Paso Robles Inn Brand Guidelines by _LML

BRAND GUIDELINES

Brand Guidelines

Contents

Introduction

Why do we need brand guidelines?

Paso Robles Inn Logo

Primary Logo Identity Logo Usage Identity Clear Space Logo Donâ&#x20AC;&#x2122;ts Partnership and Additional Logos Sub-branding and Additional Logos

3 4 6 7 8 10

Color Palette Working With The Color Palette

14 16

Typography

Text Justification and Preferred Alignment Color Palette and Text Legibility

Photography Image Style

Layout and Grid Layout and Grid Examples

25 26

28 30

Stationery

Design Elements

Textures and Backgrounds

Brand Toolkit

Welcome to the Paso Robles Inn brand guidelines. The Paso Robles Inn is a historic destination hotel and premium hospitality center set amidst an internationally celebrated California wine region.

Why do we need brand guidelines? These guidelines will serve as the primary reference for all Paso Robles Inn brand marketing and communication. They insure that brand communications remain consistently cohesive, and â&#x20AC;&#x153;in voice.â&#x20AC;? Consistent, cohesive branding serves an important purpose: design is a vehicle of memory, and memory is one of the most valuable tools in a marketing arsenal. In order to capture the loyalty of consumers, we have to let them know who we are and what we do, and we have to be telling the truth. Following branding guidelines and standards is the quickest path to providing consumers with the truth about the Paso Robles Inn. By following these guidelines, you help define the Paso Robles Inn for its customers, local partners, and the tourism and hospitality industries at large. You help them recognize, differentiate, and remember the Paso Robles Inn. You activate the vehicle of memory.

PASO ROBLES INN BRAND GUIDELINES

The Paso Robles Inn Logo Our logo is one of our most powerful brand assets. It is completely unique, and it is the most identifiable and immediate representation of the Paso Robles Inn in all our media representations. In order to retain its value, it must be used consistently in proper, approved forms.

PASO ROBLES INN BRAND GUIDELINES

Primary Logo This logo is to be used on all printed collateral, including all printed publications, flyers, advertising, memos, billboards, product packaging, and internal communications. The Primary Logo should serve as either an introduction to or as a signature on Paso Robles Inn media. Whenever possible it is preferable that the logo be used as an introduction. The logo, in essence, should come first. The only exception to this rule is internal communication, and/or communication introducing a person (as with business cards and emails).

PASO ROBLES INN BRAND GUIDELINES

Logo usage. Because the logo is so important to Paso Robles Inn’s identity and branding, how it’s used is also very important. On the opposite page there are a series of usage examples available for your reference.

“The design of a logo ... is ultimately a reﬂection of the integrity of the business it symbolizes. Its effectiveness is largely dependent on its exposure, how often and how well it is used.” — Paul Rand*

Rand designed a variety of logos for many key American institu* Paul tions. Many of them, despite having been designed decades ago, are still in use today. Rand’s logo designs include work for businesses such as Westinghouse, UPS, ABC, NextComputer, Yale University, Cummins Engine, and IBM.

PASO ROBLES INN BRAND GUIDELINES

Preferred usage:

Optional reversed:

Ideally the Paso Robles Inn logo will be used in its identifiable Paso Robles Inn Red.

If necessary the logo may be reversed to white on a dark background. Unless absolutely necessary, the dark background should be the Paso Robles Inn Red. The logo is never to be reversed over a photo.

Black variant:

The black variant is only to be used in situations where the red is not an option due to media choice. For example, in black and white marketing materials. PASO ROBLES INN BRAND GUIDELINES

Logo clearspace and minimum printed size. minimum printed size .5” across (including clearspace)

height of the ‘N’

Do insure there’s always a clearspace of at least the height of the ‘N’ in “INN” around the Paso Robles Inn logo.

PASO ROBLES INN BRAND GUIDELINES

Logo don’ts.

Don’t place the logo directly on

Don’t use artistic filters like drop

top of an image so that the image shows through it.

shadow or digital embossing.

Don’t stretch or squish the logo out of proportion for any reason.

Don’t use unapproved colors for the logo.

Don’t rotate the logo and/or use

Don’t use low resolutions of the

it at an angle.

logo—always insure the logo is being used at an appropriate size and resolution in any given media. This means using vector artwork (pdf, eps, and ai files) whenever possible, and the highest called-for resolution in digital applications.

