Brand Principles

NREL's brand principles reflect our values and guide how the lab communicates about its work and the people behind it.

Responsible Stewards

NREL is obligated to demonstrate responsible stewardship of the funding it receives as a U.S. Department of Energy national laboratory and Federally Funded Research and Development Center. Our brand demonstrates this commitment through the following brand principles:

Text and visual elements clearly inform and educate about NREL's research, never sell a product or service.
Convey information in an unbiased manner (e.g., not trying to evoke an emotional response).

Brand Values

NREL's brand is clear, clean, and modern and reflects the following values:

Accessible
Authentic
Authoritative
Credible
Diverse
Forward-thinking
Impactful
Innovative
Progressive
Relevant
Responsible
Scientific
Trustworthy

Brand Attributes

Each text or visual element within the lab's communications functions as part of the larger NREL brand. These elements employ the following attributes:

Simplicity: Design elements convey messages via minimalistic approaches (e.g., geometric shapes reflect NREL's mechanical and technical side while organic shapes showcase our people).
Clarity and cleanliness: Content is written using plain language and organized intuitively for maximum readability, and graphics and illustrations support and further the understanding of the content.
Accessibility: All content is created and designed to ensure users of all abilities have comparable access to and understanding of it.
Authenticity: Imagery realistically represents NREL, its work, and its people.
Diversity and inclusivity: Content and design elements reflect and speak to the broad spectrum of people and experiences affected by NREL and its mission.

Visual Representations of NREL's Brand Principles

People-First Photography

People are central to our work; NRELians should be featured in photography whenever possible with minimal use of stock photography. See Photography for specific guidance on how to elevate our staff and partners.

Communicating Capabilities Through Iconography

NREL provides an approved set of icons to quickly communicate the lab's various scientific and technological capabilities.