STYLE GUIDE 2016 EDITION

Transcription

1 STYLE GUIDE 2016 EDITION Author: M. Bower P7, Issue 1, Rev 1 Approval: J. Allen Approval date: Jan. 19, 2016

2 INTRODUCTION ABOUT THE EPEAT STYLE GUIDE This style guide is intended to help EPEAT and its stakeholders maintain a clear and consistent brand voice and style as Registry awareness and adoption grow. Its guidance applies to use of the EPEAT logo on Registered products, in marketing and communications material, and to all EPEAT claims whether written, verbal or other. Designed specifically for marketing and communications teams and their partner agencies, this tool helps ensure that all EPEAT-related claims are legally defensible, that claims align with the EPEAT voice and style, and that the logo is used appropriately. EPEAT Participating Manufacturers must ensure that their claims about EPEAT and their use of the EPEAT Mark are consistent with this Style Guide. KEEPING YOUR MARKETING CLAIMS AND PRODUCT REGISTRATIONS IN COMPLIANCE The EPEAT Registry is constantly evolving. Standards are updated regularly, and changes to products cause them to move up, down and even off of the tiered Registry. In addition, product ratings vary by country. IN THIS GUIDE: NAME AND IDENTITY GUIDELINES LOGO GUIDELINES COUNTRY-SPECIFIC GUIDELINES PERSONALITY / TONE / VOICE GUIDELINES BEST PRACTICES FOR GREEN CLAIMS GLOSSARY AND WORD PALETTE HOW TO USE EPEAT MESSAGING EPEAT MESSAGING For these reasons, it s critical that companies review their registered products and all standard updates regularly to ensure their product marketing and communications materials remain accurate. Please see the license and subscriber agreement for a reminder of your company s contractual obligations to maintain accurate references to updated product information in all communications. CONTACT INFORMATION For questions about EPEAT or this guide, contact: Jonas Allen Director of Marketing Phone: (503) jallen@greenelectronicscouncil.org 2

3 NAME AND IDENTITY GUIDELINES The name EPEAT refers to the Registry of electronic products and the green rating system associated with the Registry, not to an organization or movement. EPEAT is an acronym for Electronic Product Environmental Assessment Tool, however the Registry should always be referred to simply as EPEAT and never spelled out. All of the letters in EPEAT must be capitalized. The EPEAT logo, with its lowercase letters, and the EPEAT URL are exceptions. Do not use periods between the letters of EPEAT. The name EPEAT is owned by the Green Electronics Council and should carry the mark when first used in a document. (The EPEAT logo uses the mark.) Statements about EPEAT must not suggest that EPEAT, the Green Electronics Council or the U.S. EPA endorse or approve of your company. Statements must not imply that EPEAT is owned, controlled or operated by the U.S. EPA or the U.S. government. For information about the creation and management of EPEAT, visit EPEAT s FAQs. USE OF THE EPEAT NAME AND LOGO EPEAT Participating Manufacturers are granted the right to use the EPEAT logo on registered products and in all online and offline promotional materials for those products as long as that registration is active in the EPEAT system. Participating Manufacturers are responsible for using the EPEAT name and reproducing its logo as specified in this Style Guide. 3

4 NAME AND IDENTITY GUIDELINES The following table provides examples of acceptable and unacceptable ways to refer to EPEAT and an organization s relationship with EPEAT, using the fictional Company, Inc. : ACCEPTABLE NOT ACCEPTABLE Company, Inc. participates in EPEAT Company, Inc. registers products in EPEAT Company, Inc. has products registered in EPEAT Company, Inc. is an EPEAT Participating Manufacturer Company, Inc. products are rated by EPEAT Company, Inc. is certified/endorsed/approved by EPEAT Company, Inc. has won Gold/Silver recognition/award from EPEAT Company, Inc. is certified/endorsed/approved by the Green Electronics Council Company, Inc. is certified/endorsed/approved by the U.S. Environmental Protection Agency Company, Inc. is certified/endorsed/approved by the U.S. government The Model 1000 received an EPEAT Gold rating The Model 1000 is rated Gold in the EPEAT system The Model 1000 is rated EPEAT Gold The Model 1000 is EPEAT-registered at the Gold level The Model 1000 is registered EPEAT Gold Company, Inc. is the only company to have an EPEAT Gold-rated product Company, Inc. received a Gold rating from EPEAT The Model 1000 will be registered as EPEAT Gold EPEAT is operated by the nonprofit Green Electronics Council EPEAT is used by the U.S. government to identify greener products EPEAT s development was partially funded by a grant from the U.S. EPA the U.S. EPA s EPEAT program EPEAT is the U.S. government program to 4 For more information regarding the acceptability of certain words and phrases, please see the Best Practices for Green Claims and the Glossary and Word Palette on pages of this document.

