BRAND GUIDELINES
Timelessly Vail Sonnenalp is a brand has stood the test of time. Use this guide to help you better understand the elements of the brand and how they work together so that the brand will look consistent, professional and timeless.
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TA B L E O F C O N T E N T S Moodboard 2
Fonts
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B R A ND STO RY Brand Story
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Brand Character
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BRAND VISUALS Primary Logos
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Logo Variations
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Logo Usage
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Clear Space
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Improper usage
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Color 20
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MOODBOARD
GemĂźtlichkeit A German word used to convey the idea, or state of feeling of warmth, friendliness and good cheer.
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Brand Story The Sonnenalp has a beautifully storied history. When we all say the same thing, we honor our history, and keep the brand consistent.
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Our Roots Run Deep No one ever imagined the Sonnenalp would be in Vail. When the small bed and breakfast that inspired the Sonnenalp first opened in Germany in the early years of the 20th century, Vail wasn’t even on the map. As that humble German inn transformed into what would become a celebrated hotel and resort, its founders envisioned bringing their legacy of European hospitality and superior guest service to the United States. In the 1960s, the burgeoning village at the base of the Vail Ski Resort became the ideal location. Vail and Sonnenalp grew up together. The modest lodge our founders established 40 years ago led to the hotel and resort that rests at the heart of Vail Valley today — a renowned, destination intertwined in the fabric of an iconic community. Even though the two hotels are a world apart, they share a welcoming spirit cultivated by a history of family ownership and management that makes staying at the Sonnenalp an unforgettable resort experience.
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B R A N D S TO R Y
More Than a Hotel At the Sonnenalp, we know that it takes more than a destination to make an impression, more than a vacation to make a memory, and more than a name to make a hotel. Through five generations of continuous family ownership, we’ve celebrated the spirit of Gemütlichkeit with a heritage of inspired hospitality and European charm. When you stay with us, you’ll discover a getaway that feels like coming home and a hotel that’s refreshingly different, yet warmly familiar. We believe in greeting our guests as part of our extended family, that the view from your room can change your outlook, and that decades of tradition can create a totally new experience.
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Every Trip is Unique Where you stay should be too. It can seem like wherever you travel, you arrive at the same place — the same room, the same restaurant, the same activities. Let’s reimagine your next trip. With a nod to our past and an embrace of the timeless traditions of European hospitality, every detail of your stay is curated and considered. From completely unique rooms that capture your imagination to the specially chosen pillows on our beds and hand selected art on our walls, you’ll be rested and restored by the comfort and beauty of the Sonnenalp. And whether you’re drawn to the relaxed luxury of our spa, the eclectic range of our restaurants, or the high country greens of our golf course, your experience with us is as individual as you are — and our exceptionally rated guest service ensures it’s everything you can imagine it to be.
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B R A N D S TO R Y
A Trip Tells a Story Each of us hopes to find a place that feels familiar yet rich with undiscovered possibilities, timeless yet modern, elegant yet comfortable. We strive to be that singular place for each of our guests. Our story is one of creating a place that embraces all that Vail has to offer and sharing these experiences with those we welcome through our doors. Every trip you take is a new chapter in your story — one we invite you to write with us.
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Brand Character The Sonnenalp has established itself as the heart of Vail Village. Capturing the character and charm of the hotel with a select list of descriptors helps us communicate the unique qualities of a place guests have journeyed to for 40 years.
AUTH E N TI C From hand selected German pillows to specially chosen German artwork, our attention to detail ensures that every aspect of a guest’s experience
PE R SO N A L I Z E D From unique rooms, to a spa experience, to golf with the Rocky Mountains as a backdrop — your vacation can be what you imagine it to be.
feels curated, never manufactured.
TRADITIONAL
ROOTED
With roots stretching back to the early 20th century,
As the longest run family hotel in Vail, the Sonnenalp is a cornerstone of the community.
W ELCO M I N G Guests are greeted by name and the spirit and practice of Gemütlichkeit inspires every interaction.
the Sonnenalp is built on a heritage of exceptional and inspired European hospitality.
T I M E L E SS From one generation to the next, every guest discovers a modern resort experience enriched by a powerful sense of history.
RELAX E D AN D LUXURI O U S Elegant, but never austere; warm, but never overbearing; cozy, but never campy.
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Brand Visuals Use the guidelines for proper logo usage and placement
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PRIMARY LOGO The primary logo consists of the woodcut choice for any piece of materials for the sun mark and the wordmark of the Sonnenalp brand and company. hotel. This logo should always be your first
MINIMUM SIZE The smallest the logo should appear is 1� Tall.
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BRAND VISUALS
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L O G O VA R I AT I O N S These secondary logos and logo variations can be used in certain instances where the primary logo does not work. A. Logo with Tagline - this can be used as a variation of the primary logo but should never be used smaller than a minimum height of 1.5� B. Horizontal Logo - There may be instances where a horizontal format works better and allows for clear space and proper sizing. You can use this logo in these instances. This logo should never be used smaller than a minimum height of .5�. C. Sonnenalp Sun Symbol - This can be used when the primary logo is not needed, for instance when the Sonnenalp name is called out in plain text or in instances where the primary logo would need to be sized under 1�. This mark should never be used next to any of the other logo variations or the primary logo.
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BRAND VISUALS
COLOR USAGE Because of the nature of the woodcut mark. The logo looks best when it stays “In the postive.” Whenever possible keep the logo in the Sonnenalp blue. If on a colored background. the background should be lighter than the logo color. The logo should not be overlayed on photos.
