El Paso Electric

Official Websites

• http://www.epelectric.com
• https://epelectric.com

Brand Guidelines

2024

Brand Summary

Mission

• We are transforming the Energy Landscape.

Core Values

• Sustainability
• Partnership
• Agility
• Respect
• Knowledge

Target Audience

• Customers, businesses, and communities in the El Paso region seeking safe, reliable, and sustainable energy solutions.

Personality Traits

• Professional
• Knowledgeable
• Reliable
• Approachable
• Friendly
• Confident
• Passionate

Visual Identity Overview

• The brand features a clean, modern, and professional visual style with a prominent blue and green color palette, retro and nostalgic logo designs, consistent typography, and imagery showcasing power grid infrastructure and team members. Visual elements emphasize clarity, consistency, and a sense of corporate identity.

Categories

Brand Voice

• Our brand voice is professional, knowledgeable and reliable. We strive to be the go-to experts in the industry, providing top-tier service and products to our customers.
• We are confident in our abilities and expertise and we communicate in a clear and concise manner.
• Our tone is approachable and friendly, yet professional. We want our customers to feel comfortable reaching out to us for all their needs, knowing that they will receive the highest level of service and expertise. We are passionate about what we do and it shows in the way we interact with our customers, employees, community and the work we pro­duce.
• At EPE, we are committed to excellence in everything we do. We take pride in our work and always go above and beyond to exceed our customers’ expectations.

Brand Imagery

• Image consistency is paramount for a cohesive brand identity. To ensure a consistent visual representation, it is crucial to use images that showcase our power grid and our dedicated team members actively engaged in their work. Furthermore, incorporating visuals of the past also helps tell EPE’s story. Take a look at the following examples for inspiration:

Color Palette

• Consistency of our color palette is critical in maintaining a cohesive brand. The colors are broken down by 4 color/CMYK, RGB and Web/Hex.
• CMYK: C92 M72 Y0 K0
• RGB: R0 G86 B184
• Hex: #0056b8
• Pantone: PMS 2935 C
• CMYK: C100 M83 Y34 K21
• RGB: R21 G58 B100
• Hex: #153a64
• CMYK: C47 M6 Y100 K0
• RGB: R160 G191 B66
• Hex: #a0bf42
• CMYK: C62 M54 Y53 K26
• RGB: R92 G92 B92 Hex: #5c5c5c
• CMYK: C19 M3 Y100 K0
• RGB: R216 G215 B79
• Hex: #d8d74f
• CMYK: C2 M49 Y86 K0
• RGB: R230 G153 B79
• Hex: #e6994f
• CMYK: C3 M79 Y97 K0
• RGB: R218 G100 B57
• Hex: #da6439
• CMYK: C75 M9 Y23 K0
• RGB: R76 G171 B190
• Hex: #4cabbe
• 0%: #e6994f
• 30%: #da6439
• 100%: #e6994f
• 0%: #28619c
• 50%: #4cabbe
• 100%: #d8d74f

Typography

• Title: Gotham Bold 25-50pt Aa
• A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
• Body: Helvetica Neue Regular 12-24pt Aa
• Call-out: Gotham Book Italic 15-30pt Aa

Logo Usage

• The primary logo shown on this page should be used for brand introduction in creative pieces and communication materials. The logo should appear on a white or a light-colored background. The colors in the logo must always be used as shown. For use on the web, RGB or Hex color codes should be used. For print, CMYK color and vector format must be used.
• The primary inverse logo shown on this page should be used for brand introduction in creative pieces and communication materi­als when a light background is not used. The colors in the logo must always be used as shown. For use on the web, RGB or Hex color codes should be used. For print, CMYK color and vector format must be used.
• If our primary logo application cannot be achieved, our logo should be printed in the black and white options below. All logos are included in the master logo files. The logo cannot be reproduced in any other colors.
• These are secondary logos that include our website url and media icons, they should only be used when needed.
• There must always be a space equal to the height of the ’m’ in the logo, surrounding the logo at all times. The spacing must be measured as shown below.
• Take care when placing the logo close to graphic elements. Refer to measurements shown here for the amount of clear space required around the logo. Clear space frames the logo, separating it from other elements such as headlines, text, images and the outside edge of printed materials.
• To ensure legibility we have established a minimum size for our company logos. Our logos should never appear smaller than (3.81 cm) 1.5 in.
• In general, taglines are not permitted to be added to El Paso Electric logos or lockups. Some special exceptions may be considered. All tagline requests must be approved by the Corporate Communications and Marketing Department.
• Logos may be created for one-time or recurring events or campaigns of El Paso Electric. All event logos must be approved by the Corporate Communications and Marketing Department. Events are not required to have a logo.
• Do not link other elements such as names, logos or symbols to the our logo. The logo cannot be altered, modified, distorted, or reoriented in any way except to change its overall size.
• Any attempt to do so is a direct violation of our brand identity standards. Whenever possible our logo should be represented in full color on a white background. These examples demonstrate what not to do with our logo.
• Do not alter the proportions of the elements.
• Do not replace any of the typefaces.
• Do not skew the logo, scale it proportionally.
• Do not use the logo with colors that will hide or clash with the colors in the logo.
• Do not use the logo over busy backgrounds without overlay.
• Do not change the color of any of the elements.

