Brand Book SEPA 2016 BRAND BOOK
1.0 4.0 Overview of the Brand 1.0 Overview of the Brand 1.1 Brand Positioning 1.2 Brand Voice 1.3 Messaging Typography 4.1 Typography 4.2 Print Application 4.3 Web Application 2.0 Logo Usage 2.1 Primary Logo 2.2 Logo Grid 2.3 Logo Variations 2.4 Symbol Color Alterations 2.5 Logo Clear Space 2.6 Logo Reductions 2.7 Logo Improper Use 5.0 Icon Library 5.1 Icon Library 5.2 Icons Reductions 5.3 Icons Improper Use 6.0 7.0 Layouts Stationery 6.1 Layout Types 7.1 Business Cards 3.0 Color 3.1 Color Palette 3.2 Color Values 3.3 Backgrounds 3.4 Transparencies & Gradients 8.0 Photography 8.1Photography General Use 8.2Photography Community 8.3Photography Events
1.0 Overview of the Brand SEPA is an educational non-profit. We are a trusted platform for education, research and collaboration to help utilities deploy and integrate solar, storage, demand response, and other distributed energy resources. Chapter Contents 1.0 Overview of the Brand 1.1 Brand Positioning 1.2 Brand Voice 1.3 Messaging
Overview of the Brand 1.1 Brand Positioning The Smart Electric Power Alliance facilitates collaboration across the electric power industry to enable the smart deployment and integration of clean energy resources. Our focus centers on solar, storage, demand response, and other enabling technologies. Our Mission To facilitate the utility industry s smart transition to a clean energy future through education, research and collaboration. Our Vision To advance the electric power industry to a clean energy future. Trusted Source: The Smart Electric Power Alliance is the electric industry s most reliable source of information related to clean energy technologies. As an educational non-profit organization that does not participate in policy advocacy, SEPA brings the right people together to form educated and informed solutions for the future of clean energy. Creator of Community: Through our annual industry-leading conferences, including The Utility Solar Conference, The National Town Meeting on Demand Response and Smart Grid and The Utility Solar Conference, as well as fact finding missions, webinars and other events, the Smart Electric Power Alliance plays a critical role in bringing the electric industry together in an effort to advance and build a community dedicated to a clean energy future. An Educator: The Smart Electric Power Alliance provides the electric industry the most current information available regarding renewable technologies, distributed energy resources and other supporting smart grid and DER technologies through extensive research studies, survey findings, reports, case studies, white papers, webinars and other resources. A Facilitator: The Smart Electric Power Alliance offers a safe, collaborative platform for utilities, developers, technology vendors, OEM s, regulators, policymakers, members and SEPA staff to facilitate effective, technology-driven solutions. 4
Overview of the Brand 1.2 Brand Voice Brand voice is the style, tone and personality that we express in the words we use. Every word you write or speak on behalf of SEPA makes an impression and should accurately personify the brand. SEPA s messaging must follow the tone and voice established here. BRAND VOICE & TONE Smart Electric Power Alliance is a trusted organization and our brand attributes create a personality that needs to be emphasized through our voice and tone. As a member of SEPA, you know the information you are receiving is the most accurate in the industry. Each communication piece should emphasize at least one of these attributes and should always ladder up to at least one of our four pillars. Our brand voice delivers on our brand promise and consistently reinforces our values by being... Knowledgeable Trustworthy Friendly Collaborative Strategic Balanced Our Voice Smart Electric Power Alliance is a trusted organization and our brand attributes create a personality that needs to be emphasized through our voice and tone. USE OF THE NAME OUR NAME: SMART ELECTRIC POWER ALLIANCE While significant brand equity exists in the acronym, SEPA, it is preferred that our full name be used whenever possible in order to reinforce our expanded scope. In documents when the name is used multiple times, it is acceptable to use the full name for first reference followed by the SEPA acronym for subsequent references. 5
