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PACITERRAGRAPHIC STANDARDS MANUAL 2009 — FIRST EDITION, ENGLISH
Table of Contents
1 Introduction
2 Logos
8 Signatures
10 Incorrect Uses
12 Typography
14 Stationary
22 Advertising
24 Vehicles
26 Ancillary Items
18 Summary and Check List
As the country of Paciterra continues the transformation that is preparing it for the next
century, it is imperative that we all work together to communicate a clear and consistent
identity to our important external audiences. The development of visual identity standards
that are applicable to the entire country is critical to achieving this objective.
Paciterra’s symbol, the heart-trident, provides the basis around which this graphics
standards manual has been developed. The manual provides guidelines for proper use
of the symbol, the Paciterra logos, and a variety of signatures pertaining to the country’s
many official departments. The material is presented in a simple and concise manner that
provides easy access to a range of information that will help assure consistency in the way
we utilize our logo.
Although no one symbol can tell the whole story of a complex country, the visual identity
presented in this manual conveys a sense of Paciterra as a great nation rooted in a proud
heritage and poised to be a critical part of our world’s future. I ask you to comply with the
standards outlined here, and I urge you to join me in implementing Paciterra’s identity
system with pride and enthusiasm.
Austin W. Hunter
President
Paciterra Graphic Standards — Introduction 1
Graphic Design Standards
The focus of a graphic identity is usually
a symbol or logo. However, an identity
system is much more than the utilization of
a symbol. A comprehensive graphic system
is a structure for communicating and
presenting information logically, clearly,
and with distinction.
The standards and guidelines presented in
this manual have firm institutional support.
Embracing and following these standards
will be advantageous to the entire Paciterra
community, enabling us to achieve clarity
and effectiveness in all print and electronic
communications.
At this time, it is impossible to cover all
of the possible uses and applications of
the new identity; therefore, this manual is
intended to be an introduction and a guide
to the basic components of the
identity system. Implementation of these
standards will develop greater awareness of
the country as a whole, while enabling the
individual departments to convey distinct
identities.
Our comprehensive commitment to
excellence in design will exemplify
our commitment to quality in all other
respects. When the graphic system is fully
implemented, the identity will
consistently distinguish all Paciterra
publications and advertising.
History
Originally established as one of the four
states in the Federated States of Micronesia
(FSM), and among the Senyavin Islands
(part of the larger Caroline Islands group),
Paciterra achieved its independence
in 1975. The islands are located about
2,5oo miles southwest of Hawaii: and the
population is close to 40,000 residents and
always growing. Our Paciterra islanders
have a reputation as being extremely
welcoming to outsiders, and the island
contains a wealth of biodiversity. Paciterra
is also one of the wettest places on earth
with annual recorded rainfall exceeding 300
inches each year.
Paciterra’s visual symbol is the comprised
of two items: a heart and a trident. Both
are rendered very softly and gracefully
mimicking the country’s motto of “Peace,
Love, and Prosperity.”
The trident represents our fishing industry,
which we have become famous for. In
Greek mythology, Poseidon was the god
of the sea. (His Roman counterpart was
Neptune) Also, the three prongs comprising
the trident stand for the three aspects of
our motto, “Peace, Love, and Prosperity.”
Quality and Coordination
Paciterra’s Creative Media Office
at the Communications Center will oversee
design standards. These offices are valuable
resources for facilitating and maintaining
graphic design awareness, consistency, and
excellence.
Please direct your questions and/or
requests for information, camera-ready
reproduction art and electronic files to:
Paciterra Creative Media Department
Telephone: (+55) 555-4567
Fax: (+55) 555-3684
Paciterra Communications Department
Telephone: (+55) 234-5678
Fax: (+55) 234-3967
Additionally, standards information
and electronic files are available on the
internet:
www.logo.paciterra.gov
Paciterra Graphic Standards — Logos 2
Paciterra Symbol
As previously stated in the history of our country, Paciterra’s visual symbol is the comprised
of two items: a heart and a trident. The negative, or white space, shall always be the trident;
the positive, or colored space, shall always be the heart. Both are rendered very softly and
gracefully mimicking the country’s motto of “Peace, Love, and Prosperity.”
The trident represents our fishing industry, which we have become famous for. In Greek
mythology, Poseidon was the god of the sea. (His Roman counterpart was Neptune) Also,
the three prongs comprising the trident stand for the three aspects of our motto, “Peace,
Love, and Prosperity.”
