Brand Guidelines - Ingersoll Photography · The Ecova Brand Guidelines As a global company, it’s...

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Brand Guidelines

Updated July 2016

visit us online at ecova.com

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© 2016 Ecova, Inc. All Rights Reserved.

1313 N Atlantic St #5000Spokane WA 99201

[email protected]

Online: ecova.com/brandguidelines

Employees can access tools and templates on myIQ at http://myiq/ClientAcquisition/CorporateMarketing/ecova_resources/SitePages/Brand Guidelines and Templates.aspx.

Introduction

Ecova Brand 4

About Ecova 4

Vision, Mission & Values 7

Design

What’s New 9

Logo 10

Color 12

Typography 14

Web 16

Supporting Elements 17

Photography 18

Social Media 24

Iconography 25

Samples

PowerPoint 27

Web & Email 28

Business Papers 29 & Reports

Writing

Ecova Voice 31

Boilerplate 32 Messaging

Data, Insight, 34 & Action

Contact Info 36

Terms/AP Guide 37

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The Ecova Brand Guidelines

As a global company, it’s important that all Ecova employees and stakeholders work hard to communicate, maintain, protect and enhance our brand and present consistent communication and documentation, both internally and externally. These Brand Guidelines do just that, providing a handy reference to the attributes, benefits, culture and personality that define Ecova while providing specifications for our logo, fonts, colors, images and communication tools.

About Ecova

Ecova makes businesses and utilities more successful through energy and sustainability management. We blend cutting-edge technology with dynamic people and leverage data to reveal insight and opportunity—inspiring action and shaping business strategy. Utilizing consumption, cost and carbon footprint data spanning thousands of utilities, hundreds of thousands of business sites and millions of households, we provide fully managed, technology-optimized solutions that drive powerful results.

Ecova is passionate about its vision to positively

impact not only the clients we serve, but also

the world around us.

Introduction

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We are driven and inspired to make our

company and the world a better place.

VisionEnabling a sustainable world where people, organizations and the environment thrive.

MissionArchitecting the future of energy, carbon, water and waste through data, insight and action.

Values

PASSIONATEWe are driven and inspired to make our company and the world a better place.

RESPONSIBLE We work with commitment and accountability. This translates to our work with each other, with our clients, with our partners and with the communities where we work and live.

COLLABORATIVE We believe that diverse perspectives create stronger and more innovative solutions. Serving as trusted partners to our colleagues and clients yields better results.

AGILE We work in one of the most dynamic industries and companies on earth. We are nimble and creative, embracing what’s needed to help build a more sustainable future.

Vision, Mission & Values

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As Ecova evolves as a company, we have evolved our brand to reflect a cleaner, more modern look. We now focus on structured grid layouts with a well-defined hierarchy between the major content components: headers, body text and callouts. Pieces have a lighter feel with more white space and flat, bold colors.

Blue remains Ecova’s defining color and should continue to be the primary color throughout communications. Secondary colors have been brightened and should be used to support the primary colors without overwhelming them. Flat blocks of accent colors and grays break up content in an engaging manner.

Responsive design is a priority when it comes to the digital space. This means ensuring design looks great no matter the device or size of screen. Designing within the digital space includes the creation of imagery that is made for high-density pixel screens (such as retina screens). This could involve using vector file types, as well as @2x and @3x versions of each image file.

Our brand guidelines have evolved in the following ways:

Ecova’s new cleaner look aligns our brand with our evolving international business model. It also better represents our identity as a modern, technologically sophisticated company positioned for the future.

What’s New

DESIGN OLD NEW

Heavy use of grid patternGreater emphasis on white space and flat color blocks

Brand colors mixed frequently and liberally

Ecova blue as defining color with others used sparingly as accents

Literal use of photograph assetsPhotographs used more abstractly to add depth and texture

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Illustrated here are a few examples of inappropriate uses of the logo. In general, do not alter color, proportions or alignments of the logo elements. Also, do not animate the logo in any way.

The easiest way to ensure correct logo application is to use the approved digital artwork for all applications.

01 Never place the logo on a background color that compromises legibility.

02 Do not use the white logo on backgrounds that are too light or cluttered.

03 Never distort or rotate the logo.

04 Never change the color or screen-back the logo.

05 Avoid adding embellishments like dropshadows or embossing.

06 Never use the logo at a low resolution or pixelated.

COLOR UNIVERSAL DESIGN (CUD)*

Choose color schemes that can be easily identified by people with all types of color vision, in consideration of the actual lighting conditions and usage environment.

