pace analytical brand guidelines€¦ · 15/04/2020 · our go-to-market strategy is to own both...
TRANSCRIPT
DELIVERING SCIENCE BET TER
PACE ANALYTICAL® BRAND GUIDELINESVERSION 5.6 | APR 2020
2 PACE® / JANUARY 2020
TABLE OF CONTENTS
1 FOUNDATION OF THE PACE BRAND 4
2 MESSAGING 17
3 LOGO TYPEMARK AND DESIGN SYSTEM LANGUAGE 28
4 BRAND COLORS 55
5 TYPOGRAPHY 62
6 PHOTOGRAPHY 72
7 ICONS 79
8 PACE® TRADEMARKS 81
3 PACE® / JANUARY 2020
UNDERSTANDINGOur brand guidelines operate at two levels: they
explain how we should use the brand to achieve
business objectives, and they provide practical
instructions on how to use brand elements
consistently. We consider every Pace employee an
ambassador for our brand, and our brand guidelines
help them to thoroughly understand how to fulfill
this role of brand stewardship.
CONSISTENCYA key goal of brand guidelines is to ensure that
all parties use our brand elements consistently.
These guidelines set the standards for using brand
names, logos, typefaces and other design elements
in advertisements and marketing materials, as well
as internal communications. Guidelines allow us to
control the way other people use our brand, so it
stays consistent across all media.
PERCEPTIONBrand guidelines play an important role in
managing internal and external perceptions of our
organization. Every time we communicate with
customers, employees, investors, the media, and
the greater community, it is essential we build and
reinforce a consistent perception of our company.
Brand guidelines help us to achieve that goal.
WHY ARE BRAND GUIDELINES IMPORTANT?
Our brand is one of our most important assets. It is essential that everyone within our organization understands the value of the brand and knows how to use it.
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FOUNDATION OF THE PACE® BRAND
SECTION 1
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HISTORY As an American-owned company for 40 years, Pace is the heritage brand of the commercial testing industry. We represent quality, values and a steadfast reliability. Pace can claim value leadership through its history and consistency.
INNOVATIONTechnology, testing methods and
challenges change quickly and often.
We keep pace with these industry
innovations. We also understand that
culture changes just as quickly. A
modernized brand look and feel
resonates with the younger generations
that are filling our ranks and better
represents our commitment to
innovation in our work.
PEOPLE Our talent is our greatest resource. They work with integrity, reliability and a strong ethical sense. For some, we are their home for decades. For others, we aim to be the best first job they could have before they leave and become Pace brand ambassadors for the rest of their careers.
SECTION 1 / FOUNDAT ION OF THE PACE® BRAND
BACKGROUND/STRATEGY
Pace brings a unique combination of history and innovation, which manifests in the people that compose our team. We will build a brand that creates long-term value and loyalty with internal and external audiences. Our go-to-market strategy is to own both these messages as one Pace in order to grab the white space that currently exists in the industry.
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Conducting tests and providing reliable data is critical. But what Pace
understands is that our clients work with us to take this task off their lab
table. We’re the testing firm committed to doing everything right–and in the
rare cases we don’t–making it right. We operate with an obsession to detail
so they don’t have to.
MARKET POSITION
TRUSTED EXPERTS DELIVERING ADVANCED SCIENTIFIC SOLUTIONS.
SECTION 1 / FOUNDATION OF THE PACE® BRAND
7 PACE® / JANUARY 2020
OUR BELIEF
PACE® MAKES THE WORLD A CLEANER, HEALTHIER, BETTER PLACE.
SECTION 1 / FOUNDATION OF THE PACE® BRAND
8 PACE® / JANUARY 2020
MISSION STATEMENT
WORKING TOGETHER TO PROTECT OUR ENVIRONMENT AND IMPROVE OUR HEALTH.
SECTION 1 / FOUNDATION OF THE PACE® BRAND
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BELIEF IN ACTION
THE PACE® PROMISEWe honor our commitments so you can honor yours.
We promise to deliver a level of quality that meets your data quality objectives
supported by personal service, ethical standards, data transparency, and the
highest level of support possible. This is the foundation of the Pace Promise.
SECTION 1 / FOUNDATION OF THE PACE® BRAND
10 PACE® / JANUARY 2020
Data you can trust. Partners you can count on. Service that improves
your business. A commitment to make our world a safer, healthier, better
place. Pace was founded more than 40 years ago on these values, and we
continue to lead with them every day.
BRAND IDENTITY
LEADING WITH INTEGRITY
SECTION 1 / FOUNDATION OF THE PACE® BRAND
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1. INTEGRITYWe state our values and hold ourselves to them through our actions.
2. KNOW OUR CUSTOMERSWe provide unmatched customer service by knowing our customers
and their needs.
3. FLEXIBLE RESPONSE TODEMANDDemand won’t stop, but it will change. Our response will be
anticipatory and flexible.
4. PURSUE OPPORTUNITIESWe will pursue opportunities for growth in our business, operations,
and capabilities.
5. VALUE EMPLOYEESWe value our co-workers and aim to continually develop their talents
and our culture.
6. HONOR COMMITMENTSWe honor our commitments, externally and internally. We earn our
clients’ trust through consistent dependability.
7. CONTINUOUSLY IMPROVEWe commit to continuous improvement in how we operate our
business, in our brand, and in the members of our team.
CORE VALUESTHE FUNDAMENTAL BEL IEFS OF OUR ORGANIZAT ION ; THE GLUE THAT HOLDS US TOGETHER .
SECTION 1 / FOUNDATION OF THE PACE® BRAND
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EVERY DAY WE WORK TOGETHER TO PROTECT OUR ENVIRONMENT, IMPROVE OUR HEALTH AND MEET OUR CLIENTS’ BUSINESS NEEDS. WE DO THIS BECAUSE OUR WORK IMPACTS US ALL, AND PROTECTS THE THINGS THAT REALLY MATTER.
