

• Automatic tire inflation 

• Tractor/ Trailer aerodynamic equipment
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Application of SmartWay Brand Marks 

Organizations must obtain EPA approval to use the marks. The SmartWay Brand marks may be 

used only by eligible affiliates in consumer advertising, company and organization marketing 

materials and business-to-business promotional materials. 

SmartWay affiliates are responsible for their own use of the SmartWay marks, as well as use by 

their representatives, such as ad agencies and public relations firms. 

Examples of correct and incorrect applications of the SmartWay marks are identified in the 

tables below. 

SmartWay Brand Marks Graphics 

Correct Placement Incorrect Placement 

Letterhead and stationery Heavy-duty Trailer interior 

Business cards Heavy-duty Trailer exterior 

Organization web site Heavy-duty Tractor interior 

Organization e-mail signatures Heavy-duty Tractor exterior 

Advertising Light-duty vehicle interior 

Promotional items Light-duty vehicle exterior 

Posters, internal signage 

Apparel (hats, t-shirts, uniforms) 

Brochures 

Briefings and presentations 

Any individual technology 

that is part of, or attached 

to a tractor, trailer or other 

vehicle. 

Educational materials 
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Graphic Standards and Usage Guidelines

SmartWay Partner Mark 

The SmartWay Transport Partner mark is owned by EPA. The mark features the SmartWay 

logo graphic and specific designations for eligible 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.

The only approved and high resolution logo graphic files may be obtained by contacting EPA at 

smartway_transport@epa.gov. 

The SmartWay logo graphic and marks may only be used after obtaining EPA approval. 

The partner mark is for use only by qualifying SmartWay partners — those carrier, truck stop, 

shipper and logistic company partners that demonstrate superior environmental performance for 

freight operations. Such SmartWay partners may promote their participation and status in the 

Partnership using the SmartWay partner mark or logo. The partner mark may be used in 

consumer advertising, company marketing materials and business-to-business promotional 

materials. 

In addition, SmartWay Transport partners commit to describe and promote the SmartWay 

Transport Partnership as a transportation-related strategy for improving air quality and reducing 

greenhouse gases in their outreach, promotional and educational efforts. Partners are also 

encouraged to describe and promote their achievement with the SmartWay Transport 

Partnership and to identify the SmartWay Transport Partnership as an initiative of EPA. 
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 SmartWay Partner Mark 

Application of SmartWay Transport Partner Mark 

Organizations must obtain written EPA approval to use the marks. The SmartWay Transport 

marks may be used only by eligible SmartWay Partners and affiliates in consumer advertising, 

company and organization marketing materials and business-to-business promotional materials. 

SmartWay Partners are responsible for their own use of the SmartWay marks, as well as use by 

their representatives, such as ad agencies and public relations firms. 

Examples of correct and incorrect applications of the SmartWay marks are identified in the 

tables below. 

SmartWay Transport Partner Mark Graphic 

Correct Placement Incorrect Placement 

Spec sheets Heavy-duty Trailer interior 

Letterhead and stationery Heavy-duty Trailer exterior 

business cards Heavy-duty Tractor interior 

Company web site Heavy-duty Tractor exterior

Company e-mail signatures Light-duty vehicle interior 

Advertising Light-duty vehicle exterior 

Promotional items 

Packaging (only per EPA -approval)

Posters, internal signage 

Any individual technology 

that is part of, or attached 

to a tractor, trailer or other 

vehicle. 

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 

 
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SmartWay Partner Mark 

Package Labeling with the SmartWay Transport Partner Mark 

Only partners qualified to use the SmartWay partner mark may label packages. 

The SmartWay partner mark must always represent the brand promise and meaning of cleaner 

and more efficient transportation options. This is essential when the SmartWay Transport 

partner mark appears on a medium of public interface. The consumer must never be confused 

by the appearance of the SmartWay partner mark on a medium that might in any way violate the 

SmartWay brand promise. 

Therefore: 

• When the SmartWay Transport partner mark appears on a package, it means that it was 

delivered by a company that is achieving greenhouse gas and air quality benefits by 

meeting specific environmental criteria set in the SmartWay Transport Partnership 

Agreement. 

• The partner mark must not appear on packaging that cannot guarantee that these standards 

are met. EPA will review pilot proposals submitted by Partners on a company-by-company 

basis for package labeling that is consistent with the brand promise. 

