HIGHLINE
BRAND IDENTITY
B R A N D S TAT E M E N T .................................03 B R A N D P H I L O S O P H Y .............................04 M I S S I O N S TAT E M E N T ............................05 B R A N D P I L L A R S ........................................... 07
L O G O .............................................................................. 12
TA B L E O F CONTENTS
L O G O S PA C I N G ................................................ 13 L O G O S I Z E S ......................................................... 14 L O G O U S A G E ...................................................... 15 S U B M A R K S ............................................................. 16 C O L O R PA L E T T E ............................................ 17
T Y P O G R A P H Y .................................................... 18 C O L L AT E R A L .....................................................20 P H O T O G R A P H Y ...............................................30 S O C I A L M E D I A ................................................ 32
HIGHLINE // BRAND STATEMENT A DO U BLETREE BY HI LTON
BRAND S TAT E M E N T
Highline redefines your mountain vacation.
residing only an arm’s length from the iconic Vail
So experience Highline, and let us show you
It brings modern esthetics to the naturally
Village. The vaulted ceilings, unparalleled suites,
True Vail. From our serene backyard that
stunning setting of the Vail Valley and offers an
and warm, serene meeting areas of Highline
boasts sunshine dawn to dusk in all seasons to
approachable yet refined take on the mountain
mimic the communal calm provided by a remote
our heated outdoor function space and game
town experience. It pairs an elevated sensibility
ski chalet, while the walkability to the restaurants
room to our one-of-a-kind local concierge that
with both sleek design and at-home comfort. In
true Vail residents love and adore, world-class
will help show you all of Vail’s inner workings,
short, Highline helps everyone from families to
amenities, and chic furnishings channel the
Highline was designed by skiers to change
young professionals Discover True Vail.
new-age urban experience. And with access to
how families and friends alike view the modern
luxuries not available in the Village–top-notch
mountain vacation.
A full-service resort located conveniently close
grocery stores, as well as ample parking and
yet comfortably removed in West Vail, Highline
seamless door-to-lift shuttle service included
helps you relax, fully. We bring you the real
in our resort fee–Highline offers a convenient
Vail–the Vail that locals know and love–while still
mountain vacation experience unmatched in Vail.
HIGHLINE // BRAND PHILOSOPHY A DO U BLETREE BY HI LTON
BRAND P H I LO S O P H Y
Like a World Cup skier at a starting gate, the creation
ski vacation. To foster ultimate inclusivity in an
of Highline was born out of–and based within–a single
environment of exclusive customer service.
desire: progression. Highline is about relearning what mountain reverie We wanted to progress the concept of the mountain
means. It’s about revealing the countless moments
resort to the present era. To apply the luxurious
of beauty within each day and achieving a constant
principles of traditional modern ski lodges with the
feeling of contentedness in our iconic valley. It’s about
new-age innovation, design, and convenience of
forming a deep connection with the true Vail, the one
urban life in the technology age into a new, unique
that goes beyond billboard advertisements and online
entity unlike anything offered in Vail Valley. To create
ads. It’s about a refined take on the mountain local
a place where guests would feel just as comfortable
experience.
answering emails on a remote working retreat as they would feel taking their children for a first-time
HIGHLINE // MISSION STATEMENT A DO U BLETREE BY HI LTON
MISSION S TAT E M E N T
Highline will capitalize on–and enhance–the
and social market of Vail so that the brand
door-to-lift shuttle, we will make every aspect
current property’s status as the only Hilton-
becomes an integral pillar of the community.
of a guest’s stay seamless and one-of-a-kind.
branded hotel in Vail Valley, positioning and
And, we will do it all by habitually reinforcing
And, as with any good mountain town resort,
programming the hotel as an experiential
the message there is more to Vail—ultimately
après will be part of our DNA: Our traditional
lifestyle offering that has broad appeal to
defining Highline as the anchor of West Vail
A-frame communal area, sunbathed backyard,
individual, family, and corporate consumers
and the gateway to True Vail.
mountain views, and innovative on-site dining
who are seeking a younger, fresher mountain hospitality experience.
options will offer guests a level of relaxation, Highline will provide a turnkey active winter
collective cheer, and warmth after their
and summer mountain resort experience.
mountain adventures unrivaled by any other
We will change the existing paradigm. We
With a tireless devotion to customer service
property in Vail.
will go above and beyond to engage the Vail
and our on-site amenities, the unparalleled
community, weaving Highline into the fabric
Highline experience; local concierge, and our
HIGHLINE // BRAND PILLARS A DO U BLETREE BY HI LTON
F U L LY E L E VAT E D A stay at Highline means never compromising. Like an expert run down the iconic mogul run from which we derive our namesake, it means unflinching attention to details. It means combining the conveniences of 21st Century urban life–walkable dining and nightlife options, sleek designs, superb professionalism, space to stretch your legs, quiet serenity, and welcoming rooms and suites geared toward communal and family interactions. Your mountain vacation shouldn’t be about either-or choices. You shouldn’t have to choose between secluding yourself from the local culture in a rented home or struggling to decompress in a confined village hotel room. You shouldn’t have to decide whether you want to connect with nature or nightlife. You shouldn’t have to select between having a calm corner of paradise to collect your thoughts or enjoying a robust après scene. That’s why, at Highline, we dare to ask–why not enjoy the best of both worlds?
