Corporate Identity Manual

Manual Title: CORPORATE IDENTITY MANUAL
Manual No: PRIDE-02-01-XXX
Issue Date Revision No. Revision Date Prepared By Approved By Level No.
01 May 05 0 1 JUNE 05 Marketing KR/PB 2
TABLE OF CONTENTS
APPLICATION OF STANDARDS
SECTION 1 / Logotype
• Typography
• Colors
• Reductions
• Versions
• Improper Use
SECTION 2 / Communications
• Business
• Stationery
• E-mail Signatures
• Forms and Other Internal Documents
• Presentations
• Bid Covers
SECTION 3 / Media Advertising

• Advertising
• Tag Line/Message
• Trade Show Stands
SECTION 4 / Work wear

• Uniforms
• Hard Hats
SECTION 5 / Sales Promotion Items
SECTION 6 / Banners/Flags
SECTION 7 / Vehicles
SECTION 8 / Rigs
• Paint
SECTION 9 / San Antonio – The Logotype
SECTION 10 / Digital Files
CORPORATE IDENTITY MANUAL Page 2

APPLICATION OF STANDARDS
Corporate identity is corporate personality. The logotype is a marketing tool used to identify and
communicate who we are, what we do, and how we do it, through diverse communication channels. The
logotype is designed for the purpose of marketing the Company and not intended to replace the legal
company name “Pride International, Inc.” nor that of its entities.
From rig colors to written communication styles and any decision made within the organization that affects
corporate image-building, all these aspects demand a specific technical treatment in order to be
coordinated with the rest of the communication elements.
For this purpose, we worked on a corporate design program and developed the application standard for our
brand “PRIDE” in all the countries where we operate.
This manual presents the elements and their possible combinations. Commitment of all personnel is
required in order to enforce this manual in a responsible and strict fashion aimed at fully supporting our
positive corporate image in our services, management, and products, thus adding contribution to the
achievement of our corporate goals.
The Corporate Marketing Department is responsible for issuing this Manual, as well as, the supervision of
the application of standards therein contained. Keeping corporate identity is the responsibility of all PRIDE
employees.
For support, suggestions, digital files request or any other consultation, please contact:
Cynthia Bowen
Manager, Corporate Marketing
Pride International, Inc.
5847 San Felipe, Suite 3300
Houston, Texas 77057
Tel: (713)789-1400 ext. 3311
Fax: (713) 361-4318
E-mail: cbowen@prideinternational.com

SECTION 1 LOGOTYPE
The identification of “PRIDE INTERNATIONAL, INC.” is a logotype composed of a drilling derrick and the
word “PRIDE”.
The logo is composed of the capitalized words PRIDE in Univers Black Oblique.
TYPOGRAPHY
COLORS
Color corresponds with Pantone’s international coding:

For bright finish: Orange = Pantone 166 C and Black = Pantone Process Black C
For opaque finish: Orange = Pantone 166 U and Black = Pantone Process Black U
CMYK Equivalent
Cyan 0%
Magenta 65%
Yellow 100%
Black 0%
Cyan 0%
Magenta 0%
Yellow 0%
Black 100%

SECTION 1 LOGOTYPE - REDUCTIONS
Maximum reduction allowed on brand, either for positive or negative versions, is as follows:
.75 wide x .25 high
Reductions exceeding the above values will affect the logotype definition and, consequently, its legibility.
NOTE: To reduce the size of an image, select the image, hold down the SHIFT key and drag down from
one of the corners.

SECTION 1 LOGOTYPE - VERSIONS
Color Version
Black and white version: for prints in material where it is not possible to keep the official colors.
Negative color version.
Black and white negative version.
NOTE: Logotype may be used on promotional items with tone on tone colors (i.e. navy blue on blue fabric)

SECTION 1 LOGOTYPE - IMPROPER USE

The PRIDE logotype has been designed to preserve its integrity and impact. It must at all times, with no
exceptions, be reproduced from the original digital file supplied by the Corporate Marketing.
Following are examples of improper use of the logotype.
Do not distort the logo horizontally or vertically.
Do not alter the size ratio between the icon and the logotype.
Do not alter institutional colors.
Do not use logotype on backgrounds that prevent its legibility.
Do not use a white box behind logotype on a dark background.
Do not alter the institutional fonts.

