Professional Documents
Culture Documents
I n t r od u c t i on
Aclara has brought together the leading metering and data management
companies of ESCO Technologieseach well known and well established
within the utility industryand launched a new name, logo, Web site,
and marketing campaign for our newly united company.
This manual will help you understand the correct usage of Aclaras branding elements. Our identity standards are important in maintaining the consistent, high-quality look that our customers will identify with our company, our products and services, and our brand. Inconsistent use of these
elements can create confusion for customers and weaken the impact of
our message.
This manual provides detailed information on how to maintain the
consistency of our brand identity in all our marketing and business communications. By following the guidelines closely, you will help
Aclara clearly communicate our vision, mission, position, values, and
the strength of our technologies.
A c l a r a B r a n d Po s i t i o n a n d S t r a t e g y
Our vision
Aclara is the utility industrys thought leader in the design, development,
and deployment of utility data communications systems.
Our mission
Overall improved efficiencies for utility networks
Improved utility performance and reliability
Lower costs and resource-generation requirements
Usage and rate information that allows consumers to act
Our position
Leading the way in the design, development, and deployment of
total utility communications systems
Finding new ways to improve network efficiencies
Continuously advancing utility and network performance and reliability
Keeping ahead of requirements for cost management and
resource generation
Making usage and rate information more accessible and
more understandable for consumers
Our values
The integrity of our products and our people
Our consumer-centric philosophy
Our drive for innovation and creative thinking
Our entrepreneurial spirit
Our dedication and strong work ethic
Our brand
Brand essence is the fundamental characteristic by which our brand can be
defined. It is our brands promise expressed in the simplest, most singleminded terms. While it doesnt appear on external communications, our
brand essence is the inspiration for all external messaging. Aclaras brand
essence is The intelligence of reliable utility performance.
Table of Contents
Corporate Identity
About the Aclara Logo and Tagline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.1
Aclara Logo Proportions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.2
Aclara Logo Color Variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.3
Aclara Logo Format Variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.4
Inappropriate Logo Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.5
Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.6
Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.7
2.
3.
4.
Downloads
Downloadable Files & Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4.1
Corporate Identity
1 Corporate Identity
About the Aclara Logo and Tagline . . . . .1.1
Aclara Logo Proportions . . . . . . . . . . . . . .1.2
Aclara Logo Color Variations . . . . . . . . . .1.3
Aclara Logo Format Variations . . . . . . . .1.4
Inappropriate Logo Use . . . . . . . . . . . . . .1.5
Typography . . . . . . . . . . . . . . . . . . . . . . . .1.6
Color Palette . . . . . . . . . . . . . . . . . . . . . .1.7
Section 1
1.1
ACLARA LOGO
ACLARA TAGLINE
1.2
Symbol
Section 1
Logotype
FULL-COLOR LOGO
Section 1
1.3
REVERSED LOGO
PRIMARY FORMAT
Section 1
1.4
SECONDARY FORMAT
SECONDARY FORMAT:
RELATIONSHIP OF LOGO ELEMENTS AND AREA OF ISOLATION AROUND LOGO
Section 1
1.5
Dimensions
Dark backgrounds
and shapes
Color
Outlines
Special effects
and graphic
treatments
Angles
Typography
Section 1
Univers 45 Light
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Univers 55 Light
abcdefghijklmnopqrstuvwxyz
Univers 55 Oblique
abcdefghijklmnopqrstuvwxyz
Univers 65 Bold
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Univers 75 Black
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Univers 57 Condensed
abcdefghijklmnopqrstuvwxyz
Univers 57 Condensed
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Arial
abcdefghijklmnopqrstuvwxyz
Arial Italic
abcdefghijklmnopqrstuvwxyz
Arial Bold
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Arial Black
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1.6
Typography
The Univers typeface family should be used
in all Aclara marketing communications
materials. Consult the appropriate sections
of this manual for specific type treatments
when creating letterhead, business cards,
brochures, and other Aclara communications.
When the Univers font family is not
available or when creating Web pages or
PowerPoint presentations, Arial can be
used as a substitute font for Univers.