HIGHLINE // BRAND PILLARS A DO U BLETREE BY HI LTON
F U L LY RELAXING Experience the dusk midwinter starscape from our hot tub on our placid patio. Warm your bones by the expansive fire installation inside the vaulted borders of our lobby. Explore the full range of your palate with one of Pivot62’s award-winning craft cocktails. Recover after a long day on the mountain with a 60-minute spa treatment from Simply Massage. Regardless of how you choose to unwind, Highline has you covered. We understand that you visit the Vail Valley to get away. To focus on what’s most important, and survey one of the most spectacular landscapes in the country. So we’ve taken every step to make sure each aspect of your stay is stress-free. From the tiny details– like parking included in our resort fee–to the overarching design principles of our construction–large, fully-equipped, modern rooms and suites meant to foster collective experiences–we’ve left no stone unturned when it comes to ensuring your peace of mind. So come breathe in the mountain air, bathe in the alpenglow, let your worries fade away, and enter the Highline state of mind.
HIGHLINE // BRAND PILLARS A DO U BLETREE BY HI LTON
F U L LY A C C O M M O DAT I N G At Highline, we take the notion of “full-service resort” seriously. Whether that means providing you with door-to-lift shuttle service to help you in your quest for first tracks, setting up mountain bike or ski rentals to fully equip your mountain vacation, or utilizing our Highline experience concierge to help give you an insider’s view of Vail by pointing relatively unknown mountain trails or diamondin-the-rough neighborhood eateries to make your experience truly one-of-a-kind, we’re committed to making your stay with us as seamless as possible. We know your stay can’t be enjoyed holistically if you don’t feel at home. That’s why we’re happy to go the extra mile to make sure you are afforded every convenience while staying with us. We pride ourselves on keeping our check-in times to under five minutes. We’ll go above-and-beyond to store all your ski gear for you in our lockers equipped with boot driers; to make sure there are always great grab-and-go food options available at Made Market for those on the run; to open up our conference rooms to accommodate larger groups or annual events. And, as a fully integrated smart hotel, we can make sure every particular–down to your room being set to your exact favorite temperature–is handled prior to you even checking in. At the end of the day, we want every aspect of your day to go off without hitch, and we’ll see to it that becomes a reality when you stay with us.
HIGHLINE // BRAND PILLARS A DO U BLETREE BY HI LTON
F U L LY CONNECTED A stay at Highline is about cultivating connections–connections to the natural splendor of the area, connections to loved ones, connections to one of the most vibrant mountain communities in the world. As such, we planned every part of our property to help maximize those connections so that you can create the memories that will last a lifetime during your stay. We’ve crafted our suites and rooms to be reminiscent of classic ski homes, but equipped them with modern interior design flourishes. We’ve focused our communal areas on drawing families and friends together–from spacious living rooms and vaulted ceilings in our suites to a traditional ski lodge A-frame roof, bar games, and plush leather furnishings in our lobby. To properly ski the infamous Highline run at Vail, you have to be fully immersed in the task at hand, totally ingrained in your surroundings. So it’s only right we replicated that singular mindset–of living each moment entirely for the moment at hand–into each square foot of our property. That’s life the Highline way.
HIGHLINE // BRAND PILLARS A DO U BLETREE BY HI LTON
F U L LY VA I L We want you to experience more Vail. To help you discover true Vail. To immerse yourself in local culture and routines. To feel like you’re really part of Vail, even if only for a moment. That’s why we’re proud of our West Vail roots. We’re proud of the fact that you can stroll from our front door to the same uncrowded hiking trails Vail natives use to escape the summer masses; proud that you can walk to the best nearby sushi joint in just a few seconds from our parking lot. To stay at Highline is not to simply spend a vacation at a hotel–it’s to see the full appeal of Vail from those who live every day in this mountain idyll. Come learn Vail’s secrets, experience its hidden gems, and intertwine yourself in the fabric of one of the world’s finest mountain communities. Come enjoy the Highline experience.
Fully Relaxing Fully Accommodating Fully Vail
HIGHLINE // LOGO A DO UBLETREE BY HI LTON
HIGHLINE // LOGO CLEAR SPACE A DO UBLETREE BY HI LTON
Nothing should be placed within the “H” clear space, to ensure no elements compete with the logo.