Use not only different colors but also a combination of different shapes, positions, line types and coloring patterns, to ensure that information is conveyed to all users including those who cannot distinguish differences in color.

Clearly state color names where users are expected to use color names in communication.

*Source CUDO.jp

Incorrect Logo UsageCorrect Logo Usage

Note that the logo size should be no smaller than 1” width.

1 inch

The proper color and configuration of the logo is essential to projecting a consistent image across media. Adherence to these guidelines will help ensure logo integrity regardless of where it is used.

CLEAR SPACE

An important element in the Ecova logo is its clear space. As the example illustrates, the stand-off area should equal the widest point of the negative space within the “e.” This space ensures a consistent look to the brand, while protecting the logo from distractions within the layout.

COLOR TREATMENT

There are two options for the Ecova color and black-and-white logos: a blue logo on a white background and a white logo reversed out on a blue background.

01 The color logo should always be used when possible, but only on a white background.

02 Black can be used on white backgrounds on black-and-white documents only.

03 Choose a white logo reversed on blue for use on blue background.

04 Choose a white logo reversed on black for use on black background.

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01

02

03

04

05

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Additional Colors

Gray cyan, moderate green and light gray cyan are the Ecova secondary colors. They are to be used as highlights across Ecova-branded collateral. Moderate green can be used more prominently in an effort to bring additional color into a piece.

Vivid orange, dark magenta and strong orange may be used as supporting colors for illustrations, charts and web graphics where additional color options are needed. These colors are to be used as accents to the primary and secondary palettes.

Secondary Colors Tertiary Colors

Gray Cyan

RGB181, 187, 184

CMYK30, 20, 24, 0

HEX#B5BBB8

PANTONEPMS 5655 C

PANTONEPMS 7537 U

Moderate Green

RGB128, 171, 64

CMYK56, 14, 100, 1

HEX#80AB40

PANTONEPMS 7489 C

PANTONEPMS 376 U

Light Gray Cyan

RGB240, 241, 241

CMYK4, 3, 3, 0

HEX#F0F1F1

PANTONEPMS 663 C

PANTONEPMS 656 U

Vivid Orange

RGB255, 187, 14

CMYK0, 29, 99, 0

HEX#FFBB0E

PANTONEPMS 1235 C

PANTONEPMS 116 U

Dark Magenta

RGB107, 37, 108

CMYK67, 100, 26, 12

HEX#6B256C

PANTONEPMS 260 C

PANTONEPMS Med Purple U

Strong Orange

RGB214, 123, 37

CMYK13, 60, 100, 2

HEX#D67B25

PANTONEPMS 7565 C

PANTONEPMS 138 U

Digital

Print

Web

Spot Print

Primary Colors

The Ecova brand is made up of three primary colors: very dark cyan, dark blue, and dark gray cyan. They should be consistently dominant across all Ecova-branded collateral.

Very Dark Cyan

RGB0, 58, 68

CMYK95, 63, 55, 48

HEX#003A44

PANTONE CoatedPMS 309 C

PANTONE UncoatedPMS 5463 U

Dark Blue

RGB0, 89, 122

CMYK95, 61, 34, 14

HEX#00597A



Dark Gray Cyan

RGB108, 122, 118

CMYK60, 42, 49, 12

HEX#6C7A77



Digital

Print

Web

Spot Print

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Print & Web Typography

Grumpy wizards make toxic brew for the evil queen and jack.

PREFERRED TYPE FOR MARKETING MATERIALS



Intro Copy

Font family: Uni Sans BookFont size: 16pt/22pxTracking (letter-spacing): 25Leading (line-height): 1.2em/19.2pt

Print Body Copy

Font family: Open Sans RegularFont size: 10ptTracking: 50Leading: 1.4em/14pt

Web Body Copy <p>

font-family: Open Sans Regularfont-size: 12pt/16pxline-spacing: 50line-height: 1.4em/16.8pt

Quote

Font family: Uni Sans ItalicFont size: 14pt/19pxTracking: 25 Leading: 1.5em/21pt

Grumpy wizards make toxic brew for the evil

Heading 1

Font family: ArialFont size: 18ptTracking: 50Leading: 1.2em/28.8pt


Heading 2

Font family: ArialFont size: 14ptTracking: 50Leading: 1.2em/16.8pt


Body

Font family: ArialFont size: 10ptTracking: 50Leading: 1.4em/14pt

PREFERRED TYPE FOR MICROSOFT OFFICE

Print & Web Typography

Typography is an important tool for supporting our brand and maintaining a consistent look across all Ecova materials from brochures to billboards, posters to packaging. Our type family lends flexibility to our brand through a broad range of weights and styles.

