M I SSI ON S TAT EM EN T Leading. Simplifying. Supporting. Pace International is revolutionizing the multi-platform industry, creating new opportunities and changing the way people think about satellite TV. However, one thing that remains constant is the Pace mission statement. Since 1972, our focus has been on our clients, and we strive to provide the highest quality hardware and unparalleled customer service. Our mission:
Leading, simplifying, and supporting the integration of hardware and content solutions within a complex communications marketplace.
1 800 444 PACE (7223) | www.paceintl.com
Contents 2
Mission Statement
4
Who We Are
6
Pen in Hand
10
Typefaces in Print & Web
14
Color Palettes
16
Logo Guidelines
18
Secondary Marks
1 800 444 PACE (7223) | www.paceintl.com
WHO WE A RE Pace International is an industryleading distributor of equipment for DBS, SMATV, PCO’s, REIT’s, System Operators, Installers, Dealers and Retailers. Pace offers products from the industry’s most recognized manufacturers as well as our privately labeled Tradewind products.
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Pace International was incorporated in 1972 by its founder Jim Deutsch. Jim served as a manager for Lew Bonn Co. (the original electronic distributor in Minnesota whose roots date to the 1920s) from the late 1950s until he purchased the company in 1972 and started Pace. Pace catered to an independent dealer base of TV and appliance retailers selling TV repair parts, commercial sound, consumer electronics and TV reception equipment. Mr. Deutsch was active in the business until his passing in March of 1999. Jim’s son Patrick, who started with the firm in 1977, is now the CEO of the company and is carrying on the legacy of dedicated customer service.
In October 2008, Pace became hardware and content partners with DISH Network. Pace now offers the full lineup of DISH Network hardware and programming to operators targeting triple play communities as well as continuing to support its current customers. Our dedicated engineering team stands ready to assist with system design, product support and trouble shooting, while supporting our knowledgeable sales staff. Pace International is a turnkey company that is ready and willing to serve your hardware, programming and technical needs so you, our valued customer, receive the support you deserve.
Since then, the company has grown substantially from a regional distributor serving the upper Midwest to national wholesaler servicing customers in all 50 states and Canada. Pace supplies products of the highest quality at very competitive prices.
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PEN IN HAND Tone Pace copy should be both professional and customer oriented. Our marketing collateral has to lead, simplify, and support just like every other part of our business. This means assuring customers that we are fully prepared and able to meet their diverse needs. Our copy should be easily approachable for customers and clearly explain the value that Pace adds to its products and services.
Context Context also plays a role in tone. Marketing copy will vary to some extent based on whether it is used in a banner ad, Technology News letter, web page, flier, or catalog.
Banner Ad Copy must be succinct enough to relay the entire message in twenty words or less. In addition, the entire message, including Pace’s name, should be visible in the first frame of the banner ad. Each ad should contain one frame with Pace’s logo and contact information. The message can be further explained with users click on the ad and go to a landing page. 1 800 444 PACE (7223) | www.paceintl.com
Technology Newsletter
Catalog
The technology newsletter features new products in a way that specifically lays out how they make our customer’s work easier. Emphasize the solution that the product brings about. If at all possible, use quotes from customers who have used the product in question. They will appreciate the extra recognition for their company, and it lends credibility to the newsletter to use customer testimonials. Joseph can supply installation tips (try to keep them 40 words or less). Newsletters other than Technology News will call for different approaches (e.g. Pace Team Building Day, Pace News blasts, etc.)
A Pace catalog should read like a guidebook. Rather than just list part numbers and specifications, the Pace catalog should be a valuable tool for installers, system operators, and novices in the industry. Include installation tips, system designs, a glossary of terms, and clear explanations about the value of each part.
Flier (I’ve never done a flier. I think this will depend on the project)
Website The Pace website is one place where space is not at a premium for copy. Approach the website as the definitive place for customers to go with questions. The website should always convey our partners (e.g. DISH Network) in a positive manner. Currently, we are avoiding any mention of DIRECTV or MFH on our website.
1 800 444 PACE (7223) | www.paceintl.com
Pen In Hand
Style Guide •
DISH Network
•
Pace International (preferred, after first use may be abbreviated to Pace)
•
eDistribution
•
Tradewind™
•
RTA Comm Box™ (spell out Ready-To-Assemble somewhere in the copy)
•
RTA Four-Post Rack™ (I think)
•
Off-Air (preferred, but may be substituted with Over-The-Air)
•
Headends
•
Multi-family properties
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Key Phrases: •
“Unparalleled customer service”
•
“Revolutionizing the multi-platform industry”
•
“Leading. Simplifying. Supporting.”
•
“Built. Burned. Balanced.”
•
“Capture the Community.”
•
“Going the extra mile”
•
“Expansion into a global market”
Approaches to Avoid: •
Warnings and admonitions, such as “Watch out for dinosaurs!”
•
Veering away from the subject at hand, such as “Dinosaurs can bite, and they use their spiky tails to smack you in the head.”
•
Informal language, such as “That one nasty dinosaur in Jurassic Park could totally spit acid, too, so keep your peepers peeled for those guys. “
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TYPE FA C E S I N P R I N T & W EB The primary typeface of Pace International is Avenir. There are several styles and weights (Regular, Italic, Light, Roman, Bold) within the Avenir font family that will allow for flexibility in design. If Avenir is unavailable, Helvetica or Arial may be substituted.
