Brand Presentation Overview Value of the ENERGY STAR Brand New Homes Marks Mark Access Usage Guidelines Examples of Proper Usage 2 Value of ENERGY STAR Brand Consumer trust in the ENERGY STAR brand is demonstrated through positive consumer responses and actions around the fo ID: 695126
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Slide1
Proper Use of the
ENERGY STAR
®
BrandSlide2
Presentation Overview
Value of the ENERGY
STAR BrandNew Homes MarksMark AccessUsage Guidelines Examples of Proper Usage
2Slide3
Value of ENERGY STAR Brand
Consumer trust in the ENERGY STAR brand is demonstrated through positive consumer responses and actions around the following three themes:
EPA’s presence—as a government entity—adds value to the brandThe brand represents a means and source to prevent global climate changeThe brand and its ability to impact purchasing decisions, repeat purchases, and recommendations to other purchasers3Slide4
The ENERGY STAR Brand
P
romiseCost-effectiveMeaningful improvement in energy efficiencyEqual or better performance4
=Slide5
What Does ENERGY STAR Mean to New Homes?
A label for certified homes.
A partnership for builders, verifiers, architects, and sponsors of ENERGY STAR certified homes.5Slide6
ENERGY STAR Marks
Brand Recognition
About 85 percent of Americans recognize the ENERGY STAR logo as the symbol for energy efficiency. Thus, the ENERGY STAR identity is a valuable asset that must be properly used and protected.Brand IntegrityEnsuring that the ENERGY STAR name and logo are properly used protects all partners’ investment in the program—and consumer confidence in the ENERGY STAR program.
Brand Enforcement
Proper use of the ENERGY STAR logo is strictly enforced and must be in compliance with the ENERGY STAR Identity Guidelines (available at
www.energystar.gov/logos
).
Questions
If you have specific questions regarding the use of the ENERGY STAR marks, please contact your Account Manager or via email at
logos@energystar.gov
.
Once your partnership is activated, the ENERGY STAR Marks will be available through your MESA account.
6
Certification Mark
Partnership Mark
Promotional Mark
Linkage Phrase MarksSlide7
Identity Guidelines
While partners should review the complete ENERGY STAR Identity Guidelines, key points include:
Trademark ViolationsDo not use the ENERGY STAR name or marks in association with homes that do not meet the ENERGY STAR specification.Logo Cannot be ChangedDo not alter, cut apart, separate, or otherwise distort the ENERGY STAR marks or name in perspective or appearance. Text Cannot be ChangedDo not change the text in the ENERGY STAR logos in any way. This includes removing the words ENERGY STAR from the mark.
Logo Color
Do not use the ENERGY STAR marks in an unapproved color. The preferred color for the mark is ENERGY STAR blue (100% Cyan). Alternate versions in black or reversed out to white are allowed.
Builder Responsibility
Builder partners are responsible for the proper use of the ENERGY STAR logos in all applications, including when partners authorize outside vendors to develop materials that use the logo on their behalf.
Writing and Talking About ENERGY STAR for New Homes
When writing or talking about a home that has earned the ENERGY STAR the preference is to refer to a home as certified. It is not incorrect to refer to a home as qualified; however “certified” is the preferred terminology.
EPA routinely monitors the use of the ENERGY STAR logos in the marketplace and actively pursues misuse
. To report a trademark violation or to ask for a review of
materials, contact,
logos@energystar.gov
.
7Slide8
ENERGY STAR Resources
Partner Privileges
As an ENERGY STAR partner, you have access to a variety of resources at no cost. Accessing ResourcesAll resources are available on the ENERGY STAR Web site (www.energystar.gov/newhomespartners) in the “Resources for Partners” section.Materials Available Free brochures and fact sheets are available to partners to educate prospective homebuyers about the benefits of ENERGY STAR Certified Homes.
Ordering Materials
Visit:
www.energystar.gov/publications
.
Free shipping of all printed materials is provided.
Downloading Materials
Materials can be downloaded in PDF at
www.energystar.gov/newhomesmarketing
, under the link for “Marketing Resources.”
8Slide9
Ask About ENERGY STAR Certified Homes Mark
9Slide10
ENERGY STAR Partner Mark
10Slide11
ENERGY STAR
Promotional Mark
11Slide12
ENERGY STAR Promotional Mark
12Slide13
ENERGY
STAR Designed
to Earn Mark 13Slide14
ENERGY
STAR Certification Mark
14Slide15
Ask About ENERGY STAR Certified Homes Mark
Correct Use
Incorrect Use
15Slide16
Correct Use of Mark
Examples of common uses of the mark are illustrated above:
Promotional Mark on websites to educate the public about ENERGY STAR. Partner Mark on annual reports promoting an organization’s ENERGY STAR Partnership.Designed to Earn Mark on home plans, once verified by a third-party Home Energy Rater.Certification Mark on plaques or signage in front of or on ENERGY STAR qualified homes.
16Slide17
Common Violations
The most common types of violations for Homes companies are the unauthorized use of the logo by Non-Partners and alteration of the logo by both Partners and Non-Partners.
Unauthorized Use
Alteration
Home Builder, Inc.
New Homes, LLC
17Slide18
Using the Certification Mark
The Certification mark should be used to identify an ENERGY STAR certified home. It should not be used
to promote participation in the New Homes program in general advertisements and marketing materials.
Incorrect Use
Correct Use
Home Construction, Inc.
18Slide19
Using the Promotional Marks
The ENERGY STAR promotional
marks should be used to
educate
consumers about ENERGY STAR certified homes and promote an organization’s support of the ENERGY STAR Certified Homes
program. The promotional
marks should not
be used
to identify ENERGY STAR certified homes, nor to imply that non-labeled homes are ENERGY STAR
certified.
Correct Use
Home Construction, Inc.
Incorrect Use
19