Official Websites
Brand Guidelines
2020
Brand Summary
Mission
- GreenPower’s mission is to provide a voluntary government-accredited program that enables electricity providers to promote renewable energy for households and businesses, ensuring authenticity and legitimacy through accreditation [^1].
Core Values
- authenticity
- legitimacy
- consistency
- eco-friendliness
- community responsibility
Target Audience
- Electricity providers, generators, third party users, businesses, event organizers, and households seeking accredited renewable energy solutions [^2].
Personality Traits
- reliable
- professional
- environmentally conscious
- transparent
Visual Identity Overview
- The visual identity centers on the GreenPower logo—a stylized leaf tick brandmark—used consistently across communications. The primary color palette includes Pantone Green 7482 and Pantone Blue 2965, with TT Commons as the brand typeface. Visuals emphasize clean, modern, and eco-friendly design, with strict guidelines for logo usage, clear space, minimum size, and color variations [^3].
Categories
Logo Usage
- The correct use of the GreenPower logo is mandatory in all circumstances.
- Our master logo consists of the GreenPower wordmark, combined with the GreenPower ‘leaf tick’ brandmark. Together, these elements comprise the only version of our logo that should ever be used to represent our brand, and must be reproduced according to the specifications found in these guidelines.
- As a logo, the wordmark should never be used independently of the brandmark. The brandmark, however, may be used on its own, perhaps as a social media avatar, or as a secondary design element in a variety of applications.
- A minimum amount of clear space must always be maintained around the GreenPower logo, in order to separate it from other elements such as headlines, text, or imagery.
- The clear space area is equal to the height of the lowercase letters in the logo (x) and is proportional to the size of the logo being used. The same clear space rule applies to all versions of the GreenPower logo.
- Minimum size recommendations must be maintained when using the GreenPower logo. The minimum width of the logo should be no less than 45mm.
- Wherever possible, the full colour variations of the logo should be used. This protects the integrity of the brand identity and creates consistency in communications.
- In some situations—such as newsprint—it may be necessary to use a full black or reversed white version of the logo. In addition, when subtle identification is required, the logo may be reproduced as a blind deboss or a varnish.
- Note: The reversed logo may be used on coloured backgrounds not shown here— though contrast ratios must conform to WCAG 2.1 accessibility standards.
- To maintain the integrity and clarity of our brand, do not modify the GreenPower logo in any way, or associate it with conflicting elements.
- Always use the master artwork files when reproducing the GreenPower logo.
- Note: These misuse principles apply to all versions of the GreenPower logos and badges
- Do not rotate the logo in any direction, or flip it vertically or horizontally
- Do not modify the colours of the logo, even if they are from the brand palette
- Do not alter the size ratio or position of any part of the logo
- Do not use gradients, drop shadows, bevels or graphic effects of any kind
- Do not stretch, squash or warp the logo in any direction
- Do not reproduce the logo using ‘keylines’ of any weight or variety
- Do not place the full colour logo on any coloured background
- Do not place the full colour logo over busy or dark areas of an image
- Do not use the wordmark independently of the ‘leaf tick’ brandmark
Color Palette
- The primary colours to be used in GreenPower designed materials are Pantone® Green 7482, and Pantone® Blue 2965. A secondary palette is available for extended usage—such as background colours, and to differentiate data groups in charts and graphs—but the dominant palette used should always be the primary brand colours.
- Online communications—such as websites and uploaded PDFs—should be created in the RGB colour space, and ideally comply with Level AA WCAG 2.1 requirements. Accessibility involves a number of considerations, however this page outlines text legibility and contrast requirements only.
- Accessible background versions for Primary Green text if required
- Green Pantone® 7482 C90 M0 Y93 K0 R0 G159 B77 #009F4D
- Blue Pantone® 2965 C100 M63 Y16 K78 R0 G38 B62 #00263E
- DarkGreen Pantone® 3425 C93 M13 Y85 K44 R0 G99 B65 #006341
- LightGreen Pantone® 7486 C28 M0 Y45 K0 R188 G225 B148 #BCE194
- Pale Mint Pantone® 9561 C21 M0 Y23 K0 R213 G231 B210 #D5E7D2
- Taupe Pantone® 9143 C10 M9 Y20 K0 R235 G229 B211 #EBE5D3
- DarkGreen 8% tint* #EBF3F0
- LightGreen 35% tint* #E8F4DA
- Pale Mint 60% tint* #E7F3E5
- Taupe 60% tint* #F3EFE5
Typography
- TT Commons Brand typeface Light Regular DemiBold
Brand Imagery
- Photography and illustrations must be owned by GreenPower before use. Requests for downloaded images from the internet, or other copyright requests, must be discussed with the GreenPower Program Manager—Marketing (images cannot be used without permission from the owner of the image).