Overview of the Brand 1.3 Messaging Keeping your story consistent. The elevator pitch Smart Electric Power Alliance (SEPA) helps utilities solve clean energy challenges through education, networking and a collaborative environment where all stakeholders can have a voice. Our Message Smart Electric Power Alliance is a trusted organization and our brand attributes create a personality that needs to be emphasized through our voice and tone. BRAND VOICE SAMPLE MESSAGES The following messages are examples of SEPA messaging. The brand voice of SEPA must be implemented throughout all communications to ensure that the tone is appropriate and making the right impression to our audience. Trusted Source As the electric power industry moves toward a clean energy future, we provide research-based resources necessary to keep up with market dynamics. Creator of Community Through our annual conferences to our participation in electric industry events, we help to foster a community committed to progressing towards a clean energy future. Educator We provide the latest news, research and information related to clean energy so you can keep up with the evolving electric power industry. Facilitator We provide a platform for members to freely exchange ideas, discuss issues and share innovative advancements that lead to a clean energy future. 6
2.0 Logo Usage The Smart Electric Power Alliance logo is comprised of two components. Unless specifically addressed in the guidelines, both components must be present when using the SEPA logo. Chapter Contents 2.1 Primary Logo 2.2 Logo Grid 2.3 Logo Variations 2.4 Symbol Color Alterations 2.5 Logo Clear Space 2.6 Logo Reductions 2.7 Logo Improper Use
Logo Usage 2.1 Primary Logo The SEPA logo is a custom word mark available for use in our primary brand colors (blue, orange ABC, and yellow). This mark should never be altered, as it is the face of our brand. Always use appropriate file formats for best visual representation. See additional pages for logo specifications and usage guidelines. Our Message When working with white backgrounds, always use the full-color version of the logo, unless grayscale or black logo is requested. Preferred Full-Color Always use the full-color version with white or light backgrounds. Grayscale The use of grayscale logo versions are allowed according to their backgrounds or printing outputs. Black Only The use of black logo versions are allowed but not preferred. 8
Logo Usage 2.2 Logo Grid Our logo is the standout element in creating brand recognition. It s the basis of our look and feel, from typography to our graphic language. Our logo and its components have been created as a piece of artwork. It should not be adjusted or redrawn. Reference Module: x Spacing between logo components are based on multipliers of the x module. x 3x 3x 19x Grid Module SEPA logo components should not be redrawn and the symbol grid must remain always the same. The symbol is composed of square units that are multipliers of the spacing between themselves ( x ). This grid shows the relationship between all symbol components and their distances. 19x 9
Logo Usage 2.3 Logo Variations The following logo variations should only be used in unique circumstances and must be approved for use by the Marketing Department. Primary Logo Alternate 1 Horizontal Stack Alternate 2 SEPA Only Alternate 3 Vertical 10
Logo Usage 2.4 Symbol Color Alterations The SEPA logo is comprised of two components; both components must be present when using the SEPA logo. Logo Components SEPA logo is composed of two elements: Symbol and Logotype. However, it s acceptable to use the SEPA logo s components separately for creative collateral materials as long as these guidelines are respected. When using SEPA s monogram, the following gradient alterations are allowed to generate depth and other visual effects. Symbol Logotype 100% 100% 100% 100% 100% 100% 80% 80% 50% 30% 100% 100% 100% 100% 100% 80% 80% 70% 50% 50% 100% 100% 100% 100% 100% 100% 90% 80% 50% 30% 100% 100% 100% 100% 100% 80% 90% 70% 70% 50% 100% 100% 100% 100% 100% 100% 80% 80% 70% 30% Default Symbol Use SEPA symbol can be used individually for creative applications by keeping opacity percentages at 100%. Symbol Opacity Alteration The alteration of the SEPA symbol opacities must follow these percentages. The use of this alteration must be approved by the marketing department. 11