The use of type for online communications differs slightly from its prescribed use for print. The guidelines below apply to any application on a Website, in an email or within any other form of digital media.

GRUMPY WIZARDS

Grumpy wizards make toxic brew for the evil


GRUMPY WIZARDS MAKE TOXIC BREW FOR THE EVIL QUEEN AND JACK.

Heading 1 <h1>


Heading 2 <h2>


Heading 3 <h3>

Font family: Open Sans LightFont size: 14pt/19pxTracking (letter-spacing): 25Leading (line-height): 1.2em/16.8pt

Heading 4 <h4>

Font family: Open Sans BoldFont size: 10pt/13pxTracking (letter-spacing): 50Leading (line-height): 1.6em/16pt

PREFERRED TYPE FOR MARKETING MATERIALS

click hereLink <a>

click here

click here

Hover Link <a>

Visited Link <a>

LINKS

“Grumpy wizards make toxic brew for the evil queen and jack.”

Go to page 39 to learn more about differences in quotation marks and hanging punctuation.

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Web Styles Supporting Elements

BUTTON STYLE

BUTTON BUTTON

button button:hover

FORM

Category Title

Dropdown Example

Message

RULE LINES (1PX FOR WEB, .5PT FOR PRINT) INFOGRAPHIC STYLE

LIGHT GRAY CYAN BACKGROUND

75% OPACITY DARK BLUE BAR OVERLAY

HEADLINESupporting copy

UN-ORDERED LIST

▪ Lorem ipsum dolor sit amet

▪ Consectetur adipiscing elit

• Aenean nisl mattis ligula, lacinia at elementum

• Aenean nisl mattis ligula, lacinia at elementum

▪ Ultricies a ante aliquam mattis fermentum

ORDERED LIST

1. Lorem ipsum dolor sit amet

2. Consectetur adipiscing elit

a. Aenean nisl mattis ligula, lacinia at elementum

b. Aenean nisl mattis ligula, lacinia at elementum

3. Ultricies a ante aliquam mattis fermentum

$2.1

COMMERCIAL & INDUSTRIAL SITES

710,000

OF LIFETIME ENERGY SAVINGS

129 TWh

BILLION IN SAVINGS

MULTI-SITE CLIENTS

900+th - Consectetur Lorem ipsum dolor

td - Praesent commodo Sit amet consectetur

Magna vel scelerisque Adipiscing elit

Consectetur et Integer posuere

TABLE STYLE

Lorem ipsum Lorem ipsum

Lorem ipsum Lorem ipsum

CHECK BOX STYLE

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Image Requirements

IN PRINT • Resolution (DPI/PPI) - 300• Common file types (lossless preferred) - PSD, RAW, PNG, JPG• Save at highest quality when applicable

IN DIGITAL• Resolution (PPI) - 72• Common file types - JPG, PNG, GIF• Save for web to minimize file size• Retina-ready with @1x, @2x and @3x versions

FILE TYPE BENEFITS• PNGs - lossless, transparency, illustration, text• JPGs - small file size, photographs• GIFs - animations, transparency

FILE TYPE CONS• PNGs - larger file size• JPGs - lossy, poor text/illustration• GIFs - transparency, limited colors

WHEN SIZING/EXPORTING• Interpolation (resample) - bicubic (smooth gradients)• Aspect - keep original ratio, use crop when changing shape• Anti-aliasing - art-optimized• Quality - 10 or 80% or higher• Never enlarge image as it degrades quality• Use non-destructive edits whenever possible

OTHER• Lossless image files are always preferred. The exception is a high-quality final image for digital to reduce file size requirements.• Avoid grainy images• Ensure lighting is balanced and coloring is accurate• Provide additional retina-ready images when applicable for web/email• Reduce file size so long as it does not compromise quality

RETINA/RESPONSIVEEnsure images produced for digital space are versioned for retina (@1x, @2x and @3x), as well as responsive (desktop, tablet and mobile).

