Please use these guidelines when you are using the Energy Saving ...

Please use these guidelines when you are using theEnergy Saving Trust Recommended logo on productsor packaging and in your marketing communications

Energy Saving Trust Recommended scheme 1Brand guidelinesAbout the logoThe following text can be used in yourcommunications to provide your customerswith background information on the logo.The Energy Saving Trust Recommended logoOnly the most energy efficient products carry the Energy SavingTrust Recommended logo, making it a quick and easy way foryou to identify products that have met the strictest criteria onenergy efficiency. These products will cost you less to run,contribute towards savings on your energy bills and help reducecarbon emissions.The criteria is set by an independent panel and reviewed annually.In addition, the Energy Saving Trust tests a percentage of productsevery year, so you can rest assured that where there's a logothere's a smarter choice.When you are purchasing a new product all you need to rememberis to look for the Energy Saving Trust Recommended logo. For moreinformation visit energysavingtrust.org.ukThe Energy Saving TrustThe Energy Saving Trust is a non-profit organisation that providesfree, impartial advice tailored to help you save money and fightclimate change by reducing carbon dioxide emissions from yourhome. Call 0800 512 012 for more information or visitenergysavingtrust.org.uk

2 Energy Saving Trust Recommended schemeBrand guidelinesLogo size and positionPlease follow these guidelines forpositioning the logo on products oryour communications.xxxMinimum and maximum sizesThe minimum size at which the logo can be used is with a heightof 44mm shown below. This is critical for reproduction purposesas any size smaller than this will impair the logo’s legibility.However there is a small use version of the logo available, moredetails of which are on the next page.There is no maximum size for the Energy Saving TrustRecommended logo.44mmxxExclusion zoneAn ‘exclusion zone’ has been created to protect the logo,allowing it to stand apart from any graphic or typographicelements. The minimum exclusion zone should be calculated bytaking the x height from the ‘recommended’ wording to calculate thedistance from the edge of the logo to the boundary of the exclusionzone. The logo should sit in as much clear space as possible.need help? email estrmarketing@est.org.uk

Energy Saving Trust Recommended 3Brand guidelinesSmall use versionA small use version of the logo is available for use atsizes less than 44mm, without the 3-D shading in theicon and without the URL. For use below 13mm, for examplein catalogue listings and online, please contact the EnergySaving Trust Recommended marketing team on 202 722 0101 orestrmarketing@est.org.ukfor guidance.ColourwaysThe Energy Saving Trust Recommended logo isavailable as Pantone 2935 or 4-colour process(CMYK) for print use and RGB for screen and web,for both the tonal and small use versions of the logo.1-colour black versions are also available for singlecolour printing.43mm13mm

4 Energy Saving Trust RecommendedBrand guidelinesConditions of useMembers are granted a licence to use the logo but only in accordance with the termsof Energy Saving Trust Recommended rules and licence.The Energy Saving Trust may monitor the use of the logo and investigate any misuseor unauthorised use of the logo by a member. The member should remedy any misusewithin 14 days of receiving notification from the Energy Saving Trust, or their membershipmay be cancelled.Where use of the logo is in breach of the terms of the licence, the Energy Saving Trustreserves the right to demand delivery of, or destruction of the relevant items, withoutliability or requirement to compensate the member.The logo should only be used in connection with certified products and not used topromote members or their products or services generally.What not to do with the logoNever change or replace the logo text. (Fig.1)Never change the colour of the logo. (Fig.2)Never lock up or combine the Energy Saving TrustRecommended logo with another logo or brand. (Fig.3)Never change the proportions of the logo. (Fig.4)Never reposition any of the core elements of the logo.Never rotate the logo. (There is one exception to this rule.There may be some perspective applied to the logo if itappears on a product in a photograph.)Fig. 1 Fig. 2recommendedsaves moneyFig. 3 Fig. 4Company Nameneed help? email estrmarketing@est.org.uk

Energy Saving Trust Recommended scheme 5Brand guidelinesPositioning the logoon products and packagingThe chart below provides guidelines on positioning the logo and stickers on products and packagingProductEnergy Saving Trust Recommendedlogo position on productEnergy Saving Trust Recommendedlogo position on packagingBoilers (gas/LPG/oil)DishwashersFreezersFridgesFridge-freezersKettlesTumble dryers (electric/gas)Washing machinesCookersDigital television recordersEnergy saving mains controllersHeating controlsIntegrated digital television (IDTV)Light bulbsLoft insulationSet-top boxesLaptop PCsDesktop PCsComputer monitorsImaging equipmentTelephonesSticker to be placed top rightcorner, on the front of product.No logo on product as it is usuallytoo complex to feature – or italready appears on the packaging1. Logo to be printed withspecification details.2. Logo is to be printed ontop right hand corner ofthe front panel.1. Logo to be printed withspecification details.2. Logo is to be printed ontop right hand corner ofthe front panel.Window unitLight fitting1. Sticker to be placed top rightcorner, on the front of product.2. Swing tag to be attached.Swing tag to be attached.No logo on packaging as italready appears on the product.1. Logo to be printed withspecification details.2. Logo is to be printed on top righthand corner of the front panel.1. This is the ideal positioning of the logo. 2. Alternative positioning of logo where ‘1’ not possible.

6 Energy Saving Trust Recommended schemeBrand guidelinesLogo positioningexamplesneed help? call us on 020 7222 0101

Energy Saving Trust Recommended scheme 7Brand guidelinesUsing the logoin marketing communicationsThe Energy Saving Trust Recommended logo can be used across all media – including press, marketing collateral, in store POS and online.It must be clearly positioned to accompany certified products and their model numbers.When co-branding your communications the placement of theEnergy Saving Trust Recommended logo is at your own discretion.However, where possible, the logo should feature in the bottom rightof the page and there should always be an equal weighting betweenyour logo and the Energy Saving Trust Recommended logo.The following pages contain examples of how the Energy Saving TrustRecommended logo should always appear in different communications.CatalogueOnlineEmail us at estrmarketing@est.org.uk orcall 020 7222 0101 to find out more.

8 Energy Saving Trust Recommended schemeBrand guidelinesImportant ruleswhen writingRules to note when writing about Energy Saving Trust RecommendedEnergy Saving Trust Recommended must always be written in full.Energy Saving Trust Recommended should always be written withthe first letters in capitals.When writing for consumers, Energy Saving Trust Recommendedshould be referred to as an ‘endorsement or certification scheme’,and not as an ‘accreditation scheme’. In the same way, productsare ‘endorsed’ or ‘certified’ not ‘accredited’.Approval processfor printedcommunicationsPlease follow this simple approval process forartwork showing the Energy Saving TrustRecommended logo:• Artwork approvals need to be submitted to:estrmarketing@est.org.uk• All artwork must be submitted in PDF format only.• Allow five working days for the approval process.For more information about logo usage andEnergy Saving Trust Recommended pleasecontact estrmarketing@est.org.ukfor logo use case studies visit energysavingtrust.org.uk/estr

Obtaining materials and contactsShould you require additional copiesof the guidelines, logo master artworksor have any questions please contact:Energy Saving Trust Recommended marketing teamTel 020 7222 0101Email estrmarketing@est.org.ukAll products featured in these brand guidelines are certified at time of print.The Energy Saving Trust's facts and figures are available to reproducebut must be represented exactly to ensure factual accuracy.Energy Saving Trust, 21 Dartmouth Street,London SW1H 9BPTel 020 7222 0101energysavingtrust.org.ukESTR26 © Energy Saving Trust May 2010. E&EO Version 1.0