When referring to the country or a signature, the symbol must always be accompanied
by the wording. The only time the heart-trident symbol may stand alone is when utilized
as a graphical element. In this case, it should be fairly large on the page. In this sense, the
symbol may run off of the page; however, this must be done carefully so that the sense of
the heart and trident elements are not lost and the meaning is still visible on the print area
of the document.
Heart-trident symbol
Paciterra Turquoise Version
Heart-trident symbol
Black Version
Paciterra Graphic Standards — Logos 3
Paciterra Logos
The official Paciterra logo is the heart-trident symbol accompanied by our country’s name.
The logo is the formal identifier for the country of Paciterra. It may be used by any of
Paciterra’s departments, organizations, affiliates, etc. with limitations.
The word “PACITERRA” is all caps, displayed in the typeface Optima, and has a 25pt kerning
between all letters.
Our logo has two versions: a horizontal logo and a vertical logo. The horizontal logo is the
standard and preferred logo to use. The vertical logo is used when appropriate in terms
of matching layout orientation. This vertical logo is also used in times when it is looked
upon in a more graphical sense: mainly in advertising or other highly visual printed/digital
pieces.
The use of the Paciterra logos should be limited. In general, the use of the Paciterra logo
is to be used primarily by its government or when it is being reffered to as the actual
country. The use of Paciterra signatures (as shown on page 8) is preferred when used in
direct relation to departmental, organizational, etc. entities. The logos may be used in print
advertising with specific limitations (as shown on pages 22-23.)
PACITERRAThe vertical logo and secondary logo for Paciterra. To be used
when orientation is appropriate or when used in image-heavy
documents.
PACITERRAThe horizontal logo and primary logo for Paciterra. This version is to be used in
everyday instances when referring to the actual country. Naturally, this logo is also
used when referring to the Government of Paciterra.
PACITERRA
PACITERRA
PACITERRA
PACITERRA
Two-Color
The official color of Paciterra is Paciterra
Turquoise (or PANTONE® 329). The identity
system utilizes this official color with the
addition of Paciterra Grey (or PANTONE®
514) for most primary typography.
The Two-Color version of the logo must
always be printed on a 100% white
background to maintain the integrity of the
logo.
(The official logos may also be printed in
Black. Black is the alternative when budget
or context rule out the use of two-color.)
Except for special print techniques, these
are the only colors which may be used
to print the logo. The four-color process
equivalent for Paciterra Turquoise is 100%
Cyan, 34% Magenta, 62% Yellow, and 0%
Black. For Paciterra Grey, it is solely 65%
Black.
Paciterra Grey*
PANTONE® 514
C=0 M=0 Y=0 K=65
Paciterra Turquoise*
PANTONE® 329
C=100 M=34 Y=62 K=0
The colors shown on this page and throughout this
manual have not been evaluated by PANTONE®,
Inc. for accuracy and may not match the PANTONE®
Color Standards. Refer to the current edition of the
PANTONE® Color Formula Guide for accurate colors.
PANTONE® is a registered trademark of PANTONE®, Inc.
Paciterra Graphic Standards — Logos 4
Reproduction Art and Files
Camera-ready reproduction art for the Paciterra logos and signatures are available through
the Paciterra Communications Department. (See page 1.)
Electronic (Illustrator™ EPS) files of the logos are also available. These files are provided in
no particular size. The integrity of the logo is of such quality and finéss that resizing is done
quite comfortably without the need of altered, smaller logos. When scaling either logos,
the ascender height of the “C” in “PACITERRA” shall never be any smaller than 1/8” (or 0p9.)
PACITERRA
PACITERRA
To ensure that the wording on both logos is the same
size, the ascender height of “C” is used, the not height
of the entire logo.
An example of a 0p9 square. Remember that the height
of the square is in conjunction with the letter “C” — no
other letter’s ascender height may be used.
Paciterra Graphic Standards — Logos 5
Clear Zone
The integrity of the logo demands that no words or images crowd, overlap, or merge with
it. All words and images used in proximity to the seal should be placed no closer than one
pica (1p0) in proximity to each side of the logo as a whole.
It is important to note that although only the full color marks are shown below, all Paciterra
marks must follow the clear zone guidelines.
PACITERRAPACITERRA
An example of a 1p0 square. The clear space may
be larger than 1p0, but must never be less than it.