Logo Usage 2.5 Logo Clear Space The SEPA logo is most effective when surrounded by as much clear space as possible to ensure its visibility and impact. No graphic elements of any kind should invade this zone. As shown in the graphic below, a minimum area of unobstructed clear space is defined by the x height of the S of Smart. Reference Module: S x For digital applications, maintaining a 10 pixel clear space is preferred. The minimum clear space is defined by the x-height of the S in Smart and applies to all sizes of the logo reproduction. If the components of the logo are used separately, the clear space is also defined as the x-height of the S. 12
Logo Usage 2.6 Logo Reductions When reproducing our logo, be conscious of its size and legibility. If the logo is too small, it ceases to serve any useful communication function. Generally, our logo should never appear less than 0.5 tall in printed materials, and no less than 36px tall in the digital realm. Web Reductions The minimum sizes described above do not include clear space. The sizes are applicable for displays of 72ppi. If the display screens have higher PPI (i.e. retina), minimum sizes should be adapted proportionally. 35px 0.75 in Minimum Print Size In order to maintain readability, the logo should not scale below a width of 0.75 inches. 30px 0.5 in Minimum Web Size In order to maintain readability, the logo should not scale below a width of 0.5 inches. 13
Logo Usage 2.7 Logo Improper Use The Smart Electric Power Alliance logo is a valuable asset and should be properly used and protected. The logo should never be altered. This page presents examples of common mark misuses. Exceptions Contact SEPA s Marketing Department for questions regarding the use of certain backgrounds. Do not use unapproved colors Do not distort or alter the shape Do not add any effects to the logo, including drop shadows, glows, or warping Do not place positive logo on a dark background Do not tilt or rotate logo Do not place the logo over any photograph that inhibits readability 14
3.0 Color Palette Consistent use of color is one of the easiest and most effective ways to break through marketing clutter; to rise above the noise; to be a visible needle in a haystack of compelling communications. Chapter Contents 3.1 Color Palette 3.2 Color Values 3.3 Backgrounds 3.4 Transparencies & Gradients
Color 3.1 Color Palette When pairing colors together, use a combination of dynamic and neutral colors; do not use all dynamic or all neutral. The tertiary palette should be used sparingly to add extra depth and emphasis to graphic elements for a cooler balance. Print Applications Use the CMYK color values indicated. Use Pantone color (PMS) when the use of color is limited or specified. Digital Presentations For presentation (PowerPoint) or word processing (Word) applications, use the RGB color values indicated. Blue Orange A Yellow Red Primary Color Palette The primary colors ensure visual consistency and give the SEPA brand a unique presence and identity. Consistent use of color will help reinforce the SEPA brand. Green Orange B Gray Orange C Secondary Color Palette The secondary color palette can be used for copy and to add emphasis or to differentiate elements in graphics such as charts and graphs. 16
Color 3.2 Color Values The values on this page should be used as a reference for all color matching. Values are defined for both print and web. If in doubt about how to apply color values, copy & paste the hex code. Important Please use appropriate CMYK color values for print, and RGB color values for web. Blue Pantone: 2118 C CMYK: 100, 88, 28, 15 RGB: 34, 57, 111 HEX: #21396E Orange A Pantone: 158 C CMYK: 4, 65, 99, 0 RGB: 234, 119, 37 HEX: #EA7725 Yellow Pantone: 7405 C CMYK: 2, 16, 99, 0 RGB: 253, 208, 10 HEX: #FDD00A Red Pantone: 1797 C CMYK: 11, 96, 83, 2 RGB: 212, 48, 57 HEX: #D43039 Green Pantone: 2256 C CMYK: 68, 0, 74, 0 RGB: 65, 196, 117 HEX: #41C475 Orange B Pantone: 130 C CMYK: 2, 38, 99, 0 RGB: 246, 168, 30 HEX: #F6A81E Gray Pantone: 2 C CMYK: 16, 12, 13, 0 RGB: 212, 212, 212 HEX: #D4D4D4 Orange C Pantone: 7417 C CMYK: 3, 84, 92, 0 RGB: 233, 80, 48 HEX: #E95030 17
Color 3.3 Backgrounds The use of gradients and overlays is allowed only when necessary according to the following guidelines. White solid background and colored logo is preferred. Contact the SEPA Marketing Department for approval when using other solid color backgrounds. Solid Backgrounds Solid backgrounds are always allowed by using the logo in white (#FFFFF). SEPA brand colors for solid backgrounds are preferable. SEPA Blue (#21396E) SEPA Orange A (#EA7725) SEPA Yellow (#FDD00A) SEPA Red (#D43039) SEPA Green (#41C475) SEPA Orange B (#F6A81E) SEPA Gray (#D4D4D4) SEPA Orange C (#E95030) 18
