Proper Use of theENERGY STAR® Brand

Presentation Overview

• Value of the ENERGY STAR Brand• New Homes Marks• Mark Access• Usage Guidelines • Examples of Proper Usage

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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 brand– The brand represents a means and source to

prevent global climate change– The brand and its ability to impact purchasing

decisions, repeat purchases, and recommendations to other purchasers

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The ENERGY STAR Brand Promise

• Cost-effective• Meaningful improvement in

energy efficiency• Equal or better

performance

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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.

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ENERGY STAR Marks

• Brand RecognitionAbout 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 EnforcementProper 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).

• QuestionsIf 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.

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Certification Mark

Partnership Mark

Promotional Mark

Linkage Phrase Marks

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 ColorDo 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 ResponsibilityBuilder 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 HomesWhen 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.

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ENERGY STAR Resources

• Partner PrivilegesAs 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 MaterialsMaterials can be downloaded in PDF at www.energystar.gov/newhomesmarketing, under the link for “Marketing Resources.”

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Ask About ENERGY STAR Certified Homes Mark

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ENERGY STAR Partner Mark

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ENERGY STAR Promotional Mark

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ENERGY STAR Promotional Mark

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ENERGY STAR Designed to Earn Mark

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ENERGY STAR Certification Mark

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Ask About ENERGY STAR Certified Homes Mark

Correct Use Incorrect Use

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Correct Use of Mark

Examples of common uses of the mark are illustrated above: 1) Promotional Mark on websites to educate the public about ENERGY STAR. 2) Partner Mark on annual reports promoting an organization’s ENERGY STAR Partnership.3) Designed to Earn Mark on home plans, once verified by a third-party Home Energy Rater.4) Certification Mark on plaques or signage in front of or on ENERGY STAR qualified homes.

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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

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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 UseCorrect Use

Home Construction, Inc.

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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

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