pg&e co-marketing branding policies · 2018-10-22 · pacific gas and electric company’s...

PG&E Co-Marketing Branding Policies

Revised Q11 2017

Pacific Gas and Electric Company’s (PG&E) Co-Marketing Branding Policies is for contracted third parties to guide them in their effort to market a third party energy-efficiency program with PG&E. The details within must be followed to ensure there is consistent framework across all energy-efficiency program communications offered across the PG&E service area.

All marketing materials must be approved by PG&E prior to the public distribution of the materials. The Implementer must provide PG&E at least ten (10) business days to complete the review of marketing materials.

If for any reason a Third Party becomes ineligible to implement the program, they must remove the Participant Logo from all materials immediately and destroy all co-branded items.

Please see the Marketing Requirements or Third Parties document for policies, standards and regulations, and specific instructions on tactical requirements.

Logo Use Requirements To apply for permission and a limited license to use the PG&E logo, email [email protected] with your request. Please include the following (this information will be included on your license documentation):

• Company name • Contact name • Email/Phone • Programs supported/promoted • Usage intended

mailto:[email protected]

Contents General Requirements. . . . . . . . . . . . . . . . . . . . 4

Our logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Improper logo examples . . . . . . . . . . . . . . . . . .7

Corporate colors . . . . . . . . . . . . . . . . . . . . . . . . . 8

Creative elements and review process . . . . . . . 9

Co-marketing examples . . . . . . . . . . . . . . . . . . . 10

General Requirements

NEVER alter the colors in the logo.

Our logo

For local and statewide communications, we use our logo in one of the two following ways:

PG&E Tagline Lockup Logo The preferred use is the PG&E Tagline Lockup Logo. This version should be used unless space limitations are too restrictive OR subject matter is sensitive and the message may not be seen in a positive light. If you are unsure whether to use this version, consult Brand Strategy and Advertising.

Translated versions of the Tagline Lockup Logo are available by request in Spanish, Chinese, Vietnamese, Hmong, Korean and Russian. Only use the approved in-language formatted files.

Positive full color and black and white PG&E Tagline Lockup Logo examples:

Positive versions can only be used on an all-white background.

LOGO USE TIP The spotlight icon part (blue or black rectangular area of the logo containing “PG&E”) should always be surrounded by a white box and have the inner white shaft of light.

No color other than white should touch the icon.

Remember: Always include the disclaimer when using either version of the logo. See next page for details.

PG&E Spotlight Logo If the PG&E Tagline Lockup Logo (above) cannot be used, the PG&E Spotlight Logo is used on all statewide communications.

PG&E Corporate Logo colors

All approved color combinations are shown on this page. Formatted files are available for download.

Reverse logos If the logo is being placed on any color other than white, the reverse versions must be used.

SPECIAL LOGO USE FOR PROMO ITEMS Concessions for adapted logos for promotional items are done on a case-by-case basis. The specialty one-color logo may only be used at the discretion of Brand Strategy and Advertising. Contact them for approval/art file.)

Be safe. Prepare for storm season.

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Our logo (continued)

Minimum Tagline Lockup Logo size To maintain legibility as well as presence, do not use the Tagline Lockup Logo any smaller than 1.366 inch width.

1.366”

Minimum Spotlight Logo size To maintain legibility of logo elements, do not use the Spotlight Logo any smaller than .25 inch width.

Other PG&E logos

PG&E Energy Company Lockup Logo:

.25” Use of the PG&E Spotlight Logo locked up with the company name should be limited to formal documents or national use. For all other materials, the spotlight locked with tagline or plain spotlight is preferred. The Energy Company Lockup Logo does not require a disclaimer.

PG&E Corporation Logo:

Clear space x = width of PG&E The PG&E Spotlight Logo should always be Spotlight Logo

surrounded by at least the amount of clear space .5x = amount of clear space shown in the diagram. The rectangular box around

needed (i.e., half the width the mark indicates the area that should be kept of the PG&E Spotlight Logo).5x clear of competing visual elements.

x .5x

Copyright language Always include the legal disclaimer when using either the PG&E Tagline Lockup or Spotlight Logo.

When you download a logo file, the legal disclaimer text is included in the folder as a “read me” text file for easy access.

Approved translated disclaimers are available at pgebrandguidelines.com. If a communication is multilingual, the disclaimer should be used in the primary language and only appear once per communication.