• The use of a clarifying statement directly adjacent to the SmartWay partner mark for 

package labeling is required. This statement should enhance consumer understanding 

regarding the meaning of the SmartWay brand. Partners should feel free to use one of the 

following (or similar appropriate) options in their proposal: 

o "This product was delivered by a cleaner and more efficient truck fleet operated by 

<<INSERT PARTNER NAME>>, a SmartWay Transport Partner." 

o "This product was delivered by a cleaner, more efficient truck fleet operated by a 

SmartWay Transport Partner." 

o “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 Brand & Partner Marks 

Conditions for Mark Use 

All entities must comply with the following conditions for SmartWay mark use: 

Mark 

Requirements 

• All entities must adhere to the logo use guidelines, and sign the logo 

signature page. 

Mark 

Composition 

• In order for the SmartWay Brand and Partners mark to accurately 

represent the Partnership, it must be displayed in a prominent 

uninterrupted manner. The mark must never be cluttered by other 

elements such as text, photographs, illustrations or background textures 

and should be displayed using the preferred colors whenever possible. 

• The graphic of the SmartWay marks are formed by the cloud, road and 

leaf elements. This mark must always be used together with the 

SmartWay name, including the SM service mark.

• The space between each line is preset and should never be altered. In 

addition, the elements of this mark must never appear separately.

• Clear space must always surround the SmartWay mark into which no 

copy, illustrated material, or other graphic elements may intrude. The 

clear space around the logo is proportional to the size of the logo as it is 

enlarged or reduced. The minimum amount of clear space required 

around the logo can be defined as “.5X” as shown here, in proportion to 

the size of the logo used. “X” is measured as the total height of all the text 

lines.

Mark Quality • SmartWay marks must be used in their entirety and as shown. The 

graphic may not be altered, cut apart, separated, or otherwise distorted in 

perspective or appearance. 

• The only approved SmartWay mark files to be used can be obtained by 

contacting EPA. 

• No other graphical representation of the SmartWay Transport marks may 

be used. 

Mark Legibility • SmartWay marks must be legible at all times; i.e. no missing letters or 

graphics as indicated here " artWay". 

Mark Placement • SmartWay marks must be applied on a white background. A transparent 

background for SmartWay marks is allowable on light colored surfaces 

(e.g. off-white, pastels). 

• All-white SmartWay marks may be placed on black or dark background. 

• SmartWay marks must not be displayed adjacent to material that might 

be offensive to some people (e.g. nudity artwork, suggestive artwork, 

profanity, racial remarks or symbols, or otherwise offensive graphics). 

Mark Size • The aspect ratio (length and width dimensions) must remain proportional. 

• The mark must never be reproduced smaller than 1.25" wide to ensure 

legibility.
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Graphic Standards and Usage Guidelines

SmartWay Tractor and Trailer Marks 

The SmartWay Tractor and SmartWay Trailer marks are owned by EPA. The marks feature the 

SmartWay logo graphic, which includes the word “SmartWay®,” the words “U.S. EPA Certified,” 

and the words “Tractor” and “Trailer”. 

The SmartWay Tractor and SmartWay Trailer marks are for use by SmartWay Partners only — 

those for-hire carriers, owner operators, manufacturers and retailers with private fleets –- that 

own and operate designated trucks and equipment that meet the SmartWay technical 

specifications and requirements. EPA plans to update these technical specifications periodically 

so that SmartWay certified tractors and trailers are always the cleanest, most fuel-efficient 

freight vehicles on the road. Accordingly, the SmartWay Tractor and SmartWay Trailer marks 

will likely be updated to reflect that increased stringency and made available to partners with 

qualifying vehicles and equipment. For example, an updated SmartWay tractor or trailer mark 

might include the calendar year that the more stringent technical specifications and 

requirements go into effect. 

SmartWay partners have installed fuel efficient and pollution control technologies on fleet trucks 

and have incorporated fuel efficient and pollution control practices into fleet operations. Their 

efforts are contributing to public health, reducing fuel consumption and greenhouse gases, and 

creating a cleaner environment for all Americans. 

To confirm that a tractor or trailer is an EPA certified SmartWay model, SmartWay Partners 

should consult the company’s assigned U.S. EPA SmartWay Partner Account Manager. 

