Aclara StyleGuide

Aclara Corporate Identity
Standards & Design Guidelines
I n t r od u c t i on
Aclara has brought together the leading metering and data management
companies of ESCO Technologieseach well known and well established
within the utility industryand 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 Aclaras branding elements. Our identity standards are important in maintaining the consistent, high-quality look that our customers will identify with our company, 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 communications. By following the guidelines closely, you will help
Aclara clearly communicate our vision, mission, position, values, and
the strength of our technologies.
A c l a r a B r a n d Po s i t i o n a n d S t r a t e g y
Our vision
Aclara is the utility industrys 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 brand
Brand essence is the fundamental characteristic by which our brand can be
defined. It is our brands promise expressed in the simplest, most singleminded terms. While it doesnt appear on external communications, our
brand essence is the inspiration for all external messaging. Aclaras brand
essence is The intelligence of reliable utility performance.
Aclara Brand & Corporate Identity Standards
Table of Contents
Aclara Brand Position & Strategy

Introduction
Our Vision / Mission / Position / Values / Brand
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
2.
Printed Letterhead & Correspondence / Specifications

Aclara Corporate & Aclara Software
Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.1
#10 Envelope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.3
Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.4
Mailing Label . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.5
3.
Electronic Letterhead & Correspondence / Specifications

Aclara Corporate & Aclara Software
Aclara Corporate Electronic Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3.1
E-mail Signatures & Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3.2
Aclara Corporate PowerPoint Templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3.5
4.
Downloads
Downloadable Files & Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4.1
Corporate Identity
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
About the Aclara Logo and Tagline
Section 1
1.1
About the Aclara Logo and Tagline
ACLARA LOGO
The name Aclara means to clarify and

explain, a reflection of our end-to-end
metering data communications capabilities.
The design of our logo is intended to
convey a bold, contemporary, and forwardlooking statement about our company.
ACLARA LOGO WITH CORPORATE DESCRIPTOR
The new logo is designed as a combination

mark comprised of a symbola stylized
A representing our three core, integrated
technologiesa logotype of our company
name, and our corporate descriptorAclara
Technologies of ESCO. The descriptor is an
integral part of the Aclara logo and should
be included in most logo treatments.
Aclaras tagline is Create Your Intelligent
Infrastructure This tagline is
used on most marketing communications,
such as advertising, print collateral,
Web site, trade show signage, and other
print applications.
The Aclara logo and tagline are both trademarked. The trademark symbol must be
used after the tagline. The registered trademark symbol (r) must be used after the
name Aclara in the logo, when the Aclara
name is included in a document's headline,
and in the first use of Aclara in marketing
communication.
ACLARA TAGLINE
Create Your Intelligent Infrastructure
Marketing communication print materials

should include the month and year the
document was printed (e.g., 05/08) on the
bottom or back cover of the document.
Aclara Logo Proportions
1.2
Aclara Logo Proportions
SYMBOL AND LOGOTYPE

Aclara Logo
Symbol
Section 1
Logotype
The Aclara symbol uses a bold red-orange

shape 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 combination
of the symbol and the logotype. The logo
should always be reproduced in the relationships shown at left. These relationships
should never be altered, and the elements
of the logo should not be rearranged.
The Aclara logo artwork, with symbol and
logotype, has been converted into vector
shapes, so that font substitution and
proportions will not be a concern when
reproducing the logo. The logo artwork
is available as a vector art electronic file.
See Section 6 for available downloads
and instructions.
AREA OF ISOLATION AROUND LOGO
A certain amount of white space should

always be maintained around the logo.
When space permits, the logo should be
surrounded by a logotype A (height/width)
of white space on all four sides of the logo.
FULL-COLOR LOGO
Aclara Logo Color Variations
Section 1
1.3
Aclara Logo Color Variations