Color 3.4 Transparencies & Gradients The use of gradients and overlays is allowed only when necessary according to the following guidelines. White solid background and colored logo is preferred. Important To ensure readability, the SEPA logo must be used with solid colored overlays, transparencies or photography backgrounds. 80-50% Transparencies Transparencies are allowed to ensure readability of white text or SEPA logo on top of image backgrounds. Transparency value range: 80-50% 100-40% Gradient Feather Gradients are only allowed for the SEPA brand colors when using background images. 100-40% 100-40% Gradient type: Linear Angle: 90 Location: 50% Brand Color Opacity: 90% White Opacity: 0% The combination of Gradient Feather and transparency effects is allowed if needed. The transparency value range must be: 100-40%. 100-40% 19
4.0 Typography The following guidelines are general rules of hierarchy for application of print typography. Keep proper print rules in mind, including appropriate leading, text ragging, and column width. Chapter Contents 4.1 Typography 4.2 Print Application 4.3 Web Application
Typography 4.1 Typography The primary typeface is Open Sans. This has been carefully selected to give the best representation of the brand image, and must be used to retain consistency in all print and web applications. Alternative Typeface Arial is the default alternative typeface for instances where the primary typeface is not available. A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ~! @ # $ % ^ & * ( ) _ + } { :? > < ` - = [ ] \ ;,. / 1 2 3 4 5 6 7 8 9 0 Open Sans Extrabold Open Sans Extrabold Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ~! @ # $ % ^ & * ( ) _ + } { :? > < ` - = [ ] \ ;,. / 1 2 3 4 5 6 7 8 9 0 Open Sans Bold Open Sans Bold Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ~! @ # $ % ^ & * ( ) _ + } { :? > < ` - = [ ] \ ;,. / 1 2 3 4 5 6 7 8 9 0 Open Sans Semibold Open Sans Semibold Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ~! @ # $ % ^ & * ( ) _ + } { :? > < ` - = [ ] \ ;,. / 1 2 3 4 5 6 7 8 9 0 Open Sans Regular Open Regular Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ~! @ # $ % ^ & * ( ) _ + } { :? > < ` - = [ ] \ ;,. / 1 2 3 4 5 6 7 8 9 0 Open Sans Light Open Sans Light Italic 21
Typography 4.2 Print Application Open Sans is a versatile, contemporary, and readable typeface, making it perfect for both print and web. This typeface is our web font, and is also used for body copy throughout collateral. Open Sans is available via Typekit. Important Proportions must remain similar to the guidelines established here. Additionally, tracking rules should never be altered. H1 STYLE Open Sans Extrabold Keep the color neutral. Tracking +40. H2 STYLE FOR SUBHEADS Open Sans Bold Color can be an accent. Tracking +60. PULL QUOTE STYLE Open Sans Light Tracking +25. Call out style Open Sans Bold Can be in any accent color. Tracking +60. BODY COPY STYLE Open Sans Light Tracking +40. 22
Typography 4.3 Web Application Type styles for web are created to be versatile in use and easily read across devices. Follow these guidelines for desktop web design. Type for web should only appear in black, slate, or white (over a dark content block), with the exception of pull quotes, which may appear in teal. Applications Type for web should only appear in black, SEPA Blue (#21396E), or white (over a dark content block), with the exception of pull quotes, allowing the use of SEPA Primary or Secondary colors. H1 STYLE H2 STYLE H3 STYLE Open Sans Regular 34px/42px HEX: #21396E Open Sans Regular 30px/38px HEX: #21396E Open Sans Regular 26px/34px HEX: #21396E H4 STYLE Open Sans Regular 22px/30px HEX: #21396E P1 BODY COPY STYLE Open Sans Regular 15px/22px HEX: #03c4551 23
5.0 Icon Library The Smart Electric Power Alliance icons have been made as a custom set. Icons are a great way to add visual interest to body copy or to explain in-depth concepts. Chapter Contents 5.1 Icon Library 5.2 Icons Reductions 5.3 Icons Improper Use 24
Icon Library 5.1 Icon Library SEPA s custom icon set uses clean lines and organic and geometric shapes with color accents true to the branded palette. Additional Icons If creating additional icons, they should be proportionally scaled to the same size as current set and made with lines at a consistent 2.5 pt. 25