Qualifying manufacturer tractors and trailers may also be identified by the US EPA Certified 

SmartWay mark adhered to the interior of the equipment. 
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SmartWay Tractor and Trailer Marks 

Application of SmartWay Tractor and Trailer Marks 

The SmartWay Tractor and SmartWay Trailer marks may be used only by SmartWay partners 

primarily as an exterior label of qualifying tractors and trailers, as well as in consumer 

advertising and business-to-business promotional materials. Examples of correct and incorrect 

applications of the SmartWay marks are identified in the tables below. 

SmartWay Tractor Mark Graphics

Correct Placement Incorrect Placement 

Cab exterior Exhaust systems 

Aerodynamic fairings Mud flaps 

Aerodynamic bumpers Chassis 

Other aerodynamic equipment Deck 

Consumer advertising Fifth wheel 

Business-to-business materials Wheels or tires 

 

SmartWay Trailer Mark Graphics 

Correct Placement Incorrect Placement 

Box trailer sides Box trailer front 

Box trailer top Chassis section 

Box trailer back Wheels or tires 

Aerodynamic skirts, etc. Mud-flaps 

Aerodynamic gap reducers 

Other aerodynamic equipment 

Consumer advertising 

Business-to-business materials 

Only the SmartWay tractor and trailer marks may be placed on the exterior of a tractor or trailer. 

All other SmartWay marks are prohibited from appearing on the exterior of tractors and trailers. 
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SmartWay Tractor and Trailer Marks 

Conditions for Use of the SmartWay Tractor and Trailer Marks by Partners 

SmartWay partners must comply with the following conditions for SmartWay mark use: 

Technical Features • SmartWay Partners must purchase and equip their tractor(s) 

and trailer(s) with SmartWay-specified features as outlined in 

EPA fact sheet entitled “Technical Specifications and 

Requirements: SmartWay 2007 Tractors and SmartWay 2007 

Trailers”. 

• SmartWay carriers must also agree to, and sign, the logo use 

guidelines. 

• All SmartWay Tractor and Trailer equipment must be either 

maintained to manufacturer specifications and service 

recommendations or be replaced. 

Mark Quality • SmartWay Tractor and Trailer marks must be used in their 

entirety and as shown. The graphic may not be altered, cut 

apart, separated, or otherwise distorted in perspective or 

appearance. 

• The only approved SmartWay mark files to be used can be 

obtained by contacting EPA. 

• No other graphical representation of the SmartWay Tractor and 

Trailer marks may be used. 

Mark Legibility • SmartWay marks must be legible at all times; i.e. no missing 

letters or graphics as indicated here " artWay". 

Mark Placement • The SmartWay Tractor and Trailer marks are primarily for 

affixing to the exterior of a heavy-duty vehicle or trailer of a 

SmartWay Carrier Partner in good standing. 

• SmartWay Tractor and Trailer marks must be applied to the 

tractor or trailer on a white background. A transparent 

background for SmartWay marks is allowable on light colored 

surfaces (e.g. off-white, pastels). 

• All-white marks may be placed on black or dark background. 

• SmartWay marks must not be displayed adjacent to material 

that might be offensive to some people (e.g. nudity artwork, 

suggestive artwork, profanity, racial remarks or symbols, or 

otherwise offensive graphics.) 

Mark Size • The aspect ratio (length and width dimensions) must remain 

proportional. 

• The mark must never be reproduced smaller than 1.25" wide to 

ensure legibility.

SmartWay partners are responsible for their own use of the SmartWay Tractor and Trailer 

marks, as well as use by their representatives, such as ad agencies and public relations firms. 
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Graphic Standards and Usage Guidelines

Color Specifications for All SmartWay Marks 

The preferred color configuration, the prescribed blue and green defined on this page, 

should be used whenever possible. 

1. Spot Color - For spot color usage (often referred to as PMS or Pantone Matching System): 

• Prescribed green = 347 

• Prescribed blue = 3005 

2. Four-Color Process - For four-color process printing, the build formulas detailed here for the 

prescribed green and blue must be used. 