Remember, the clear zone must be equal on all sides.
Print backgrounds: Light
In general, the Paciterra logos in Two-Color
are only ever printed on a solid, 100% White
background. However, when printing on a
light background that is not White, the solid
Black logo should be used.
Any of the full Black logos may be printed
on any solid color, screen of color, textured,
illustrative, or photographic background
that is light enough to provide sufficient
contrast for clarity and legibility.
Although a logo may be printed on a
variety of backgrounds, no words or images
should overlap or merge with it. It should
never be integrated into an illustration,
cartoon, or other symbol or logo.
Print backgrounds: Dark
To produce the logo on a dark background,
it should be presented as full White, or
reversed out. Again, the Two-Color logos
should never be printed on any color other
than solid, 100% White.
Any of the logos may be reversed out of
any solid color, screen of color, textured,
illustrative or photographic background
that is dark enough to provide sufficient
contrast for clarity and legibility.
Please note that although only one logo is used for
demonstration purposes, all of the logos are subject to
these parameters. (See pages 10-11 for discussion of
incorrect uses.)
PACITERRA
PACITERRA
PACITERRA
PACITERRA
PACITERRA PACITERRA
PACITERRA PACITERRA
Examples of proper color and background integration
and usage for the Paciterra logos.
Examples of unacceptable color and background
integration and usage for the Paciterra logos.
Paciterra Graphic Standards — Logos 6
Special print techniques
The seal may be embossed, engraved, foil stamped on paper, etched in metal or glass,
cast in metal, or carved in stone or wood. Some of these special print (and fabrication)
techniques may produce colors other than the official colors. However, these colors should
be the result of the needs of the technique and they should be natural, neutral, and
compatible with the official identity, (e.g., silver, gold, wood grain).
Most of the special print and production techniques require an altered design for the
seal, whether it is a change in color or even the type may need to be bold to be legible in
certain techniques.
It is important to note that although only the full color marks are shown below, all Paciterra
marks must follow the special print techniques.
PACITERRA
PACITERRA Top left: An example of a gold logo to be used for the
special technique, metallic ink.
Bottom left: An example of a logo with bold type,
typical usage for engraving techniques in dense
materials, such as wood or stone.
Paciterra Graphic Standards — Logos 7
Examples of signatures
The term signature refers to the joining of two primary elements in the graphic identity
system — the logo and the department/organization. The logotype consists of the word
identifiers — “Paciterra” and “‘Particular’ Department/Service,” set in the official Optima
typeface and style. One universal signature template is used to reduce any confusion and
to maintain a universal look.
The additional line of text, the actual signature part, is Paciterra Turquoise. The size of the
signature verbage should be exactly half the size of “PACITERRA.” The entire word element
is now the same height as the heart-trident symbol. The words in the signature must align
flush left to the “P” in “PACITERRA” and be exactly one pica (1p0) below the descender in the
country’s name.
Normal clear zone and reproduction art/file procedures as stated earlier are applied to all
signatures. (See page 5.)
paciterraisland coast guard
paciterrapolice department
paciterramarine conservation
paciterrawater services
paciterradigital media services
paciterrapublic school system
paciterrapprivate school system
paciterrawildlife conservation
paciterraelectricity services
paciterrawaste management
paciterrahealth department
Paciterra Graphic Standards —Signatures 8
Print backgrounds: Light
In general, the Paciterra signatures in Two-
Color are only ever printed on a solid, 100%
White background. However, when printing
on a light background that is not White, the
solid Black logo should be used.
Any of the full Black signatures may be
printed on any solid color, screen of color,
textured, illustrative, or photographic
background that is light enough to provide
sufficient contrast for clarity and legibility.
Although a signature may be printed on a
variety of backgrounds, no words or images
should overlap or merge with it. It should
never be integrated into an illustration,
cartoon or other symbol or logo.
Print backgrounds: Dark
To produce the signature on a dark
background, it should be presented as full
White, or reversed out. Again, the Two-
Color signatures should never be printed
on any color other than solid, 100% White.
Any of the signatures may be reversed out
of any solid color, screen of color, textured,
illustrative, or photographic background
that is dark enough to provide sufficient
contrast for clarity and legibility.
Please note that although only one signature is used
for demonstration purposes, all of the signatures are
subject to these parameters. (See pages 10-11 for
discussion of incorrect uses.)
Examples of proper color and background integration
and usage for the Paciterra signatures.