GIF

Photography Image Guidelines

STYLE Utilize lifestyle photography that feels genuine and tells a story while avoiding images that feel forced or pretentious. It is important that edits to imagery remain consistent across the brand. Avoid overprocessed images and noticeable vignettes.

COLOR Keep images true to color and vibrant, while having contrast that pops. Public facing images should be in color. Temperature should be balanced.

FOCUS Close-up and wide-angle shots of a subject or scene are acceptable. For closer in shots, utilize a shallower depth of field. Depending on need, images can be either the focus of a piece or support to copy and/or graphics. Avoid lens distortion in images.

COLOR OVERLAY AND BLUR Use color overlays or intentional full blurs only in instances of texture or background support. These instances are used sparingly.

COMPOSITION When applicable, have symmetry or utilize the rule of thirds. The rule of thirds can also help in providing space for copy.

EMOTIONAL AND GENUINE Images should feel both emotive and genuine when applicable, particularly when utilizing people as subjects.

DIVERSITY It is important that our brand be inclusive and respectful of all people. Diversity in people, places and/or things is very important.

PEOPLE We encourage using images of people whenever possible, particularly when portraying Ecova’s Utility or Business services. Avoid images where subjects are looking directly into the camera. Be aware of whether they fit the mood and feel genuine.

COPY SPACE When applicable, select images that provide copy space that is void of texture, adjusting image exposure/contrast to increase legibility.

LIGHT SOURCE AND LIGHT BALANCE Avoid images that are under-or overexposed. Utilize images with natural light sources when outside.

SEASON AND LOCATION If an image will be displayed year-round or is climate-specific, try to avoid images depicting specific seasons (i.e., snow during the summer). Being aware of the location of the image and how it relates.

PNG JPG SVG RETINA READY

TextTransparency

Photographs Icons & Logos Animations @2x and @3xMobile Versions

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Assigned Photography

ECOVA PLATFORMRETAIL C&I PROGRAMS

DIGITAL ENGAGEMENT SOLUTIONS RESIDENTIAL

UTILITY

Assigned Photography

BUSINESS FACILITY OPTIMIZATION

EXPENSE & DATA MANAGEMENT ENERGY SUPPLY MANAGEMENT

TELECOM LIFE CYCLE MANAGEMENTWASTE SUSTAINABILITY

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Photography ExamplesPhotography Examples

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Icons are a signature element in the Ecova brand and appear in both print and Web communications. The distinctive style helps unify the brand look across media, while enabling readers to quickly and easily locate key pieces of information on the page.

SOCIAL MEDIA ICONSThe iconic shape is also used in identifying the pieces in Ecova’s suite of social media links. Each should always be used with its assigned color and symbol. The logo can also be used inside a box or the rounded corner box for social media, such as a profile photo or within a larger header graphic.

RESOURCE ICONS Resource icons are used to talk about business resources that are impacted by the services Ecova offers. They can be used in print or online. They can be used individually or together, with or without their labels.

SOLUTION ICONSThese icons represent each of Ecova’s diverse solution offerings using simple single-colored line illustrations.

Keeping with this style are additional icons geared towards objects, categories, or actions that can be used as a supporting graphic or identifier.

Iconography

SOLUTION ICONS

RESOURCE ICONS

SOCIAL MEDIA ICONS

To encourage customer interaction, it’s important to ensure posts and images are optimized for social media. Because this is a constantly evolving space, it’s important to keep up with best practices. The following are the current recommended image dimensions and content best practices for each outlet.

TWITTER Keep Tweets short (up to 140 characters of text) and focused on a specific message. Use no more than two relevant hashtags per Tweet. Visuals invite higher engagement.

Header photo: 1500 px wide by 500 px tall Profile image: 400 px wide by 400 px tall In-stream photo: 440 px wide by 220 px tall

LINKEDIN Optimize posts by providing concise introductions and snappy headlines. Content should be “snackable” and valuable to encourage sharing. Link back to Ecova when possible.

Background image: 1500 px wide by 425 px tallProfile image: 400 px wide by 400 px tallCareer cover photo: 974 px wide by 330 px tallBanner image: 646 px wide by 220 px tall (min)Standard logo: 400 px wide by 400 pixels tall (max)

FACEBOOK Stay on brand, but also use this outlet to have fun and to show the human side of Ecova. Ensure grammar and spelling are correct and fact-check sources and news before sharing.

