aclara corporate identity -...

Aclara Corporate Ident i ty

Standards & Design Guidelines

Introduct ion

Aclara has brought together the leading metering and data management

companies of ESCO Technologies—each well known and well established

within the utility industry—and 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 Aclara’s brand-

ing elements. Our identity standards are important in maintaining the con-

sistent, high-quality look that our customers will identify with our compa-

ny, 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 com-

munications. By following the guidelines closely, you will help

Aclara clearly communicate our vision, mission, position, values, and

the strength of our technologies.

Aclara Brand Posi t ion and Strategy

Our visionAclara is the utility industry’s 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 brandBrand essence is the fundamental characteristic by which our brand can bedefined. It is our brand’s promise expressed in the simplest, most single-minded terms. While it doesn’t appear on external communications, ourbrand essence is the inspiration for all external messaging. Aclara’s brandessence is “The intelligence of reliable utility performance.”

Aclara Brand Position & StrategyIntroductionOur Vision / Mission / Position / Values / Brand

1. Corporate Identity About the Aclara Logo and Tagline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.1Aclara Logo Proportions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.2Aclara Logo Color Variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.3Aclara Logo Format Variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.4Inappropriate Logo Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.5Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.6Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.7

2. Printed Letterhead & Correspondence / SpecificationsAclara Corporate & Aclara Software Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.1#10 Envelope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.3Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.4Mailing Label . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.5

3. Electronic Letterhead & Correspondence / Specifications Aclara Corporate & Aclara Software Aclara Corporate Electronic Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3.1E-mail Signatures & Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3.2Aclara Corporate PowerPoint Templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3.5

4. Downloads Downloadable Files & Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4.1

Aclara Brand & Corporate Identity Standards Table of Contents

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

1Corporate Ident i ty

Aclara Brand & Corporate Identity Standards About the Aclara Logo and Tagline Section 1 1.1

About the Aclara Logo and Tagline

The name Aclara means to clarify andexplain, a reflection of our end-to-endmetering data communications capabilities.The design of our logo is intended to convey a bold, contemporary, and forward-looking statement about our company.

The new logo is designed as a combinationmark comprised of a symbol—a stylized“A” representing our three core, integratedtechnologies—a logotype of our companyname, and our corporate descriptor—AclaraTechnologies of ESCO. The descriptor is anintegral part of the Aclara logo and should be included in most logo treatments.

Aclara’s tagline is “Create Your IntelligentInfrastructure™” This tagline isused on most marketing communications,such as advertising, print collateral, Web site, trade show signage, and otherprint applications.

The Aclara logo and tagline are both trade-marked. The trademark symbol ™ must beused after the tagline. The registered trade-mark symbol (r) must be used after thename Aclara in the logo, when the Aclaraname is included in a document's headline,and in the first use of Aclara in marketingcommunication.

Marketing communication print materialsshould include the month and year the document was printed (e.g., 05/08) on thebottom or back cover of the document.

ACLARA LOGO

ACLARA LOGO WITH CORPORATE DESCRIPTOR

ACLARA TAGLINE

Create Your Intelligent Infrastructure™

Aclara Brand & Corporate Identity Standards Aclara Logo Proportions Section 1 1.2

Aclara Logo Proportions

The Aclara symbol uses a bold red-orangeshape with the stylized “A” device reversed.The Aclara name in the logotype uses a customized sans-serif typeface, for a distinctive, contemporary look.

The new logo is designed as a combinationof the symbol and the logotype. The logoshould always be reproduced in the rela-tionships shown at left. These relationshipsshould never be altered, and the elementsof the logo should not be rearranged.

The Aclara logo artwork, with symbol andlogotype, has been converted into vectorshapes, so that font substitution and proportions will not be a concern whenreproducing the logo. The logo artwork is available as a vector art electronic file. See Section 6 for available downloads and instructions.

A certain amount of “white space” shouldalways be maintained around the logo.When space permits, the logo should besurrounded by a logotype “A” (height/width)of white space on all four sides of the logo.

Aclara Logo

LogotypeSymbol

SYMBOL AND LOGOTYPE

AREA OF ISOLATION AROUND LOGO

Aclara Brand & Corporate Identity Standards Aclara Logo Color Variations Section 1 1.3

Aclara Logo Color Variations

The Aclara symbol shape is Pantone 1665red-orange with the stylized “A” devicereversed out in white. The Aclara logotypeuses Pantone 431 gray.