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Willkommen
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BRAND VISUALS
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C L E A R S PA C E The X height for the logos is the height of the S of the word Sonnenalp wherever the logo is placed in any size, nothing should be placed within that clear space to ensure no elements compete with the logo.
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BRAND VISUALS IMPROPER USAGE These guidelines will help you keep the logo true to size, consistent, professional and legible so that the brand is not compromised.
A. Do not rotate the logo. B. The logo should never lighter than the background it is on. C. Do not pull or stretch the logo. D-E Do not overlay the logo on a photo in any color. F. Do not display the logo in any color other than the approved brand colors. G. Do not separate the mark and the word mark H. Never add effects to the logo such as drop shadows. I. Do not place elements in the logo’s clear space.
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BOOK NOW
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BRAND VISUALS COLOR Sonnenalp’s color palette is warm, cozy and friendly. Proper use of color will give life to the brand and will help convey the feeling of authenticity and approachability.
SONNENALP BLUE
CHARCOAL
ANTIQUE GOLD
PINE
SUNSET RED
Pantone 542 C
CMYK 0, 0, 0, 80
Pantone 465 C
Pantone 554 C
Pantone 7416 C
CMYK 60, 19, 1, 4
RGB 88, 89, 91
CMYK 9, 29, 66, 24
CMYK 84, 22, 77, 60
CMYK 0, 72, 70, 0
RGB 123, 175, 212
Hex #58595B
RGB 185, 151, 91
RGB 32, 92, 64
RGB 229, 106, 84
Hex #B9975B
Hex #205C40
Hex #7BAFD4
Hex #7BAFD4
SKY BLUE
STONE
GOLD
SAGE
ALPINE GLO
Pantone 545 C
Pantone 7528 C
Pantone 468 C
Pantone 556 C
Pantone 162 C
CMYK 21, 2, 0, 1
CMYK 5, 10, 17, 16
CMYK 6, 13, 41, 4
CMYK 54, 8, 47, 14
CMYK 0, 25, 35, 0
RGB 198, 218, 231
RGB 197, 185, 172
RGB 221, 203, 164
RGB 111, 162, 135
RGB 255, 190, 159
Hex #C6DAE7
Hex #C5B9AC
Hex #DDCBA4
Hex #6FA287
Hex #FFBE9F
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Willkommen
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BRAND VISUALS FONTS The Typography of the brand reflects is timeless and classic, with an element of friendly warmth.
LOGO FONTS
BAUHAUS 93 Dancing Script
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Headline
SUB-HEADLINE Timelessly Vail. Gemütlchkeit; a German word used to convey the idea, or state of feeling of warmth, friendliness and good cheer. Stay-cation or vacation, let Sonnenalp show you what we mean.
S TA N D - A L O N E C A L L O U T S
Playfair Display Black HEADLINES
Playfair Display Black SUB-HEADLINE
WhitneyHF B O DY T E XT
WhitneyHF 23
Sub Brands & Outlets Use the guidelines for proper logo usage and placement
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The Sonnenalp Club and Spa brings the holistic approach that Germans take to achieving wohlbefinden–wellbeing–to the mountains of Vail by focusing on fostering physical and mental wellness through the typical steadfast German commitment to professionalism, quality, and service. Both properties take pride in modernizing the definition of luxury. To us, luxury is no longer defined by excess and opulence, but rather, by the overwhelming feeling of relaxation that comes from an expert massage; the total contentment achieved by watching the sunset on a perfectly manicured putting green. And we are proud to be the only coed spa in Vail Valley, as well as the only semi-private golf club in the area to offer vertical integration of memberships to family members. Because, ultimately, we know to achieve total wellness, you need to be able to do so around your loved ones.
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SONNENALP CLUB | BRAND VISUALS
The colors and fonts for The club should mirroe that of the parent brand, the only change is the logo on collateral.
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S O N N E N A L P S PA | B R A N D V I S U A L S
SPA GOLD Pantone 109 C CMYK 1, 16, 99, 0 RGB 254, 209, 10 Hex #fed10a
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For the most part, the spa should mimic the parent brand. But Spa Gold should be used with the parent brand colors, mainly the gold.
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KINGS CLUB | BRAND VISUALS
EMERALD Pantone 7743 C CMYK 75, 37, 89, 27 RGB 65, 105, 60 Hex #41693c
BURGUNDY
For the most part, the spa should mimic the parent brand. Kings Club has it’s orn color palette, that should be used.
Pantone 109 C CMYK 1, 16, 99, 0 RGB 123, 36, 153 Hex #7b2435
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Entertainment Guide DECEMBER 2018 Visit the King’s Club for Live music, comfortable seating and a roaring fireplace - making it the perfect spot to unwind after a day in the mountains. Enjoy a specialty drink from our top shelf selection, a glass of wine or German beer while you relax by the fireplace and listen to great music from local musicians. This guide features our upcoming entertainment so relax, make yourself at home, and enjoy!
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B U L LY R A N C H | B R A N D V I S U A L S
GRAY CMYK 0, 0, 0, 70 RGB 0, 0, 0 Hex #ccccccc
HEADERS
AMERICAN TYPEWRITER ALL CAPS | TRACKING 200 RANCH RED
BODY
CMYK 29, 87, 100, 30
Proxima Nova
RGB 137, 57, 28
TRACKING 20
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Hex #89321c
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Thank you Thank you for looking at these guidelines and keeping them in mind when creating visuals for the brand.
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