- For commercial printing, images must be available at 300dpi (high resolution).
- Consent forms must be used for all people ‘actively engaged with the camera’, including staff.
Visual Style
- Our master logo consists of the GreenPower wordmark, combined with the GreenPower ‘leaf tick’ brandmark. Together, these elements comprise the only version of our logo that should ever be used to represent our brand, and must be reproduced according to the specifications found in these guidelines.
- As a logo, the wordmark should never be used independently of the brandmark. The brandmark, however, may be used on its own, perhaps as a social media avatar, or as a secondary design element in a variety of applications.
- A minimum amount of clear space must always be maintained around the GreenPower logo, in order to separate it from other elements such as headlines, text, or imagery.
- The clear space area is equal to the height of the lowercase letters in the logo (x) and is proportional to the size of the logo being used. The same clear space rule applies to all versions of the GreenPower logo.
- Minimum size recommendations must be maintained when using the GreenPower logo. The minimum width of the logo should be no less than 45mm.
- Wherever possible, the full colour variations of the logo should be used. This protects the integrity of the brand identity and creates consistency in communications.
- In some situations—such as newsprint—it may be necessary to use a full black or reversed white version of the logo. In addition, when subtle identification is required, the logo may be reproduced as a blind deboss or a varnish.
- Note: The reversed logo may be used on coloured backgrounds not shown here— though contrast ratios must conform to WCAG 2.1 accessibility standards.
- To maintain the integrity and clarity of our brand, do not modify the GreenPower logo in any way, or associate it with conflicting elements.
- Always use the master artwork files when reproducing the GreenPower logo.
- Note: These misuse principles apply to all versions of the GreenPower logos and badges
- Do not rotate the logo in any direction, or flip it vertically or horizontally
- Do not modify the colours of the logo, even if they are from the brand palette
- Do not alter the size ratio or position of any part of the logo
- Do not use gradients, drop shadows, bevels or graphic effects of any kind
- Do not stretch, squash or warp the logo in any direction
- Do not reproduce the logo using ‘keylines’ of any weight or variety
- Do not place the full colour logo on any coloured background
- Do not place the full colour logo over busy or dark areas of an image
- Do not use the wordmark independently of the ‘leaf tick’ brandmark
- The primary colours to be used in GreenPower designed materials are Pantone® Green 7482, and Pantone® Blue 2965. A secondary palette is available for extended usage—such as background colours, and to differentiate data groups in charts and graphs—but the dominant palette used should always be the primary brand colours.
- Online communications—such as websites and uploaded PDFs—should be created in the RGB colour space, and ideally comply with Level AA WCAG 2.1 requirements. Accessibility involves a number of considerations, however this page outlines text legibility and contrast requirements only.
- Accessible background versions for Primary Green text if required
- Green Pantone® 7482 C90 M0 Y93 K0 R0 G159 B77 #009F4D
- Blue Pantone® 2965 C100 M63 Y16 K78 R0 G38 B62 #00263E
- DarkGreen Pantone® 3425 C93 M13 Y85 K44 R0 G99 B65 #006341
- LightGreen Pantone® 7486 C28 M0 Y45 K0 R188 G225 B148 #BCE194
- Pale Mint Pantone® 9561 C21 M0 Y23 K0 R213 G231 B210 #D5E7D2
- Taupe Pantone® 9143 C10 M9 Y20 K0 R235 G229 B211 #EBE5D3
- DarkGreen 8% tint* #EBF3F0
- LightGreen 35% tint* #E8F4DA
- Pale Mint 60% tint* #E7F3E5
- Taupe 60% tint* #F3EFE5
- PNG / PNG or .png files are intended for screen use only and predominately used as a file for web or Microsoft® Office applications. For graphics, as opposed to photos, PNGs should be used in preference over JPEGs as they are colour accurate and more versatile. PNGs also support transparent backgrounds.
- JPEG / JPEG or .jpg files are intended for screen use only, and best used when smaller file sizes are required. Most suitable for photographic images.
- EPS / EPS or .eps files are vector art and normally the desired file type for print. Vector files can be reproduced at any size without loss of quality.
- RGB / The RGB colour space is intended for screen use only—PDFs that will be uploaded online, websites, videos and animations, Microsoft® Office applications, etc.
- CMYK / The CMYK colour space is intended for standard four colour print process only—printed brochures and posters, pullup banners, etc.
- PMS / The PMS or Pantone® Matching System colour space is intended for printing with spot inks.
- Photography and illustrations must be owned by GreenPower before use. Requests for downloaded images from the internet, or other copyright requests, must be discussed with the GreenPower Program Manager—Marketing (images cannot be used without permission from the owner of the image).
- For commercial printing, images must be available at 300dpi (high resolution).
- Consent forms must be used for all people ‘actively engaged with the camera’, including staff.