BRAND MANTRA
SECTION 1 / FOUNDATION OF THE PACE® BRAND
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PURPOSE
TO MEET THE BUSINESS NEEDS OF OUR CUSTOMERS FOR HIGH-QUALITY, COST EFFECTIVE ANALYTICAL MEASUREMENTS AND SERVICES.
SECTION 1 / FOUNDATION OF THE PACE® BRAND
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VISION / TRUE NORTH
PACE® WILL DELIVER UNMATCHED VALUE AND CUSTOMER SERVICE. WE WILL DEVELOP OUR TALENTS AND INNOVATIVE CULTURE TO BECOME THE CLEAR CHOICE FOR OUR EMPLOYEES, CUSTOMERS, AND BUSINESS PARTNERS.
SECTION 1 / FOUNDATION OF THE PACE® BRAND
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The science we do is important.
We protect our environment and improve our health.
The water we drink. The air we breathe. The food we eat. The medicines we take. They need to be safe. And that’s what we’re here to ensure.
We are Pace.
We partner with our clients to protect the places we all work, play and live. The data we provide helps keep people healthy and safe. We help our customers succeed. Reduce risk. Improve outcomes.
How we work matters, too.
We work with integrity, taking pride in our mission and our ethics. We are smart and reliable, providing trusted results. When disaster strikes, we can be called on to respond quickly and with great care. We take action together; in teams made stronger by a shared commitment to solving complex problems.
And we don’t stop there.
We innovate, continuously improve, and find inspiration and energy in what we do and how we do it. In growing, learning and celebrating together. In making a difference and serving the greater good.
We do this because our science and services impact us all and protect the things that really matter. We’ve clocked in every day for more than 40 years to fulfill a promise: To leave this world cleaner, safer, healthier, better than we found it.
BRAND MANIFESTO
SECTION 1 / FOUNDATION OF THE PACE® BRAND
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BRAND ARCHETYPEBRAND ARCHETYPES HELP DEF INE OUR ORGANIZAT ION ’S VALUES, BEL IEFS, STRENGTHS AND MORE . WE USE THEM AS OUR SOURCE OF TRUTH ,
TO HELP GUIDE OUR STRATEGY AND MAKE COMMUNICAT ION EASIER .
TEACHER.EXPERT.THINKER.
THE SAGE.
Understand the world and share what you know. Seek
information and insights through diligent and thorough
research and analysis. Make complex things make sense.
Drive is to seek and to share truth.
The Sage’s core motivation is to use data and analysis to
understand the world and share what they know. They
seek information through rigorous research and analysis.
They are diligent and thorough. Sage brands seek to
share truth as much as they seek it. They have the ability
to make complex things make sense. For consumers, they
are a source of reliable guidance, helping them to make
better decisions.
Brands that identify as the Sage archetype often have
a simple and dignified visual identity. They don’t try to
impress with extraneous or gimmicky elements.
Brand Examples:
SECTION 1 / FOUNDATION OF THE PACE® BRAND
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MESSAGING
SECTION 2
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OUR BRAND VOICE AND DESIGN ARE ALWAYS CLEAN, SIMPLE AND MODERN. THIS REFLECTS THE VALUE WE BRING TO OUR CUSTOMERS. WE TAKE THEIR COMPLEX AND DIFFICULT PROBLEMS AND, IN TURN, PROVIDE THEM WITH
SIMPLICITY AND PEACE OF MIND.
SECTION 2 / MESSAGING
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HIERARCHY & ARCHITECTUREMASTER BRAND STRATEGY
Pace follows a master brand strategy, wherein the Pace brand name serves as
the main anchoring point under which all products and divisions are based. While
individual products and business divisions will always have their own names, they will
always carry the Pace name as the brand.
The Pace master brand has a distinct promise, position, personality, visual and verbal
system. All individual products and services use the same system, including the brand
line, colors, and a descriptive name. Exceptions are rare and are only granted under
reviewed circumstances.
Divisions &
Flag Designations
ENVIRONMENTAL SC IENCES L IFE SC IENCES SCIENT IF IC PROFESSIONAL SERVICES
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VOICE & TONE
DELIVERING SCIENCE BETTERDIRECT: Economy of language conveys a stoic
confidence and respect for the time and
intelligence of our audience.
WISE : We’ve been around for a while and we’re willing
to share what we learned. We look back, not
with nostalgia, but to take note of how far we’ve
come. Our optimism for the future is fueled by
our knowledge of history.
PROFESSIONAL : Our respectful and professional tone is a direct
reflection of the kind of service and support our
customers receive. Campaign materials speaks
in a way that instills trust.
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NARRATIVESHORT-FORM
DELIVERING SCIENCE BETTER.Pace delivers the highest standard of testing and scientific services in the market. We offer
the most advanced solutions in the industry, backed by truly transparent data, a highly trained
team, and the service and support that comes from four decades of experience.
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SECTION 2 / MESSAGING
NARRATIVELONG-FORM
DELIVERING SCIENCE BETTER.We opened our doors more than 40 years ago with a vision: to deliver science better. The world was changing. New laws and regulations
were being introduced to protect our health and the environment. We saw an opportunity to support our clients with precise and thorough
scientific testing, helping them to stay in compliance. At the time, it felt like a demand that was never going to run out. And it hasn’t.
Over the years, we took the time to develop our processes and learn how to serve our customers as they deal with complex and
everchanging regulations. We’re proud to be a leader in an industry that made our world safer and healthier than it was.
We have continuously improved and today we continue to live our vision of delivering science better. We promise to provide the highest
quality testing and scientific services in the industry, supported by ethical standards, transparency and personalized support.
