Paciterra Identity System Manual by Malissa Koebel

PACITERRA GRAPHIC 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

Graphic Design Standards

History

Quality and Coordination

The focus of a graphic identity is usually

Originally established as one of the four

Paciterra’s Creative Media Office

a symbol or logo. However, an identity

states in the Federated States of Micronesia

at the Communications Center will oversee

system is much more than the utilization of

(FSM), and among the Senyavin Islands

design standards. These offices are valuable

a symbol. A comprehensive graphic system

(part of the larger Caroline Islands group),

resources for facilitating and maintaining

is a structure for communicating and

Paciterra achieved its independence

graphic design awareness, consistency, and

presenting information logically, clearly,

in 1975. The islands are located about

excellence.

and with distinction.

2,5oo miles southwest of Hawaii: and the population is close to 40,000 residents and

Please direct your questions and/or

The standards and guidelines presented in

always growing. Our Paciterra islanders

requests for information, camera-ready

this manual have firm institutional support.

have a reputation as being extremely

reproduction art and electronic files to:

Embracing and following these standards

welcoming to outsiders, and the island

will be advantageous to the entire Paciterra

contains a wealth of biodiversity. Paciterra

Paciterra Creative Media Department

community, enabling us to achieve clarity

is also one of the wettest places on earth

Telephone: (+55) 555-4567

and effectiveness in all print and electronic

with annual recorded rainfall exceeding 300

Fax: (+55) 555-3684

communications.

inches each year.

creativemedia@paciterra.gov

At this time, it is impossible to cover all

Paciterra’s visual symbol is the comprised

Paciterra Communications Department

of the possible uses and applications of

of two items: a heart and a trident. Both

Telephone: (+55) 234-5678

the new identity; therefore, this manual is

are rendered very softly and gracefully

Fax: (+55) 234-3967

intended to be an introduction and a guide

mimicking the country’s motto of “Peace,

to the basic components of the

Love, and Prosperity.”

identity system. Implementation of these

Additionally, standards information and electronic files are available on the

standards will develop greater awareness of

The trident represents our fishing industry,

internet:

the country as a whole, while enabling the

which we have become famous for. In

www.logo.paciterra.gov

individual departments to convey distinct

Greek mythology, Poseidon was the god

identities.

of the sea. (His Roman counterpart was Neptune) Also, the three prongs comprising

Our comprehensive commitment to

the trident stand for the three aspects of

excellence in design will exemplify

our motto, “Peace, Love, and Prosperity.”

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.

Paciterra Graphic Standards — Logos

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

Black Version

Paciterra Graphic Standards — Logos

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.)

PACITERRA The 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 The vertical logo and secondary logo for Paciterra. To be used when orientation is appropriate or when used in image-heavy documents.

Paciterra Graphic Standards — Logos

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.

Paciterra Turquoise* PANTONE® 329 C=100 M=34 Y=62 K=0

The Two-Color version of the logo must always be printed on a 100% white background to maintain the integrity of the logo.

Paciterra Grey* PANTONE® 514

(The official logos may also be printed in

C=0 M=0 Y=0 K=65

Black. Black is the alternative when budget or context rule out the use of two-color.)

The colors shown on this page and throughout this manual have not been evaluated by PANTONE®,

Except for special print techniques, these

Inc. for accuracy and may not match the PANTONE®

are the only colors which may be used

Color Standards. Refer to the current edition of the

to print the logo. The four-color process equivalent for Paciterra Turquoise is 100%

PANTONE® Color Formula Guide for accurate colors. PANTONE® is a registered trademark of PANTONE®, Inc.

Cyan, 34% Magenta, 62% Yellow, and 0% Black. For Paciterra Grey, it is solely 65% Black.

PACITERRA

PACITERRA PACITERRA

Paciterra Graphic Standards — Logos

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.)

To ensure that the wording on both logos is the same

An example of a 0p9 square. Remember that the height

size, the ascender height of “C” is used, the not height

of the square is in conjunction with the letter “C” — no

of the entire logo.

other letter’s ascender height may be used.

PACITERRA

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.

PACITERRA

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.

