This visual identity program is an upgrade of the company’s original corporate appearance. For quite some time the compnay had used a literal outline of the North American continent as their logo. In the interest of honoring their corporate history and lineage, the map was kept but simplified and stylized to suggest efficiency, technology and contemporary concerns. The logotype is based on the typefaces TheSans and TheSerif and is a merging of the words pacific and coast with one instance of the letter ‘C’ removed.