5 LOGO GUIDELINES The EPEAT logo is the visual symbol of EPEAT. A check mark represents the concept of correct procedure, and the ribbon-inspired shape is reminiscent of a prize. These meanings affirm a manufacturer s successful efforts to minimize environmental impact and encourage potential buyers to do the right thing by purchasing lower-impact electronics. ABOUT OUR LOGOS The green EPEAT logo is the primary identifier and should be used when representing the EPEAT brand holistically. Three logo variations distinguish the tiers of the EPEAT rating system: EPEAT Bronze, EPEAT Silver and EPEAT Gold. It s critical that the correct logo variation be associated with each product, and that the tier identifications for all products are kept current. Downloadable files of all logos are available to licensees online and by contacting the Green Electronics Council. Artwork should never be altered or redrawn. LOGO SPECIFICATIONS Logo colors The logos should be reproduced in full color in all materials, electronic or printed, where full color is available. The CMYK (for print) and RGB (for screen) values provided must be used when the logos appear in color. If your printing method requires the use of singlecolor artwork, the logo must be printed using black ink only. Files for black-only EPEAT logos are available for download. 5

6 LOGO GUIDELINES Clear space Always maintain clear space around the EPEAT logo to protect it from distracting graphics or typography. 3x 1.5y For the green primary identifier, the clear space should be three times the width of the stem in p as a unit. For the Gold, Silver and Bronze logos, the clear space should be 1.5 times the height of the text label (the word GOLD, in the example to the right) as a unit. 3x x y 1.5y 3x 3x 1.5y 1.5y Minimum size The EPEAT logo reproduces well at almost any size; however, going too small can damage its integrity. Use the adjusted small size artwork when the logo is between 1.27 cm (.5") and 1.9 cm (.75") in width, measured from end to end of the check mark cm (.5") 1.9 cm (.75") rger than 1.9 cm (.75 ) larger than 1.9 cm (.75") For use on a physical label (for applying to a product or product packaging, for example) never reproduce the logo smaller than 1.27 cm (.5") in width. When using the logo on a website, we also recommend retaining a minimum width of 1.27 cm (.5"). Minimum size Small size Standard 6

7 LOGO GUIDELINES INCORRECT USE OF LOGO Please be aware of the following incorrect logo usages: LABEL GUIDELINES FOR PRODUCT AND PACKAGING The following guidelines apply to physical labels that appear on products and product packaging: The EPEAT label may be placed on the specific configured products that meet the product's EPEAT registration. When creating a physical sticker, EPEAT must be the only logo on the sticker. For exceptions, please contact the Green Electronics Council. Do not add effects to the logo. Do not distort the logo. Do not alter the proportions of the check mark and the text rating. When placing the mark on a product, it s important to keep it inside a holding shape to maximize visibility and maintain sufficient contrast against the surface on which it is being placed. epeat epe The logo should fit inside a rectangle with rounded corners and clear space as shown in the figure below. The dimensions of the holding shape may be varied, but should not be smaller than 2.15 cm (.85") in width. 1.5y Do not change the color of the type. Do not alter the typeface or typeset in any portion of the logo. Do not alter the shape of the check mark. y 1.5y Do not alter the gradation of the check mark. Do not place the logo on distracting patterns. Do not use background colors that fail to provide enough contrast. Do not remove the text label from the Gold, Silver or Bronze logos. 1.5y corner radius: x 1.5y 7

8 COUNTRY-SPECIFIC GUIDELINES The following guidelines and scenarios provide examples of the restrictions on EPEAT claims due to country-specific registration, but they are not exhaustive. For specific usages not clearly addressed by this material, please contact the Green Electronics Council. GUIDELINES In countries that are included in the EPEAT Registry: If a registered product is marketed in all eligible countries or only in a specific subset of eligible countries, and is rated the same in all countries where it is sold, it is acceptable for participating manufacturers to follow the general guidelines for marketing communications (marcom). Note: Such marcom must refer to the specific model name registered and sold in the countries in question not a generic family name that might apply. If a product is sold and registered differently in multiple eligible countries, statements such as Product Model X is rated EPEAT Gold are acceptable only if they are combined with specific country information. (For example, rated EPEAT Gold in the U.K. ) If the product is registered at different levels in different countries or not registered in some eligible countries where it is sold, marcom must contain the phrase EPEAT ratings may vary by location see for registration status by country. Participating manufacturers may make general claims such as EPEAT-registered where applicable see for registration status by country. In countries not included in the EPEAT Registry, where a product cannot be registered: Participating manufacturers may communicate that a product is registered at a specific level and in a specific location elsewhere (for example, EPEAT Gold registered in the U.S. ), but must make clear that registration does not apply in the noneligible country where the product is being sold, using the phrase EPEAT ratings may vary by country please see for registration status by country. Visit the EPEAT website for more information about the countries covered by the EPEAT Registry. 8

9 COUNTRY-SPECIFIC GUIDELINES SCENARIOS: EPEAT LOGOS IN INTERNATIONAL USAGE The following table provides examples of acceptable and unacceptable ways to refer to EPEAT-registered products with the EPEAT logo: SCENARIOS 1 Product Model ABC is registered and only sold in a single country, or marcom containing claim is only distributed in a single country. ACCEPTABLE CLAIMS Product Model ABC is registered EPEAT Gold. 2 Product Model XYZ has the same ranking in all of multiple countries where it is registered and sold. It is not sold outside those countries, or marcom containing claim is not distributed outside those countries. Product Model XYZ is registered EPEAT Gold. 3 Product Model GHI is registered and sold in multiple eligible countries, but it has different rankings in each or is not registered in some eligible countries. (For example, Model GHI is sold in the U.K. registered Gold, in France registered Silver and sold but unrated in Germany). Product is not sold outside eligible countries. EPEAT Gold in U.K., EPEAT Silver in France OR EPEAT registered in U.K. and France. See for registration status by country. OR NOTE: In all scenarios, Product Model ABC refers to the precise model number of a product used in specific geographic markets. It does not refer to the overall marketing name of a product line (Latitude X300, Portege r500, ThinkPad X300, etc.), which may be used in multiple markets worldwide. The model name used in marcom materials must exactly match the model name registered. 9

10 COUNTRY-SPECIFIC GUIDELINES SCENARIOS 4 Product Model DEF is registered and sold in multiple countries, some eligible and some not. It is ranked differently in the eligible countries where it is sold. (For example, Model DEF is sold in U.S./Canada/Mexico ranked Gold in U.S., Silver in Canada and not rated in Argentina because it is not currently on the covered country list.) ACCEPTABLE CLAIMS EPEAT Gold in the U.S., EPEAT Silver in Canada. OR 5 Generic statement with no mention of ranking for a product model sold in multiple eligible and noneligible countries. EPEAT registered where applicable. EPEAT registration varies by country. See for registration status by country. 6 Generic statement for a product model sold at different rankings in different countries and in covered and non-covered countries. EPEAT Gold registered in the U.S. EPEAT registration varies by country. See for registration status by country. 7 Product model is registered in multiple covered and non-covered countries at multiple rankings, but the manufacturer wants to give a single generic message regarding EPEAT to cover all areas sold. Company, Inc. registers products in the EPEAT environmental rating system. EPEAT registration varies by country. See for registration status by country. 8 Product model is registered in multiple countries, but a customized reference to EPEAT and EPEAT product rankings is too difficult to implement in product materials or marketing materials. None. Do not reference EPEAT in the materials. 10

11 PERSONALITY / TONE / VOICE GUIDELINES A consistent tone and voice will help convey and increase EPEAT s credibility, benefitting everyone who uses the Registry. Please use this information as background only. PERSONALITY EPEAT has adopted image attributes that foster and sustain the expectation that it rewards only the most rigorous and successful efforts to minimize environmental impact in the electronic products industry. Words that describe the EPEAT brand personality are: Expert Credible Straightforward Progressive Dependable Open TONE AND VOICE The EPEAT system uses uncomplicated language to engage audiences and communicate benefits. Words describing the EPEAT voice are: Simple and easy Compelling Factual For an example of this voice, see the EPEAT messaging section on page 16 of this guide. 11