Examples of unacceptable color and background
integration and usage for the Paciterra signatures.
HEALTH DEPARTMENTPACITERRA
HEALTH DEPARTMENTPACITERRA
HEALTH DEPARTMENTPACITERRA
HEALTH DEPARTMENTPACITERRA
HEALTH DEPARTMENTPACITERRA
HEALTH DEPARTMENTPACITERRA
HEALTH DEPARTMENTPACITERRA
HEALTH DEPARTMENTPACITERRA
Paciterra Graphic Standards —Signatures 9
Incorrect Uses
In order to establish and maintain consistent and effective use of the Paciterra logos and
signatures, it is essential to follow the standards in this manual. The sample incorrect
examples illustrated on these pages demonstrate some common errors that can be made.
Such misuses will undermine Paciterra’s effort to present a strong and unified image, and
will alter the perception and meaning of the logos and signatures. Also, improper use
could jeopardize their status as components of a registered identity.
Please note that although only one logo is used for demonstration purposes, all the official
logos and signatures are subject to these parameters.
You should never:
Change the typeface
Change the typestyle
Improper proportion
Improper color
Add shadows/glows
Improper alignment
Framing
Distort
Add elements
Overlapping elements
Improper placement
Paciterra Graphic Standards — Logos/Signatures: Incorrect Usage 10
PACITERRADifferent typeface: Optima is the only
typeface which may be used in the
signature format. Others ( i.e., Helvetica, as
shown above) are not allowed.
PACITERRAImproper proportion: The symbol in
relationship to the typography should not
be altered. Reduce and enlarge logos and
signatures proportionately.
PACITERRADifferent typestyle: Optima is the only
typestyle used in the signature format.
Others (i.e., Optima Italic, as shown above)
are not allowed.
PACITERRADistortion: The seal and signature
should not be subject to distortion or
manipulation, i.e., slanting, stretching,
twisting or curving.
PACITERRAImproper placement of symbol: the
placement of the symbol relative to the
typography should not be altered.
APACITERRFraming: The logo and any of its signatures
should never be framed in a restricting box,
shape, or specific area.
PACITERRAImproper color: The logo and any of the
signatures should never be reproduced in
any colors other than the official approved
colors.
PACITERRAImproper alignment of symbol: the symbol
relative to the typography should not be
altered.
PACITERRAShadows or glows: The logo and its
signatures must never have any sort of drop
shadow or outer/inner glow.
PACITERRAAdding elements: Never add any elements
as part of the logos or any of its signatures
APACITERR
Overlapping or alignment of visual
element or symbol: The logo and any of
its signatures should not be encumbered
by other visual elements. Avoid the use
of any copy, slogans, symbols or images
overlapping or aligned with the logos or
signatures.
Paciterra Graphic Standards — Logos/Signatures: Incorrect Usage 11
Typography
The official identity system typefaces are Myriad Pro and Optima — for both of these
typefaces, all typestyles are allowed for use. The typeface used for the text of this particular
manual is Myriad Pro.
Myriad Pro: typestyles Regular, Semibold, Italic, and Semibold are the only approved
typestyles for the Paciterra identity. Never use Bold or Bold Italic.
Optima: typestyles Regular, Bold, Italic, and Bold Italic are the only approved typestyles for
the Paciterra identity. Never use Extra Black.
In cases of online web sites, Verdana is to be used, as it is a web-safe font which will be
displayed correctly on all monitors and cause no problems for viewers. This is the only
approved usage for Verdana: it is never to be used in any print documents.
Specific Uses
While Optima is the font used in the Paciterra logos and signatures, Myriad Pro is the most
commonly used typeface in Paciterra-related documents. Myriad Pro is used as the “text”
typeface, as it more easily legible.
Optima is typicall used as a display typeface for graphics, however the usage in text
documents is also acceptable.
Paciterra Graphic Standards —Typography 12
Optima Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Optima Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Optima Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Optima Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
Myriad Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Myriad Pro Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Myriad Pro Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Myriad Pro Semibold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
Paciterra Graphic Standards —Typography 13
Stationary
The stationery system provides for customization of all components; such as letterheads,
envelopes, and business cards. To the right and below are some examples of these
stationary items.
As previously stated, the typeface Myriad Pro shall be used in these documents.
When appropriate, signatures should be used instead of the country logo itself.
Each stationary item’s “blueprints” will be explained in following pages.