HIGHLINE // LOGO MINIMUM SIZE A DO UBLETREE BY HI LTON
The Highline logo with rail lines should be used as the Primary logo. Once the logo is smaller than 1.5 inches, the lines and Vail, CO should be dropped from the logo.
Minimum Size 1.5 inches wide
Use when logo needs to be smaller than 1.5 inches wide
HIGHLINE // LOGO USAGE A DO UBLETREE BY HI LTON
NO
NO
DO NOT ADD EMBELLISHMENTS LIKE DROP-SHADOWS, EMBOSSINGS ETC
NO
HIGHLINE
DO NOT ALTER COLOR
DO NOT ALTER THE FONTS
NO NO
NO
DO NOT TILT THE LOGO
YES
DO NOT REMOVE THE LINES WITHIN THE LOGO AND KEEP VAIL / CO
YES
DO USE THE LOGO WITHIN THE LIGHT COLORED PORTION OF A PHOTOGRAPH
DO NOT USE LOGO ON A BUSY PHOTOGRAPH
YES
DO USE THE LOGO ON A LIGHT COLOR FROM THE PRIMARY COLOR PALETTE OR WHITE BKGD
DO USE THE LOGO ON A DARK COLOR FROM THE PRIMARY COLOR PALETTE
HIGHLINE // SUBMARK A DO UBLETREE BY HI LTON
In some instances the primary logo is not appropriate, if a piece requires a small logo or minimal branding the submark can be used. Instance may include, websites, social media avatars, and favicons.
HIGHLINE // COLOR PALETTE A DO UBLETREE BY HI LTON
SPRUCE BLUE
STONE GRAY
VINTAGE COPPER
NATURAL LINEN
50%
TRANSPARENCY
PANTONE 433 C
PANTONE 433 C
PANTONE 729 C
PANTONE 7527 C
CMYK 80 / 69 / 58 / 66 RGB 29 / 36 / 43 HEX 1D242B
CMYK 80 / 69 / 58 / 66 RGB 29 / 36 / 43 HEX 1D242B
CMYK 26 / 50 / 76 / 6 RGB 182 / 129 / 80 HEX B68150
CMYK 16 / 13 / 21 / 0 RGB 213 / 210 / 197 HEX D5D2C5
HIGHLINE // TYPOGRAPHY A DO UBLETREE BY HI LTON
H E ADE R S & BO DY COPY
S U B -H E A D E RS & B O DY CO PY
Gotham is used mainly for headers and lengthy body copy. It should be used in all caps unless the body copy is more than a paragraph. For headers, the kerning can range from 100-350, depending on the size of the header.
Linux Libertine is used mainly for sub-headers and short body copy. It should be primarily used in lowercase, unless necessary to be in sentence case. Kerning should be set to 0 [zero] in body copy and -25 in headers and sub-headers.
GOTHAM
Linux Libertine Italic
LIGHT BOOK MEDIUM BOLD
Regular Italic
ex 1
Title: Gotham Medium / Kerning 100 Subhead Title: Gotham Medium Body Copy: Gotham Book
TI TL E HEADING subhead title
Lorem ipsum dolor sit amet, ea quis splendide est. In ullum audiam qui, ex mel fabulas contentiones, in luptatum vivendum mea. Nobis choro tempor ad per, sea viris vituperata cu. Qui omnes imperdiet ad, ludus tempor at est. Sit tota laudem gubergren ad, et salutatus constituam vix, doctus praesent ex quo. At velit appareat senserit quo, sumo decore pri ad.