Tone And Messaging

• Our brand voice is professional, knowledgeable and reliable. We strive to be the go-to experts in the industry, providing top-tier service and products to our customers.
• We are confident in our abilities and expertise and we communicate in a clear and concise manner.
• Our tone is approachable and friendly, yet professional. We want our customers to feel comfortable reaching out to us for all their needs, knowing that they will receive the highest level of service and expertise. We are passionate about what we do and it shows in the way we interact with our customers, employees, community and the work we pro­duce.
• At EPE, we are committed to excellence in everything we do. We take pride in our work and always go above and beyond to exceed our customers’ expectations.

Brand Values

• At EPE, our brand values embody our commitment to providing unparalleled service and support to our customers. We put our customers first, ensuring their needs and satisfaction are always at the forefront of our operations. Through innovation, we strive to continuously improve and evolve our services and technologies to better serve our community.
• Sustainability: We embrace sustainability as a core aspect of our work. We provide customers with innovative products and services for efficiency and sustainability. We commit to the safety and health of our employees and our community.
• Partnership: We believe in teamwork and collaboration. We work together with local partners to drive progress, foster economic vibrancy, and become a positive force in the community. We give back.
• Agility: We embrace change and pivot quickly. We strive to be at the forefront of driving progress in the energy industry. We are flexible.
• Respect: We honor our coworkers and our customers. We listen. We respond quickly to each other and to the people we serve.
• Knowledge: We embrace learning, explore new ideas, and pursue the best in human capital.We bring creativity and innovation to our work. We provide best-in-class service.