Envelope shown at 40% — actual size 3-34 x 7-5/8
Paciterra Graphic Standards — Stationary 14
Above left: Business card front at 80%
Above right: Busincess card back at 80%
PACITERRA
Malissa KoebelCreative Media Director
Creative Media Department 219 Oceanview Blvd., Suite 115Pohnpei, Paciterra, 96941T +55 386-1037E [email protected]
PACITERRAPaciterraName of DepartmentStreet AddressCity Name, Paciterra 00000-0000
Addressee Name(Business or Department Name)Street AddressCity Name, Paciterra 00000-0000
Letterhead shown at 80%
Paciterra Graphic Standards — Stationary 15
Paciterra Department of Revenue
219 Oceanview Boulevard, Suite 104
+55 123-4567
PACITERRA
Addressee NameCompany Name (optional)Department or P.O. Box NumberStreet AddressCity, Country, 00000-0000
Dear Addressee,
This letter illustrates how the text of any letter can be integrated in a harmonious way with the design of the Paciterra letterhead. The format shown here helps to unify all correspondence from the country and its departments or organizations and, therefore, reinforces the consistency of image which is an overall part of the graphic identity system. The format shown here is typed in Myriad Pro, one of the official typefaces. Optima may be used in more formal situations.
Ostrud dolor at am, consenibh er augiam amet ulluptate conse te dipis augiamet alit acilla ad ming el exer alismod tie mod el ing ero dolobore tat lor iure do er sed esequipit prat. Ut dolenim alit adio consed dolendi amcore mincin veniat. Ut nummy nulput nos do consequ ipisisl dolorperit irit wis elenim velit luptat dionse conse vel dit prat, sustrud dionsed magna alisl eum eugait nonsecte diatet aute modolent inissit praesequamet pratem iriusto exercidui el eu faccum digna faccum nisci blamcor sed te et adigna facillut lum vel ulla feummod del do ercin henim illaore tatin vulputpate vel iriure vel exerat wisl inibh ea amcommy nim ea feugue commolore dit velessi.
Complimentary Close,
[Signature]
Sender’s NameTitle (optional)
Today’s Date
Letterheads
The format shown here helps to unify all correspondence from the country and its
departments or organizations and, therefore, reinforces the consistency of image which is
an overall part of the graphic identity system.
Paragraphs are indicated by one line space, with no indention. After the complimentary
close, allow three line spaces for the sender’s signature.
The margins or text frame is where the entire document shall be placed in. Logo placement
and text alignment will be flush with the edges. It is important to use the primary, horizontal
logo with the letterheads.
The wave graphical element is placed at the bottom of the document with a full bleed. The
top “peak” of the wave shall rest directly on the bottom margin line.
Text for this document shall be Myriad Pro 10/15 in the “regular” weight. If bold text is
needed, use the “semibold” selection.
Paciterra Graphic Standards — Stationary: Business Letterheads 16
Letterhead shown at 80%
Paciterra Graphic Standards — Stationary: Business Letterheads 17
Paciterra Department of Revenue
219 Oceanview Boulevard, Suite 104
+55 123-4567
PACITERRA
Addressee NameCompany Name (optional)Department or P.O. Box NumberStreet AddressCity, Country, 00000-0000
Dear Addressee,
This letter illustrates how the text of any letter can be integrated in a harmonious way with the design of the Paciterra letterhead. The format shown here helps to unify all correspondence from the country and its departments or organizations and, therefore, reinforces the consistency of image which is an overall part of the graphic identity system. The format shown here is typed in Myriad Pro, one of the official typefaces. Optima may be used in more formal situations.
Ostrud dolor at am, consenibh er augiam amet ulluptate conse te dipis augiamet alit acilla ad ming el exer alismod tie mod el ing ero dolobore tat lor iure do er sed esequipit prat. Ut dolenim alit adio consed dolendi amcore mincin veniat. Ut nummy nulput nos do consequ ipisisl dolorperit irit wis elenim velit luptat dionse conse vel dit prat, sustrud dionsed magna alisl eum eugait nonsecte diatet aute modolent inissit praesequamet pratem iriusto exercidui el eu faccum digna faccum nisci blamcor sed te et adigna facillut lum vel ulla feummod del do ercin henim illaore tatin vulputpate vel iriure vel exerat wisl inibh ea amcommy nim ea feugue commolore dit velessi.
