Brand Identity Standard - PAE | Enduring Support ... ID Standard - Nov 2015.pdf · enduring support essential missions any reproduction of this pae document is for reference only

Brand IdentityStandard

November 2015

E n d u r i n g S u p p o r t | E s s e n t i a l M i s s i o n s

ANY REPRODUCTION OF THIS PAE DOCUMENT IS FOR REFERENCE ONLY AND NOT CONSIDERED A CONTROLLED COPY. ALWAYS REFER TO PAE LIBRARY TO REFERENCE CURRENT POLICIES AND PROCEDURES.

DOCUMENT NUMBER: PAE-701-E-1 PAE EFFECTIVE DATE:01 NOV 2015 REVISION: 4 PAGE 2 OF 39

PAE Brand Identity StandardThis document contains PAE Proprietary information. This information is maintained in confidence in the course of business and otherwise is not publicly available. PAE authorizes the use of this information to PAE personnel involved in PAE Project Management in confidence and understands that it is received with that intent. PAE’s position is that this information shall not be released or disclosed outside PAE under any circumstances without written permission from:

PAE Marketing and Communications1320 N. Courthouse Rd. Suite 800Arlington, VA 22201




A - About the Brand 4About the Brand A1

B - Basic Elements 8PAE Signature Logo B1Clear Space and Minimum Size B2Staging the Signature Logo B3Co-Branding B4Typography B5Primary Color Palette B6

C - Business Papers 14Email Signature C1Business Card C2Envelope C3Letterhead C4Memorandum and Fax C5Standard Mailing Label C6Pin-Feed Mailing Label C7Forms C8Proposals C9

D - Uniforms 23PAE Shirts D1PAE Hats D2

E - Signage 25Lawn E1Exterior E2Interior E3Banners E4Vehicles E5

F - Presentations 30PowerPoint F1

G - Marketing and Advertising Materials 31Promotional Materials G1Slicks G2Advertising G3

H - Social Media 34Social Media Channels H1

I - Resources 35Graphic File Formats I1Downloading Guide I2Desktop Fonts I3Branding Dictionary I4Contact Information I5




Building a Consistent BrandThe PAE brand identifies our company in the marketplace and is one of the company’s most valuable assets. Our brand represents the promise we make to our customers, our other stakeholders and ourselves. The brand can be expressed in many ways, but at its core is our focus on our customers and on their needs and expectations of us.

The graphic elements of the PAE brand identity standard - the PAE corporate signature logo, the signature logo colors and the type-face - are among the most valuable marketing and communications tools we have. When used properly, these elements support a carefully designed brand identity standard; they allow us to speak with one voice in the marketplace and present a consistent visual identity.

Our brand is a reflection of our culture and personality. It encompasses the entire experience a person has with our company. And the look and feel of our communications — our brand identity — affects how our brand is conveyed and perceived. Our name, the signature at the bottom of our ads, our brandline, and the many other elements that make up our brand identity have been designed to visually convey the powerful ideas in which we believe and that we bring to every customer.

We have developed elements that provide the building blocks for supporting PAE’s brand identity. They are designed to help you apply the PAE signature logo correctly and consistently across all media. This PAE signature logo may only be used for products, services, and offers in accordance with the terms of the PAE corporate Certificate of Registration.




BrandlineThe strength of a good brandline is its ability to deliver the essence of a brand in a brief, memorable, purely verbal way. Our brandline’s job is to connect the dots between our customers and our core offerings, consistently reinforcing how and why our customers should interact with our company. It also has to be broad enough to encompass changing service offerings and business goals.

“Enduring Support | Essential Missions”

Other elements of the PAE Culture of Performance Excellence and our brand are listed below:

A PAE ContractA PAE Contract is a promise to our customers that they are entitled to rely on us to act continuously in their best interests in accomplishing every aspect of our portion of their mission.

We pledge to understand our customers’ objectives and concerns as well as their expectations of us, anticipate their requirements, respect their values, and position ourselves to serve as a seamless extension of their organization in delivering services and solutions effectively and efficiently.