Visual Style

• Visual consistency is the cornerstone of excellence in branding. We want all our visual brand elements (logos, lockups, colors, etc.) to reflect EPE as a professional organization comitted to the communities it serves. Inconsistent, cluttered or unprofessional visuals can undermine our credibility and convey a lack of professionalism.
• We manage our visual brand in two key ways: 1. Providing approval guidelines for the official use of EPE brand elements. 2. Establishing required standards on how to present our visual brand elements.
• To get permission to use El Paso Electric’s visual brand elements for official business, submit proposed designs to the Corporate Communications and Marketing team by emailing public_relations@epelectric.com. The standards outlined in this guide will help expedite the approval process, when using EPE’s logo in the following, but not limited to: 1. Merchandise: Brand elements on merchandise, apparel, swag items, giveaways etc. This protects the EPE brand from infringement and ensures quality control. This includes merchandise for internal use. 2. Paid Advertising and Marketing 3. Co-branding: All requests to use the El Paso Electric name and visual brand elements in conjunction with other organization names and logos. 4. For Trademark and Licensing Items Submit requests or inquiries to the Corporate Communications and Marketing team by email to public_relations@epelectric.com
• The primary logo shown on this page should be used for brand introduction in creative pieces and communication materials. The logo should appear on a white or a light-colored background. The colors in the logo must always be used as shown. For use on the web, RGB or Hex color codes should be used. For print, CMYK color and vector format must be used.
• The primary inverse logo shown on this page should be used for brand introduction in creative pieces and communication materi­als when a light background is not used. The colors in the logo must always be used as shown. For use on the web, RGB or Hex color codes should be used. For print, CMYK color and vector format must be used.
• If our primary logo application cannot be achieved, our logo should be printed in the black and white options below. All logos are included in the master logo files. The logo cannot be reproduced in any other colors.
• These are secondary logos that include our website url and media icons, they should only be used when needed.
• There must always be a space equal to the height of the ’m’ in the logo, surrounding the logo at all times. The spacing must be measured as shown below.
• Take care when placing the logo close to graphic elements. Refer to measurements shown here for the amount of clear space required around the logo. Clear space frames the logo, separating it from other elements such as headlines, text, images and the outside edge of printed materials.
• To ensure legibility we have established a minimum size for our company logos. Our logos should never appear smaller than (3.81 cm) 1.5 in.
• In general, taglines are not permitted to be added to El Paso Electric logos or lockups. Some special exceptions may be considered. All tagline requests must be approved by the Corporate Communications and Marketing Department.
• Logos may be created for one-time or recurring events or campaigns of El Paso Electric. All event logos must be approved by the Corporate Communications and Marketing Department. Events are not required to have a logo.
• The integrity of our identity must be monitored and protected. As we continue to build brand recognition, anything that confuses or hinders a viewer’s quick recognition of our brand identity impedes our efforts.
• Do not link other elements such as names, logos or symbols to the our logo. The logo cannot be altered, modified, distorted, or reoriented in any way except to change its overall size.
• Any attempt to do so is a direct violation of our brand identity standards. Whenever possible our logo should be represented in full color on a white background. These examples demonstrate what not to do with our logo.
• Skew, distort or rotate Do not skew the logo, scale it proportionally
• Hue and tone Do not use the logo with colors that will hide or clash with the colors in the logo
• Busy photography Do not use the logo over busy backgrounds without overlay
• Logo color Do not change the color of any of the elements
• Consistency of our color palette is critical in maintaining a cohesive brand. The colors are broken down by 4 color/CMYK, RGB and Web/Hex.
• Image consistency is paramount for a cohesive brand identity. To ensure a consistent visual representation, it is crucial to use images that showcase our power grid and our dedicated team members actively engaged in their work. Furthermore, incorporating visuals of the past also helps tell EPE’s story.

Layout And Composition

• There must always be a space equal to the height of the ’m’ in the logo, surrounding the logo at all times. The spacing must be measured as shown below.
• Take care when placing the logo close to graphic elements. Refer to measurements shown here for the amount of clear space required around the logo. Clear space frames the logo, separating it from other elements such as headlines, text, images and the outside edge of printed materials.
• To ensure legibility we have established a minimum size for our company logos. Our logos should never appear smaller than (3.81 cm) 1.5 in.
• Do not link other elements such as names, logos or symbols to the our logo. The logo cannot be altered, modified, distorted, or reoriented in any way except to change its overall size.
• Do not alter other proportions of the elements.
• Do not replace any of the typefaces of the elements.
• Do not skew the logo, scale it proportionally.
• Do not use the logo with colors that will hide or clash with the colors in the logo.
• Do not use the logo over busy backgrounds without overlay.
• Do not change the color of any of the elements.

Co Branding

• Co-branding: All requests to use the El Paso Electric name and visual brand elements in conjunction with other organization names and logos.
• To get permission to use El Paso Electric’s visual brand elements for official business, submit proposed designs to the Corporate Communications and Marketing team by emailing public_relations@epelectric.com. The standards outlined in this guide will help expedite the approval process, when using EPE’s logo in the following, but not limited to: 1. Merchandise: Brand elements on merchandise, apparel, swag items, giveaways etc. This protects the EPE brand from infringement and ensures quality control. This includes merchandise for internal use. 2. Paid Advertising and Marketing 3. Co-branding: All requests to use the El Paso Electric name and visual brand elements in conjunction with other organization names and logos. 4. For Trademark and Licensing Items Submit requests or inquiries to the Corporate Communications and Marketing team by email to public_relations@epelectric.com

Merchandise Guidelines

• To get permission to use El Paso Electric’s visual brand elements for official business, submit proposed designs to the Corporate Communications and Marketing team by emailing public_relations@epelectric.com. The standards outlined in this guide will help expedite the approval process, when using EPE’s logo in the following, but not limited to: 1. Merchandise: Brand elements on merchandise, apparel, swag items, giveaways etc. This protects the EPE brand from infringement and ensures quality control. This includes merchandise for internal use.

Event Branding

• Logos may be created for one-time or recurring events or campaigns of El Paso Electric. All event logos must be approved by the Corporate Communications and Marketing Department. Events are not required to have a logo.

Additional Properties