The Aclara symbol shape is Pantone 1665
red-orange with the stylized A device
reversed out in white. The Aclara logotype
uses Pantone 431 gray.
The Aclara logo may also be used in onecolor applications as shown to the left.
ONE-COLOR PANTONE 431 LOGO
The logo artwork is available as a vector

art electronic file in spot colors. It is also
available in a CMYK version for four-color
process printing and one-color format. See
Section 6 for available downloads and
instructions.
When using the reversed Aclara logo,
background color should be 100% black,
Pantone 431 gray or Pantone 1665
red-orange. These colors should not be
screened to a lighter color tint.
ONE-COLOR BLACK LOGO
REVERSED LOGO
Aclara Logo Format Variations
PRIMARY FORMAT
Section 1
1.4
Aclara Logo Format Variations

There are two acceptable formats to the
new logo: primary and secondary. The
primary format is encouraged for virtually
all applications except when the logo is
used in extreme vertical spaces.
In the case of extreme vertical spaces, use
the secondary format. Follow the specifications noted here when using this format.
SECONDARY FORMAT
SECONDARY FORMAT:
RELATIONSHIP OF LOGO ELEMENTS AND AREA OF ISOLATION AROUND LOGO
Inappropriate Logo Use
Section 1
1.5
Inappropriate Logo Use
Dimensions
Dark backgrounds
and shapes
Color
Outlines
Special effects
and graphic
treatments
Angles
Never alter the shape, color or relative

positions of the logo or its elements, and
never make alterations that could reduce
its 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 backgrounds, contain it in a shape, or incorporate it within other elements.
Alter the logos 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.
Typography
Section 1
Univers 45 Light
abcdefghijklmnopqrstuvwxyz
Univers 45 Light Oblique
Univers 55 Light
Univers 55 Oblique
Univers 65 Bold
Univers 65 Bold Oblique
Univers 75 Black
Univers 75 Black Oblique
Univers 45 Condensed Light
Univers 45 Condensed Light
Univers 57 Condensed
Univers 57 Condensed
Univers 67 Condensed Bold
Univers 67Condensed Bold Oblique
Arial
Arial Italic
Arial Bold
Arial Bold Italic
Arial Black
Arial Black Italic
1.6
Typography
The Univers typeface family should be used
in all Aclara marketing communications
materials. Consult the appropriate sections
of this manual for specific type treatments
when creating letterhead, business cards,
brochures, and other Aclara communications.
When the Univers font family is not
available or when creating Web pages or
PowerPoint presentations, Arial can be
used as a substitute font for Univers.
Color Palette
Section 1
1.7
CORPORATE COLORS
Color Palette
Pantone 1665
Pantone 431
R=243
G=115
B=33
R=77
G=87
B=97
C=0
M=81
Y=99
K=1
C=66
M=48
Y=38
K=7
HEX=E5310E
HEX=4D57161
Corporate Colors. The corporate colors

of the Aclara identity are Pantone 1665
and Pantone 431. The RGB, CMYK, and
HEX values are shown at left.
Secondary Accent Colors. Additionally,
the colors noted to the left can be used in
varying tint screens to augment the basic
color palette in traditional print applications. When used as tint screens, these
colors can be used as background colors
in collateral and direct mail applications.
SECONDARY ACCENT COLORS
Pantone 659
Pantone 5285
Pantone 397
Pantone 454
R=87
G=130
B=202
R=113
G=108
B=146
R=178
G=174
B=0
R=203
G=202
B=179
C=61
M=31
Y=0
K=0
C=50
M=42
Y=12
K=1
C=11
M=4
Y=100
K=13
C=15
M=10
Y=19
K=0
HEX=5782CA
HEX=716C92
HEX=B2AE00
HEX=CBCAB3
Pr i n t e d L e tt e r h e a d
& C o rr e s p o n d e n c e
2
2 Printed Letterhead and
Correspondence / Specifications
Letterhead . . . . . . . . . . . . . . . . . . . . . . . .2.1
#10 Envelope . . . . . . . . . . . . . . . . . . . . . .2.3
Business Cards . . . . . . . . . . . . . . . . . . . . .2.4
Mailing Label . . . . . . . . . . . . . . . . . . . . . .2.5
Letterhead
Section 2
LETTERHEAD
2.1
Letterhead / Specifications
Street Address
City Name, ST 00000-0000
www.Aclara.com
000 000.0000
000 000.0000 fax
Size:
8.5" x 11"
Colors:
Pantone 1665 Red-Orange

Pantone 431 Gray
Stock:
Mohawk Superfine
Ultrawhite Smooth 70# Text
Art files are available for Aclara Corporate.