Cover photo: 851 px wide by 315 px tall Profile image: 180 px wide by 180 px tall Highlighted image: 1200 px wide by 717 px tall Shared image: 1200 px wide by 630 px tall Shared link thumbnail image: 1200 px wide by 627 px tall

YOUTUBE Video uploads: 1280 px wide by 760 px tall Channel cover photo: 2560 px wide by 1440 px tall

Social Media

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SAMPLES

PowerPoint Template

Use this template when giving presentations to either internal or external stakeholders. The template has instructions for customizing section pages, images and graphics.

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Website and Email Template

On our Website, ecova.com, you’ll find overviews of all our solutions, as well as educational and reference materials such as case studies, blog posts, webinar recordings and more. Emails are presented in a clean format with a photo header. Icons may be used to draw readers’ attention and break up content.

Business Papers and Reports

Ecova’s business papers and report templates are presented in a clean, eye-catching format with enough white space to appear uncluttered while using icons, design elements and pops of color to direct the reader to important message points. Templates can be found on myIQ.

31 Ecova Style Guide 2016

WRITING

Ecova in Writing

Ecova is a trusted partner to our clients around the globe and we take care to communicate this through our voice and tone.

Writing standards are based on the Associated Press Stylebook, though they may differ in languages, places and geographical locations to accommodate specific industry usage.

Social Mediafacebook.com/ecovainc

linkedin.com/company/ecova

twitter.com/ecovainc

twitter.com/ecovauk

youtube.com/ecovainc

SmartCreativeCommittedForward-thinkingClear

InnovativeMarket-leadingExpertResults-orientedClient-focused

PretentiousPredictableOpportunisticReactionarySimplistic

ConventionalImitativeUntestedProcess focusedRule bound

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These short statements can be used in materials where a short overview of Ecova is needed. Think of these as our “elevator pitches.” Use one for Ecova as a whole, as well as paragraphs specific to Business and Utility Solutions.

Positioning StatementEcova makes businesses and utilities more successful through global energy and sustainability management. We blend data and technology, with people and insight, to drive powerful results.

About EcovaEcova makes businesses and utilities more successful through energy and sustainability management. Ecova blends data and technology, with people and insight, to drive powerful results for its domestic and international clients. Using insights based on consumption, cost and carbon footprint data spanning thousands of utilities, hundreds of thousands of business sites and millions of households, Ecova provides fully managed, technology-optimized solutions for saving resources, which in turn increase returns, lower risks and enhance reputations. Ecova is a subsidiary of ENGIE, a global actor in the energy transition. For more information, visit the company’s Website at ecova.com, on LinkedIn, or follow Ecova on Twitter.

About Business SolutionsBusinesses are challenged to understand trends across their portfolio of sites for energy, water, waste and telecom expenses, and may lack resources to navigate the way forward. Ecova provides fully segmented data, paired with actionable insight from our team of experts, to create a roadmap to shape business strategy that increases savings and efficiency. Over the past three years, Ecova identified savings of more than $2.1 billion for our commercial and industrial clients. Put our business solutions—based on consumption, cost and carbon data from hundreds of thousands of sites—to work for you.

About Utility SolutionsEcova enables utilities to navigate and create a new energy future using data, insight and action. Our programs reinvent the customer experience to achieve better cost-effectiveness and deeper market penetration. We guide utility customers through each step of their unique energy management journey—creating continuous dialogue that deepens relationships. This allows us to solve the industry’s biggest energy savings and customer challenges while providing utilities with the foundation to grow future services.

Boilerplate Messaging

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SHORT FORMIcons only or icons with captions

MEDIUM FORMIcons, captions and supporting statement

LONG FORMIcons, captions and more detailed content

Statement: Ecova makes businesses and utilities more successful through energy and sustainability management. We blend data and technology, with people and insight, to drive powerful results.

Data + Insight + Action = Powerful Results Data + Insight + Action = Powerful Results

Data, insight and action are the key deliverables for our business and utility clients and are the values that drive our business. These icons and supporting copy statements can be used in various sales materials, in short or long form.

DATAReveals opportunity

Data. It’s in our DNA.

As we look ahead, we’re leveraging our industry- leading data in new ways that will create extraordinary opportunity.

Action. The key to powerful results.

Bigger actions. Solving tougher challenges. This is where our job becomes even more important. Ecova and ENGIE are focused on architecting the future of energy, carbon, waste and water.