Paciterra Graphic Standards â&#x20AC;&#x201D; Logos

Print backgrounds: Light

Print backgrounds: Dark

In general, the Paciterra logos in Two-Color

To produce the logo on a dark background,

Please note that although only one logo is used for

are only ever printed on a solid, 100% White

it should be presented as full White, or

demonstration purposes, all of the logos are subject to

background. However, when printing on a

reversed out. Again, the Two-Color logos

these parameters. (See pages 10-11 for discussion of

light background that is not White, the solid

should never be printed on any color other

incorrect uses.)

Black logo should be used.

than solid, 100% White.

Any of the full Black logos may be printed

Any of the logos may be reversed out of

on any solid color, screen of color, textured,

any solid color, screen of color, textured,

illustrative, or photographic background

illustrative or photographic background

that is light enough to provide sufficient

that is dark 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.

PACITERRA

PACITERRA Examples of proper color and background integration and usage for the Paciterra logos.

PACITERRA

PACITERRA Examples of unacceptable color and background integration and usage for the Paciterra logos.

Paciterra Graphic Standards â&#x20AC;&#x201D; Logos

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 —Signatures

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.)

paciterra

digital media services

water services

island coast guard

police department

marine conservation

health department

waste management

electricity services

public school system

pprivate school system

paciterra

wildlife conservation

Paciterra Graphic Standards â&#x20AC;&#x201D;Signatures

Print backgrounds: Light

Print backgrounds: Dark

In general, the Paciterra signatures in Two-

To produce the signature on a dark

Please note that although only one signature is used

Color are only ever printed on a solid, 100%

background, it should be presented as full

for demonstration purposes, all of the signatures are

White background. However, when printing

White, or reversed out. Again, the Two-

subject to these parameters. (See pages 10-11 for

on a light background that is not White, the

Color signatures should never be printed

discussion of incorrect uses.)

solid Black logo should be used.

on any color other than solid, 100% White.

Any of the full Black signatures may be

Any of the signatures may be reversed out

printed on any solid color, screen of color,

of any solid color, screen of color, textured,

textured, illustrative, or photographic

illustrative, or photographic background

background that is light enough to provide

that is dark enough to provide sufficient

sufficient contrast for clarity and legibility.

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.

PACITERRA

HEALTH DEPARTMENT

Examples of proper color and background integration and usage for the Paciterra signatures.

PACITERRA

HEALTH DEPARTMENT

Examples of unacceptable color and background integration and usage for the Paciterra signatures.

Paciterra Graphic Standards â&#x20AC;&#x201D; Logos/Signatures: Incorrect Usage

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 Paciterraâ&#x20AC;&#x2122;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 â&#x20AC;&#x201D; Logos/Signatures: Incorrect Usage

PACITERRA

Different typeface: Optima is the only

Improper color: The logo and any of the

typeface which may be used in the

signatures should never be reproduced in

signature format. Others ( i.e., Helvetica, as

any colors other than the official approved

shown above) are not allowed.

colors.

PACITERRA

PACITERRA Distortion: The seal and signature should not be subject to distortion or manipulation, i.e., slanting, stretching, twisting or curving.

PACITERRA

Different typestyle: Optima is the only

PACITERRA

typestyle used in the signature format.

Shadows or glows: The logo and its

Adding elements: Never add any elements

Others (i.e., Optima Italic, as shown above)

signatures must never have any sort of drop

as part of the logos or any of its signatures

are not allowed.

shadow or outer/inner glow.

PACITERRA

Improper proportion: The symbol in

Improper alignment of symbol: the symbol

relationship to the typography should not

relative to the typography should not be

be altered. Reduce and enlarge logos and

altered.

signatures proportionately.

PACITERRA Overlapping or alignment of visual element or symbol: The logo and any of its signatures should not be encumbered

PACITERRA PACITERRA Framing: The logo and any of its signatures should never be framed in a restricting box, shape, or specific area.

Improper placement of symbol: the placement of the symbol relative to the typography should not be altered.

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 —Typography

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 â&#x20AC;&#x201D;Typography

Myriad Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz