Texas Electricity Ratings Brand Guidelines

Brand Guidelines The new brandbook for Energy Ratings

Energy Ratings 1502 Sawyer St #130 Houston, TX 77007

Phone: 866 303 9147 E-Mail: info@your-company.com Web: texaselectricityratings.com/

Compare & Shop for the best energy plans

Brand guidelines for Energy Ratings

About

Energy Ratings This identity guideline is a tool designed to project the image, values, and aspirations behind the Energy Ratings.

Table of contents

01 THE LOGO The Logo and its usage

6

Black and Grey scale

7

white space

8

minimum sizes and incorrect uses

9

02 TYPOGRAPHY The primary & secondary font

12

It is the cornerstone of all communication efforts and must be

Typography and hierarchy

14

followed carefully to ensure a consistent style and quality of

03 COLOR SYSTEM

presentation.

The Logo color palette

18

secondary color palette

19

04 THE STATIONERY

We’re the YELP for Energy We have created an unbiased platform to provide not only a place for people to compare the different energy prices available but create a community with one goal: to provide all of the resources and help people need to find the best energy plan that fits their needs.

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The letterhead

22

The business card and envelope

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06 IMAGERY The imagery & color effects

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05 ICONOGRAPHY Icons / sectors

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3

Brand guidelines for Energy Ratings

the logo design

4

Our logo is the touchstone of our brand and one of the most valuable assets.

1. the logo / usage / 2. black, white and gray scale / 3. logo construction + whitespace / 4. minimum logo sites and incorrect uses

5

Brand guidelines for Energy Ratings

The general logo

logo and usage

The symbol

The wordmark Compare & Shop for the best energy plans

The tagline

The corporate logo is presented through the use of colors, symbols and typography.

The colors are a fresh twist from most of the energy companies today.

100% black

black, white and gray-scale

The Energy Ratings logo combines three elements:

Sometimes, often due to production costs, only one color of ink is available and

the Energy Ratings logotype,the tag line and the symbol as a

so the Logo must be reproduced using only one color. In this scenario, the logo,

graphical element. These elements should never be changed.

logotype, or symbol must be used following the convention of using a light color

Position, size, and color, along with the spatial and proportional

type on a dark background or in a dark color type on a light background.

relationships of the Energy Ratings logo elements, are predetermined and should not be altered. You can however use the symbol by itself if needed.

Dark version Light version

The logotype and the symbol must be clearly distinguishable from the 80% black

Used consistently, they will reinforce brand awareness of the company.

You must honor the Energy Ratings Logo palette when possible, using black or white if necessary.

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A variant of use when the background is light colored.

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background color.

Compare & Shop for the best energy plans

A variant of use when the background is dark colored.

100% white

If necessary, solid colored and gray-scale logos can be used.

7

Brand guidelines for Energy Ratings

Full symbol and logo icon (no tag)

logo construction + white space

There are no predetermined sizes for the Energy Ratings logo. Scale and proportion should be determined by the available space, function and visibility. In print the minimum size is 1.5 in width, for the symbol it is .5 mm width.

1,5 x

equivalent to the cap height of the logo type. It never should be less than that. The logo must always fit into the whitespace

Whenever you use the logo, it should be surrounded with white space to ensure its visibility.

area and can not be intervened by other graphical elements which could hinder legibility of the brand.

Please note that text or pictorial figures which have strong impact or impression should not be placed near the logos even though you keep the isolation area blank.

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The logo

The Symbol For digital uses the minimum size for the standard logo is 120 px. This is the smallest size it can be. The size for the symbol is approx. 23 px.

Compare & Shop for the best energy plans

Compare & Shop for the best energy plans

The Energy Ratings logo requires separation from the other elements around it. The space required on all sides is roughly

Minimum Logo sizes

Logo: incorrect use Please note: The logo cannot be changed! The logo can be used with or without the tagline.

Please do not alter the logo in anyway!

If you use the logo icon as a single object, it also needs white space all around.

DON’T rotate the logo

DON’T add a drop shadow

DON’T rearrange

DON’T stretch the logo

Don’t use different colors

DON’T outline the logo

DON’T add gradients

DON’T use it over an image without proper contrast or overlay

9

Brand guidelines for Energy Ratings

the typography

10

Typography is 95% of design – it’s a driving force in all forms of communication art 1. the primary font / 2. Typography and hierarchy / 3. character and paragraph styles

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Brand guidelines for Energy Ratings

primary font Varela Round Varela is a Google Font and is a contemporary typeface designed as a san serif. Varela has rounded details and a modern structure, giving it a strong personality while still keeping readability high. The family comprises two styles: regular and faux bold (with stoke) This font should be used in all Energy Ratings communications to project a consistent visual identity. This includes promotional materials, advertising, digital assets, and printed materials.

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Varela Regular

THE QUICK BROWN FOX JUMPS OVER THE LAZY the quick brown fox jumps over the lazy dog 1234567890

Varela bold

THE QUICK BROWN FOX JUMPS OVER THE LAZY the quick brown fox jumps over the lazy dog 1234567890

Headline font Varela Bold Varela bold can be used sparingly in headlines, or large publications for readability.

13

Brand guidelines for Energy Ratings

typography and hierarchy Size is the simplest way to create contrast between different typographic elements in your design. With three levels of typography, the font size generally starts out largest on top (level one; your most important information) and decreases in size as you move down the page.

Layout, for both print and screen, is one of the most import-

Heading 1: Varela Round 40 pt regular

Energy Ratings Heading 1: Varela Round 40 pt bold

Energy Ratings Heading 2: Varela Round 30 pt regular

Energy Ratings

ant aspects of graphic design. Designs that extend across

Heading 2: Varela Round 30 pt bold

multiple pages or screens, whether containing large or small

Energy Ratings

amounts of type, must be carefully controlled in a way that is enticing and is easy for all to access.

Here are some of the most common technics for the designs.

Heading 3: Varela Round 18 pt regular

Energy Ratings Heading 3: Varela Round 18 pt bold

Energy Ratings

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character and paragraph styles Body text must be legible. For print the smallest size you should go is 8pt. In web, the text should not be smaller than 12-13 pt.

Ideally body text for print should be 10-12 depending on the audience. For web 14-16 is ideal.

Basic text regular gray 10pt Antem autem que perum as et la verum dolum doles deliaep tatibus voluptatia volecat emporen daernam, vernatur? Quia dolorate nonsernat.

Obis sam quos est eaturioris magnis aperestem illuptur magnihicias ullorit rehenia consequo.

Basic text regular gray 14pt Antem autem que perum as et la verum dolum doles deliaep tatibus voluptatia volecat emporen daer

Basic text white center Accum niti blamus. Iberro con rem etum accum reperferatem esseque nonsenist ulpa ea doluptati ariae acid quas de omnihilia dero voluptasped quis cullabo. Ro eatibuscia doluptatiae pratecto vitam

• List with bullets

1. Basic text with numbers

• Ciis eumendi gnimos aut labores etiam tu

2. Antem autem que perum as et la verum dolum

• estoreh endest, sum il exerio.

3. Obis sam quos est eaturioris magnis aperestem

ulpa doloriorunt eius audit evelecae.

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Brand guidelines for Energy Ratings

the color system

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With 93% of customers influenced by colors and visual appearance, make sure you pick the right colors for your company.

1. the logo color palette / 2. secondary color palette

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100%

Brand guidelines for Energy Ratings

the logo color palette

PRIMARY COLOR RASPBERRY MAROON

The following palette has been selected for use in Energy Ratings communications. Lighter tints of these colors are also allowed., but the Logotype + background may only be

80%

COLOR CODES

60%

CMKY

32 / 100 / 21 / 11

RGB

166 / 18 / 102

PRIMARY COLOR INDIGO

40%

60%

CMKY

16 / 6 / 24 / 0

RGB

224 / 228 / 204

40%

20%

20%

100%

100%

60%

40%

The primary colors include a maroon, and indigo that

COLOR CODES

HEX #E0E4CC

Pantone 234 C

COLOR CODES CMKY

98 / 81 / 4 / 0

RGB

35 / 65 / 144

HEX #234190

used with a 100% tint.

ACCENT COLOR YELLOW

80%

HEX #a61266

80%

Use of color for the printed & digital logo.

100%

Pantone 661 C

80%

SECONDARY COLOR SWEET ORANGE

will be used for body text through marketing materials.

A comprehensive color palette has been developed to provide flexibility while creating a unified, recognizable appearance across all communications.

60%

40%

20%

20%

100%

100%

The secondary color palette includes specifications for Pan-

CMKY

0 / 58 / 85 / 0

RGB

243 / 134 / 48

four-color process (CMYK), and on web (RGB).

HEX #F38630

The palette allows the addition of secondary colors to enrich

Pantone 151C

the Energy Ratings visual identity as a whole. Lighter tints of

HKS 8N

these colors are also allowed.

These colors are complementary to our official colors, but are not recognizable

80%

BODY TEXT COLOR MEDIUM GRAY

60%

COLOR CODES CMKY

15 / 0 / 0 / 90

RGB

52 / 58 / 63

HEX #343a3f 40%

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COLOR CODES

secondary color palette tone colors on coated stock (C) When reproduced using the

embodies the creativity and dynamic of the company. The accent color yellow will be used as a highlight. The gray color

Pantone 453 C

20%

Pantone 433 C

80%

SECONDARY COLOR TEAL

60%

identifiers for the company. Use the

COLOR CODES CMKY

0 / 70 / 96 /0

RGB

250 / 105 / 0

orange and teal colors sparingly.

HEX #FA6900 40%

20%

Pantone 1665 C HKS 10N 19

Brand guidelines for Energy Ratings

the stationery

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When it comes to developing the stationery, consistency is the key for all layouts and designs 1. the letterhead / 2. business card and envelope

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Brand guidelines for Energy Ratings

Energy Ratings 1502 Sawyer St #130 Houston, TX 77007

the letterhead

Phone: 866 303 9147 E-Mail: info@your-company.com Web: texaselectricityratings.com/

BUSINESS CARDS The business card will be used for all official contact and communication of our company. These are the approved layouts.

Name 1502 Sawyer St #130 Houston, TX 77007 Phone: 866 303 9147 E-Mail: info@your-company.com Web: texaselectricityratings.com/

DIMENSION: Our stationery is one of the most widespread forms of con-

Standard business cards

tact for business and corporate communications.

PRINT:

Clean and simple, we designed our stationary to align with

heavyweight matte white paper

our visual system. The letterhead features the logo in the top left corner with the business contact information on the opposite site.

ENVELOPES

Dimensions:

The envelope will be used for all official

letter

contact and communication of our company. These are the approved layouts.

Paper: 100 g/m² offset white

DIMENSION: standard envelope

PRINT: white paper

NOTICE: The backside of all envelopes will be plain. Other formats are allowed.

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Brand guidelines for Energy Ratings

the imagery

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Brand image is the overall impression in consumers’ mind that is formed from all sources 1. the imagery & color effects / 2. examples and rules

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Brand guidelines for Energy Ratings

the imagery & color effects Good imagery helps to reinforce our values and creativity.

Any photography needs to be professional in its approach and engaging in its content. It is essential for our Energy Ratings brand, because it creates emotion and has a distinct personality. Avoid clichés and obvious poses. The goal is to have a friendly, unisex vibe. Portraying families interacting & happy faces in homes is also necessary. Adding a cool blue filter will help compliment the photography to the logo.

The uniqueness of each photo will help to reiterate the independent spirit of our brand.

guidelines CMYK- blue filter tint

black & white

gradient effect

• Use full color photos, with a friendly / warm vibe • For photos with people use families / use multi cultural -multi ethnic families

• All photos should be light and clean • Use the optimal image detail, 300 dpi for print, and 72150 for web. Always save & optimize images for web

• Also allowed are gray-scale images for print and web • Use of imagery that demonstrates unity, family or homes / lighting / energy.

• Use gray-scale images, when the color scheme doesn’t fit with the background.

• Use gray-scale images with gradient color overlay, when you want to write some text on it. Or add a slight darker overlay for readability.

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Brand guidelines for Energy Ratings

corporate icons The icons are pictograms displayed on the screen or print layouts in order to help to navigate through the content. The icons can be colored to show the 5 offerings.

The icons can be used in various marketing materials. The icons will be color

MINIMUM ICON SIZE

Natural Gas

Electricity

Solar

Green Energy

Smart homes / smart devices

The minimum size for the icon usable in web is 50x50px for print designs 70x70

Icons representing the 5 sectors, the bold colored sections represent the sectors highlighted

MAXIMUM ICON SIZE

Our logo can also be dissected into our 3 main sectors. (See below)

coded to correspond to each offering.

1. Electricity 2. Solar 3. Green Energy 4. Natural Gas

The maximum size for the icon usable in web is

5. Smart homes / smart devices

84x84 px for print designs 100x100 px (unless it is large format, and in that case readability should

Natural Gas 28

Solar

Electricity

Green Energy

Smart homes Smart devices

take precedence

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Brand guidelines for Energy Ratings

“grading” icons

Icons can have a animation & grading / rating scale based on the “lit up” portion of the logo.

These icons are also pictograms displayed on the screen or print layouts in order to help to rate / grade the services / sectors. When used in web, an animation may occur to further illustrate the rating scale.

The icons can be used in various marketing materials. The icons will still represent the same 5 sectors.

1. Electricity 2. Solar 3. Green Energy 4. Natural Gas 5. Smart homes / smart devices

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brand guidelines Energy Ratings