The professionals of PAE instill in each and all customers complete confidence that we are their partners, serving as their stewards to achieve excellence in fulfilling our mutual goals.

VisionA global leader in providing enduring support for the essential missions of the U.S. government, its allied partners and international organizations.

Values• Perform with Excellence and Integrity: Deliver 100% of customer commitments, on time, within budget and with the highest standards of ethics and compliance.

• Enable the Business: Ensure safe and secure operating environments for all employees.

• Grow the Business: Create a culture of growth and entrepreneurial behavior that drives value and opportunity for ownership, customers and employees.




Employee PromiseAt PAE, our Professionals are the most important resource in our service commitment to our customers.

PAE is committed to developing our Professionals, to engaging every Professional in the most meaningful manner, and to providing advancement opportunities.

By applying the principles of fairness, respect, commitment, and recognition, we nurture individual talent, foster teamwork, and promote a productive work environment that benefits each individual, the company, and our customers.

Quality Policy (Five Key Elements of Service)1. Understand our customers’ expectations of us

2. Anticipate our customers’ needs

3. Deliver responsive and responsible services and solutions that provide for:

a. Quality of Service

b. Timeliness (On-Schedule)

c. Cost-Effectiveness (Cost-Control)

4. Foster professional Business Relations

5. Improve deliberately




Management Approach (Eight Principles of ISO)1. Customer Focus – Organizations depend on their customers and therefore should understand current and future customer

needs, meet customer requirements and strive to exceed customer expectations.

2. Leadership – Leaders establish unity of purpose and direction of the organization. They should create and maintain the internal environment in which personnel can become fully involved in achieving the organization’s objectives.

3. Involvement of People – People at all levels are the essence of an organization, and their full involvement enables their abilities to be used for the organization’s objectives.

4. Process Approach – A desired result is achieved more efficiently when activities and related resources are managed as a process.

5. System Approach to Management – Identifying, understanding and managing interrelated processes as a system contributes to the organization’s effectiveness and efficiency in achieving its objectives.

6. Continual Improvement – Continual improvement of the organization’s overall performance should be a permanent objective of the organization.

7. Factual Approach to Decision Making – Effective decisions are based on the analysis of data and information.

8. Mutually Beneficial Supplier Relationships – An organization and its suppliers are interdependent, and a mutually beneficial relationship enhances the ability of both to create value. This includes ‘just in time’ ordering and delivery to support inventory requirements.




The form of the company name to be used is referred to as the signature logo. It is based on the Dutch Extra Bold typeface. It is an integral part of the brand identity and should be neither typeset nor redrawn. When scaling the logo, dimensions must be kept in proportion.

PAE Signature Logo

NOTE: No other mark or logo should be placed in direct relationship with the PAE signature logo unless it falls under the category of co-branding found on page 11.

BASIC ELEMENTSPAE Signature Logo B1Clear Space & Minimum Size B2Staging the Signature Logo B3Co-Branding B4Typography B5Primary Color Palette B6

RESOURCESGraphic File Format I1Downloading I2

1. Primary Signature Logo 2. Secondary Signature Logo





Clear SpaceA clear area around the PAE signature logo will insure that it has maximum visibility and impact on every communication. Avoid crowding the signature logo with other graphic elements such as typography and imagery. As illustrated below, the height of the PAE signature logo (X) has been chosen as the standard unit of measurement for calculating the signature clear area. Keep the clear space to each side of the PAE signature logo equal to or greater than half (.5X) the height of the signature logo (X). See below:

Minimum SizeThe signature logo should stand out and not be lost on the page. To insure its visibility, the signature logo should never be smaller than 1/4 inch in height. Web applications, signage and merchandise may require a larger minimum size to insure visibility.