The Aclara logo may also be used in one-color applications as shown to the left.

The logo artwork is available as a vector art electronic file in spot colors. It is also available in a CMYK version for four-colorprocess printing and one-color format. SeeSection 6 for available downloads andinstructions.

When using the reversed Aclara logo, background color should be 100% black,Pantone 431 gray or Pantone 1665 red-orange. These colors should not bescreened to a lighter color tint.

FULL-COLOR LOGO

ONE-COLOR PANTONE 431 LOGO

ONE-COLOR BLACK LOGO

REVERSED LOGO

Aclara Brand & Corporate Identity Standards Aclara Logo Format Variations Section 1 1.4

Aclara Logo Format Variations

There are two acceptable formats to thenew logo: primary and secondary. The primary format is encouraged for virtuallyall applications except when the logo isused in extreme vertical spaces.

In the case of extreme vertical spaces, use the secondary format. Follow the specifica-tions noted here when using this format.

PRIMARY FORMAT

SECONDARY FORMAT

SECONDARY FORMAT: RELATIONSHIP OF LOGO ELEMENTS AND AREA OF ISOLATION AROUND LOGO

Aclara Brand & Corporate Identity Standards Inappropriate Logo Use Section 1 1.5

Inappropriate Logo Use

Never alter the shape, color or relativepositions of the logo or its elements, andnever make alterations that could reduceits legibility or distinctive typography. For example, never do the following:

• Alter the horizontal or vertical dimensions of the logo when resizing.

• Place the corporate logo on dark back-grounds, contain it in a shape, or incor-porate it within other elements.

• Alter the logo’s colors, such as using all blue or gray.

• Outline any part of the logo or fill it with a pattern.

• Embellish the logo with drop shadows or add special effects or graphic treatments.

• Angle the logo on the page.

Dimensions

Dark backgrounds and shapes

Color

Outlines

Special effectsand graphictreatments

Angles

Aclara Brand & Corporate Identity Standards Typography Section 1 1.6

Typography

The Univers typeface family should be usedin all Aclara marketing communicationsmaterials. Consult the appropriate sectionsof this manual for specific type treatmentswhen creating letterhead, business cards,brochures, and other Aclara communications.

When the Univers font family is not available or when creating Web pages orPowerPoint presentations, Arial can beused as a substitute font for Univers.

Univers 45 Light abcdefghijklmnopqrstuvwxyz

Univers 45 Light Oblique abcdefghijklmnopqrstuvwxyz

Univers 55 Light abcdefghijklmnopqrstuvwxyz

Univers 55 Oblique abcdefghijklmnopqrstuvwxyz

Univers 65 Bold abcdefghijklmnopqrstuvwxyz

Univers 65 Bold Oblique abcdefghijklmnopqrstuvwxyz

Univers 75 Black abcdefghijklmnopqrstuvwxyz

Univers 75 Black Oblique abcdefghijklmnopqrstuvwxyz

Univers 45 Condensed Light abcdefghijklmnopqrstuvwxyz

Univers 45 Condensed Light abcdefghijklmnopqrstuvwxyz

Univers 57 Condensed abcdefghijklmnopqrstuvwxyz

Univers 57 Condensed abcdefghijklmnopqrstuvwxyz

Univers 67 Condensed Bold abcdefghijklmnopqrstuvwxyz

Univers 67Condensed Bold Oblique abcdefghijklmnopqrstuvwxyz

Arial abcdefghijklmnopqrstuvwxyz

Arial Italic abcdefghijklmnopqrstuvwxyz

Arial Bold abcdefghijklmnopqrstuvwxyz

Arial Bold Italic abcdefghijklmnopqrstuvwxyz

Arial Black abcdefghijklmnopqrstuvwxyz

Arial Black Italic abcdefghijklmnopqrstuvwxyz

Aclara Brand & Corporate Identity Standards Color Palette Section 1 1.7

Color Palette

Corporate Colors. The corporate colorsof the Aclara identity are Pantone 1665 and Pantone 431. The RGB, CMYK, andHEX values are shown at left.

Secondary Accent Colors. Additionally,the colors noted to the left can be used invarying tint screens to augment the basiccolor palette in traditional print applica-tions. When used as tint screens, thesecolors can be used as background colors in collateral and direct mail applications.