We believe that the quality and accuracy of data is absolutely essential to the success and reputation of our clients. Our clients most
important decisions are based upon our data. This belief is at the core of what we do, because knowledge is power. And it’s only through
uncovering the truth that we will have the ability to continue to protect our most precious resources.
Pace Analytical®. Delivering Science Better.
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CAMPAIGN ARCHITECTURE
DIVISIONAL CAMPAIGNS:
ENVIRONMENT, LIFE, SERVICE
EXTERNAL
DELIVERING SCIENCE BETTERINTERNAL
INSPIRED TO PROTECT
PACE® BRAND IDENTITY
LEADING WITH INTEGRITYMARKET POSITION
THE EXPERTS DELIVERING ADVANCED SCIENTIFIC SOLUTIONS
SECTION 2 / MESSAGING
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THE BIG THREEMESSAGE MATRIX
HUMAN MESSAGE : Pace is a trusted advisor with a commitment to leading with integrity.
BUSINESS STATEMENT : Pace can help improve your bottom line and lessen your workload.
TRUST AND RELIABILITY: Pace delivers data you can trust through partners you can count on.
A. Here to make our world a safer, healthier, better place.
B. Working together to protect what matters.
HEADLINE EXAMPLES:
A. We are the experts in delivering advanced scientific solutions.
B. Business solutions by scientists, for scientists.
HEADLINE EXAMPLES:
A. Partners you can count on.
B. Providing trusted results for more than 40 years.
HEADLINE EXAMPLES:
PACE® BRAND
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HUMAN : We all share this planet. Pace views our clients as partners in protecting our environment and improving the health and safety
of our communities. The work we do together is important, so we approach everything we do with ethics and integrity.
BUSINESS : We started Pace more than 40 years ago with the goal of helping customers comply with increasing environmental
regulations. We have continuously improved with each year, making us the experts in helping our customers navigate
increasingly complicated regulations and testing requirements.
TRUST: Pace has the capabilities and expertise of the national network with the quick-response, flexibility and customer service of a
local presence. You can trust Pace to be able to do what needs to be done and do it right.
A. We protect the places we all work, play, and live and we protect people.
B. What we protect is too important for anything less than our best.
HEADLINE EXAMPLES:
A. As regulatory demands evolve, so do we.
B. Providing trusted results for more than 40 years.
HEADLINE EXAMPLES:
A. National network, local presence.
B. Analytical testing done right.
HEADLINE EXAMPLES:
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HUMAN : Whether it’s getting rid of a headache or saving a life, we help develop and test the products that improve the health of
everyone in our communities and around the world. For this reason, we are committed to getting it right every time.
BUSINESS : We provide unmatched customer service by knowing our clients and their needs. We offer more than trusted analytical
testing. We help you improve your business by reducing risk, managing complicated regulatory requirements and giving you
access to a national network with local support.
TRUST: We operate with an obsession to detail so you can trust that your results are accurate and delivered on time. For more than
40 years, we’ve built a reputation as partners you can count on. Our stable network of laboratories across the country will be
here to support you now and for decades to come.
A. Committed to protecting our health.
B. Providing trusted data to keep people safe and healthy.
HEADLINE EXAMPLES:
A. As the science advances, so do we.
B. We help our partners succeed. Reduce Risk. Improve outcomes. Free them to grow.
HEADLINE EXAMPLES:
A. Supporting you now and for decades to come.
B. Providing the trusted results your business relies on.
HEADLINE EXAMPLES:
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HUMAN : Our employees are our greatest resource, so we treat them that way. When you bring Pace experts into your business you
can trust that each of those employees is valued and taken care of.
BUSINESS : Our service model is designed to support your business strategy. We recruit and train the best scientists so you don’t have
to. When you partner with Pace, you can be fully staffed with productive experts trained to do the job right.
TRUST: Pace has more than 40 years’ experience in laboratory management and operations. We’ve built a reputation over this time
as a trusted partner and employer. Our commitment to our employees’ growth and development means we can attract first
class talent and send them on to serve you.
A. Regulatory services rooted in respect.
B. Highly trained and skilled regulatory staff.
HEADLINE EXAMPLES:
A. Connecting you with the talent your business needs.
B. We find the top talent, so you don’t have to.
HEADLINE EXAMPLES:
A. Staffing services by scientists, for scientists.
B. A reputation for attracting the best.
HEADLINE EXAMPLES:
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LOGO TYPEMARK AND DESIGN SYSTEM LANGUAGE
SECTION 3
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OUR SIMPLE AND MODERN APPROACH EXTENDS TO DESIGN. THE PACE VISUAL
IDENTITY IS KEPT CLEAN AND PEACEFUL BY LIMITING THE NUMBER
OF FONTS, COLORS, AND DESIGN TREATMENTS.
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DO NOT ALTER LOGO OR PACE® FLAG IN ANY WAY
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SECTION 3 / LOGO TYPEMARK AND DESIGN SYSTEM LANGUAGE
LOGO TYPEMARKPACE® LOGO TYPEMARK
Our logo typemark reflects our brand and its place within the
analytical testing landscape. The brand marks asset allows us
to easily identify who we are, regardless of the medium.
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CLEARANCEPACE® LOGO TYPEMARK
The Pace logo typemark should never be forced to fit into
a space that is too small. It should always be placed with a
minimum amount of space for the typemark to breathe. Giving
the typemark appropriate space helps highlight its importance
and reinforce its impact on branded communications.
MINIMUM CLEARANCE
A. The minimum clearance around the corporate logo is
represented by the height of the first “P” in Pace.
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MINIMUM SIZEPACE® LOGO TYPEMARK
The Pace logo typemark may only be reduced to a certain size.
If the typemark is sized below the dimensions at right, it loses
its impact and can become illegible.*
*Unique circumstances should request permission from Brand Management Team.