X

.5X

.5X.5X

.5X

X

.25 in





Staging the Signature LogoWhile the PAE Brand Identity Standard provides a high degree of flexibility, consistent placement of the signature logo will help to build and maintain the strength of our brand across all media. The PAE signature logo should be placed in one of the four corners of any given application, at least equal to or greater than half (.5X) the height of the signature logo (X) away from the edges as illustrated below:

.5X

.5X

X

.5X

.5X

X

.5X

.5X

X

.5X

.5X

X





Co-BrandingPAE often works with other companies as project partners and in various types of alliances. As a result, our name and logo will appear with those of other companies on a variety of materials. Some principles to keep in mind when preparing materials in which PAE will be co-branded with other organizations include:

Maintain a Strong Presence and HierarchyWherever possible, and always when we are the primary member of a partnership, ensure that the PAE name and/or logo is positioned first among any display or listing of co-branded companies. This is in keeping with our goal of highlighting the PAE signature logo on all materials by giving it prominence. Additional information – such as the name of a PAE business unit, line of business, program or specific geographical location – may be included in text form next to or underneath the signature logo. See page 23 and 24 for examples.

Protect the LogoWe have specified minimal areas around the logo to give the logo prominence and to protect against encroachment. It is essential that these specifications be maintained on all co-branded materials as well. On co-branded materials all the logos should have equal color value, and no other logo can be larger than ours.

JV(Name of Project Partner)

X

.5X .5X

.5X .5X

X





RESOURCESDesktop Fonts I3

Primary TypefaceTypography is a strong extension of our brand’s personality, which is why we have designated Arial as our primary typeface. This simple, modern font helps us communicate ideas simply and confidently. The open and geometric appearance of the Arial font makes it highly legible in both print and digital communications. It is available in regular, bold, italic, black and narrow to allow maximum flexibility. Do not use other versions. The smallest acceptable font is size 7.

ArialREGULAR BOLDABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890

ITALIC NARROWABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz 1234567890 abcdefgh i j k lmnopqrs tuvwxyz 1234567890

Alternate TypefaceTimes New Roman is an easy-to-read typeface that can be used for the body copy of letters, memos and faxes. Times New Roman is the primary typeface for policies and procedures as detailed in PAE:901 - Policies and Procedures. The smallest acceptable font is size 7.

Times New Roman

ROMAN BOLDABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jklmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890

ITALIC BOLD ITALICABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890





Color plays an important role in communicating the brand, and the color blue has always been associated with PAE. The “PAE Blue” is an important aspect of our brand personality.

Primary Color PaletteThe primary colors of PAE are strong and straightforward. They represent the core of the brand using the very minimum selection of colors. The consistent representation of the colors help reinforce the distinctiveness of the PAE brand. The PAE signature logo can only be produced in the primary colors using the color systems below.

As background information to use when you need to produce proposals, brochures, or pamphlets, here is a brief color tutorial:

SPOT COLOR (PANTONE) is a color that is printed from one printing plate which contains one matched color of ink. Always use actual PANTONE chips. Do not attempt to match examples in this guide.

PROCESS COLOR (CMYK) is considered a four-channel color space because it describes all colors as the combination of some percentage of its four base colors: cyan, magenta, yellow and black. All desktop color printers and most high-end, offset printing presses use CMYK color.

RGB COLOR is a three-channel color space because it describes all color as the combination of some percentage of its three base colors: red, green and blue. RGB color is used in files that are created for use on-screen or for projection (such as screenshow, video, web and multimedia).

NOTE: Microsoft Office Suite programs use RGB color.




BUSINESS PAPERSEmail Signature C1Business Card C2Envelope C3Letterhead C4Memorandum and Fax C5Standard Mailing Label C6Pin-Feed Mailing Label C7Forms C8Proposals C9

RESOURCESDownloading I2

Email SignatureBy using the below signature in your PAE email correspondence, employees help build a consistent brand identity for PAE. We recommend use of the disclosure statement below as an added layer of protection of company information. For instructions on how to add the signature to your email, please visit the PAE Library (https://library.pae.com).