Name of Recipient
Name of Company
Street Address
City, State, Zip Code
Dear Name,
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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.
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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.
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Sincerely,
Name of Employee
Employee Title
Example shown at 50% actual size
Logo versions including the descriptor

Aclara Technologies of ESCO should
be used.
Letterhead
Section 2
2.2
Letterhead / Specifications
6"
5.875"
1.25"
1.25"
Address: Univers 47 Condensed Light:

8 pt. on 10.5 pt. leading
Information should be configured
as shown at left.
Letter:
Street Address
www.Aclara.com
1.50"
Arial or Helvetica Regular:

9 pt. on 12 pt. leading
000 000.0000
000 000.0000 fax
Follow the placement guidelines shown at

left when creating letters.
2.50"
Name of Recipient
Name of Company
Street Address
Dear Name,
Sincerely,
Name of Employee
Employee Title
Example shown at 50% actual size
Note:
If an additional phone number or address
line is needed, extend the address block
upward and lengthen the rule line to the
height of the address block. The bottom of
the address block should align with the
baseline of the logo.
Aclara Corporate Identity Standards
#10 Envelope
Section 2
2.3
#10 Envelope / Specifications
#10 ENVELOPE
Street Address
Size:
9.5" wide x 4.125" tall
Colors:

Pantone 431 Gray
Stock:
Mohawk Superfine
Ultrawhite Smooth 70# Text
Art files are available for Aclara Corporate

#10 envelopes.
Information should be configured
as shown at left.
left when addressing envelopes.
.875"
.8"
1.125"
Street Address
Name of Recipient
Name of Company
Street Address
City, State Zip Code
1.875"
4.25"
Examples shown at 50% actual size
Business Cards
Section 2
BUSINESS CARD
2.4
Business Cards / Specifications

Size:
3.5" wide x 2" tall
Colors:

Pantone 431 Gray
Stock:
Mohawk Superfine
Ultrawhite Smooth 130# dtc
(double-thick cover)
Name:
Univers 67 Condensed Bold:

Title:
Univers 47 Condensed Light:

Keep employee titles to one line
Employee Name
Employee Title
000 000.0000
000 000.0000 mobile
000 000.0000 fax
ename@aclara.com
Street Address
www.Aclara.com
2.125"
.625"

Front
.5"
.875"
Rule:
Employee Name
Employee Title
000 000.0000
000 000.0000 mobile
000 000.0000 fax
ename@aclara.com
.5 rule weight

business cards.
Street Address
www.Aclara.com

left when creating business cards.
.187"
Note:
The left column of contact information
should contain no more than 3 numbers
and 1 e-mail address.
The right column of information should
contain no more than 3 address lines and
1 Web site address.
Examples shown at actual size
Mailing Label
Section 2
2.5
Mailing Label / Specifications
MAILING LABEL
Street Address
Size:
6" wide x 4" tall
Colors:

Pantone 431 Gray
Stock:
Fasson Crack n Peel;

70# Premium Uncoated Litho

mailing labels.
left when creating mailing labels.
2.625"
.875"
.8"
1.25"
Street Address
1.125"
Examples shown at 60% actual size
Name of Recipient
Name of Company
Street Address
City, State Zip Code
E l e c t r o n i c L e tt e r h e a d
& Correspondence
3
3 Electronic Letterhead &
Correspondence / Specifications
Aclara Corporate Electronic Letterhead . . . .3.1
E-mail Signatures and Instructions . . . . . . .3.2
Aclara Corporate PowerPoint Templates . . .3.5
Aclara Corporate Electronic Letterhead
Section 3
ACLARA CORPORATE
ELECTRONIC LETTERHEAD
3.1
Aclara Corporate
Electronic Letterhead
Two templates are available for creating
corporate documents with Microsoft Word.
Street Address
www.Aclara.com
000 000.0000
000 000.0000 fax
For these templates to be used successfully,

