 WaterSense
Promotional Label Use Guidelines
What is the WaterSense promotional label and how is it different
from the WaterSense label?
The WaterSense promotional label is a tool designed to help advertise
WaterSense labeled products and certification programs to consumers
and other purchasers. EPA created the promotional label as a way
to incorporate the WaterSense label into marketing and advertising
materials and increase the brand's visibility without compromising
the integrity of the label. The promotional label can be used anywhere
in promotional materials. On the other hand, the WaterSense label,
as a certification mark, may only be used directly on or adjacent
to the specific WaterSense labeled products it identifies.
What does the WaterSense promotional label look like?
The promotional label includes the WaterSense label, with the words
“WaterSense” and “Meets EPA Criteria” arranged
in a circular pattern around the WaterSense image. The colors used
to make the label are Pantone 364 (green) and Pantone 641 (blue),
and the fonts are Rotis Semi Serif – 65 and Helvetica Roman.
The promotional label also includes a black or Pantone 641 (blue)
box with one of the following phrases:
- “look for”
- “ask about”
- “we sell”
The WaterSense promotional label must be reproduced so that all
of its components are legible. The promotional label should not
be distorted or altered in any way. Pictured below is the promotional
label with a blue and a black background, as well as a pure black
and white version.
How and where can the WaterSense promotional label be used?
Any manufacturer, retailer, distributor, utility, community, state,
or other organization or certified professional partner that wishes
to use the promotional label may do so, as long as they have in
place a signed, current WaterSense partnership agreement with EPA.
The promotional label may also be used by other entities upon request,
with permission granted by EPA, to generally promote the purchase
or use of WaterSense labeled products or programs, for example:
by organizations or media outlets that want to tell consumers to
look for the label; by stores that want to promote the fact that
they sell or make it easy for customers to find WaterSense labeled
products; by certifying organizations that want to promote a WaterSense
labeled certification program to irrigation professionals; or by
manufacturers who make a variety of labeled products.
The WaterSense promotional label can be used on various materials,
such as:
- Brochures
- Advertisements
- Circulars
- Trade show displays
- Point-of-purchase materials
- Web sites
Is there anywhere we may NOT use the WaterSense promotional label?
The promotional label should never be used to imply that any product
or program is labeled. In addition, the promotional label, like
the WaterSense label, may not be used in any way to imply that products
or programs that have not met WaterSense certification criteria
are labeled, or that EPA endorses the labeled product(s), manufacturers,
retailers, distributors, organizations, or other partners, or, in
the case of certification programs, the program itself or any certified
professional.
How can we be sure we are using the WaterSense promotional label
properly?
EPA is happy to review your pre-press promotional items, draft
Web sites, retail point-of-purchase promotions, or other materials
that use the WaterSense promotional label. To help us maintain the
integrity of the program and its identity, we also ask that you
alert EPA to any concerns you may have or possible misuse of the
WaterSense promotional label in your industry.
How are WaterSense promotional label use violations handled?
To protect the integrity of the promotional label, EPA will enforce
these promotional label use guidelines and determine whether
uses of the promotional label are appropriate. EPA will contact
anyone who misuses the promotional label in writing or by phone.
Violators will be given time to correct the error(s), depending
on the severity of the violation and the medium in which the violation
appeared. Dispute resolution procedures, outlined in the WaterSense
Program Guidelines, will go into effect if a correction is not made
to EPA’s satisfaction.
This document also available in PDF
(2 pp, 51K, About PDF)
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