SPECIFICATIONS

Size: 3.5” x 2”Paper: Strathmore Writing Cover Bristol, Cover 88 Pasted, Plate Finish

1. Name: Times New Roman (Bold) 9 pt type 10 pt leading

2. Title: Times New Roman (Regular) 7.5 pt type 10 pt leading

3. Company: Times New Roman (Bold) 7.5 pt type 10 pt leading

4. Address: Times New Roman (Regular) 7.5 pt type 10 pt leading

Business CardTo order business cards from PAE’s vendor of choice, please visit www.pae.com/brand for instructions, or contact [email protected].

3

1

.275”

.275” .275”

2

4

.25”

.275”

.25”

.275” .275”






SPECIFICATIONS

Size: 9.5” x 4.125”Paper: Strathmore Writing, Ultimate White, Wove Finish, Substance 24, Commercial/Official, 25% Cotton

1. Address: Arial Narrow (Bold) 9.5 pt type 9 pt leading

2. Address: Arial Narrow (Regular) 7.5 pt type 9 pt leading

Envelope To order envelopes from PAE’s vendor of choice, please visit www.pae.com/brand for instructions, or contact [email protected].

888 South Figueroa Street I Suite 1700 I Los Angeles I CA I 90017-5466 I U.S.A.

GOVERNMENT SERVICES

ISO 9001:2000 CERTIF IED

Recipient’s NameRecipient’s TitleCompany or OrganizationAddress

1

2”

4.5”.5”

.5”

2 1320 N. Courthouse Rd.Suite 800Arlington, VA 22201






SPECIFICATIONS

Size: 8.5” x 11”Paper: Strathmore Writing, Ultimate White, Wove Finish, Substance 24, 25% Cotton

1. Address: Arial Narrow (Regular) 9 pt type 10 pt leading

Format: Flush Left

LetterheadA preformatted Letterhead template created in Microsoft Word can be found on the PAE Library (https://library.pae.com). To order letterhead from PAE’s vendor of choice, please visit www.pae.com/brand for instructions, or contact [email protected]. 1”

1.25”1.25”

1”






Memorandum and FaxPreformatted Memorandum and fax templates created in Microsoft Word can be found on the PAE Library (https://library.pae.com).

Memorandum From: Date: To: Subject:

Fax To: Company: Fax: _____________________________________________________________________ From: Company: Phone: _____________________________________________________________________ Date: Subject:

Urgent For Review Please Comment Please Reply Please Recycle

Memorandum Fax






SPECIFICATIONS

Size: 6” x 4”Paper: Label Stock

1. Recipient’s: Arial (Bold) 9 pt type 12 pt leading


Format: Flush Left

Standard USPS Mailing Label North AmericaUse mailing labels on all envelopes or packages that do not have a preprinted PAE signature and/or address. Refer to the margin and spacing specifications for address format and placement. Replace the default return address as necessary.

GOVERNMENT SERVICES


PAE GOVERNMENT SERVICES888 South Firgueroa Street I Suite 1700 I Los Angeles I CA I 90017-5466 I U.S.A.

Recipient’s NameRecipient’s TitleCompany or OrganizationRecipient’s Address

2

.25”

.25”

13”

1.75”

.25”

.25”

.25”

.25”

.25” .25”

PAE1320 N. Courthouse Rd. | Suite 800 | Arlington, VA | 22201 | U.S.A.






SPECIFICATIONS

Size: 6” x 4”Paper: Label Stock

1. Recipient’s: Arial (Bold) 9 pt type 12 pt leading


Format: Flush Left

Pin-Feed USPS Mailing Label North AmericaUse mailing labels on all envelopes or packages that do not have a preprinted PAE signature and/or address. Refer to the margin and spacing specifications for address format and placement.

GOVERNMENT SERVICES


PAE GOVERNMENT SERVICES888 South Firgueroa Street I Suite 1700 I Los Angeles I CA I 90017-5466 I U.S.A.

Recipient’s NameRecipient’s TitleCompany or OrganizationRecipient’s Address

.25”

.25”

.25”

2

1

.25”

.25” .25”

.25”

.25” .25”

PAE1320 N. Courthouse Rd. | Suite 800 | Arlington, VA | 22201 | U.S.A.