Leading businesses of the future will actively use data, insight and action-based strategies to reduce their use of resources and reinvent processes in a way that will drive financial, operational and reputational results.

Insight. The power of people.

Big data and dashboards alone don’t solve the big problems. You need insight. Our people are pioneers in connecting the dots.

INSIGHTReshapes business strategy

ACTIONReveals results

+ +

POWERFUL RESULTS=

DATA INSIGHT ACTION

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Contact Information Formatting

To maintain formatting consistency, always represent contact information as outlined below.

TELEPHONE AND FAX NUMBERS

Phone and fax numbers should be formatted without periods or dashes.

800 767 4197503 525 4820

WEB URL

Never use the “www” as a prefix to the Ecova URL. Always represent the Ecova Web address as follows: ecova.com

ADDRESSES

For the latest office location and addresses reference the Contact Us page on ecova.com. Addresses should avoid punctuation, use # for suite numbers and abbreviate the following:Street — St Road — Rd Avenue — AveNorth — N South — S East — E West — W

HEADQUARTERS

1313 N Atlantic St #5000 Spokane WA 99201

EMAIL SIGNATURE The Ecova email signature is formatted and automatic in your internal and external communications. It should never be amended from its original format. Company-approved adjustments can be requested through the IT workorder system.

INTERNAL

Kelly Saunders Senior Manager, Creative Services T 971 201 4134

EXTERNAL

Kelly Saunders Senior Manager, Creative Services

[email protected] T 971 201 4134 F 503 525 4800

To learn more visit ecova.comCONFIDENTIALITY NOTICE: This email transmittal and any accompanying attachments contains information from

sender which is business sensitive, proprietary, confidential and may be legally privileged. The information is only for

the use of the intended recipient(s). If you are NOT the intended recipient: 1. Do not read, copy, use or disclose this

communication to others; 2. Immediately notify the sender of the error by return email or call 509.329.7606; and 3.

Delete the original file from your computer system and destroy all copies of the transmittal in any form, including

archived copies.

Punctuation Guide

Never fear, this will not be an exhaustive guide. We don’t expect you to know the fine points on the use of the ellipsis. For that, there are willing copy editors. That said, there is no alternative to correct punctuation. Incorrect punctuation can change the meaning of a sentence or confuse readers so much, they give up their attempt to read what you have written. In general, if you find that a sentence you have written is cluttered with numerous commas, semicolons and dashes, start over.

APOSTROPHE (’)

▪ Add ’s for plural nouns not ending in s: women’s rights

▪ Add only an apostrophe for plural nouns ending in s: states’ rights

▪ Add ’s for singular nouns not ending in s: the horse’s mouth

▪ Add only an apostrophe for singular proper nouns ending in s: Roy Rogers’ horse

BULLET

▪ Ecova’s style is square for top level, round for second level.

▪ Use a period (full stop) after every bullet point that is a sentence (as these bullets do).

▪ Use a period after every bullet point that completes the introductory stem.

▪ Use no punctuation after bullets that are not sentences and do not complete the stem.

▪ All items in a list should have the same format and should follow the same grammatical structure.

COLON (:)

The most frequent use of the colon is at the end of a sentence to introduce lists, tabulations, texts, etc.

▪ Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence: I promise you this: If that contract isn’t on my desk first thing in the morning, heads will roll.

▪ Use the colon for emphasis: He had one great passion: biking.

▪ Place colons outside quotation marks, unless they are part of the quotation itself.

COMMA (,)

▪ Use commas to separate elements in a series, but do not put a comma before the conjunction in a simple series (the serial comma): The flag is red, white and blue. However, do put a comma before the concluding conjunction in a series if one of the elements in the series itself requires a conjunction: I want orange juice, hash browns, and bacon and eggs for breakfast.

▪ In a complex series, do use a comma before the concluding conjunction: The main points to consider are whether the contractors have the skills to participate in the program, whether they are motivated to join the program, and whether they will help us market the program.

▪ Use a comma to set off a nonessential phrase: The phone, which had been silent all day, suddenly began ringing off the hook when quitting time rolled around.

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Punctuation Guide

▪ Use a comma after a conjunction such as and, but or for when the conjunction links two clauses that could stand alone as separate sentences: Keep your eyes and ears open, and you will see and hear many interesting things.