1.00”
.203”
DIGITAL
127 px
26 PX
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LOGO TYPEMARK COLORSPACE® LOGO TYPEMARK
The Pace logo typemark comes in a primary brand-specific
color, as well as a monochromatic black and a reversed
version. These three versions each have distinct values and
are not to be adjusted for any reason (refer to “Brand Colors”
for color values). Each typemark may be used across all media
(refer to “Logo Typemark Don’ts” for further explanation).
Please note: the dark logo is only to be used if absolutely
necessary.
BLACK AND BLUE
BLACK
REVERSED
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PACE BLACK AND BLUE / LIGHT GRAY
PACE BLACK AND BLUE / WHITE
LOGO TYPEMARK BACKGROUND COLORSPACE® LOGO BLACK AND BLUE TYPEMARK
In order to maintain the integrity of the Pace brand
and ensure its legibility at all touchpoints, each color of the
logo typemark may only be used on top of a defined set of
background values. The following examples represent an
exhaustive list of possible color combinations, and no other
combinations should be created or used for any purpose.*
*In special circumstances where an additional background
color is requested, explicit permission must be obtained
from the Brand Management Team.
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PACE BLACK / LIGHT GRAY
PACE BLACK / WHITE
LOGO TYPEMARK BACKGROUND COLORSPACE® LOGO BLACK TYPEMARK
In order to maintain the integrity of the Pace brand
and ensure its legibility at all touchpoints, each color of the
logo typemark may only be used on top of a defined set of
background values. The following examples represent an
exhaustive list of possible color combinations, and no other
combinations should be created or used for any purpose.*
*In special circumstances where an additional background
color is requested, explicit permission must be obtained
from the Brand Management Team.
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PACE® REVERSE / GRAY
PACE® REVERSE / BLACK
LOGO TYPEMARK BACKGROUND COLORSPACE® LOGO REVERSE TYPEMARK
PACE® REVERSE / PHOTOGRAPH
PACE® REVERSE / BLUE
*When typemark is reversed out of photography, avoid photos that are
overly busy or lacking in contrast.
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PACE® TAGLINEDEL IVERING SC IENCE BETTER
MARKETING POSITION: The experts delivering advanced
scientific solutions
“Delivering Science Better” is the Pace tagline, and a visual
representation to our brand personality. It is typeset
with a specific font color and font weight. It may be used
independently or with the Pace logo as seen on the right.
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SECTION 3 / LOGO TYPEMARK AND DES IGN SYSTEM LANGUAGE
PACE® LOGO AND DIV IS IONSENVIRONMENTAL SC IENCES
Due to the unique nature and marketing needs of the Divisions of Pace, we have developed a distinct logo typemark identifier that allows the division the autonomy to market themselves differently while still maintaining and paying tribute to the Pace master brand.
BLACK AND BLUE
BLACK
REVERSED
40
PACE® LOGO AND DIV IS IONSL IFE SC IENCES
Due to the unique nature and marketing needs of the Divisions of Pace, we have developed a distinct logo typemark identifier that allows the division the autonomy to market themselves differently while still maintaining and paying tribute to the Pace master brand.
BLACK AND BLUE
BLACK
REVERSED
41
PACE® LOGO AND DIV IS IONSSCIENT IF IC PROFESSIONAL SERVICES
Due to the unique nature and marketing needs of the Divisions of Pace, we have developed a distinct logo typemark identifier that allows the division the autonomy to market themselves differently while still maintaining and paying tribute to the Pace master brand.
BLACK AND BLUE
BLACK
REVERSED
42
PACE® LOGO, D IV IS IONS AND DEPARTMENT DOUBLE-L INE
Due to the unique nature and marketing needs of the Divisions and Departments of Pace, we have developed a distinct logo typemark identifier that allows the division and department to market themselves differently while still maintaining and paying tribute to the Pace master brand. The logos to the right are examples of placement and type.
The department name is editable in the file, and must use ALL CAPS when writing the name in the empty field. We recommend keeping department names brief for both design and readability purposes. To do this, we recommend removing unnecessary language such as “department” or “group”. Division and department names must be limited to one line.
Please consult the Brand Management Team to receive approval.
ENVIRONMENT + DEPARTMENT
LOREM IPSUM DOLAR
LIFE + DEPARTMENT
LOREM IPSUM DOLAR
SERVICE + DEPARTMENT
LOREM IPSUM DOLAR
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PACE® BRAND STAMPENVIRONMENT. L IFE . SERV ICE .
“Environment. Life. Service.” is the Pace Brand Stamp, and
explains our services at a glance. It is typeset with a specific
font color and font weight. It may be used independently
(stamp) or placed next to the Pace logo, both as seen on the
right.
44
LOREM IPSUM
DOLOR SIT AMET, CONSECTETUR
LOGO TYPEMARK DON’TSUNACCEPTABLE WAYS TO USE THE LOGO
Don’t change brand colors Don’t rescale any typemark components Don’t change any of the letter forms of the
typemark to uppercase
Don’t add text or product names to the
typemark
Don’t separate typemark with color Don’t place the typemark within text as a
readthrough
LOREM IPSUM
Don’t distort the typemark Don’t separate typemark with space Don’t add gradient effects to the typemark
45
Analytical
LOGO TYPEMARK DON’TSUNACCEPTABLE WAYS TO USE THE LOGO
Don’t stretch the typemark Don’t compress the typemark Don’t place typemark on unapproved
background color
Don’t add drop shadow effects to the
typemark
Don’t use Akrobat to recreate the typemark Don’t outline typemark
Don’t nest fill in between letters Don’t use multiple fonts or replace logo
letters
Don’t change typemark to uppercase or edit
swoosh in any way
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DELIVERING SCIENCE BETTER
�������������������������
PACE® TAGLINE DON’TSUNACCEPTABLE WAYS TO USE THE LOGO
Don’t change the size of the brand line under
the logo
Don’t change the font in the brand line Don’t change the color of the tagline
Don’t change the font weight Don’t use multiple colors in the tagline Don’t stack tagline elements
Don’t outline the tagline Don’t switch the order of tagline elements Don’t use unapproved gradient effects
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DIVISIONAL STAMP DESIGNATIONSMASTER BRAND STRATEGY
Use only approved designations provided by Brand Management. Do not create new
designations to the designation stamp unless approved by Brand Management.