SECTION 1 LOGOTYPE - IMPROPER USE, continued

Do not alter the design of the logo.


Do not use the old logo for future marketing efforts.


The logo should not be altered to identify the different entities within the PRIDE organization. PRIDE
INTERNATIONAL, known as PRIDE, is the ultimate parent company of all entities and therefore includes
all divisions within the realm of the PRIDE logo as seen below. In dealing with contracts and legal matters,
the legal company name is to be included within the contents of the written body and/or identified in the
address line at the bottom of the letterhead stationery; however, the stationery logo must be in accordance
with the instructions set forth within the guidelines of this Corporate Identity Manual (see page 14 for a
sample letterhead stationery).
PLEASE SEE THE EXCEPTION TO THIS RULE IN SECTION 8.

SECTION 2 COMMUNICATIONS - BUSINESS CARDS

Front:
A 3.5” x 2” card must be used, with the logotype printed on the upper middle area and followed by the website
address below in Myriad/Roman 8. The representative’s name must be printed in Myriad/Bold 9, followed by the title
in Myriad/Italic 8 with a 9.5 pt interline space. Two blocks must be included on the foot of the page in Myriad/Roman 8
with and 9.5 interline space. The first line in the left block should include the company name. The second line should
have the first address line. The third line should have second address line. The last line should have the remaining
address line (as needed) and the country. The first line in the right block should have the business telephone number.
The second line should have the fax number. The third line should have the alternate number such as mobile, direct
line, etc. The email address should be positioned centered below the 2 blocks of text and in line with the logotype with
Myriad/Roman 8.

SECTION 2 COMMUNICATIONS - STATIONERY

Letterhead
The measurements attached are based on the US standardized 8.5” x 11” and the European A4
standard. The logotype shall be placed on the upper center of the paper and the corresponding
country and company name included on the foot, in Myriad/Bold, size 9 pt, in upper-case letters,
followed by the address, telephone numbers, facsimile numbers, etc. in Myriad/Roman size 9 pt,
complying with the upper-case and lower-case letters, distances and sizes shown in the attached
sample.
NOTE: For other size requirements, please contact Corporate Marketing for layout instructions.
Envelopes
1. A US standardized 9.5” x 4’ 1/8” envelope shall be used. The logotype shall be printed on the
front and the address shall be printed on the back.
2. European sizes 110mm x 220mm, 155mm x 220mm, 310mm x 220mm envelopes shall be
used. The logotype shall be printed on the front and the address shall be printed on the back.
In both cases, the same letterhead typography shall be printed, using Myriad/Roman, size 10 pt.
complying with the sizes and distances foreseen in the attached samples.
Facsimile
The logotype shall be placed in the center of the page in camera ready artwork
(black and white) above the contact information as shown in the sample attached.
Refer to SECTION 8 FOR DIGITAL FILES

SECTION 2 COMMUNICATIONS - LETTERHEAD, US STANDARD

SECTION 2 COMMUNICATIONS – A4 STATIONERY
Note: Orange line is optional. This format was adopted according to Velizy standards.

SECTION 2 COMMUNICATIONS - ENVELOPE, US STANDARD

SECTION 2 COMMUNICATIONS - FACSIMILE COVER SHEET

SECTION 2 COMMUNICATIONS - E-MAIL SIGNATURE
The e-mail signature shall be configured according to the data below and following the order
mentioned. Typography to be used is 10 pt. Arial font. If necessary, add one or more lines for
telephone number, facsimile number or extension number just below the telephone space, leaving
a blank line above the dividing line.
FULL VERSION
Name
Position
PRIDE
Department - Country
Tel: 713/789-1400 x1234
www.prideinternational.com
When reliability matters, PRIDE delivers. We are committed to providing quality services to our customers
while striving to exceed their expectations in a safe and cost-effective manner, on time, every time.
REDUCED VERSION
Name
Position
PRIDE
Tel: 713/789-1400 x1234
NOTE: Corporate employees may substitute the main telephone number with the back door number and
extension – 713/789-1464 x1234.
FORMS AND OTHER INTERNATIONAL DOCUMENTS

