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 designed to help advertise, educate, and inform consumers and purchasers about WaterSense labeled products, new homes, and certification programs. 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 may be used on 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 or on certification documentation for a WaterSense labeled new home.
What does the WaterSense promotional label look like?
The promotional label includes the WaterSense label, either in color or black and white. 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 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, accrediting bodies, and new homes program administrators promoting their support for WaterSense.
Examples of accepted uses of the WaterSense promotional label by WaterSense partners include, but are not limited to: stores that want to promote the fact that they sell or make it easy for customers to find WaterSense labeled products; certifying organizations that want to promote a WaterSense labeled certification program to irrigation professionals; builders promoting WaterSense labeled products in a model home; or manufacturers who make a variety of labeled products.
The WaterSense promotional label can be used on various materials, such as:
- 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, new home, or program is labeled. In addition, the promotional label, like the WaterSense label, may not be used in any way to imply that products, new homes, or programs that have not met WaterSense certification criteria are labeled, or that EPA endorses the labeled product(s), manufacturers, retailers, distributors, builders, organizations, accrediting bodies, new homes program administrators, licensed certification providers, 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, model home materials, or other marketing items 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.