Designation stamp is to only be used on materials pertaining to that division.
HOW TO USE IT: Align it vertically centered from logo and opposite of the page. Must
bleed off the document.
ENVIRONMENT LIFE SERVICE
48
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec consequat sollicitudin
PACE® BRAND STAMP AND DIVIS IONAL STAMP DESIGNATION DON’TSUNACCEPTABLE WAYS TO USE THE BRAND L INE AND D IV IS IONAL STAMP
Don’t distort Don’t reduce size below .25” in height Don’t use multiple flags in one piece
Don’t crop Don’t outline Don’t put too close to other components on
page
Don’t rotate or tilt Don’t add shadows or effects Don’t use transparency
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PACE® BRAND FLAGDESIGN LANGUAGE
The Pace Brand Flag is our representation of the Pace business as a whole. It represents
the form and function of Pace (the darker blue), the Life Sciences business (the lighter
blue), the Environmental Sciences business (green), and the Scientific Professional
Services business (orange). The three parts of the business (Environment, Life and
Service) equal the entire Pace business, hence the ratio of the color of the flag.
In combination with the Pace logo typemark, our flag + typemark logo create a visually
innovative and balanced representation of our corporate brand. The Pace Brand Flag can
be used in corporate communications and platforms as well as divisional designations
marketing materials.
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HOW TO USE THE FLAGPACE® BRAND FLAG
The flag is to be used on corporate communications and platforms as well as divisional designations marketing materials. The flag is to never be transformed in size in anyway, flipped, cropped, or rotated.
WHERE TO PLACE IT:
The flag should only be placed at the top of a document in the upper left
or lower right corners, or can be used as a separator of content from
one area to the next. The flag is to always have breathing room and
never touching another graphic or element.
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PAT TERNDESIGN LANGUAGE
The Pace Pattern is representative of our industry and brand. The
geometric pattern is in essence a triangle with three nodes. Triangles
have a strong association with stability and power. Precise shapes
also impart strength, professionalism and efficiency. The pattern is a
representation of science, mathematics, equations, and language.
The pattern should be used wisely, and never be altered in anyway.
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INSPIRED TO PROTECT OUR ECOSYSTEM
W EV A L U E T H EE N V I R O N M E N T
EvE N V I R O N M E N T
120
#
INSPIRED TOIMPROVEOUR HEALTH
W EV A L U EL I F E
LfL I F E
119
#
THEPACEPROMISE
WE PROMISE TO DEL IVER THE HIGHEST QUAL IT Y TEST ING
AND DATA IN THE INDUSTRY, SUPPORTED BY PERSONAL
SERV ICE , ETHICAL STANDARDS , DATA TR ANSPARENCY AND
THE HIGHEST LEVELS OF SUPPORT POSSIBLE . THIS IS THE
FOUNDATION OF THE PACE PROMISE .
INSPIRED BY KNOWLEDGEANDEXPERTISE
W EV A L U ES E R V I C E
SvS E R V I C E
121
#
53 PACE® / JANUARY 2020
PAT TERN DON’TSUNACCEPTABLE WAYS TO USE THE PATTERNS
Don’t change the pattern color Don’t distort pattern and/or change to
vertical orientation.
Don’t place pattern on top of elements. Must
always be in background.
Don’t use unapproved gradients Don’t outline Don’t use effects
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USAGEDESIGN LANGUAGE
Below is an example of the design language placed together.
55 PACE® / JANUARY 2020
BRAND COLORS
SECTION 4
SECTION 4 / BRAND COLORS
56 PACE® / JANUARY 2020
PACE® BLUEPantone 661 C
CMYK: 95, 75, 1, 0
RGB: 25, 83, 165
Hex #: 1953a5
PACE® GRAYPantone 877 C
CMYK: 52, 43, 43, 8
RGB: 128, 128, 128
Hex #: 808080
PACE® DARK GRAY Pantone 446 C CMYK: 68, 61, 60, 47 RGB: 64,
64, 64Hex #: 404040
PACE® LIGHT GRAYPantone Cool Gray 4 C CMYK: 27, 22, 22, 0 RGB: 186, 186, 186 Hex #:
BABABA
PACE® BLACKPantone Process Black C CMYK: 72, 66, 65, 76 RGB: 29, 29, 29Hex #: 1d1d1d
WHITE CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
Hex #: FFFFFF
COLOR PALET TE
PRIMARY BRAND COLORS
SECTION 4 / BRAND COLORS
57 PACE® / JANUARY 2020
PACE® LIFE BLUEPantone 2925 C
CMYK: 67, 23, 0, 0
RGB: 24, 166, 248
Hex #: 18a6f8
PACE® SERVICE ORANGEPantone 166 C
CMYK: 2, 74, 100, 0
RGB: 237, 102, 9
Hex #: ed6609
PACE® ENVIRONMENT GREEN Pantone 368 C
CMYK: 52, 4, 100, 0
RGB: 137, 190, 60
Hex #: 89be3c
SECONDARY / DIVISION BRAND COLORS
COLOR PALET TE
SECTION 4 / BRAND COLORS
58 PACE® / JANUARY 2020
PACE® BLUEThe color blue represents trust.