PRESCRIBED GREEN 

Four-Color Process 

C 100% 

M 0% 

Y 85% 

K 5% 

PRESCRIBED BLUE 

Four-Color Process 

C 100% 

M 40% 

Y 0% 

K 0% 

3. Black and White Version - The graphics in their entirety may also be reproduced in 100% 

black or in 100% white. It is important that when using the preferred or black versions, the 

background is light enough for legibility 

 
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Written Communication Guidelines

Promotion of All SmartWay Marks 

General Promotion of SmartWay 

EPA, the media and other interested parties (that will not benefit economically from use of the 

mark) may use appropriate SmartWay marks to write articles, to promote SmartWay or for other 

educational purposes. 

 

Some general guidelines include: 

• The word SmartWay is one word, with no space between Smart and Way, and it is always 

written with the “S” and the “W” capitalized. 

• The symbol SM, identifying SmartWay as a service mark, should be used the first time the 

word SmartWay appears in material and: 

o The symbol SM should always be in superscript 

o There should be no space between the word “SmartWay” and the symbol SM 

o The symbol SM shall be repeated in a document or Web site for each chapter title, 

and in the first sentence of usage in the text of each chapter or Web page 

In general, text used in advertising, articles, brochures, publications, annual reports, web sites, 

or any other promotional material must never imply EPA endorsement of either the SmartWay 

partner company, SmartWay Affiliate, vehicle or truck manufacturer. 

The following (or similar) statement must accompany the SmartWay marks when used by 

partners, affiliates, the media and other entities: 

“SmartWaySM is an innovative partnership of the U.S. Environmental Protection Agency 

that reduces greenhouse gases and other air pollutants and improves fuel efficiency.”
23

Promotion of the SmartWay Brand Marks 

EPA, SmartWay affiliates, the media and other interested parties may use the Brand marks for 

promotional or educational purposes. Some examples for use of the Partnership logo include: 

 published articles 

 broadcast news stories 

 videos 

 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 term “SmartWay Grow & Go” is always written with the first letter of each word 

capitalized. 

The following communication guidelines will prevent misrepresentation and consumer 

confusion. 

Correct Incorrect 

“SmartWay brand” “SmartWay Transport program”

“SmartWay” 

 “SmartWay Transport Partnership” 

“The Partnership” 

“SmartWay Transport” 

“SmartWay Grow & Go” 

EPA recommends using words in the “correct” column to describe the SmartWay brand and the 

SmartWay Transport Partnership by program participants or the media. 
24

Promotion of SmartWay Affiliates 

Some general guidelines for discussing SmartWay affiliates include: 

• The word “Affiliate” is always capitalized when referring to an Affiliate of the SmartWay 

Transport Partnership. 

 Correct Incorrect 

 “A SmartWay Affiliate” “A SmartWay Organization” 

 “SmartWay Transport Affiliate” 

“Organization X, A SmartWay Affiliate” “Organization X, an EPA endorsed organization” 

“An agency participating in the “Endorsed by EPA” 

 SmartWay Transport Partnership” 

EPA recommends using words in the “correct” column to describe SmartWay partners and 

affiliates by program participants or the media. 
25

Promotion of SmartWay Partner Mark 

Partners and the media may also use the SmartWay Transport Partner mark for articles or other 

educational purposes. However, this mark may only be used when referencing eligible 

SmartWay partners. The SmartWay web site has a list of partners that may be consulted for 

confirming eligible Partners: www.epa.gov/smartway/partners. 

Some general guidelines include: 

• The term “SmartWay Transport partner” is always written with the first letter of the first two 

words are capitalized, the first letter of the third word is lower-case. 

Partners are encouraged to describe and promote their achievements with the SmartWay 

Transport Partnership and to identify the SmartWay Transport Partnership as an initiative of 

EPA.

The following communication guidelines will prevent misrepresentation and consumer 

confusion. 

 Correct Incorrect 

 “A SmartWay Partner” “A SmartWay Company” 

 “SmartWay Transport Partner” 

 “Company X, A SmartWay Partner” “Company X, a company endorsed by EPA” 

 “A company participating in the “Endorsed by EPA” 

 SmartWay Transport Partnership” 

EPA recommends using words in the “correct” column to describe SmartWay Partners by 

program participants or the media. 
26

Promotion of SmartWay Certification Marks 

The media and other interested parties may also use SmartWay certification mark for articles, 

promotional or educational purposes. However, the mark may only be used when referencing 

those car models/versions and specific tractors and trailers that have met the criteria and are 

certified SmartWay. 