Icon Library 5.2 Icons Reductions When reproducing the icons, be conscious of their size and legibility. If the icons are too small, they cease to serve any useful communication function. Important The minimum size described does not include clear space. Generally, the icons should never appear less than 0.5 tall in printed materials, and no less than 54px tall in the digital realm. 0.5 in 0.5 in 0.75 in 0.75 in Minimum Size: Print In order to maintain readability, icons should not scale below.5 inches on both sides or.75 inches if the circle is included. 54 px 54 px 72 px 72 px Minimum Size: Digital In order to maintain readability, icons should not scale below 54 pixels on both sides or 72 pixels if the circle is included. 26
Icon Library 5.3 Icons Improper Use The Smart Electric Power Alliance icon set is a valuable asset and should be properly used and protected. This page presents examples of common icon misuses. Exception Icons should almost exclusively be used on white backgrounds. However, you may contact SEPA s Marketing Department for questions regarding the use of colored backgrounds. Do not use unapproved colors. Do not distort or alter the shape. Do not add any effects to the logo, including drop shadows, glows, or warping. Do not use more than one spot color in addition to the SEPA Blue. Do not tilt or rotate logo. Do not place the logo over any photograph that inhibits readability. 27
6.0 Layouts Using templated layouts helps to keep a strong brand identity between documents. Layouts also ensure that presentations remain properly branded, professional, and clean no matter who creates them. Chapter Contents 6.1Layout Types 28
Layouts 6.1 Layout Types The layouts below showcase a few of the preset options from the PowerPoint templates. The various options allow for graphs/charts, imagery, color, blocks of text, and process descriptions. PowerPoint Sizes PowerPoint template layouts have been created at two sizes: Standard 8.5 x 11 inches Widescreen 13.33 x 7.5 inches Color Options HEX: 21396E HEX: F6A81E HEX: E95030 Cover Page Sub Cover Page Image Heavy Timeline Text Heavy with Quote Tertiary Palette for Charts HEX: 34AEE3 HEX: ED7D31 HEX: FFC000 Left Hand Chart Full Width Chart 29
7.0 Stationery Printed collateral is a great way to showcase SEPA s brand and represent the business visually. Chapter Contents 7.1Business Cards 30
Stationery 7.1 Business Cards All business cards must be created from the template. Contact SEPA s Marketing Department for questions regarding any changes. www.sepapower.org 202.857.0898 1220 19th Street, NW, Suite 800 Washington DC 20036-2405 JOHN DOE LOREM IPSUM DOLOR email@solarelectricpower.org 000.000.0000 31
8.0 Photography SEPA uses photography primarily for two purposes: to illustrate distributed energy resources and the electrical grid as integral components of everyday life; and to put a human face to our brand that emphasizes our community and members. Chapter Contents 8.1Photography General Use 8.2Photography Community 8.3Photography Events 32
SE PA BRAND BO O K Photography 8.1 Photography General Use SEPA s general use photography is used to provide everyday, recognizable examples of distributed energy sources. Avoid the use of: wind turbines, farms, nuclear and geothermal infrastructure, overly manipulated solar Important If you cannot find the photo you need or are not sure that your photo meets brand criteria, please see the SEPA Marketing Department for assistance panel photography and photography with solar lens flare. 33
SE PA BRAND BO O K Photography 34
SE PA BRAND BO O K Photography 35
SE PA BRAND BO O K Photography 8.2 Photography Community SEPA s photography of its members showcases the importance of community and collaboration in an Important Avoid stock photography of people whenever possible. authentic way. We highlight our highly engaged members and ensure that everyone feels welcome by putting a human face to the brand. 36
Photography 8.3 Photography Events SEPA routinely takes photos at its events that depict how our members share insight and information in person at meetings such as our Utility Solar Conference. We regularly attend and host events that foster our sense of community. Important Always contact SEPA s Marketing Department when working with Events & Conferences photography. 37
SEPA 2016 BRAND BOOK