The new Pace Blue represents
our leadership position in the
marketplace, and the vibrant shade
indicates the brand’s innovation.
LIFE BLUELife Blue induces calm, serenity, and
peace. Life Blue instills trust and
peace.
ENVIRONMENT GREENEnvironment Green represents
growth and nature of our business.
It instills renewal and life. It evokes
feelings of abundance and a plentiful
environment while providing a secure
feeling.
SERVICE ORANGEService Orange represents
encouragement, and stimulates
social communication. Service orange
conveys excitement, motivation, and
warmth. This color represents what
Pace Service has to offer.
COLOR STORY
The color palette represents the Pace Brand.
SECTION 4 / BRAND COLORS
59 PACE® / JANUARY 2020
PACE® BLUEPantone 661 CCMYK: 95, 75, 1, 0RGB: 25, 83, 165Hex #: 1953a5
GRADIENT PACE® BLUEPantone 660 C
CMYK: 87, 53, 0 ,0 RGB: 0, 113, 188Hex #: 0071bc
PACE LIFE BLUEPantone 2925 CCMYK: 67, 23, 0, 0RGB: 24, 166, 248Hex #: 18a6f8
GRADIENT LIFE BLUEPantone 297 C
CMYK: 48, 5, 0, 0RGB: 120, 199, 239
Hex #: 78c7ef
PACE ENVIRONMENT GREEN Pantone 368 CCMYK: 52, 4, 100, 0RGB: 137, 190, 60Hex #: 89be3c
GRADIENT ENVIRONMENT GREENPantone 382 C
CMYK: 26, 0, 87, 0RGB: 201, 236, 70Hex #: c9ec46
PACE SERVICE ORANGEPantone 166 CCMYK: 2, 74, 100, 0 RGB: 237, 102, 9Hex #: ed6609
GRADIENT SERVICE ORANGEPantone 137 C
CMYK: 0, 41, 100, 0RGB: 255, 165, 6Hex #: ffa506
GRADIENTSEACH GRADIENT REPRESENT A DIVISION OF THE BRAND. USE GRADIENTS WISELY AND ONLY FOR BACKGROUNDS.
SECTION 4 / BRAND COLORS
60 PACE® / JANUARY 2020
COLOR RATIOPACE® BLUE MAKES THE MOST OF THE COLOR SCHEME. THE REMAIN ING COLORS REPRESENT EACH D IV IS ION OF PACE
SECTION 4 / BRAND COLORS
61 PACE® / JANUARY 2020
USING COLORS
COLOR PALET TE
Using the Pace color palette should be used wisely.
Secondary/division colors are used to highlight and represent that
specific division. Do not use divisional colors if it is not represented of
that division.
Color tinting is allowed, but not different colors. Tints are used most
often in graphs and charts when a color differentiation is needed.
Tinting:
100%
80%
60%
40%
20%
62 PACE® / JANUARY 2020
TYPOGRAPHY | FORGENERAL USE
SECTION 5
63 PACE® / JANUARY 2020
SECTION 5 / TYPOGRAPHY
TYPEFACES FOR GENEARL USETYPE MATTERS . YET MOST OF US DO NOT HAVE ACCESS TO THE FONTS OUTL INED FOR DES IGNERS , REFERENCED LATER IN TH IS SECT ION . AS SUCH , WE
HAVE IDENT IF IED ALTERNAT IVE FONTS FROM THE STANDARD MICROSOFT® OFF ICE MENU FOR GENERAL USE BY PACE® EMPLOYEES AND CONTRACTORS .
FOR HEADL INES, USE FRANKL IN GOTHIC DEMI COND AS SHOWN BELOW. FOR BODY COPY, USE AR IAL OR CAL IBR I (NEXT PAGE) .
USE FRANKLIN GOTHIC DEMI COND
KEEP IT CLEAN & SIMPLE
LIMIT TYPE SIZES TO FOUR
JUSTIFY CONTENT FLUSH LEFT
ALL CAPS FOR HEADLINES
HEADLINES FEWER THAN 8 WORDS
SENTENCE CASE FOR COPY
SECTION 5 / TYPOGRAPHY
64 PACE® / JANUARY 2020
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Arial Regular
MICROSOFT®/WINDOWS TYPEFACE ALTERNATIVEWHEN ONLY THE DEFAULT WINDOWS OR MICROSOFT® FONTS ARE AVA ILABLE , WE USE AR IAL OR CAL IBR I IN REGULAR , BOLD , OR ITAL IC .
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Calibri Regular or Calibri (Body)
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Calibri Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Calibri ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Arial Italic
65 PACE® / JANUARY 2020
TYPOGRAPHY | FOR DESIGNERS
SECTION 5.5
66 PACE® / JANUARY 2020
SECTION 5 .5 / TYPOGRAPHY
TYPE FACETYPE MATTERS. MORE THAN JUST A NECESSARY MEDIUM FOR EXPRESSING A MESSAGE, TYPE ALSO ACTS AS A KEY DESIGN ELEMENT WITHIN OUR VISUAL IDENTITY. MODERN, CLASSIC AND LEGIBLE, THE
AKROBAT TYPE FAMILY REPRESENTS THE PACE BRAND PERSONALITY. WE USE IT IN BRANDED COMMUNICATIONS, WHENEVER AVAILABLE, ACROSS ALL MEDIA.