ex 2
SemiBold Italic
Bold Italic
Title: Gotham Light Body Copy: Linux Libertine SemiBold Italic
D I SCOVE R true VAI L
HIGHLINE // COLLATERAL A DO UBLETREE BY HI LTON
FRONT
GENERIC BACK
STAFF BACK
HIGHLINE // COLLATERAL A DO UBLETREE BY HI LTON
NOTECARD & ENVELOPE
LETTERHEAD
HIGHLINE // COLLATERAL A DO UBLETREE BY HI LTON
D I S COV E R T R U E VA I L
Room Number
Checkout Date
FRONT
INSIDE SPREAD WITH KEYCARD
BACK
HIGHLINE // COLLATERAL A DO UBLETREE BY HI LTON
DO NOT DISTURB DOOR HANGERS
HIGHLINE // COLLATERAL A DO UBLETREE BY HI LTON
BANQUET NOTEPAD
MENU TEMPLATE
HIGHLINE // COLLATERAL A DO UBLETREE BY HI LTON
POWERPOINT: COVER PAGE
POWERPOINT: SECTION DIVIDER PAGE
POWERPOINT: TEXT PAGE
HIGHLINE // COLLATERAL A DO UBLETREE BY HI LTON
PROPERTY FACT SHEET: COVER PAGE
PROPERTY FACT SHEET: INTERIOR PAGES
HIGHLINE // COLLATERAL A DO UBLETREE BY HI LTON
CONSERVE CARD
GUESTROOM CARD
ROOM REFRESH CARD
HIGHLINE // COLLATERAL A DO UBLETREE BY HI LTON
SOCIAL CARD FRONT
SOCIAL CARD BACK
VAIL DAILY AD 1
VAIL DAILY AD 2
HIGHLINE // COLLATERAL A DO UBLETREE BY HI LTON
NAVY SHUTTLE WRAP
WHITE SHUTTLE WRAP
HIGHLINE // PHOTOGRAPHY A DO UBLETREE BY HI LTON
PERSONALITY MOUNTAIN ESCAPE | ATTENTION-TO-DETAIL | OUTDOORS | ADVENTURE | COZY MICRO/MACRO | WARM FILTERS
HIGHLINE // PHOTOGRAPHY A DO UBLETREE BY HI LTON
CAPTURED MOMENTS CANDID | BLURRED FOREGROUND | WARM | ARTISTIC | MOODY LIGHTING | CLEAN It is recommended that at least one human should be in a photo for lifestyle advertising and social media.
HIGHLINE // SOCIAL MEDIA A DO UBLETREE BY HI LTON
I M AG E RY OV E RV I E W Imagery should be a balance of textures, lifestyle and resort photography, to fully reflect both the brand identity, visuals and the brand voice itself. The social media visual language is defined by three major categories: Brand / Lifestyle / Resort
B RA ND Brand imagery will be images of textures (textiles, wood, stone, elements found within and around the resort) and nature (mountains, moss, deer, etc.). The imagery should be used with the HIghline logo and/ or submark and brand taglines.
L I F E STY L E
L I F ESTYL E Lifestyle imagery consist of photographs of people’s journeys in the wilderness; hiking, skiing, fishing, biking, etc. This imagery highlights Highline’s outdoor persona. The reason most guests stay at the Highline is to emerse themselves in the nature and activities Vail has to offer.
RES O RT Resort imagery will highlight all the amenities and features that Highline has to offer. Drinks next to the pool, a family enjoying the fire-pit outside, or a couple picking up their ski’s from the storage area.
BR A N D
RESORT
HIGHLINE // SOCIAL MEDIA A DO UBLETREE BY HI LTON
BRAND Brand imagery will be images of textures (textiles, wood, stone, elements found within and around the resort) and nature (mountains, moss, deer, etc.). The imagery should be used with the HIghline logo, submark or brand tagline in 50% of postings. Alternate “Fully” taglines per posting. See list below. FULLY FULLY FULLY FULLY FULLY
ELEVATED RELAXING ACCOMODATING CONNECTED VAIL
TILE EXAMPLE. Overlay color and submark color should alternate between other brand primary colors. Only post a tile once a month or less.
F U L LY E L E VAT E D
HIGHLINE // SOCIAL MEDIA A DO UBLETREE BY HI LTON
LIFESTYLE Lifestyle imagery consist of photographs of people’s journeys in the wilderness; hiking, skiing, fishing, biking, etc. This imagery highlights Highline’s outdoor persona. The reason most guests stay at the Highline is to emerse themselves in the nature and activities Vail has to offer. Option to add in Highline submark if visible on photograph. Only add in submark 20% of lifestyle imagery postings.
HIGHLINE // SOCIAL MEDIA A DO UBLETREE BY HI LTON
RESORT Resort imagery will highlight all the amenities and features that Highline has to offer. Drinks next to the pool, a family enjoying the fire-pit outside, or a couple picking up their ski’s from the storage area. Only add in submark 5% of resort imagery postings.
HIGHLINE // SOCIAL MEDIA A DO UBLETREE BY HI LTON
H A S H TA G S Hashtags are integral to building brand engagement, continuing the Highline narrative, and finding consumers in the social media landscape. Hashtags should be a blend of Highline’s own hashtags and more generic hashtags. This will allow for engagement, contest opportunities, as well as attracting new consumers. POSTS SHOULD INCLUDE: + At least 1 Highline hashtag + Between 2-6 generic tags *generic can be in form of first comment
UN I Q UE TO HIGH LINE #highlinevail
#highlinedoubletree
#highlinevailco
#discovertruevail
#highlinehilton
G EN E RI C #vailcolorado
#elevated
#vailhotel
#mountainlife
#doubletreehilton
#accomodating
#getoutside
#connected
#vaillife
#fullyvail
SA M PLE POST W IT H HASHTAGS Go ahead and sleep in, you’re on vacation. #highlinevail #highlinedoubletree #vaillife #elevated