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Primary Avenir Light 35
Avenir Medium 65
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 $ Avenir Light Oblique 35
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e fg h i j k l m n o p q r s tu v w x y z 1 2 3 4 5 6 7 8 9 0 $
Avenir Book 45
Avenir Heavy 85
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 $
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuv w x yz 1 2 3 4 5 6 7 8 9 0 $
Avenir Roman 55
Avenir Black 95
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 $
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuv wxyz 1 2 3 4 5 6 7 8 9 0 $
Avenir Book Oblique 45
Avenir Oblique 55
Avenir Medium Oblique 65
Avenir Heavy Oblique 85
Avenir Black Oblique 95
1 800 444 PACE (7223) | www.paceintl.com
Typefaces in Print & Web
Display Avenir Medium 65 or Heavy 85 should be used for tradeshows or in-store displays and signage over 216 points (3 inches).
Web & Alternative Fonts These fonts are controlled by style sheets in Dreamweaver
Header Graphic Font
Fonts in the header graphic are part of the image and should use Avenir Medium 65, 24pt., in the color #FFFFFF (HTML)
Avenir Medium 65 (24pt.)
1 800 444 PACE (7223) | www.paceintl.com
Header Fonts
Body Text
Helvetica Regular
Verdana Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 $ Helvetica Oblique Helvetica Bold Helvetica Bold Oblique
ABCDEFGHIJKLMNOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 $ Verdana Italic Verdana Bold Verdana Bold Italic
Arial Regular
San Serif Regular
ABCDEFGHIJKLMNOPQRSTUV WXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 $ Arial Italic Arial Bold Arial Bold Italic
ABCDEFGHIJKLMNOPQRSTUV WXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 $
Helvetica, Arial, Sans Serif — These are controlled by H1, H2, or H3 tags in Dreamweaver
Verdana, San Serif — these are controlled by tags in Dreamweaver.
1 800 444 PACE (7223) | www.paceintl.com
COLOR PA L ET T ES Pace Primary Colors
50%
Black
White
Process Black C
C=0, M=0, Y=0, K= 0 R=255, G=255, B=255 HTML=FFFFFF
C=0, M=0, Y=0, K= 100 R=30, G=30, B=30 HTML=1E1E1E
25%
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Pace Red PMS 199C
C=3, M=100, Y=66, K= 12 R=183, G=18, B=52 HTML=B71234
Pace Secondary Colors
Dark Blue
Yellow
C=100, M=47, Y=23, K= 77 R=0, G=49, B=69 HTML=003145
C=0, M=9, Y=86, K= 0 R=243, G=211, B=17 HTML=F3D311
PMS 303C
PMS 7404C
Blue
Green
C=100, M=0, Y=0, K= 0 R=0, G=159, B=218 HTML=009FDA
C=51, M=5, Y=98, K= 23 R=115, G=150, B=0 HTML=739600
Process Cyan C
PMS 377C
Orange
Maroon
C=0, M=48, Y=100, K= 0 R=248, G=152, B=29 HTML=FF9933
C=18, M=79, Y=71, K= 56 R=112, G=56, B=45 HTML=70382D
PMS 1375C
PMS 175C
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L OGO G U IDEL IN ES The Pace International logo must appear exactly as shown. Logos must never be redrawn, scanned from other reproductions, screened back, used with different fonts, distorted or overprinted.
1 800 444 PACE (7223) | www.paceintl.com
It is strictly forbidden to rebuild the logo. Remember, any use of the Pace International trademarks that does not conform to this guide or directions from Pace International are prohibited. •
Use only these approved versions of the Pace logo.
•
Use the reversed logo for backgrounds darker than 50%
Black
Size Restrictions and Noninterference Minimum Size
White
Maximum Size
1”
2” .2427” .4943”
The logo should always feature free space (equaling the height of the “P” in the logo) surrounding it. The area should be free from text or distracting graphics.
PACE INTERNATIONAL Leading. Simplifying. Supporting.
50% Black
Signature Blocks The signature blocks should never be resized or stretched. Pace Red
Figure [a]
This signature should be used in the upper left corner, approximately ½” from the left and about ¾” from the top of the page.
Figure [b]
This block should always be centered and placed on the lower third of the page (as shown on back cover).
a
PACE INTERNATIONAL Leading. Simplifying. Supporting.
b PACE INTERNATIONAL Leading. Simplifying. Supporting.
1 800 444 PACE (7223) | www.paceintl.com
SE CON D A RY M A RKS Like the Pace logo, secondary logos must not be rebuilt, and should appear exactly as shown. At this time, the Tradewind logo is the only secondary logo for Pace International, but rules about usage should extend to any future secondary logos under Pace.
1 800 444 PACE (7223) | www.paceintl.com
The Tradewind Logo is meant to be used only with Tradewind products. This usage includes instruction manuals, packaging, promotions, and marks on the product itself. Tradewind products should never appear with either DirecTV or DISH Network logos.
•
Use only these approved versions of the Tradewind International logo.
•
Use these this reversed logo on PMS 548C, on gradient of PMS 548C, or over an image.
Black
When to use the Tradewind logo
Minimum Size
White
Size Restrictions for Print Documents Maximum Size
1”
1.1576” 1.5”
PMS 548C
1.2957”
The horizontal version of the Tradewind logo should only be used when the usage is too small for the wording “INTERNATIONAL” on the square logo is not legible. The minimum size is 1.6952” x .4477” (shown at right).
4 Color
Horizontal Tradewind Logo
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PACE INTERNATIONAL Leading. Simplifying. Supporting.
PACE INTERNATIONAL Leading. Simplifying. Supporting.
3582 Technology Dr NW + Rochester, MN 55901 800 444 PACE (7223) + www.paceintl.com