Some general guidelines include: 

• The symbol ®, identifying that SmartWay certification mark is trademarked (capital R 

encircled), should be used the first time the word SmartWay appears in material and: 

o The trademark symbol ® should always be in superscript 

o There should be no space between the word “SmartWay” and the trademark 

symbol ®

o The symbol ® shall be repeated in a document or Web site for each chapter title, 

and in the first sentence of usage in the text of each chapter or Web page 

Light-Duty Vehicles 

The US EPA Certified SmartWay mark may be used by manufacturers, companies, 

municipalities, and not-for-profits interested in promoting light-duty vehicles that meet the 

SmartWay criteria for air pollutant and greenhouse gas emissions per the SmartWay licensing 

agreement. It may be used in marketing and outreach materials so long as it refers only to 

those models/versions that have met the criteria and are certified SmartWay. It may also be 

used as a promotional label for qualifying light-duty vehicles. 

Original Equipment Manufacturers 

Original equipment manufacturers (OEM) of SmartWay qualified tractors, trailers and other 

pollution control or fuel efficiency equipment2

 may also use the SmartWay certification mark in 

point-of-sale advertising (for on-site locations and web sites) and promotional material (e.g. 

advertising) per the SmartWay licensing agreement. The mark may only be used in association 

with tractors, trailers, pollution control and fuel efficiency equipment that have met the 

SmartWay technical specifications.

SmartWay affiliates that are classified as technology vendors may not apply the US EPA 

Certified SmartWay mark to their products, product packaging, on their sales web sites or in 

their point-of-sale advertising. 

 

2

 EPA is currently developing technical specifications and requirements for pollution control and fuel 

efficiency equipment. The SmartWay certification mark may be available for promotional use in 

association with pollution control or fuel efficiency equipment at a future date. Check the SmartWay web 

site at www.epa.gov/smartway to confirm availability of the certification mark for this type of use. 
27

The following communication guidelines will prevent misrepresentation and consumer 

confusion. 

 Correct Incorrect 

 “Earned” “Endorse” 

 “Qualified” “Endorsed” 

 “Meets SmartWay specifications” “Rated” 

 “U.S. EPA Certified SmartWay” “Rating” 

 “SmartWay certification mark” 

EPA recommends using words in the “correct” column to describe vehicles, tractors and trailers 

which meet the voluntary requirements for the SmartWay certification mark by the media or 

others. 

Heavy-duty tractors and trailers 

Partners, the media and other interested parties may also use the SmartWay Tractor and Trailer 

marks for articles or other educational purposes. However, the mark may only be used when 

referencing SmartWay Partners that maintain qualifying SmartWay Tractors and SmartWay 

Trailers as part of their truck fleet. 

The following communication guidelines will prevent misrepresentation and consumer 

confusion. 

 Correct Incorrect 

 “Earned” “Endorse” 

 “Qualified” “Endorsed” 

 “Meets SmartWay specifications” “Rated” 

 “U.S. EPA Certified SmartWay” “Rating” 

 

EPA recommends using words in the “correct” column to describe SmartWay tractors and 

SmartWay trailers by Partners or the media. 
28

Written Communication Guidelines

Typography for All SmartWay Marks 

Typography is an integral part of a brand and should be consistently used to reinforce the 

identity of SmartWaySM. Eidetic Modern is the primary family of fonts that should be used. 

Arial should be used as an alternative when 

Eidetic Modern is unavailable. 

Headlines and Subheads 

Eidetic Modern Regular 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz 

Eidetic Modern Regular Italic 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz 

Body Text

Eidetic Modern Bold 

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 

Eidetic Modern Bold Italic 

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 

 
29

Common Communication Guidelines

Collateral Use 

For all printed materials, including use in newspaper and magazine advertisements, the 

SmartWaySM mark may be place in a horizontal position and enlarged to an appropriate size for 

the piece. This decision is purely a design and layout judgment. Guidelines for the minimum 

allowable size must always be followed. 

For approval or more information, 

contact EPA at smartway_transport@epa.gov 

 
30

Common Communication Guidelines

Broadcast and Web Use 

Whether for use in a television program, public service announcement, or any broadcast 

purpose, the mark must be used in the manner shown here. 