FormsPreformatted Form templates created in Microsoft Word can be found on the PAE Library (https://library.pae.com). Example

Employee Name:

(Last, First and Initial) Employee Number: Position: Business Entity: Cycle Date:

Manager: Results Related to Objectives and Demonstrated Behaviors

Strengths: Areas for Development or Improvement:

PAE Vision, Mission and Values:

VISION: Create value for our customers and stakeholders by consistently exceeding mission requirements and implementing innovative solutions with both integrity and excellence.

MISSION: Provide trusted stabilization, development and national security support services to customers around the world.

VALUES: -Perform as one team with excellence, integrity and respect. -Embrace the customer’s mission as our own. -Seek opportunities for growth, both corporate and individual.

OVERALL ASSESSMENT: The definition which best describes the employee's overall performance:

Exceptional Contributor High Contributor Successful Contributor Basic Contributor Unsatisfactory

Employee Comments: (optional) Comments (500 Characters Max)

My supervisor/leader has discussed this review with me. PAE is committed to the highest standards of ethical business conduct and to creating an inclusive environment where diversity is valued, managed and leveraged. Employees are expected to follow the PAE values of: Perform as one team with excellence, integrity, and respect; Embrace the customer’s mission as our own, Seek opportunities for growth, both corporate and individual.

Employee's Signature Print Name Date Manager's Signature

Print Name Date

Other Management (Optional)

Print Name Date

PAE Proprietary Information v fo:1.3

Performance Assessment and Development Review Company Form






ProposalsPAE proposals follow a standard template. For the proposal template and style guide, please email [email protected].




UNIFORMSPAE Shirts D1PAE Hats D2

COLOR COMBINATION

ShirtsUnless uniform color, style and design is dictated by the terms of our contract with our customers, PAE-branded clothing should be designed with the following guidelines: The primary color choice for shirts, sweaters and jackets worn by PAE employees is PAE blue, white or khaki. The PAE signature logo (either embroidered or attached with a patch) should be centered slightly above the pocket.

NOTE: Additional information or locations can co-exist with the PAE Signature logo, but the subsidiary theme must be subordinate to the PAE signature logo and should appear in another location on the item. Logos from customer organizations may be added only with the express permission of the customer organization.

PRIMARYHat: PMS 281

ALTERNATE 1Hat: White

ALTERNATE 2Hat: PMS 7535

ALTERNATE 3Hat: White

ALTERNATE 4Hat: PMS 7535

AFGHANISTAN

Front View Side View




UNIFORMSPAE Shirts D1PAE Hats D2

HatsThe primary color choice for hats worn by PAE employees is PAE blue, white or khaki. The signature logo should be centered on the front of the hat.

NOTE: Additional information or locations can co-exist with the PAE Signature logo, but the subsidiary theme must be subordinate to the PAE signature logo and should appear in another location on the item.

AFGHANISTAN

Front View Back View




SIGNAGELawn E1Exterior E2Interior E3Banners E4Vehicles E5


LawnWhen creating lawn signage, a format that allows enough space to use the primary signature logo should be chosen. Center the signature logo horizontally. Use the illustration below as a visual guide.

X

.5 X

.5 X

.5 X

TOP VIEW

FRONT VIEW






ExteriorOn all PAE exterior building signage, the primary signature logo should be used. Center the signature logo horizontally. The signature logo’s vertical position should be off-center, with more space below than above. Use the illustration below as a visual guide.

X

.5 X min.

X

.5 X min.

X

.5 X min.






Interior (Reception/Lobby)To maintain a strong appearance of the PAE brand, the primary signature logo should be used as signage in the lobby. Center the signature logo above the reception desk at a height that provides the most visual impact. Use the illustration below as a visual guide.

6’

4’






Event BannersA banner may require text or an image in addition to the PAE signature logo. Follow the guidelines for correct colors, typography, and image style for additional graphic elements. Always provide the minimum clear space (.5X) for the signature logo. Use the illustration below as a visual guide.