Forms and other internal documents should not necessarily include the logotype.
Any other documentation created for external use must include the logotype in a visible area
according to the standards included in this manual.
PRESENTATIONS
Please see Section 8 for sample templates to use.

SECTION 2 COMMUNICATIONS - BID COVERS SAMPLE

SECTION 3 MEDIA ADVERTISING
The advertisements for the media and multimedia productions must bear the logotype in a visible
area in order to ensure its legibility. Such advertisements shall be reviewed and approved by the
Manager, Corporate Marketing in order to convey an integrated and coherent message from all
areas in PRIDE, to all contact points with customers and people in general.
The following are included:

Ads in newspapers and magazines, TV, radio and internet
Articles mentioning the company in journals and magazines, TV, radio and internet
Videos for presentations to customers
Multimedia CDs for presentations to customers
INTERNET
Any questions related to internet advertising and modifications on Pride’s website shall be
addressed with the Manager, Corporate Marketing.
TAG LINE MESSAGE
In order to effectively communicate our message with consistency, all advertising as stated above
shall use the tag line “PRIDE RUNS DEEP”. Variations of this tag line will be reviewed from time
to time and approved by Corporate Marketing.
NOTE: The use of a “lion” may be used in advertising as a play on words (i.e. a group of lions is
referred to as a “pride of lions”). This is not a mandatory requirement; however it is effective in
communicating strength, teamwork, and leadership.

SECTION 3 MEDIA ADVERTISING – ADVERTISMENT SAMPLE


SECTION 3 MEDIA ADVERTISING - TRADE SHOWS
Booths to be set up in trade shows or congresses shall show the corporate logotype in a visible
area inside the facility/stand or on the decorative graphics in order to ensure legibility. Concepts,
samples or prototypes related to the stand and its graphics shall be reviewed or designed by
Corporate Marketing.
See samples below:

SECTION 3 MEDIA ADVERTISING - UNIFORMS

SECTION 4 WORKWEAR
HARD HATS
The logo is self-adhesive. Hard hats are white, and self-adhesives shall bear the logo printed on it,
in the institutional color.

SECTION 5 PROMOTIONAL GIFTS
Some alternatives for the application of PRIDE’s logo on sales promotional items are considered.
For all cases related to the application of the corporate logo, the rules described in Section 1
hereof must be complied with. All concepts must be reviewed and approved by the Corporate
Marketing Department before being produced.
NOTE:
In some instances the logotype may be designed in a tone-on-tone manner as shown
above.
All areas in Pride International may suggest sales promotional items and/or request
support for their production.

SECTION 6 BANNERS/FLAGS
The example below shows the flag elements; it is designed by the percentages and the colors,
which shall be as follows:
Background: white
Logo icon: institutional orange (Pantone 166)
Logotype: black
Support: black
Polyamide Nylon fabric is recommended, with the following characteristics: 95 gr/m2, double
sewing, and polymerized printing with organic pigments containing UV filter.
Attachment System:
For mast: 50-mm polyester-polypropylene knitted reinforcement ribbon on top, and fastening
ropes or ring for self-tensioning masts.
For universal use: Double, 50-cm knitted polyester ribbon with plastic edges to avoid fraying
Flag stand: open or closed wide hems for poles.

SECTION 7 VEHICLES

SECTION 8 RIGS
The rig name and PRIDE logotype must be clearly identified on each rig. The space requirement for the
logotype and rig name should be approximately 85% per 100% allowable space.

