PACE ANALYTICAL BRAND GUIDELINES€¦ · BRAND ARCHETYPE BRAND ARCHETYPES HELP DEFINE OUR...

DELIVERING SCIENCE BET TER

PACE ANALYTICAL® BRAND GUIDELINESVERSION 5.5 | JAN 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


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.


FOUNDATION OF THE PACE® BRAND

SECTION 1


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.


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


OUR BELIEF

PACE® MAKES THE WORLD A CLEANER, HEALTHIER, BETTER PLACE.



MISSION STATEMENT

WORKING TOGETHER TO PROTECT OUR ENVIRONMENT AND IMPROVE OUR HEALTH.



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.



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



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 .



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



PURPOSE

TO MEET THE BUSINESS NEEDS OF OUR CUSTOMERS FOR HIGH-QUALITY, COST EFFECTIVE ANALYTICAL MEASUREMENTS AND SERVICES.



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.



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



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:



MESSAGING

SECTION 2


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


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


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.


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.



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.


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



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


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:


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:


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:


LOGO TYPEMARK AND DESIGN SYSTEM LANGUAGE

SECTION 3


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.


DO NOT ALTER LOGO OR PACE® FLAG IN ANY WAY


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.


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.


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.*

PRINT

*Unique circumstances should request permission from Brand Management Team.

1.00”

.203”

DIGITAL

127 px

26 PX


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


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.


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.

37

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.


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.

39

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


BLACK AND BLUE

BLACK

REVERSED

41

PACE® LOGO AND DIV IS IONSSCIENT IF IC PROFESSIONAL SERVICES


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


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

46

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


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


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.


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.


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.


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

#


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

54

USAGEDESIGN LANGUAGE

Below is an example of the design language placed together.


BRAND COLORS

SECTION 4

SECTION 4 / BRAND COLORS


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



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



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.



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.



COLOR RATIOPACE® BLUE MAKES THE MOST OF THE COLOR SCHEME. THE REMAIN ING COLORS REPRESENT EACH D IV IS ION OF PACE



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%


TYPOGRAPHY | FORGENERAL USE

SECTION 5


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


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 .


Arial Bold


Calibri Regular or Calibri (Body)


Calibri Bold


Calibri ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Arial Italic


TYPOGRAPHY | FOR DESIGNERS

SECTION 5.5


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




A k r o b a t S e m i b o l d


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.


A k r o b a t E x t r a L i g h t


A k r o b a t L i g h t


A k r o b a t R e g u l a r


A k r o b a t B o l d


A k r o b a t E x t r a b o l d


A k r o b a t B l a c k



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.


O p e n S a n s C o n d e n s e d B o l d


R o b o t o C o n d e n s e d L i g h t


R o b o t o C o n d e n s e d R e g u l a r


R o b o t o C o n d e n s e d B o l d



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.



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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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


PHOTOGRAPHY

SECTION 6

SECTION 6 / PHOTOGRAPHY

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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.


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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.





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)





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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.





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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.





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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


ICONS

SECTION 7

SECTION 7 / ICONS

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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.


PACE ANALYTICAL®TRADEMARKGUIDELINES

SECTION 8


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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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®



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.

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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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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

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