A Leading Provider of Integrated Global Mission Services

PAE Welcomes IMA-KOROFood Services AdvisorX

.5 X

.5 X






VehiclesVehicle signs should consist of the PAE signature logo. Use the illustration below as a visual guide. If a co-branded logo is neccessary, use the co-branding guidelines provided in section B4 and apply the size variations.

X

.5 X

X

.5 X

X

.5 X

1

1

2




PRESENTATIONSPowerPoint F1


SPECIFICATIONS

Size: 10” x 7.5”

1. Title: Arial (Bold) 28 pt type White

2.Slide Title: Arial (Bold) 14 pt type White

3. Text: Arial (Bold) 12-24 pt type White

4. Bullets: Arial (Bold) 10 pt type Blue

4. Presenter’s: Arial (Regular) 10 pt type Blue

Format: Flush Left

PowerPoint To ensure a consistent look for the PAE brand across all media, use the PAE PowerPoint presentation template for all on-screen and print presentations. Use Arial font for all your PowerPoint presentations. A preformatted PowerPoint template has been uploaded to the PAE Library (https://library.pae.com).




MARKETING AND ADVERTISING MATERIALSPromotional Materials G1Slicks G2Advertising G3

Promotional MaterialsOur goal is to promote PAE as one unified company. Therefore, it is recommended that the logo be used alone (without reference to internal business units or program names) on logo branded promotional materials such as key chains, mugs, pens and other promotional materials. To order branded promotional materials from PAE’s vendor of choice, please visit www.pae.com/brand for instructions, or contact [email protected].

Pens

Mugs

Badge

Key Chains





SlicksMarketing brochures are developed by the corporate Marketing and Communications team and the Graphics department. The digital versions of the PAE marketing package can be downloaded from PAE One Stop (onestop.pae.com/Login/LoginPage) in the Company Info folder. To order printed copies of PAE marketing material, contact [email protected].





AdvertisingAdvertising is driven by your Business Development lead. Please reach out to your BD lead to establish a budget before reaching out to [email protected]. Advertising material is developed by the corporate Marketing and Communications team and the Graphics team.




SOCIAL MEDIASocial Media Channels H1

Social Media ChannelsThe PAE LinkedIn, Facebook and Twitter pages, as well as any other future PAE social media channels, are all extensions of our brand. These channels are used to share the PAE story and employees play a major role in this brand effort.

LinkedIn - www.linkedin.com/company/paeFacebook - www.facebook.com/paecompanyTwitter - www.twitter.com/PAE_Company




RESOURCESGraphic File Formats I1Downloading Guide I2Desktop Fonts I3Branding Dictionary I4Contact Information I5

Graphic File FormatsEPS (Encapsulated PostScript) ArtworkIs the vector graphics file format used by the PostScript language. The term EPS usually implies that the file contains a bit-mapped representation of the graphics (normally in TIFF format) for onscreen display purposes as well as the vector image information for printing. EPS is best used for print, since it is device independent and delivers the best output at any size/resolution.

JPG or JPEG (Joint Photographic Experts Group) ArtworkSupports full color (millions of colors) and various resolutions. JPEG employs a “lossy” compression technique for color images. Although it can reduce files sizes to about 5% of their normal size, some detail is lost in the compression. JPEG is best used for photographic images intended for low-resolution print or on-screen/web display.

GIF (Graphics Interchange Format) ArtworkSupports indexed color (256 colors or less) and various resolutions. GIF includes data compression, making it especially effective for on-screen or web use. GIF is best used on clipart type images with large areas of solid color intended for onscreen/web display.

TIFF (Tagged Image File Format) ArtworkSupports black and white, gray-scaled, or color images at any size, resolution, or color depth. TIFF is one of the most widely supported file formats for storing high-resolution bit-mapped images on personal computers (PC and Mac). TIFF files may employ a variety of lossless compression methods. TIFF is best used for scanned images intended for high-resolution printed output.