USE AKROBAT
KEEP IT CLEAN & SIMPLE
LIMIT TYPE SIZES TO FOUR
JUSTIFY CONTENT FLUSH LEFT
ALL CAPS FOR HEADLINES
HEADLINES FEWER THAN 8 WORDS
SENTENCE CASE FOR COPY
67 PACE® / JANUARY 2020
SECTION 5 .5 / TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
A k r o b a t S e m i b o l d
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
A k r o b a t T h i n
PRIMARY TYPEFACEWE COMPLEMENT THE PACE® TYPEMARK ACROSS ALL PRODUCED MARKET ING MATERIALS BY LEVERAGING THE AKROBAT TYPE FAMILY IN ITS VARIOUS FORMS.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
A k r o b a t E x t r a L i g h t
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
A k r o b a t L i g h t
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
A k r o b a t R e g u l a r
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
A k r o b a t B o l d
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
A k r o b a t E x t r a b o l d
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
A k r o b a t B l a c k
68 PACE® / JANUARY 2020
SECTION 5 .5 / TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUV WX YZabcdefghijklmnopqrstuvwxyz1234567890
O p e n S a n s C o n d e n s e d L i g h t
TYPEFACE ALTERNATIVEWHEN THE AKROBAT TYPE FAMILY IS NOT AVA ILABLE , WE USE OPEN SANS CONDENSED OR ROBOTO CONDENSED . BOTH FONTS WORK FOR MOST INTERNAL ,
NON-DESIGNED COMMUNICAT IONS. I T IS A STANDARD GOOGLE SYSTEM FONT ACROSS BOTH MAC AND PC OPERAT ING SYSTEMS.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
O p e n S a n s C o n d e n s e d B o l d
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
R o b o t o C o n d e n s e d L i g h t
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
R o b o t o C o n d e n s e d R e g u l a r
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
R o b o t o C o n d e n s e d B o l d
69 PACE® / JANUARY 2020
SECTION 5 .5 / TYPOGRAPHY
TEXT GUIDELINESWHAT WE SAY IS IMPORTANT. STR ICT ADHERENCE TO OUR TEXT GUIDEL INES ENSURES WHAT WE SAY IS ALWAYS LEGIBLE .
SIZE BODY TEXT
8-18pt
LEADING
Minimum: 100%
TRACKING RANGE
0-25
SIZE SUBHEAD
18-36pt
LEADING
Minimum: 100%
TRACKING RANGE
0-200
SIZE HEADLINE
36-100pt
LEADING
Minimum: 100%
TRACKING RANGE
0-100
*If using a layout template, strict adherence to text formatting is mandatory. If a template does not exist, the following guidelines should be implemented.
70 PACE® / JANUARY 2020
SECTION 5 .5 / TYPOGRAPHY
TEXT GUIDELINES IN USE
NOTE: The following guidelines apply to the majority of marketing materials. For unique
circumstances (i.e. marketing materials with extreme scale—small or large), consult the Brand
Management Team to receive approval.
CASE / Sentence case is our standard for body copy across all communications. Use
uppercase sparingly—for titles, short headings, subheadings, and never for full paragraphs.
Don’t use all-lowercase type.
LINE SPACING / Line spacing refers to the space between lines of type. See the previous page
for line spacing guidelines.
LETTER SPACING / Letter spacing (also known as tracking) is the space between letters.
Letter spacing and word spacing are set by default. If spacing needs to be adjusted, be sure
the letters never touch one another.
SIZE & WEIGHT / Use Bold for large headlines. Use SemiBold, Bold. ExtraBold, or Black
for subheads. Use Bold sizes or Regular for increased legibility at small sizes or over
backgrounds.
JUSTIFICATION / Type should be set flush left, ragged right. In certain instances, fully-justified
is permissible, as well as centered. Avoid widows, orphans and lines that end with hyphens.
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SECTION 5 .5 / TYPOGRAPHY
TYPOGRAPHY DON’TSUNACCEPTABLE WAYS TO USE TYPE
This is Akrobat with a shadow
Don’t add drop shadows to type. Don’t track text too tightly. Avoid right-aligned type.
Don’t stretch type in headlines or copy. Avoid multiple type styles together. Follow
the rule of 4 type sizes per page layout.
Don’t leave orphans in multi-column text
blocks.
Avoid widows (words by themselves on a line)
shorter than 7 characters.
Avoid hyphenation in general, and especially
in headlines.
Don’t compress type in headlines or copy.
This is tracked at -50Body copy is aligned right
TOO Many Type styles IN A layoutThis is a two-column orphan. layout leaves an
Don’t leave widows in text.
This headline is hyp-henated
72 PACE® / JANUARY 2020
PHOTOGRAPHY
SECTION 6
SECTION 6 / PHOTOGRAPHY
73
PHOTOGRAPHY STYLE
Our photography is aspirational and dynamic. It conveys movement and
transformation which reflects our brand values. Photography should be meticulously
curated, high-fidelity, well-lit and on brand.
NOTE: Please be advised, the images below are not licensed and cannot be used or
reproduced in any external marketing materials. They are For Position Only (FPO) and
should be considered as examples of how our brand photography should look.
SECTION 6 / PHOTOGRAPHY
74
LIFESTYLE PHOTOGRAPHY
Our lifestyle photography has a heroic feel. It indicates our leadership while
highlighting the people, industries and partners who make us who we are.
NOTE: Please be advised, the images below are not licensed and cannot be used or
reproduced in any external marketing materials. They are For Position Only (FPO) and
should be considered as examples of how our brand photography should look.
SECTION 6 / PHOTOGRAPHY
75
HEADSHOTS PHOTOGRAPHY
Our employee headshots are modern. They are lit brightly and shot against a white,
solid color or blurred background. Ideally shoot in their place of work (IE. Laboratory)
NOTE: Please be advised, the images below are not licensed and cannot be used or
reproduced in any external marketing materials. They are For Position Only (FPO) and
should be considered as examples of how our brand photography should look.
SECTION 6 / PHOTOGRAPHY
76
LABORATORY PHOTOGRAPHY
We try to show our parts in the context of a human interaction. Laboratory
photography should be clean, well-lit and free of distracting elements. Our goal is to
capture an authentic moment in time, not a staged interaction in the lab. When there
are no elements to interact with, hand models should hold an object/part casually,
as to avoid over posing.
NOTE: Please be advised, the images below are not licensed and cannot be used or
reproduced in any external marketing materials. They are For Position Only (FPO) and
should be considered as examples of how our brand photography should look.
SECTION 6 / PHOTOGRAPHY
77
MACRO PHOTOGRAPHY
We use macro photography to highlight the unique geometries possible with our
technologies as well as to create texture and pattern in our imagery.
NOTE: Please be advised, the images below are not licensed and cannot be used or
reproduced in any external marketing materials. They are For Position Only (FPO) and
should be considered as examples of how our brand photography should look.
SECTION 6 / PHOTOGRAPHY
78
PHOTOGRAPHY DON’TSUNACCEPTABLE WAYS TO USE PHOTOGRAPHY
Don’t use emotionless images Don’t use unapproved overlays Don’t use photos of clearly staged
interactions, clichéd scenarios, or contrived
settings
Don’t use photos where people are over
posing
Don’t use devices images that don’t tell a
larger story
Don’t use photos with obvious photoshopping
or effects
79 PACE® / JANUARY 2020
ICONS
SECTION 7
SECTION 7 / ICONS
80
ICONS HIGHLIGHT IMPORTANT INFORMATION
The eye is naturally drawn to icons, so we tend to give them increased importance.
As such, they are useful for making ideas and instructions stand out on a page or
document.
ICONOGRAPHY ENHANCES UNDERSTANDING
Certain icons can be associated with commands, concepts and ideas. Leveraging
this existing lexicon helps us to increase a viewer’s understanding of a situation,
product or feature.
ICONS CAN CONVEY A LOT OF INFORMATION WITH A SIMPLE VISUAL
The best thing about icons is that they are compact and very expressive. They take
up very little space but can convey lots of information with just a glance.
WHY USE ICONS?
Icons create a visual hierarchy. Icons stand out to the eye in a sea of text, so use them to lead the reader’s attention from one part of the page to the next.
ICONOGRAPHY Our icons are a work in progress and will be changing throughout. Please get approval from the Brand manager on any marketing materials. The following are a look and
feel to be used as a key.
81 PACE® / JANUARY 2020
PACE ANALYTICAL®TRADEMARKGUIDELINES
SECTION 8
82 PACE® / JANUARY 2020
SECTION 8 / TRADEMARKS
PACE® TRADEMARKS AND REGISTERED TRADEMARKS
Registered trademarks are corporate assets that need to be protected to be retained. These are brands that the company exclusively
owns.
® = Registered trademark
™ = Trademark (typically represents a trademark undergoing the registration process, however, the ™ can be attached to anything –
there is no legal protection.)
The table on the next page identifies the status (and designation) of each mark the company owns.
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SECTION 8 / TRADEMARKS
WHAT YOU NEED TO KNOWThe corporate brand, Pace Analytical® Services, should always include the registration mark (®), in both graphic form (logos) and
written form (in content, documentation, etc.) In written form, the registration mark should be displayed after the name, in superscript,
so that it appears elevated from the type baseline:
Pace Analytical®
84 PACE® / JANUARY 2020
SECTION 8 / TRADEMARKS
At a minimum, all of the trademarks and registered trademarks noted in the table on the previous page should be identified with their mark in its first instance on each page of a document or website. For example on page one, the first use of PacePort® should be
represented with the associated mark symbol and on page two, the first use of PacePort® should be represented with the associated mark
symbol, and so on. The trademark/registered trademark should be displayed after the brand name, in superscript, so that it appears elevated
from the type baseline:
PacePort®
SHORTCUT KEYS for creating these symbols:® = Type (R)™ = Type (tm)
IMPORTANT: Pace Analytical® Services and its brand names should NEVER be used in possessive form. Doing so diminishes the brand’s strength and does not support its legal trademark status. This may force you to rework sentence structure, but it is required to support and retain the brand from a legal perspective - and helps to build brand equity.
For example, it’s Microsoft® Word, not Microsoft’s Word.
85
SECTION 8 / TRADEMARKS
Do Don’t
Pace Analytical® Environmental Sciences Division
Use Pace Analytical® PFAST® services
Pace Analytical’s Environmental Sciences Division
Use Pace Analytical’s PFAST® services
D E S C R I P T O R STo support our corporate and product brands, we will often associate the descriptor, “Services” with the brand: Pace Analytical®
Services. This protects the brand within the trademark category it was registered under. The best practice is to do this as often as
possible; at a minimum in the brand’s first use on the page (and each page thereafter).
DESCRIPTOR EXAMPLESPace Analytical® Services tests for PFAS compounds
Pace Analytical® Services works with pharmaceutical manufacturers to…
Pace Analytical® Services offers scientific lab staffing through its Scientific Professional Services Group.
In order to retain and protect our registered trademarks, we will periodically need to submit samples of them used in various formats to
prove their use in the public domain.
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SECTION 8 / TRADEMARKS
BRAND DISCLAIMERSIn documents where the corporate brand and product brands are present, the following disclaimer should appear somewhere in the document (usually in
small type at the end of the document):
All Pace Analytical® Services brand and product names are trademarks or registered trademarks of Pace Analytical® Services, LLC.
In documents where Pace Analytical® Services brands are present, along with another company’s brand names, use the following disclaimer:
All Pace Analytical® Services brand and product names are trademarks or registered trademarks of Pace Analytical® Services, LLC. All other brand and product
names are trademarks or registered trademarks of their respective holders.
CONTACT INFORMATION
Pace Analytical®
CORPORATE
1800 Elm Street SE
Minneapolis, MN 55414
Main Office: 612-607-6400