the fonts, Univers and/or Arial, must be
installed on your computer.
Address: Univers/Arial
8 pt.
Letter:
Street Address
www.Aclara.com
000 000.0000
000 000.0000 fax
Name of Recipient
Name of Company
Street Address
Dear Name,
Sincerely,
Name of Employee
Employee Title
Univers/Arial
9 pt.
E-mail Signatures & Instructions
Section 3
3.2
E-mail Signatures
Templates are available for creating
employee signatures for use in e-mail.
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
For these templates to be used successfully,

the font, Arial, must be installed on your
computer. Follow the instructions on the
next few pages for setting up your Outlook
Corporate Signature and your Outlook Reply
Signature.
Section 3
3.3
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 the
appropriate place, simply type in the numbers.
The template dropdown selects from the available signature
formats. As of this writing, there is a standard template and a
standard 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 Signature
button to save them to your outlook signature folder.
An Export Complete dialog will appear with a link to this
documentation. Click close when finished.
Section 3
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.
3.4
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 for
New 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 Outlooks signature editor.
15. Click Ok on this screen and the previous screen and your signature
will now be ready for use.
Aclara Corporate PowerPoint Templates
Aclara Corporate PowerPoint Template 1

Consistent, professional presentations are as important
to Aclaras brand image as every other printed or electronic
marketing communications. Aclaras downloadable
PowerPoint templates ensure that all presentations
incorporate Aclaras corporate identity with a consistent
format, with the design flexibility to accommodate your
specific content and visuals. The Aclara logo is embedded
on the master slide as a JPG in RGB color mode. The RGB
values are as follows:
Red-Orange: R=243; G=115; B=33
Gray: R=77; G=87; B=97
To download Aclaras PowerPoint templates, see Section 6,
Downloadable Files & Instructions.
Section 3
3.5
Downloads
4
4 Downloads
Downloadable Files & Instructions . . . . .4.1
Downloads
Section 6
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)
4.1

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Aclara Corporate Identity

Standards & Design Guidelines

Aclara Brand & Corporate Identity Standards

Aclara Brand Position & Strategy

Printed Letterhead & Correspondence / Specifications

Electronic Letterhead & Correspondence / Specifications

Aclara Brand & Corporate Identity Standards

About the Aclara Logo and Tagline

About the Aclara Logo and Tagline

The name Aclara means to clarify and

ACLARA LOGO WITH CORPORATE DESCRIPTOR

The new logo is designed as a combination

Create Your Intelligent Infrastructure

Marketing communication print materials

Aclara Brand & Corporate Identity Standards

Aclara Logo Proportions

Aclara Logo Proportions

SYMBOL AND LOGOTYPE

The Aclara symbol uses a bold red-orange

AREA OF ISOLATION AROUND LOGO

A certain amount of white space should

Aclara Brand & Corporate Identity Standards

Aclara Logo Color Variations

Aclara Logo Color Variations

ONE-COLOR PANTONE 431 LOGO

The logo artwork is available as a vector

ONE-COLOR BLACK LOGO

Aclara Brand & Corporate Identity Standards

Aclara Logo Format Variations

Aclara Logo Format Variations

Aclara Brand & Corporate Identity Standards

Inappropriate Logo Use

Inappropriate Logo Use

Never alter the shape, color or relative

Aclara Brand & Corporate Identity Standards

Univers 45 Light Oblique

Univers 65 Bold Oblique

Univers 75 Black Oblique

Univers 45 Condensed Light

Univers 45 Condensed Light

Univers 67 Condensed Bold

Univers 67Condensed Bold Oblique

Arial Bold Italic

Arial Black Italic

Aclara Brand & Corporate Identity Standards

Corporate Colors. The corporate colors

SECONDARY ACCENT COLORS

Aclara Brand & Corporate Identity Standards

Pantone 1665 Red-Orange

Art files are available for Aclara Corporate.

Example shown at 50% actual size

Logo versions including the descriptor

Aclara Brand & Corporate Identity Standards

Address: Univers 47 Condensed Light:

Arial or Helvetica Regular:

Follow the placement guidelines shown at

Example shown at 50% actual size

Aclara Corporate Identity Standards

#10 Envelope / Specifications

9.5" wide x 4.125" tall

Pantone 1665 Red-Orange

Art files are available for Aclara Corporate

Examples shown at 50% actual size

Aclara Corporate Identity Standards