Pantone 1665

R=243G=115B=33

C=0M=81Y=99K=1

HEX=E5310E

Pantone 431

R=77G=87B=97

C=66M=48Y=38K=7

HEX=4D57161

Pantone 659

R=87G=130B=202

C=61M=31Y=0K=0

HEX=5782CA

Pantone 5285

R=113G=108B=146

C=50M=42Y=12K=1

HEX=716C92

Pantone 397

R=178G=174B=0

C=11M=4Y=100K=13

HEX=B2AE00

Pantone 454

R=203G=202B=179

C=15M=10Y=19K=0

HEX=CBCAB3

CORPORATE COLORS

SECONDARY ACCENT COLORS

2 Printed Letterhead and

Correspondence / Specifications

Letterhead . . . . . . . . . . . . . . . . . . . . . . . .2.1

#10 Envelope . . . . . . . . . . . . . . . . . . . . . .2.3

Business Cards . . . . . . . . . . . . . . . . . . . . .2.4

Mailing Label . . . . . . . . . . . . . . . . . . . . . .2.5

2Printed Letterhead & Correspondence

Letterhead / Specifications

Size: 8.5" x 11"

Colors: Pantone 1665 Red-OrangePantone 431 Gray

Stock: Mohawk Superfine Ultrawhite Smooth 70# Text

Art files are available for Aclara Corporate.

Logo versions including the descriptor “Aclara Technologies of ESCO” should be used.

Example shown at 50% actual size

LETTERHEAD

Aclara Brand & Corporate Identity Standards Letterhead Section 2 2.1

Street AddressCity Name, ST 00000-0000www.Aclara.com

000 000.0000000 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 sus-

cipit 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 feu-

giat 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.





dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.





dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi

Sincerely,

Name of Employee

Employee Title


000 000.0000000 000.0000 fax

Name of Recipient

Name of Company

Street Address


Dear Name,























Sincerely,

Name of Employee

Employee Title

Letterhead / Specifications

Address: Univers 47 Condensed Light:8 pt. on 10.5 pt. leadingInformation should be configured as shown at left.

Letter: Arial or Helvetica Regular:9 pt. on 12 pt. leading

Follow the placement guidelines shown atleft when creating letters.

Note:If an additional phone number or addressline is needed, extend the address blockupward and lengthen the rule line to theheight of the address block. The bottom ofthe address block should align with thebaseline of the logo.

Example shown at 50% actual size

2.50"

1.25"

Aclara Brand & Corporate Identity Standards Letterhead Section 2 2.2

1.25"

1.50"

6"5.875"

#10 Envelope / Specifications

Size: 9.5" wide x 4.125" tall


Stock: Mohawk Superfine Ultrawhite Smooth 70# Text

Art files are available for Aclara Corporate#10 envelopes.

Address: Univers 47 Condensed Light:8 pt. on 10.5 pt. leadingInformation should be configured as shown at left.

Follow the placement guidelines shown atleft when addressing envelopes.

Examples shown at 50% actual size

Street AddressCity Name, ST 00000-0000

4.25"

1.875"

.8"1.125"

.875"

#10 ENVELOPE

Aclara Corporate Identity Standards #10 Envelope Section 2 2.3


Name of Recipient

Name of Company

Street Address

City, State Zip Code

Business Cards / Specifications

Size: 3.5" wide x 2" tall


Stock: Mohawk Superfine Ultrawhite Smooth 130# dtc(double-thick cover)

Name: Univers 67 Condensed Bold:8 pt. on 9.5 pt. leading

Title: Univers 47 Condensed Light:8 pt. on 9.5 pt. leading Keep employee titles to one line

Address: Univers 47 Condensed Light:8 pt. on 9.5 pt. leading

Rule: .5 rule weight

Art files are available for Aclara Corporatebusiness cards.

Follow the placement guidelines shown atleft when creating business cards.

Note:The left column of contact informationshould contain no more than 3 numbersand 1 e-mail address.

The right column of information shouldcontain no more than 3 address lines and 1 Web site address.

Examples shown at actual size

BUSINESS CARD

Aclara Corporate Identity Standards Business Cards Section 2 2.4

Employee NameEmployee Title

000 000.0000000 000.0000 mobile000 000.0000 [email protected]


Employee NameEmployee Title

000 000.0000000 000.0000 mobile000 000.0000 [email protected]


.187"

.5".875"

.625"2.125"

Front

MAILING LABEL Mailing Label / Specifications

Size: 6" wide x 4" tall


Stock: Fasson Crack ‘n Peel; 70# Premium Uncoated Litho

Art files are available for Aclara Corporate mailing labels.

Follow the placement guidelines shown atleft when creating mailing labels.

Examples shown at 60% actual size



Aclara Corporate Identity Standards Mailing Label Section 2 2.5

.8"1.25"

1.125"

.875"2.625"

Name of Recipient

Name of Company

Street Address

City, State Zip Code

3 Electronic Letterhead &

Correspondence / Specifications

Aclara Corporate Electronic Letterhead . . . .3.1

E-mail Signatures and Instructions . . . . . . .3.2

Aclara Corporate PowerPoint Templates . . .3.5

3Electronic Letterhead & C o r r e s p o n d e n c e


000 000.0000000 000.0000 fax

Aclara Corporate Electronic Letterhead

Two templates are available for creatingcorporate documents with Microsoft Word.

For these templates to be used successfully,the fonts, Univers and/or Arial, must beinstalled on your computer.

Address: Univers/Arial 8 pt.

Letter: Univers/Arial 9 pt.

ACLARA CORPORATEELECTRONIC LETTERHEAD

Aclara Brand & Corporate Identity Standards Aclara Corporate Electronic Letterhead Section 3 3.1


000 000.0000000 000.0000 fax

Name of Recipient

Name of Company

Street Address


Dear Name,























Sincerely,

Name of Employee

Employee Title

E-mail Signatures

Templates are available for creatingemployee signatures for use in e-mail.

For these templates to be used successfully,the font, Arial, must be installed on yourcomputer. Follow the instructions on thenext few pages for setting up your OutlookCorporate Signature and your Outlook ReplySignature.

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

Aclara Brand & Corporate Identity Standards E-mail Signatures & Instructions Section 3 3.2

Setting Your Outlook Signature with the Corporate Template

1. While connected to the Aclara PLS network (either directly, or through a VPN for remote users) and using Internet Explorer, visit: http://intranet.aclara.com/downloads/EmailSignature

2. Click the Run button.

3. Click Run on the Open File dialog if it appears.

4. The Launching Application dialog should appear briefly while the program is checking for the latest version. No action is necessary.

5. The Aclara Email Signature Creator will appear. Enter the appropriate information in each of the text boxes.The phone numbers will automatically place spacers in theappropriate place, simply type in the numbers.The template dropdown selects from the available signatureformats. As of this writing, there is a standard template and astandard template with the Aclara Client Conference logo and link.

6. Clicking the Preview button will display your entered information in a web browser.

7. Once you are satisfied with the results, click the Save Signaturebutton to save them to your outlook signature folder.An Export Complete dialog will appear with a link to thisdocumentation. Click close when finished.


8. In Outlook, go to the Tools dropdown menu and select Options.

9. Click on the Mail Format tab at the top of the Options window.

10. Click on the Signatures button to open the Signatures selection window.

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 forNew 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 Outlook’s signature editor.

15. Click Ok on this screen and the previous screen and your signature will now be ready for use.


Aclara Brand & Corporate Identity Standards Aclara Corporate PowerPoint Templates Section 3 3.5

Aclara Corporate PowerPoint Template 1

Consistent, professional presentations are as important to Aclara’s brand image as every other printed or electronicmarketing communications. Aclara’s downloadablePowerPoint templates ensure that all presentations incorporate Aclara’s corporate identity with a consistent format, with the design flexibility to accommodate your specific content and visuals. The Aclara logo is embeddedon the master slide as a JPG in RGB color mode. The RGBvalues are as follows:Red-Orange: R=243; G=115; B=33Gray: R=77; G=87; B=97

To download Aclara’s PowerPoint templates, see Section 6,Downloadable Files & Instructions.

4 Downloads Downloadable Files & Instructions . . . . .4.1

4Downloads

Downloads

The materials listed below are available for download on the Aclara Web site at the following address: http://www.aclara.com/downloads.htm

• Aclara E-mail Signature Instructions• Aclara E-mail Signature Installers• Aclara PowerPoint Templates• Aclara Electronic Letterhead• Aclara Logos (vector art files)• Aclara Corporate Identity Standards & Design Guidelines (PDF)

Aclara Brand & Corporate Identity Standards Downloads Section 6 4.1

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