This is what makes us who we are: the logo graphic, the name, the national brand signature, the co-brand signature and the tagline.
THE LOGO: The image that represents the Touchstone Energy® and the member cooperatives it represents.
THE NAME – TOUCHSTONE ENERGY® COOPERATIVES: A federally registered trademark for use in marketing and press/public relations materials. The registered trademark after “Energy” should always be used the first time it appears in body copy.
THE NATIONAL BRAND SIGNATURE: The national logo is used primarily for advertising and marketing materials when not co-branded with your co-op’s logo. The preferred selection of logos designed to fit a variety of layouts for use with member logos
THE CO-BRAND SIGNATURE: The preferred selection of logos designed to fit a variety of layouts for use with member logos, please see the Integrated Vs. Endorser section for co-branding examples.
THE TAGLINE: Used with the “name,” “national” and “co-brand signatures” to enhance their applications.
- The Touchstone Energy® logo image and text (Touchstone Energy® Cooperatives) must not be separated. It is one visual unit and should always be together.
- In some cases it may be better to not include the tagline when co-branding as it can add additional visual confusion / clutter when used in the Integrated Brand format.
- The iteration of the Touchstone Energy® brand and co-brand logos with the "white" character has been retired and should not be in use.
Consistent use of the Touchstone Energy® Cooperatives identifiers not only maintains a sharp brand identity for participants, but serves a legal purpose as well.
The Touchstone Energy® name, logo and tagline, “The power of human connections®” are federally registered trademarks.
To maintain and protect the legal rights acquired by registration, proper and consistent trademark usage by all licensees is essential.
Inappropriate use and alterations can erode the value and the trademark protection of the brand by blurring its distinctive and unique qualities.
NOTE: The registration symbol "®” must appear the first time the brand name is used in any ad, brochure, letter, document, etc.
NATIONAL BRAND FORMAT
Never use the logo graphic without the name Touchstone Energy® Cooperatives. The name maybe used in text without the logo.
The Touchstone Energy® Cooperatives national brand signature is ideally suited for a wide range of uses, in addition to publications.
If you are referencing one or more states as part of the logo, such as “Touchstone Energy® Cooperatives of Oklahoma,” use the national brand signature, not the co-brand signatures on the next page.
Logo Sizing: Logo sizing often depends on the use case. Suggested minimum national brand logo sizing is addressed on the right. Please ensure that the tagline is legible, if you need size down the logo, it is acceptable to use the logo version without the tagline. Co-brand logo sizing is addressed on the next tab.
Do not use colors outside the signature Touchstone Energy® Cooperatives colors
Do not cut off logos
Do not use drop shadows, strokes, effects, or filters
Do not improperly resize or distort
Do not place logos on backgrounds that do not offer contrast to all signature colors and text
Do not use the logo graphic as a standalone identifier
Do not re-align the tagline
Do not place logos that are not optically straight
The Touchstone Energy® national brand logo requires “air,” or open space, surrounding it. Crowding the signature against text, other logos or another design element will diminish its impact and value. Please ensure at least a 25px minimum of clear space around the logo.
CO-BRAND LOGO TYPES
When the cooperative identifies as a Touchstone Energy® cooperative, there are six acceptable logo formats in three styles.
In all applications and use cases, the text (A Touchstone Energy® Cooperative, Your Touchstone Energy® Cooperative) must appear with the logo. It is recommended to use a co-brand signature in the Integrated or Endorser branding format, when co-branding.
To download our co-brand logo packages, please see the links to the right. Please also ensure the minimum size requirements.
The co-brand logos follow the same incorrect use cases as the national brand logos. Please refer to that tab for incorrect use cases.
For more information and guidance on co-branding, please see our Integrated and Endorser branding section.
NOTE: We have retired the iterations of the "A Touchstone Energy® Partner and Your Touchstone Energy® Partner" and now use “A Touchstone Energy® Cooperative” or “Your Touchstone Energy® Cooperative”. If you are a member of Touchstone Energy® and not a cooperative then use “A Touchstone Energy® Member”.
NOTE: For "A Touchstone Energy® Member" logos, please contact us directly.
Use the letter "T" in "Touchstone" as a visual guide for minimum amount of space between the co-op logo and the co-brand. This applies on all sizes, so it is a good indicator of minimum space. See to the right for example.
State signatures are used if you are referencing more than one cooperative in a certain state. If you are referencing more than one state as part of the logo, use the national brand signature, not the co-brand signatures.
If you are in need of a state signature logo, please contact the Touchstone Energy® national staff.
PROPER TAGLINE USE
The tagline: “The power of human connections®” represents all members of Touchstone Energy® Cooperatives: We are owners; we are all connected; we are all one.
The registration symbol “ ® ” should be included in every use, and is especially important when the tagline is used alone. The registered trademark after “Energy” should always be used and at a minimum the first time it appears in body copy.
When using the tagline with the national brand signatures, the typeface should be Goudy Old Style Italic. The font outlines are already drawn and saved in the download-able logo packages, so it is not necessary to install the font.
Please ensure that the tagline is legible in all use cases. If you need to scale the logo down, it is advised to use the iteration without the tagline.
The tagline should not be used in conjunction with co-brand logos or with member cooperative logos.
WRITING OUR NAME
- The brand name Touchstone Energy® Cooperatives should be used when referencing the national brand that represents the Touchstone Energy® cooperative member network. The registered trademark after “Energy” should always be used the first time it appears in body copy. The name should appear on the same line of copy and not be separated in type. The brand name should not be shortened beyond Touchstone Energy® in communications.
- Touchstone Energy® cooperatives - This version with a lower case “c” refers to cooperatives that are members of Touchstone Energy®.
- Touchstone Energy® Cooperative Inc. is the name of the organization and would be used when referencing the organization and not the member cooperatives.