Proper Use of the ENERGY STAR Brand Presentation

Proper Use of the ENERGY STAR® Brand

Presentation Overview • • • Value of the ENERGY STAR Brand New Homes 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 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 its ability to impact purchasing decisions, repeat purchases, and recommendations to other purchasers 3

The ENERGY STAR Brand Promise = • Cost-effective • Meaningful improvement in energy efficiency • Equal or better performance 4

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. 5

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 Integrity Linkage Phrase Marks Ensuring 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 Partnership Mark • Questions Promotional Mark 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). 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. Certification Mark 6

Identity Guidelines While partners should review the complete ENERGY STAR Identity Guidelines, key points include: • Trademark Violations Do not use the ENERGY STAR name or marks in association with homes that do not meet the ENERGY STAR specification. • Logo Cannot be Changed Do not alter, cut apart, separate, or otherwise distort the ENERGY STAR marks or name in perspective or appearance. • Text Cannot be Changed Do 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. 7

ENERGY STAR Resources • Partner Privileges As an ENERGY STAR partner, you have access to a variety of resources at no cost. • Accessing Resources All 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 can be downloaded in PDF at www. energystar. gov/newhomesmarketing, under the link for “Marketing Resources. ” 8

Ask About ENERGY STAR Certified Homes Mark 9

ENERGY STAR Partner Mark 10

ENERGY STAR Promotional Mark 11

ENERGY STAR Promotional Mark 12

ENERGY STAR Designed to Earn Mark 13

ENERGY STAR Certification Mark 14

Ask About ENERGY STAR Certified Homes Mark Correct Use Incorrect Use 15

Correct Use of Mark Examples of common uses of the mark are illustrated above: 1) 2) 3) 4) 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. 16

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 New Homes, LLC Alteration Home Builder, Inc. 17

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. Correct Use Incorrect Use Home Construction, Inc. 18

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. Incorrect Use Correct Use Home Construction, Inc. 19