12 BEST PRACTICES FOR GREEN CLAIMS As you develop communications for EPEAT-registered products, please keep the following guidelines in mind. These principles apply broadly across industries and products, and should be used in conjunction with industry-specific and internal company guidance. GUIDELINES FOR GREEN CLAIMS: UNITED STATES U.S. Federal Trade Commission (FTC) requirements The U.S. FTC in 2012 completed a multi-year process to update its guidelines for advertising and marketing practices related to environmental claims. The Guides for the Use of Environmental Marketing Claims, also known as the Green Guides, contain general principles and specific instructions for an array of terms and practices. They represent the FTC s administrative interpretation of laws governing these topics, as well as input from nearly 340 unique comments and more than 5,000 total comments received since the FTC released the proposed revised Green Guides in the fall of The general principles included in the Green Guides are: Avoid broad, unqualified general environmental benefit claims that are difficult to substantiate, if not impossible. Qualify general claims with specific environmental benefits. Qualifications for any claim should be clear, prominent and specific. Do not overstate an environmental attribute. Marketers who reference a certification or labeling body should direct consumers to a website for more and/or specific information about environmental performance. GUIDELINES FOR EPEAT-RELATED GREEN CLAIMS 1. Do not claim a product on the EPEAT Registry is good for the environment, green or sustainable. 2. Do claim that a product on the EPEAT Registry can help a business meet sustainability goals.* 3. Do claim that EPEAT-registered products are greener choices than products that do not meet the EPEAT criteria.* 4. Do claim that EPEAT-registered products have less environmental impact than products that do not meet the EPEAT criteria.* * Where applicable, reference the appropriate ratings criteria at The FTC's complete Green Guides can be found on the FTC website. 12

13 GLOSSARY AND WORD PALETTE When marketing your EPEAT-registered products, some terms and phrases must be used in a specific way, and others must be avoided entirely. Adhering to the following word palette will help ensure EPEAT-related claims are communicated in a consistent manner. Please use this information as background only. WORDS YOU CAN USE Designed to: Communicate what a product is designed to do, rather than promising that a product will do something. Electronics/technology: Electronics, technology products and electronic products are all approved ways to characterize the types of equipment on the EPEAT Registry. ENERGY STAR : Use all capital letters and include the mark on first reference. Environmentally preferable: A recognized term that indicates better environmental performance but does not claim a product is green. EPEAT : The official name to use when describing products that have been registered in EPEAT. Always use the acronym EPEAT. Do not spell out the acronym. Do not put periods between the letters of the acronym. Use all capital letters and include the mark on first reference. EPEAT Bronze: Rating given to a product that meets all required criteria. EPEAT Gold: Rating given to a product that meets all required criteria plus at least 75% of the optional criteria that apply to the product type being registered. EPEAT Silver: Rating given to a product that meets all required criteria plus at least 50% of the optional criteria that apply to the product type being registered. EPEAT-registered products: Products appearing on the EPEAT Registry. Help: A useful modifier that can assist you in not overpromising or overstating product or Registry benefits. For example, the purchase of EPEATregistered products can help an organization work toward environmental goals. Rated/rating: Products may be said to have an EPEAT rating or be referred to as being EPEAT-rated. Reduce impact: Technology products, by nature, are not good for the environment; however, selecting EPEAT products can help users reduce or minimize their organization s environmental impact. Registered: Do use registered to refer to products on the EPEAT Registry. EPEAT products are registered, not certified. Products are registered as EPEAT Gold, EPEAT Silver or EPEAT Bronze. Other approved words: Independent validation Purchasing criteria Standard, standards-based Expert Recognized Verified Credible 13

