Promoting Your UL Verification. February 2016 V. 3
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1 Promoting Your UL Verification February 2016 V. 3 UL and the UL logo are trademarks of UL LLC 2016
2 Promoting your UL Verification Congratulations! By achieving a UL Verification and earning the UL Verified Mark, you ve taken an important step in delivering confidence to your customers. A UL Verification delivers a science-based, objective credential that gives your customers peace of mind that your product delivers on its claims. You can direct your customers to the UL Verify database at verify.ul.com to get more information about your UL Verified claim. One of the benefits of the UL Verified Mark is that it can differentiate your product from those with selfdeclared claims. UL encourages you to use the UL Verified Mark on your product and package, and in your product advertising and promotion to share that you ve taken the extra step to have your product claims Verified by UL. This guide will help you accurately promote your UL Verification and use the UL Verified Mark to help your customers understand its meaning and significance. 2
3 On Product and Packaging Promoting your UL Verification on your product and packaging provides your customers with important details about your UL Verified claim. When using the UL Verified Mark on your product or its packaging, ensure that all elements of the complete Verified Mark (basic Verified Mark + claim language + unique identifier) are always present. Please always use the approved artwork provided by UL, and refrain from creating new or different versions of the UL Verified Mark. When applying the UL Verified Mark to a product, there are two options: 1. Affixing the UL Verified Mark through a separate label or sticker 2. Printing the UL Verified Mark directly onto the product or product label. Please refrain from molding, stamping or embossing the Verified Mark directly on a product. 3
4 In Product Promotions and at Point of Sale Another way to leverage the UL Verified Mark is in marketing and promoting your product. The UL Verified Mark can be used in marketing collateral, advertising and websites related to the product with the UL Verified claim to provide more information to customers. Showcasing your UL Verification prominently in shelf talkers, in-store displays and with product descriptions on e-tailer sites shares the details of your UL Verified claim as customers are making product choices. For example, your product marketing or shelf talkers may say something similar to: We re proud that our [product name] has earned UL Verification for [product claim]. Make sure that you re accurate in your use of the UL Verified Mark and in referring to your UL Verification. 4
5 In PR and Social Channels Sharing the news about your product s UL Verification through your public relations helps build buzz and create excitement about your product. And, featuring the UL Verified Mark in social posts about a product with the Verified claim helps generate conversations about your product and its product claim. For example, a news release or social post may say something like: We re proud to announce that our [product name] has earned UL Verification. This means that samples of our product were evaluated by UL using a science-based, rigorous Verification process to determine that they deliver [product claim]. The UL Verified Mark will now appear on our [product name]. Make sure that you re accurate in your use of the UL Verified Mark and in referring to your UL Verification. 5
![For example, a news release or social post may say something like: We re proud to announce that our [product name] has earned UL Verification.](/docs-images/44/19924204/images/page_5.jpg "This means that samples of our product were evaluated by UL using a science-based, rigorous Verification process to determine that they deliver [product claim].")