SmartWaySM mark usage in television, film, 

or on the web must follow all guidelines 

detailed in the guidelines as appropriate. 
31

Common Communication Guidelines

Promotional Items 

The SmartWaySM mark is approved to be applied to the promotional items shown here. The 

preferred background for these items is white or a light color. Colors that vary from these may 

not support the integrity of the program identify. 

The samples shown here may be used as a guide 

for how to use the SmartWay marks on 

promotional items and apparel. 

Promotional items and apparel that display the 

SmartWay marks may not be distributed for profit 

or sold for profit. 

Guidelines for the minimum allowable size must 

always be followed. The marks may be produced 

on other items but must remain with quality and 

usage standards detailed in this guideline manual. 
32

By signing this agreement, signifies that it 

 COMPANY OR ORGANIZATION NAME 

has read and will comply with the SmartWaySM Graphic Standard and Usage Guide. 

 

As a SmartWay Transport Partner, As a SmartWay Transport Affiliate or promoter 

of SmartWay Transport Partnership, 

you further certify that your organization 

meets or exceeds the mark use eligibility 

requirements of the Partner category checked 

below: 

G Shipper 

G Carrier 

G Shipper/Carrier (Private fleet)

G Logistics Company 

G Truck Stop

you further certify that your organization will 

only use the SmartWay Transport Partnership 

mark for promotional or educational use: 

G Trade or Trucking Association 

G Environmental organization 

G Educational institution 

G Media

G Other _________________________

 

Identify the needed graphic 

format for mark: ___________________________________________ (MAC ) ___________________________________________ (PC)

Briefly state how your 

organization will use the mark: ____________________________________________________________________________________________________ 

Authorized Partner Official: 

The undersigned, on behalf of _______________________________, understands and 

agrees to the terms of the U.S. EPA SmartWaySM Graphic Standards and Usage Guide 

for use of the applicable SmartWay Transport Mark(s). 

 

Signature: __________________________________ Title: ______________________________________ 

Print name: _________________________________ Date: ______________________________________ 

Designated Partner Representative: 

Name: __________________________________________________________________________________ 

Title: __________________________________________________________________________________ 

Address: ________________________________________________________________________________ 

City: _______________________ State: ______________________ Zip: ___________________

E-mail: _____________________ Phone: _____________________ Fax: _______________________ 

Mark Signature Page

Partners & Affiliates

EPA’s SmartWay Transport® Partnership is an innovative program that recognizes Partners for 

setting and achieving greenhouse gas (GHG) reduction goals in freight transport. 
33

By signing this agreement, signifies that it COMPANY OR ORGANIZATION NAME

has read and will comply with the SmartWay Graphic Standard and Usage Guide. I further 

certify that my organization has or plans to purchase: 

____________ number(s) of U.S. EPA Certified SmartWay Tractors 

____________ number(s) of U.S. EPA Certified SmartWay Trailers 

as part of my fleet. I also commit to maintain the SmartWay Tractors and SmartWay Trailers 

per the manufacturer’s recommendations or replace them as necessary. 

 

Indicate needed mark: G SmartWay Tractor 

G SmartWay Trailer 

Identify the needed graphic 

format for mark: ___________________________________________ (MAC ) ___________________________________________ (PC)

Briefly state the SmartWay 

mark dimensions and 

placement on fleet vehicles. 

SmartWay Tractor Mark Dimensions: ___________________________________________________ 

SmartWay Tractor Mark Placement: ____________________________________________________

SmartWay Trailer Mark Dimensions: ___________________________________________________

SmartWay Trailer Mark 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 mark(s). 

 

Signature: __________________________________ Title: ______________________________________ 

Print name: _________________________________ Date: ______________________________________ 

Designated Partner Representative: 

Name: __________________________________________________________________________________ 

Title: __________________________________________________________________________________ 

Address: ________________________________________________________________________________ 

City: 

________________________ 

State: 

_______________________ Zip: __________________

E-mail: _____________________ Phone: _____________________ Fax: _______________________ 

EPA’s SmartWay Transport® Partnership is an innovative program that recognizes Partners for 

setting and achieving greenhouse gas (GHG) reduction goals in freight transport. 

U.S. Environmental Protection Agency ! Office of Transportation & Air Quality ! (734) 214-4767 phone ! (734) 214-4052 fax ! www.epa.gov/smartway

Mark Signature Page

Tractors & Trailers