14 GLOSSARY AND WORD PALETTE WORDS TO AVOID Ecolabel/eco-label: Do not use. Though manufacturers may choose to label EPEAT-registered products, EPEAT is a registry, not a label. Environmentally friendly: Do not use. Implies a product has no impact or positive effect on the environment. EPEAT-certified: Do not use. EPEAT products are registered, not certified or qualified. EPEAT-qualified: Do not use. EPEAT products are registered, not certified or qualified. EPEAT products: Do not use. EPEAT does not create or sell products. Instead, say products with the EPEAT logo, EPEAT-rated products or EPEAT-registered products. Science-based: Do not use for the full set of EPEAT criteria. EPEAT criteria are based on science but also on purchaser demand, technical feasibility and other motivations. Sustainable: Do not use. Few products, and likely no technology products, meet the definition of sustainable. Other words to avoid: Certification, certified Eco Qualified Ecologically safe Good for the environment Endorsed Approved 14

15 HOW TO USE EPEAT MESSAGING The following messages have been crafted to explain the EPEAT Registry and the benefits of EPEAT-registered products. Please use them in your collateral, keeping in mind that while some variability in copy is to be expected across media and deliverables, key messages must remain consistent. PURPOSE AND USE Messages have been vetted by legal counsel and are plug-and-play capable. All elements of the messaging including the unique value proposition, main messages and key facts may be used for customer-facing copy. Any footnotes must be used in their entirety, and exactly as written. If you have questions regarding appropriate ways to customize messaging according to the specific reader and method of delivery, please contact the Green Electronics Council for assistance. The messages have been prioritized in order of significance. IF YOU NEED TO TAILOR A MESSAGE, KEEP THESE TIPS IN MIND: Adhere to the provided messaging as much as possible; it has been carefully crafted for accuracy. Address audience needs and motivations. Use you implicitly. Brevity is a virtue. Use an active voice. Avoid jargon and sales speak. Use familiar words. 15

16 EPEAT MESSAGING UNIQUE VALUE PROPOSITION Each of these elevator pitches offers a concise summary of the EPEAT system and the benefits it offers. Short (33 words) EPEAT is the definitive global rating system for greener electronics. Only EPEAT combines comprehensive criteria with ongoing independent verification of manufacturer claims, and includes the most products from the broadest range of manufacturers. Medium (62 words) EPEAT is the definitive global rating system for greener electronics. The Registry includes the most products from the broadest range of manufacturers and spans the widest array of countries. EPEAT combines strict, comprehensive criteria for design, production, energy use and recycling with ongoing independent verification of manufacturer claims. EPEAT is the leading resource for finding electronic products designed to reduce environmental impact. 16

17 EPEAT MESSAGING MAIN MESSAGES These are supporting proof points that further explain and validate the unique value proposition of EPEAT. Refer to these when you need to expand the EPEAT benefits. EPEAT REGISTRY EPEAT is the most comprehensive green electronics registry in existence, with more than 3,000 products from 60 manufacturers registered in 43 countries. Manufacturers of all sizes participate, from Fortune 50 global leaders to small regional companies. All 10 top global computer, printer, copier and multifunction device manufacturers participate. 1 Purchasers can use the EPEAT Registry to compare hundreds of products head-to-head on environmental performance, and choose electronics based on country-specific rating and verification. Product registrations have increased 55-fold since EPEAT's 2006 launch, from 60 to more than 3,300 (as of January 2014). Twenty times as many manufacturers participate now as at EPEAT's 2006 launch (three at launch, 60 as of January 2014) The EPEAT system is based upon environmental leadership standards created by accredited organizations through a voluntary, balanced consensus process. These standards address environmental performance criteria including but not limited to design, production, use and recycling. Hundreds of stakeholders participated in developing the standards that provide the basis for EPEAT's PCs and Displays, Imaging Equipment and Televisions categories. Products on the EPEAT Registry are subject to unannounced audits at any time, and results are publicly reported. This ongoing verification system helps ensure environmental criteria are being met as declared. Bronze, Silver and Gold tiers foster healthy competition for higher levels of product qualification. The U.S. EPA supported the initial development of EPEAT through a broad-based stakeholder process. EPEAT offers unmatched depth and breadth of adoption, including enterprises, educational institutions, and local and national governments. EPEAT is used by eight national governments for product selection. 2 The U.S. government alone has purchased more than 4 million EPEAT-registered products, more than from any other electronics eco-registry. 3 More than 646 million EPEAT-registered products have been sold since system launch. Thirty-eight U.S. states and four Canadian provinces require EPEAT registration for their electronics purchases. 4 Hundreds of universities and colleges in North America use EPEAT in their electronics purchasing decisions. Of those, more than 150 purchase only EPEAT Silver-rated or higher products. Colleges and universities spent more than $265.6 million on EPEAT Gold-rated products in 2012 alone According to Gartner s 2009 worldwide report on PC sales. 2. U.S./Canada, Australia, New Zealand all; France, U.K., Poland, Singapore government agencies only. 3. According to the EPA. 4. Based on direct contacts and WSCA contract, 5. According to the Association for the Advancement of Sustainability in Higher Education (AASHE). 17