6 At Tradeshows Letting others in your industry know that your product claim is now UL Verified gives you an advantage over competitors with self-declared claims. Display the UL Verified Mark adjacent to images of your product with UL Verified claims to demonstrate why your product is the better choice. Make sure that you re accurate in your use of the UL Verified Mark and in referring to your UL Verification. 6
7 In the Workplace Your employees are key to your product s success. Share the good news of your product s UL Verification through banners, posters and other internal communication channels. Always pair the news about your Verification with the specific product and the claim that was Verified by UL. Make sure that you re accurate in your use of the UL Verified Mark and in referring to your UL Verification. 7
8 Using the UL Verified Mark Accurately To ensure that your customers understand your UL Verification, please keep the following in mind: Ensure that any references to UL and UL Verification are clear and that you re using the UL Verified Mark accurately. Only products with claims Verified by UL can carry the UL Verified Mark or use the UL Verified Mark in advertising or promotion. The Mark and any mentions of UL Verification can be used as long as a specific claim is Verified by UL. Only the claims Verified by UL can be mentioned or used in conjunction with the UL Verified Mark. If a product is no longer Verified by UL or the right to use the UL Verified Mark has expired, the UL Verified Mark must be removed from any products, packaging and any promotional materials, including those used at point of sale. Avoid statements indicating that UL Verification is pending. If some products appearing in a website, brochure, ad, catalog or at a retailer are entitled to bear the UL Verified Mark but others are not, please ensure the usage, wording and placement of UL references and the UL Verified Mark make it clear which products are in fact Verified by UL and which are not. Refrain from using the UL Verified Mark in general advertising or promotional material to suggest that all products have a claim Verified by UL. Please ensure that the UL Verified Mark is smaller than a company or brand name. Refrain from using the UL Verified Mark on business cards, company stationery, company vehicles, or employee gear or clothing. Ensure that the UL Verified Mark is at least 8 mm at its narrowest dimension so that the claim language and unique identifier are easily legible. Ensure that the UL Verified Mark always has a claim and a unique identifier. Please do not use the UL name or any UL Mark as an identifier or in any top-level domain or subdomain names. 8
9 References to UL Verification When referring to a UL Verification in text, please refer to the samples below for guidance. Other references are acceptable, provided they are accurate, clear and specific to a product with a claim Verified by UL. SAMPLE CORRECT REFERENCES Our <name of product> is UL Verified. Verified by UL for <claim language>. This product is Verified by UL. Samples of this product have been evaluated by UL and meet applicable Verification requirements for <claim language>. SAMPLE INCORRECT REFERENCES We sell UL Verified products. <Company name> is UL Verified. UL Verification pending. UL Certified product. This product is tested by UL. 9
10 Anatomy of the UL Verified Mark The UL Verified Mark is a modular piece of artwork composed of three key elements. The UL Verified Mark starts with the basic Verified Mark and two modules are added containing important information. Those two modules are: 1. The claim module that describes the claim Verified by UL 2. The unique identifier that enables product buyers to find more information about a specific UL Verification at the URL included in the UL Verified Mark When featuring the UL Verified Mark in advertising or promotion the full version of the Mark with claim language and unique identifier is to be used always. 10
11 Anatomy of the UL Verified Mark FOR PRODUCTS AND PACKAGING WITH EXISTING CLAIM LANGUAGE As an alternative, customers can pair any existing claim information already appearing on a product or packaging with the basic Verified Mark with its unique identifier. Please ensure that if you utilize this option, it s clear which claims have been Verified by UL and which have not. When featuring the UL Verified Mark in advertising or promotion the full version of the Mark with claim language and unique identifier is to be used always. 11
12 Clear Space and Size When placing the UL Verified Mark on packaging or product, or using it for promotional purposes, it is important to balance maximizing its size with maintaining adequate clear space around the Mark. The minimum clear space requirements shown to the left should be observed in all situations. More clear space is preferred whenever possible. To ensure visibility and legibility on print applications, packaging or products, the UL Verified Mark should never be presented in a size smaller than 8 mm at its narrowest dimension. 12
13 Treatment Options and Color The UL Verified Marks may appear on a wide variety of materials and substrates, and may be reproduced using many different techniques. Always ensure that all required elements of the UL Verified Mark (basic Verified Mark + claim language + unique identifier) are included, regardless of where is the Mark being used. The preferred color for the UL Verified Mark is PMS 7474 and its CMYK, RGB and hexadecimal equivalents. The UL Verified Mark can also be rendered in black, dark grey (PMS 445 and its CMYK, RGB and hexadecimal equivalents) or white on a dark background. Important note: the UL Verified Mark is never to be used in any shade of red or green to avoid confusion with other marks in UL s portfolio. 13
14 Unacceptable Options Each element of the UL Verified Mark has been carefully designed and positioned, using specific proportions to ensure legibility. Please refrain from altering or redrawing the UL Verified Mark. Always use the current, approved electronic artwork provided from UL. Illustrated to the right are incorrect, unacceptable examples of the UL Verified Mark. Although space permits showing only a limited number of treatments and configurations, the principles illustrated apply to all versions of the UL Verified Mark. Please refrain from molding, stamping or embossing the Verified Mark directly on a product. 14
15 Questions? If you have any questions about using the UL Verified Mark, please contact: Tammi E. Burke UL
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