The PG&E Corporation Logo should only be used on materials that solely refer to PG&E Corporation. It does not require a disclaimer. To confirm usage, check with Brand Strategy and Advertising. Legal disclaimer text:

“PG&E” refers to Pacific Gas and Electric Company, a subsidiary of PG&E Corporation. ©2017 Pacific Gas and Electric Company. All rights reserved.

Longer disclaimer for marketing and rebate collateral: “PG&E” refers to Pacific Gas and Electric Company, a subsidiary of PG&E Corporation. ©2017 Pacific Gas and Electric Company. All rights reserved. These offerings are funded by California utility customers and administered by PG&E under the auspices of the California Public Utilities Commission.

Shortened disclaimer for digital banners:

©2017 Pacific Gas and Electric Company. All rights reserved.

Shortened disclaimer for TV commercials/video:When using our name in copy, always spell out the words “and” and “Company” ©2017 Pacific Gas and Electric Company. as they appear in the disclaimer. Do not

Please note: Copyright date must match print date. abbreviate or use an ampersand.

https://pgebrandguidelines.com

Improper logo examples

Do not change or modify any of the approved logos. The Tagline Lockup Logo, Spotlight Logo and Energy Company Lockup Logo artwork is available for download at pgebrandguidelines.com.

Improper usage A. Do not reposition or change the scale relationship

between the PG&E Spotlight Logo and tagline; it is fixed.

B. Do not extend the white box of the logo. Do not remove the registration mark; it is part of the logo.

C. Never attempt to recreate the PG&E Tagline Lockup Logo. It has been prepared as digital art; no typesetting is required.

D. Do not stretch or skew the logos. E. Do not use the positive logo on any color other

than white. F. Do not alter the approved colors of the Spotlight

Logo and/or tagline text. G. Incorrect position for the registration mark.

Do not attempt to recolor a reverse logo; the registration mark will not be correctly aligned.

H. Insufficient contrast; type illegible. I. Improper reverse logo. The shaft of light (wedge)

must always be white.

Prohibited Uses (not limited to):

• Apparel (shirts, hats, etc.) • Car/truck signage • Business cards • Yellow Pages advertisements • Promotional material (pens,

flashlights, key chains, etc.) • Sales process documentation

(quotations, invoices, contracts, etc.)

Improper logo examples:

Together, Building a Better California

A.

B.

C.

E.

D.

F.

G. H. I.

Together, Building a Better California

https://pgebrandguidelines.com

For digital work prepared specifically for pge.com, please see the alternate online color palette that is optimized for web accessibility. Exception: Downloadable PDFs posted on pge.com should utilize the below corporate colors. Please ensure that they meet ADA requirements.

Corporate colors

The overall look and feel of PG&E materials should be clean, bright and light and should make liberal use of white space whenever possible. Tertiary colors should be used judiciously as accents or for emphasis and should not be used as primary colors. Pay special attention to color contrast with text so readability is the highest priority in your design.

Primary logo/corporate colors

PG&E Blue PG&E Orange PG&E Gray

PG&E secondary palette The secondary color palette is meant to expand our color, not to replace the primary palette. The primary color palette should always be dominant. The tints provided (at right) are samples; any tint of the color is allowable.

New colors added to secondary palette Additional colors (as of 2016) have been added to the PG&E secondary palette. At times, additional brighter or deeper colors are needed for emphasis or contrast. These colors should be used sparingly. Please consult the brand team when using these new colors.

Note on PowerPoint colors A few colors on the downloadable PowerPoint template may differ slightly. These have been adjusted to work with projection.

PG&E Blue (Primary) PG&E Blue 60% PG&E Blue 30% PANTONE 639C/7460U PANTONE 639C/7460U 60% PANTONE 639C/7460U 30% CMYK C100 M7 Y5 K0 CMYK C60 M0 Y0 K0 CMYK C30 M0 Y0 K0 RGB R0 G165 B223 RGB R68 G200 B245 RGB R171 G225 B250

PG&E Lake PANTONE 632C/632U CMYK C90 M0 Y20 K6 RGB R0 G167 B194

PG&E Lake 60% PANTONE 632C/632U 60% CMYK C54 M0 Y12 K4 RGB R99 G194 B213

PG&E Lake 30% PANTONE 632C/632U 30% CMYK C27 M0 Y6 K0 RGB R182 G227 B220

PG&E Sage PANTONE 556C/556U CMYK C51 M5 Y37 K15 RGB R112 G164 B137

PG&E Sage 60% PANTONE 556C/556U 60% CMYK C25 M0 Y20 K16 RGB R164 G196 B183

PG&E Sage 30% PANTONE 556C/556U 30% CMYK C13 M0 Y10 K8 RGB R203 G221 B214

PG&E Moss PANTONE 5777C/5777U CMYK C22 M7 Y51 K22 RGB R163 G168 B107

PG&E Moss 60% PANTONE 5777C/5777U 60% CMYK C6 M0 Y30 K16 RGB R206 G209 B168

PG&E Moss 30% PANTONE 5777C/5777U 30% CMYK C3 M0 Y15 K8 RGB R227 G230 B207

PG&E Sand PANTONE 4515C/4525U CMYK C8 M14 Y50 K24 RGB R202 G181 B117

PG&E Sand 60% PANTONE 4515C/4525U 60% CMYK C0 M5 Y30 K15 RGB R223 G211 B172

PG&E Sand 30% PANTONE 4515C/4525U 30% CMYK C0 M3 Y15 K7 RGB R239 G233 B213

PG&E Orange (Primary) PG&E Orange 60% PG&E Orange 30% PANTONE 130C/129U PANTONE 130C/129U 60% PANTONE 639C/639U 30% CMYK C0 M30 Y100 K0 CMYK C0 M18 Y60 K0 CMYK C0 M9 Y30 K0 RGB R255 G161 B0 RGB R255 G199 B102 RGB R255 G227 B178

Black CMYK C0 M0 Y0 K100 RGB R0 G0 B0

PG&E Gray/Black 65% (Primary) PANTONE 431C/431U 65% CMYK C0 M0 Y0 K65 RGB R119 G119 B119

Black 30% CMYK C0 M0 Y0 K30 RGB R187 G187 B187

PG&E Midnight PANTONE 548C/548U CMYK C100 M24 Y0 K64

R25 G51 B94

PG&E Apple PANTONE 2300C/381U CMYK C34 M0 Y100 K5 RGB R204 G204 B51

PG&E Warm Red PANTONE 1655C/1655U CMYK C0 M63 Y91 K0 RGB R255 G102 B51

USING COLOR TEXT RGBSee typography on page 13

for tips and color variations.

Tints of Midnight are not allowed. Must be used at 100%. Note: the RGB color does not directly translate from the CMYK/PMS colors. Please see breakout above.

Creative elements and review process

Creative elements Tone Avoid using sarcasm or potentially offensive language. Do not employ “fear tactics” to urge customers to act. Do not frame PG&E in a negative light (e.g., “Get rid of high PG&E bills.”)

Imagery Consider our diverse customer base when choosing imagery and take care to select images that are unlikely to offend. Try to use current technology examples (e.g., LED lightbulbs instead of CFLs).

Marketing materials and claims review processes Marketing material review • Email [email protected] with your request at least 10 days

ahead of when final feedback is needed • Include all materials and any background needed to conduct review • An approval or feedback will be provided within 10 business days

Claims review • If there is an “energy efficiency statement of savings” (i.e. you will save 10%

on your energy costs) it will need to go through the Claims Review Process. • You will need to provide the statement and the substantiation —the

calculation and methodology or a link to a reliable independent source (examples—DOE, State of California, EnergyStar). Forward the information to [email protected].

• The information will be input into the Claims Review Worksheet and then submitted to the Claims Review Process.

• On average, the claims review process takes seven business days; however, Claims Engineers and revisions by the implementer may impact timelines.



Branding scenarios

Third Parties must follow the branding scenario agreed to and identified by the Third Party and PG&E in the contracting phase.

PG&E utilizes four different scenarios when it comes to the branding of third party programs. Two of the four involve co-branding and the additional two are limited to one corporate brand. Following are examples of appropriate co-branding emphasis and placement.

PG&E only (licensed) Only the PG&E logo and branding elements are present.

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Be part of California’s clean energy future

Apply for a PG&E Better Together STEM scholarship today!

©2017 Pacific Gas and Electric Company. All rights reserved.

DEADLINEMarch 31, 2017

In March 2017, your agricultural business account(s) transitioned from a flat electric rate to a time-of-use rate plan. Time-of-use rates are higher during summer peak periods, which are weekdays from noon to 6 p.m., May through October. In return, time-of-use rates are lower at all other times.

Your business’s peak energy usage By comparing your summer 2017 peak electric use to summer 2016, we found that one or more of your business accounts had higher peak period electric use this summer. For more information, review the analysis we provided for your applicable Service ID(s) on the following page.

If the accounts listed on the following page had shifted 10% of their on-peak usage to off-peak hours this summer, you could have saved up to $XXX.XX on your electric bills.*

*Bill savings value shown here is an estimate based on 10% shift in electricity use from peak hours to off-peak hours in the listed business accounts’ summer kWh consumption.

“PG&E” refers to Pacific Gas and Electric Company, a subsidiary of PG&E Corporation. ©2017 Pacific Gas and Electric Company. All rights reserved. CSB-1217-9132

PG&E resources to help you save energy and money • Energy Efficiency Rebates: PG&E provides rebates for equipment upgrades, such as variable frequency

drives and pump efficiency overhauls. Learn more at pge.com/ag.

• Custom Energy Savings Report: Complete your online PG&E account profile and get customized recommendations to save energy and money by shifting energy use to off-peak hours, making equipment updates or leveraging renewable energy sources. Get started at pge.com/audit.

Thank you for your business. We value you as a customer and look forward to continuing to serve you.

Sincerely, Your Partners at PG&E

Peak energy usage has increased for your agricultural business. Find ways to save with resources from PG&E.

Shift pumping or irrigation activities to off-peak hours when rates are lower.

Energy- and money-saving tips:

Alternate cooling methods between cold storage areas to lower simultaneous demand.

Adjust controls for variable speed drives to reduce load from fans, pumps and chillers.

Customer Name Sample Business 1234 Sunny Rd Fresno, CA 93704

Dear Customer Name,

Automated Demand Response Program Take control of your energy use by participating in the Automated Demand Response (ADR) Program—cut costs, save time, earn incentives.

PG&E’s ADR Program rewards businesses for playing a key role in reducing the stress on our electric grid during DR events when energy demand is at its highest. When energy prices are high, demand reduction can help keep prices low, avoid the need to use more fossil fuels, and increase electric reliability. By temporarily lowering energy usage or shifting demand to another time of the day, participating companies can help do their part in preventing power interruptions, reducing greenhouse gas emissions, defray the cost of upgrading your controls, and save money when you participate in DR events. Throughout the year, automating your energy controls helps meet sustainability goals, cut electricity costs and reduce or eliminate demand charges.

Benefits of ADR •Makes it easy to participate in DR events by automating your load reduction. •Receive incentives towards replacing or upgrading new controls equipment

that helps you manage your energy on a day-to-day basis. •Allows you to choose from various DR programs to earn ongoing incentives when

you participate in DR events. •The ADR team handles the entire process, from application to verification. •Retain full control of your equipment, including the option to opt out of participation

during any DR event.

Co-marketing examples

PG&E first Two logos are present but PG&E is clearly leading and is larger and more dominant. The Third Party’s logo is secondary and limited in size and placement per the details discussed later. Often times a short phrase is used to define the role that these brands play. Visual identity and branding elements are that of PG&E.

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Energy Efficiency Program

ENERGY EFFICIENCY

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Customer Name,

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Sincerely,

First Last Name Corporate Title Pacific Gas and Electric Company

“PG&E” refers to Pacific Gas and Electric Company, a subsidiary of PG&E Corporation. ©2017 Pacific Gas and Electric Company. All rights reserved. PG&E prints its materials with soy-based inks on recycled paper. April 2017 CSB-0417-7817

THIRD PARTY ENERGY EFFICIENCY PROGRAM FACT SHEET

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Third-party first Two logos are present but the Third Party is clearly leading and that party’s logo is larger and more dominant. PG&E’s logo is secondary and limited in size and placement per the details discussed later. Often times a short phrase is used to define the role that these brands play. Visual identity is that of the Third Party.

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PG&E refers to Pacific Gas and Electric Company, a subsidiary of PG&E Corporation. These offerings are funded by California utility customers and administered under the auspices of the California Public Utility Commission. HEALTH TECHNOLOGY offers energy efficiency programs on behalf of PG&E to its customers.

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Learn more


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First Name Last 123 Cons Ectetuer Drive Somewhere, NA 38525

Dear Customer,

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Sincerely, Your partners at Health Technology

Date XX, 20XX

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Third-party only Only the Third Party logo is present. The PG&E name is limited to factual statements of use only.

Company, Inc. A B C

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ABC Company, Inc.

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A B C Company, Inc.

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ACompany, Inc.

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We do our best!

A B C Company, Inc. Date XX, 20XX

Dear Valued Customer,

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Sincerely, ABC Company, Inc.

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ABC Company, Inc.

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