SECTION 8 RIGS – RIG PAINT SPECS

1. Pride Orange (Dupont LF-3Z942P)
• Crane cabins
• Crown block
• Drawworks
• Mud pumps
• Mud treatment tanks and components
• BOPs*and BOP control unit *
2. Safety Yellow
• Handrails
• Traveling equipment – Block, hook, swivels, top drive, elevator bails, etc…
• Where applicable for safety
3. Light Grey
• Hull
• All decks including helideck
• Substructure
• Underside of Drill Floor
• Crane pedestals
• P-tanks
4. White
• Drill floor shelter (exterior)
• All interiors (walls & ceiling)
• Derrick or drilling mast (where not red) & A-frame **
• Crane booms (where applicable = 2nd top sections)
• Helpdesk marking
5. Black
• Barge hull side shell & Bottom (for drilling tender barges or swamp barges)
• Legs
6. Red
• Crane jib & top section
• Crane boom 3rd top section
• Derrick or drilling mast top section (where required by regulatory bodies)
Note : (*) Certain customer and/or regulatory requirements call for special paint schemes regarding BOP
equipment (usually red). This should be verified in advance.
(**) Derrick when galvanized may not be painted.

SECTION 9 SAN ANTONIO – THE LOGOTYPE

The identification of "PRIDE-SAN ANTONIO" is a logotype composed of the phrase “PRIDE” a
drilling derrick, which belongs to the parent company Pride International, Inc., and the phrase
"SAN ANTONIO" centered underneath the derrick.
It is composed by the capitalized word PRIDE, in Univers Black Oblique and followed by the
words SAN ANTONIO, in Clarendon BT, version PC font.
TYPOGRAPHY
The Univers typography shown above belongs to the logotype “PRIDE” and the Clarendon typography belongs to
“SAN ANTONIO”.
Please refer to the San Antonio Identity Manual for all other specifications as needed.

SECTION 10 DIGITAL FILES ATTACHED

Pride logotype (for graphic designers use) PRIDElogo.eps
Pride logotype (for Microsoft Office) PRIDElogo.jpg
Pride logotype transparent (for Microsoft Office) PRIDElogo.png
Pride logotype – black PRIDElogoblk.jpg
Pride logotype – white text (for graphic designers use) PRIDElogowht.eps
Pride logotype – white text (for Microsoft Office) PRIDElogowht.png
Fax template (Microsoft Word) PRIDEfax.doc
E-mail signature (Microsoft Word) PRIDEemail.doc
Letterhead template (Print agency use only) PRIDEletterhead.eps
Letterhead specs PRIDEletterhead.pdf
A4 Letterhead template (Print agency use only) PRIDEA4letterhead.eps
A4 Letterhead specs PRIDEA4letterhead.pdf
Business card template (Print agency use only) PRIDEbusinesscard.eps
Business card specs PRIDEbusinesscard.pdf
Envelope template (Print agency use only) PRIDEenvelope.eps
Presentation template (Microsoft PowerPoint) PRIDEpresentation.ppt
Bid template (Microsoft PowerPoint) Bid.ppt
San Antonio logotype (for graphic designers use) SAlogo.eps
San Antonio logotype (for Microsoft Office) SAlogo.jpg
San Antonio logotype – white text (graphic designers use) SAlogowht.eps
San Antonio logotype – black (for Microsoft Office) SAlogoblk.jpg
San Antonio logotype – white text (for Microsoft Office) SAlogowht.png
All files are accessible via an ftp site on the web: Simply go to the internet and type in the address below.
Insert the user name and password as needed. When you have obtained access, copy and paste or simply
drag and drop the files into a folder on your network or desktop.
Web address: ftp://ftp.prideinternational.com
Username: CIM
Password: N3wL0g0!

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Manual Title: CORPORATE IDENTITY MANUAL

Manual No: PRIDE-02-01-XXX

SECTION 3 / Media Advertising

SECTION 4 / Work wear

SECTION 5 / Sales Promotion Items

SECTION 9 / San Antonio – The Logotype

SECTION 10 / Digital Files