18 EPEAT MESSAGING EPEAT BENEFITS EPEAT-registered products are designed to meet strict environmental criteria and to have a lower impact than non-registered products. EPEAT-registered products have a reduced environmental impact across their lifetime, from fewer toxins in manufacturing to efficient operation and easier recycling. 6 The EPEAT Gold designation is the hallmark of the highest environmental performance, meeting an extensive set of criteria. EPEAT Silver and Bronze products meet a broad set of criteria, making them an environmentally responsible purchasing option. Reduce your environmental impact and potentially your energy costs by choosing EPEAT-registered products. 7 All products on the registry must meet the latest technical specifications of ENERGY STAR, so your electronics are designed for energy efficiency. 7 By reducing power consumption in operation, you can reduce greenhouse gas emissions and potentially lower your energy bill. 7 EPEAT-registered electronics have quantifiable benefits across a range of environmental factors, including materials use, solid waste, emissions and recycling. 8 The Electronics Environmental Benefits Calculator helps you measure environmental impact and potential cost savings of your purchases. 8 Make informed decisions and choose the electronics that reflect your personal and/or business environmental values. Using EPEAT s online product comparison tool is a smart way to evaluate products that offer environmental benefits. Compare product environmental declarations side by side and make informed decisions that help you meet your sustainability goals. Registered products reflect reduction in the use of toxic materials and production of hazardous waste, as well as reduced air and water pollutant emissions. 6 Because product performance claims are subject to verification at any time and the environmental standards on which EPEAT is based may be updated, you can feel confident that your purchases reflect current and comprehensive environmental standards. 6. Compared to products that do not meet the environmental criteria on which EPEAT is based. 7. Energy consumption during use phase is an important aspect of computers and monitors overall environmental performance. For this reason, the IEEE 1680 Standard (which forms the basis of EPEAT's PCs and Displays, Imaging Equipment and Television categories) requires that every EPEAT-registered product meet the current version of the applicable ENERGY STAR standard. For more details on ENERGY STAR, see 8. Supported by the U.S. EPA, the University of Tennessee Center for Clean Products developed an Electronics Environmental Benefits Calculator (EEBC), which allows purchasers or other parties to calculate the specific environmental benefits from the purchase of EPEAT-registered computers and monitors. For details, see 18

19 EPEAT MESSAGING KEY FACTS Use this information when you need tangible measures of the impact of EPEAT-registered products. Over their lifetime, the 533 million EPEATregistered electronics purchased globally between will deliver significant environmental benefits. 9 Among their cumulative benefit: Reduce the use of primary materials by 139 million metric tons equivalent to the weight of 421 Empire State Buildings Reduce use of toxic materials, including mercury, by 9,738 metric tons equivalent to the weight of 1,704 elephants Avoid the disposal of 394,082 metric tons of hazardous waste equivalent to the weight of 43 Eiffel Towers Eliminate solid waste equivalent to 85,793 U.S. households annual waste The 114 million EPEAT-registered products sold in 2012 alone will, over their lifetime, contribute to major reductions in environmental impact. 9 The benefits of purchasing these devices include: Save more than 12.6 million kilowatt hours (kwh) of electricity enough to power 987,837 U.S. homes for a year Reduce greenhouse gas emissions by 2.2 million metric tons equivalent to taking more than 1,551,722 U.S. passenger cars off the road for a year Eliminate the disposal of more than 69,000 metric tons of hazardous waste equivalent to the weight of 7 Eiffel Towers 9. As of EPEAT s 2012 Environmental Benefits Report, based on sales data from , and compared with products that did not meet the environmental criteria on which EPEAT is based. Calculations for 2012 do not include RoHS-related benefits. For more information, see: 19 Copyright 2016 Green Electronics Council