Complimentary Close,
[Signature]
Sender’s NameTitle (optional)
Today’s DateMargins are as follows:
Top 6
Bottom 14
Left 6
Right 6
Envelope shown at 94%
Envelope
The Paciterra envelope measures exactly 3-34 x 7-5/8. The back flap is Paciterra Turquoise with
an extended “tab” of the reversed out heart-trident symbol with a border of the Paciterra
Turquoise.
On the front, the Paciterra logo or signature is displayed with the sender’s name or
department name and address. The addressee information is also given.
The actual “blueprints” for the envelope are explained on the next page.
Paciterra Graphic Standards — Stationary: Envelopes 18
PACITERRAPaciterraName of DepartmentStreet AddressCity Name, Paciterra 00000-0000
Addressee Name(Business or Department Name)Street AddressCity Name, Paciterra 00000-0000
PACITERRAPaciterraName of DepartmentStreet AddressCity Name, Paciterra 00000-0000
Addressee Name(Business or Department Name)Street AddressCity Name, Paciterra 00000-0000
4p0
1p02p1.63
12p5
12p5
Envelope shown at 94%
Paciterra Graphic Standards — Stationary: Envelopes 19
Decorative “Wave” Mark
The official decorative graphic that may be used in documents is the Paciterra “wave.” The
wave was derived from a portion of the Paciterra heart: it is a “fork” from the trident. It is
typically used in tourism graphics, but can be used in many other instances. This graphic
has specific criteria for usage as follows:
Specific Usage Criteria
1. Do not change the opacity level of the graphic.
2. Never change the blend mode of the graphic (i.e. it should always remain at “normal.”)
3. The left and right edges of the wave must bleed off of the document.
4. The wave may only be placed over a solid white background or the Paciterra turquoise.
5. Do not change the color of the wave.
6. Do not take away or add additional waves.
7. White text and the Paciterra logo may be placed over the wave, but nothing else.
8. Do not skew, stretch, or rotate the wave except for certain exceptions, such as vehicular
usage.
9. Placement is to be on the bottom half of the document: cutting off part of the bottom
half of the wave is acceptable.
To the right is an example of the wave being placed into a basic 8.5x11 document.
Paciterra Graphic Standards — Stationary: Business Cards 20
Paciterra Graphic Standards — Stationary: Business Cards 21
Advertising
The mood of Paciterra’s advertising is tourism and showing potentional customers the
wonders of Paciterra. Second to commercial fishing, tourism is the largest form of revenue
for the country. This has been a large focus for the country’s economy the past few years.
There are two approved taglines for tourism-related Paciterra advertising:
Perfection is hard to find. Let us help. We’re experts.
What are you waiting for? Jump into paradise.
Images used in our advertising must showcase our islands’ beautiful and relaxing qualities.
Images of beaches, foilage, and people utilizing an island resource are the most commonly
used.
As often as possible, the tagline should be placed in the upper right-hand corner. This
should be changed if the image’s content does not flow well with the verbage. Certain key
words may be made bold to emphasize certain qualities or moods.
Featured on the bottom of the ad there should always be a rectangle element in Paciterra
Turquoise. The “wave” should be imposed on top of this, but at an opacity lower than 50%.
This is also where the body copy shall go, centered to the page. At the very bottom left-
hand corner there should be information about the Paciterra Tourism Department. Finally
to the right-hand bottom corner, the Paciterra logo should be placed. (Use of the Paciterra
Tourism Department’s signature is also approved.)
Paciterra Graphic Standards — Advertising 22
Perfection is hard to find. Let us help. We’re experts.
This hidden gem comes in the form of small remote villages and a simple way of life. Here you’ll find some of the world’s most stunning beaches, dive sites, and fishing sites.
It’s a welcome surprise if you’re looking for that perfect mix of relaxation and adventure.
Go to travelpaciterra.com or call 555.123.4567 and order your free Paciterra visitor package today.
PACITERRA
Perfection is hard to find. Let us help. We’re experts.
This hidden gem comes in the form of small remote villages and a simple way of life. Here you’ll find some of the world’s most stunning beaches, dive sites, and fishing sites.
It’s a welcome surprise if you’re looking for that perfect mix of relaxation and adventure.
Go to travelpaciterra.com or call 555.123.4567 and order your free Paciterra visitor package today.
PACITERRA
Perfection is hard to find. Let us help. We’re experts.
This hidden gem comes in the form of small remote villages and a simple way of life. Here you’ll find some of the world’s most stunning beaches, dive sites, and fishing sites.
It’s a welcome surprise if you’re looking for that perfect mix of relaxation and adventure.
Go to travelpaciterra.com or call 555.123.4567 and order your free Paciterra visitor package today.
PACITERRA
Paciterra Graphic Standards — Advertising 23
Vehicles
Official Paciterra vehicles, such as planes, cars, and boats are often seen around the islands.
The markings are the same on each side of the vehicle. The primary horizontal mark is to be
used on planes and boats, due to the lack of vertical space. However, on automobiles, the
vertical mark shall be used.
In this instance, it is acceptable to skew the wave graphical element to fit correctly with the
vehicle’s form and to ensure proper visability and recognition.
Paciterra Graphic Standards — Vehicles 24
Paciterra Graphic Standards — Vehicles 25
Ancillary items
Paciterra Graphic Standards — Ancillary Items 26
Paciterra Graphic Standards — Ancillary Items 27
Symbol
The heart-trident symbol is the most basic
unifying element of the graphic identity
system. It is designed to be an integral
part of the identity system, and in that
capacity, it functions as the primary
identifier within the basic components
of the system — the logo and the
signatures.
The symbol should never be connected
to, or combined with, any other graphic
elements or typography — except as used
within the identity system. To achieve
consistency and maximum effectiveness of
the identity, it is imperative that the symbol
be used according to the standards in this
manual. Improper use will jeopardize
the identity’s copyright and trademark
registration protection.
The symbol is an inseparable part of
the country’s identity. It should not be
used by itself — except when used
for decorative purposes in an already
established Paciterra context or
environment. These uses are limited
and should always be authorized.
For advice and authorization, consult:
Paciterra Communications Department
Telephone: (+55) 555-1345
Fax: (+55) 555-1582
Additionally, you may access graphic
standard information and electronic files
on the internet:
www.logo.paciterra.gov
Signatures
Signatures all consist of the same basic
elements — the heart-trident symbol
and the country/signature logotype
combination. The relationships of those
elements are consistent and only change
for special printing issues. Each signature
should be treated like a unit and should not
be changed or modified.
Typography
The official identity system typefaces are
Myriad Pro and Optima — for both of these
typefaces all typestyles are allowed for
use. The typeface used for the text of this
particular manual is Myriad Pro.
In cases of web sites, Verdana is to be
used, as it is a web-safe font which will be
displayed correctly on all monitors.
Color
The identity system colors are Paciterra
Turquoise (or PANTONE® 329) and
Paciterra Grey (or PANTONE® 514).
The four-color process equivalent for
Paciterra Turquoise is 100% Cyan, 34%
Magenta, 62% Yellow, and 0% Black. For
Paciterra Grey it is solely 65% Black.
Stationery
It is essential that all stationery items
be of consistent design and print quality.
There is one approved source for all
Paciterra stationery items. Requests
for all stationery items can be made by
filling out a standardized form.
For information and forms, contact:
Paciterra Purchasing Department
Telephone: (+55) 555-5821
Fax: (+55) 555-5465
Checklist
All country publications, advertising,
print collateral, and electronic and
audio visual materials must display an
approved application of a signature or
seal in a reasonably prominent, but not
necessarily dominant, location.
Check the following reminders when
utilizing a Paciterra logo or signature:
1 Signatures and logos should always be
taken directly from authorized electronic
files or camera-ready art.
2 When a signature or a logo is reduced or
enlarged, it should be treated as one
unit. Resize all elements proportionately.
3 Check all color for accuracy and make
sure the signature is legible in
the chosen print context.
4 A signature or a logo should never be
integrated into illustrations, cartoons or
other symbols or logos.
5 A signature or a logo does not have to
be large to be effective — but it should
have ample space around it for legibility
and integrity.
Paciterra Graphic Standards — Summary and Checklist 28
Body text: Myriad Pro, Regular and
Semibold, 9/14
Caption text: Myriad Pro Italic, 7.5/12.5
Page Title/Numbering text: Myriad Pro
Regular, 7.5/12.5
Designer and copy writer: Malissa Koebel
All rights reserved. No part of this
publication may be reproduced in any
manner without permission. All identity
system related imaging are © the artist(s),
reproduced with the kind permission of the
artist(s) and/or their representatives.
© 2009 Paciterra Creative Media