▪ Use a comma when names of states and nations are used with city names; e.g., Spokane, Wash. If the city and state name appear side by side in a sentence, be sure to follow the state name with a comma; e.g., The company is in Spokane, Wash., in the Pacific Northwest.

▪ Place commas inside quotation marks.

DASH (—)

A dash should be used to denote an abrupt change in thought in a sentence or an emphatic pause. It should not be used to set off a phrase or clause in a sentence. Also, the correct form to use is the em dash (—), not the en dash (–), which should be reserved to indicate ranges. Following are some preferred and less-preferred examples of use of the dash:

▪ The company — which has been in business for 10 years — is well-known and respected. (preferred)

▪ The company — it has only been in business for a short time — is well-known and respected. (less-preferred)

▪ The woman — attired in a grey pinstripe suit and low-heeled shoes — gave an impressive presentation. (preferred)

▪ The woman — that suit she was wearing must have cost a bundle — gave an impressive presentation. (less-preferred)

EXCLAMATION POINT (!)

Use this form of punctuation sparingly. And please, never use more than one per sentence. Never!!!!

HYPHEN (-)

Hyphens are joiners. Use them to avoid ambiguity or to form a single idea from two or more words; e.g., Small-business practices are similar to those of large businesses. The hyphen is needed to make it clear we are talking about small businesses, not small practices.

▪ Use the hyphen to link all words in a compound modifier except the adverb very and all adverbs that end in -ly: a well-known politician, an easily recalled song.

▪ Use the hyphen to avoid duplicated vowels and tripled consonants: anti-intellectual, pre-emptive strike, shell-like ear.

▪ In suspensive hyphenation, use this form: He received a 10- to 20-year prison sentence.

PARENTHESES ( )

Parentheses can be jarring to the reader because they interrupt the flow of the copy. When you find yourself tempted to use parentheses, it is a clue that your sentence is becoming cumbersome. Try to recast it in simpler, clearer terms.

PERIODS (.)

Follow these guidelines:

▪ Use a period at the end of a declarative sentence: The brand guideline is finished.

▪ Use a period at the end of an indirect question: She asked what the problem was.

▪ Use a period after numbers or letters in enumerating elements of a summary: 1. Clean out your inbox. 2. Check your calendar. A. Punctuate properly. B. Write simply.

▪ Use a single space after a period at the end of a sentence.

▪ With quotation marks, the period should go inside: Think of these as our “elevator pitches.”

QUESTION MARK (?)

▪ Place a question mark at the end of a direct question: Who started the rumor?

▪ With quotation marks, the question mark may go inside or outside, depending on the meaning: Who wrote “Earth in the Balance”? Al Gore asked, “What are we doing to our planet?”

QUOTATION MARKS

▪ Use quote marks for direct quotations: “I told you, I have no intention of staying here.”

▪ Use quote marks around a word or words used ironically: The “debate” turned into a mud-slinging contest.

SEMICOLON (;)

In general, use the semicolon to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies. Some basic guidelines follow.

▪ Use a semicolon to clarify a series: He leaves behind his wife of 27 years, Melanie; three daughters, Jane Smith, of Sacramento, Calif., Mary Smith, of Portland, Ore., and Wanda June, of Seattle; and a brother, Frank, of Boise.

▪ Use a semicolon to link independent clauses when a coordinating conjunction such as and, but or for is absent: The package was due last week; it arrived today.

▪ Place semicolons outside quotation marks

HANGING PUNCTUATION

When a quotation mark appears at the beginning of a paragraph, it’s acceptable to use hanging punctuation that appears outside the left margin in order to keep the paragraph text all aligned to the left.

SMART QUOTES

Good typography uses “smart quotes,” which are curly, blocked, or sloped rather than “dumb quotes,” which are straight. Straight quotes are often required in Web code, but they should never appear in design work and professional writing. When using punctuation in things like measurements or map coordinates, use “primes” which look like slanted straight quotes. Some software has a “smart quotes” feature that can convert straight quotation marks to curly.

Punctuation Guide

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The content shown within this brand guideline book is an overview provided for the use of Ecova and its creative partners. An online version is available at ecova.com/brandguidelines. Although we have attempted to cover the majority of identity and brand reproduction instances, this document is not comprehensive of all brand instances. Inquiries about specific situations that are not addressed in these guidelines can be directed to [email protected]. © 2016 Ecova, Inc. All Rights Reserved.

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