FORMAT DESIGNED FOR TOP CHOICE FOR

EPS Printing to PostScript printers/imagesetters High resolution printing of illustrations

JPG Screen Display and low resolution printing Low resolution printing from Microsoft Office

GIF Screen display, especially the web Online publishing of photographic images

TIF Printing to PostScript printers High resolution printing of images





Downloading GuideThe artwork files should not be changed or edited, only placed (for example, using the Import command) into software programs such as common page-layout or presentation programs, word-processing software, and Web pages. To resize artwork, you must use the .EPS file format. This is the only format in which resizing can take place without affecting output quality. Hold Shift key down prior to re-sizing to maintain proportions. File can then be exported as the desired file format.

Artwork is available on the PAE Library (https://library.pae.com).





Desktop FontsComputers use two methods to represent fonts. In a bitmapped font, every character is represented by an arrangement of dots. To print a bitmapped character, a printer simply locates the character’s bitmapped representation stored in memory and prints the corresponding dots. Each different font size, even when the typeface is the same, requires a different set of bit-maps. The other method uses a vector graphics system to define fonts. In vector graphics systems, the shape or outline of each character is defined geometrically. A single typeface can be displayed in any size (scale). For this reason, vector fonts are called scalable or outline fonts. The most widely used scalablefont systems are TrueType and PostScript.

TRUETYPE is an outline font technology developed jointly by Microsoft and Apple. Because TrueType support is built into all Windows and Macintosh operating systems, anyone using these operating systems can create documents using TrueType fonts. Since being introduced in 1991, TrueType has quickly become the dominant font technology for everyday use, and is beginning to displace PostScript in many publishing environments.

POSTSCRIPT is a page description language developed by Adobe Systems. PostScript fonts are the outline font technology supported by the PostScript language. PostScript is the standard for desktop publishing because it is supported by most laser printers as well as imagesetters, the very high-resolution printers used by professional printers.

OPENTYPE is a scalable format for computer fonts, initially developed by Microsoft, later joined by Adobe Systems. OpenType was first announced in 1996, with a significant number of OpenType fonts starting to ship in 2000–2001. Adobe completed conversion of its entire font library to OpenType around the end of 2002. As of early 2005, there were around 10,000 fonts available in OpenType format, with Adobe’s library making up under a third of the total. As of 2006, every major font foundry and many minor ones were developing fonts in OpenType format.





Branding DictionaryBrand: The identification of a product, service or offering with the parent company.

Brandline: A phrase designed to stay in the consumer’s mind that will reinforce the association between a marketing communications

piece and the parent company.

Clear Space: The space around the signature that is kept empty to isolate the signature and make it easier to see.

Font: The style of type used. PAE uses the Arial family of fonts.

Arial: PAE corporate typeface for headlines, subheads, captions and printed communications materials. The typeface projects the

distinctive tone, manner, and attributes appropriate to PAE personality.

ISO: International Organization for Standardization.

Logotype: The corporate name “PAE” in specially drawn letterforms. It cannot be set in standard typefaces.

Positive (signature): The positive version is used when the signature appears on a white background. It may not be inverted (modified

to reverse form) for use on a dark background.

Reverse (signature): The reverse version is used when the signature appears on a black background. It may not be inverted (modified

to positive form) for use on a light background.

Signature Logo: Any symbol and/or logotype that officially represents a company.

Typography: The method of displaying text. It covers font styles, sizes and colors.





For questions regarding the use of the PAE Brand Identity Standard contact:

PAE Marketing & Communications1320 N. Courthouse Rd. Suite 800Arlington, VA 22201

Meg MantheyDirector, PAE Marketing & CommunicationsP. (703) 717-6175Email: [email protected]

Katrina LennonCommunications AssociateP. (703) 656-7423Email: [email protected]

Johnny RodriguezSenior Graphics DesignerP. (817) 484-0533Email: [email protected]

Documents

Brand Identity Standard - PAE | Enduring Support ... ID Standard - Nov 2015.pdf · enduring support essential missions any reproduction of this pae document is for reference only