Color Palette
Section 1
1.7
CORPORATE COLORS
Color Palette
Pantone 1665
Pantone 431
R=243
G=115
B=33
R=77
G=87
B=97
C=0
M=81
Y=99
K=1
C=66
M=48
Y=38
K=7
HEX=E5310E
HEX=4D57161
Pantone 659
Pantone 5285
Pantone 397
Pantone 454
R=87
G=130
B=202
R=113
G=108
B=146
R=178
G=174
B=0
R=203
G=202
B=179
C=61
M=31
Y=0
K=0
C=50
M=42
Y=12
K=1
C=11
M=4
Y=100
K=13
C=15
M=10
Y=19
K=0
HEX=5782CA
HEX=716C92
HEX=B2AE00
HEX=CBCAB3
Pr i n t e d L e tt e r h e a d
& C o rr e s p o n d e n c e
2
2 Printed Letterhead and
Correspondence / Specifications
Letterhead . . . . . . . . . . . . . . . . . . . . . . . .2.1
#10 Envelope . . . . . . . . . . . . . . . . . . . . . .2.3
Business Cards . . . . . . . . . . . . . . . . . . . . .2.4
Mailing Label . . . . . . . . . . . . . . . . . . . . . .2.5
Letterhead
Section 2
LETTERHEAD
2.1
Letterhead / Specifications
Street Address
City Name, ST 00000-0000
www.Aclara.com
000 000.0000
000 000.0000 fax
Size:
8.5" x 11"
Colors:
Stock:
Mohawk Superfine
Ultrawhite Smooth 70# Text
Name of Employee
Employee Title
Letterhead
Section 2
2.2
Letterhead / Specifications
6"
5.875"
1.25"
1.25"
Street Address
City Name, ST 00000-0000
www.Aclara.com
1.50"
000 000.0000
000 000.0000 fax
2.50"
Name of Recipient
Name of Company
Street Address
City, State, Zip Code
Dear Name,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate
velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio
dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum
dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore
magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit
lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit
augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil
imperdiet doming id quod mazim placerat facer possim assum.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate
velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio
dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate
velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio
dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi
Sincerely,
Name of Employee
Employee Title
Note:
If an additional phone number or address
line is needed, extend the address block
upward and lengthen the rule line to the
height of the address block. The bottom of
the address block should align with the
baseline of the logo.
#10 Envelope
Section 2
2.3
#10 ENVELOPE
Street Address
City Name, ST 00000-0000
Size:
Colors:
Stock:
Mohawk Superfine
Ultrawhite Smooth 70# Text
.875"
.8"
1.125"
Street Address
City Name, ST 00000-0000
Name of Recipient
Name of Company
Street Address
City, State Zip Code
1.875"
4.25"
Business Cards
Section 2
BUSINESS CARD
2.4
Colors:
Stock:
Mohawk Superfine
Ultrawhite Smooth 130# dtc
(double-thick cover)
Name:
Title:
Employee Name
Employee Title
000 000.0000
000 000.0000 mobile
000 000.0000 fax
ename@aclara.com
Street Address
City Name, ST 00000-0000
www.Aclara.com
2.125"
.625"
Front
.5"
.875"
Rule:
Employee Name
Employee Title
000 000.0000
000 000.0000 mobile
000 000.0000 fax
ename@aclara.com
.5 rule weight
Note:
The left column of contact information
should contain no more than 3 numbers
and 1 e-mail address.
The right column of information should
contain no more than 3 address lines and
1 Web site address.
Mailing Label
Section 2
2.5
MAILING LABEL
Street Address
City Name, ST 00000-0000
Size:
Colors:
Stock:
2.625"
.875"
.8"
1.25"
Street Address
City Name, ST 00000-0000
1.125"
Name of Recipient
Name of Company
Street Address
City, State Zip Code
E l e c t r o n i c L e tt e r h e a d
& Correspondence
3
3 Electronic Letterhead &
Correspondence / Specifications
Aclara Corporate Electronic Letterhead . . . .3.1
E-mail Signatures and Instructions . . . . . . .3.2
Aclara Corporate PowerPoint Templates . . .3.5
Section 3
ACLARA CORPORATE
ELECTRONIC LETTERHEAD
3.1
Aclara Corporate
Electronic Letterhead
Two templates are available for creating
corporate documents with Microsoft Word.
Street Address
City Name, ST 00000-0000
www.Aclara.com
000 000.0000
000 000.0000 fax
Street Address
City Name, ST 00000-0000
www.Aclara.com
000 000.0000
000 000.0000 fax
Name of Recipient
Name of Company
Street Address
City, State, Zip Code
Dear Name,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate
velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio
dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum
dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore
magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit
lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit
augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil
imperdiet doming id quod mazim placerat facer possim assum.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate
velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio
dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate
velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio
dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi
Sincerely,
Name of Employee
Employee Title
Univers/Arial
9 pt.
Section 3
3.2
E-mail Signatures
Templates are available for creating
employee signatures for use in e-mail.
Employee Name
Employee Title
Aclara
Street Address
City, State Zipcode
www.Aclara.com
000.000.0000 - Direct
000.000.0000 - Cell
000.000.0000 - Fax
Section 3
3.3
1.
2.
3.
4.
5.
6.
7.
Once you are satisfied with the results, click the Save Signature
button to save them to your outlook signature folder.
An Export Complete dialog will appear with a link to this
documentation. Click close when finished.
Section 3
8.
9.
Click on the Mail Format tab at the top of the Options window.
3.4
11. You should find two new signatures listed in the first list titled
FirstnameLastname (using the name you entered earlier).
12. Select the signature with just your name as the label for
New Messages.
13. Select the signature labeled with your name and Replies to be your
reply or forwarded messages.
14. If you need to fine tune the signature (deleting the Cell phone line,
for example) you can edit the signature.
Note: The Aclara Email Signature Creator will remember your entry
information between uses, but will not be aware of any edits or
changes you make within Outlooks signature editor.
15. Click Ok on this screen and the previous screen and your signature
will now be ready for use.
Section 3
3.5
Downloads
4
4 Downloads
Downloadable Files & Instructions . . . . .4.1
Downloads
Section 6
Downloads
The materials listed below are available for download on the Aclara Web site
at the following address: http://www.aclara.com/downloads.htm
4.1