PASO ROBLES INN BRAND GUIDELINES

Partnership and additional logos. Occasionally it will be necessary to pair the Paso Robles Inn logo with another logo on the same sheet. Recommended positioning for any additional partnership logos is at the opposite end of the page to the Paso Robles Inn logo. If multiple additional logos are required, they should start from the opposite side of the page of the Paso Robles Inn logo and be placed next to each other leaving sufficient space around them. The Paso Robles Inn logo should always stay visually separate.

LOGO Logo and a partner logo on opposite ends.

PASO ROBLES INN BRAND GUIDELINES

LOGO

Logo and two partner logos on opposite ends.

Paso Robles Inn logo used as a signature rather than as an introduction with two partner logos.

PASO ROBLES INN BRAND GUIDELINES

Sub-branding and additional logos. The Paso Robles Inn family includes sub-brands with their own logos, including the Paso Robles Inn Steakhouse. The Steakhouse logo has been developed separately, and should be used as the primary logo on all Paso Robles Inn Steakhouse marketing and communications materials. It is preferable that only one logoâ&#x20AC;&#x201D;the Paso Robles Inn or the Paso Robles Inn Steakhouseâ&#x20AC;&#x201D;is used at a time on any given sheet. If both logos must be used for partnership or for reasons of clarity, there must be a clear hierarchy where the main logo is minimum 50% larger than the other logo.* *Please note that minimum sizes for logos still apply.

at the PA S O R O B L E S I N N Sheet using the Paso Robles Inn Steakhouse logo, mentioning the Paso Robles Inn typographically; rather than using a secondary logo.

PASO ROBLES INN BRAND GUIDELINES

Paso Robles Inn Steakhouse Logo This logo, similar to the primary Paso Robles Inn logo, is to be used on all printed collateral, including all printed publications, flyers, advertising, memos, billboards, product packaging, and internal communications pertaining directly to or advertising for the Paso Robles Inn Steakhouse. Do not ever use the Paso Robles Inn logo in place of the Paso Robles Inn Steakhouse logo; the creation of taglines is discouraged. Color choices for the Paso Robles Inn Steakhouse logo should be based on context and legibility. Clearspace is identical to the Paso Robles Inn logo (illustrated at left).

PASO ROBLES INN BRAND GUIDELINES

Color Palette The Paso Robles Inn’s color palette is elegant, slightly eclectic, and contemporary. These colors should be used on all materials. A set of corresponding colors have been developed in order to support the two core colors. These supporting colors are designed to work with the core colors in various combinations, but never to replace them.

PANTONE ® 7624 U CMYK 30 89 81 30 RGB 137 47 46 HEX #892f2e

The corresponding colors should be used to add depth and variety to layouts. Minimal color usage is often the most effective; layouts that emphasize the primary palette with ample white space are preferred.

PASO ROBLES INN BRAND GUIDELINES

PANTONE ® 875 U CMYK 29 45 60 30 RGB 139 109 84 HEX #8b6d54

Secondary colors.

PANTONE ® Black 6 U CMYK 95 K RGB 78 78 86 HEX #424949

PANTONE ® 875 U tint at 20% CMYK 4 4 8 0 RGB 242 237 249 HEX #f2edf9

PANTONE ® 427 U CMYK 20 K RGB 209 211 212 HEX #d1d3d4

PANTONE ® 7626 U CMYK 0 53 55 18 RGB 210 98 95 HEX #d2625f

PANTONE ® 5773 U CMYK 35 17 44 3 RGB 154 161 132 HEX #9aa184

*PMS Black 6 U should be used as the primary black in communications.

PASO ROBLES INN BRAND GUIDELINES

Working with the color palette. When designing multi-page layouts you should choose a consistent color combined with a selection of alternative highlight color(s). Always choose from the provided Paso Robles Inn palette. Minimal color usage is often the most graphically effective. Undisciplined color use and tonally inappropriate combinations will dilute the impact of our identity. There must always be good contrast between text and the background. Dark type on white (or a very pale background) is the most visually accessible, especially in printed materials. White type should only be used on a very dark background, and is better suited to titles than body copy.

A single color on a white ground creates a striking contrast.

PASO ROBLES INN BRAND GUIDELINES

Combining colors can also be effective.

Relish in simplicity.

PASO ROBLES INN BRAND GUIDELINES

Typography Typography rounds out the key branding elements; the combined logo, brand colors, and typography insure that all Paso Robles Inn communications remain consistent more than any other combination of elements.

PASO ROBLES INN BRAND GUIDELINES

Gotham Light is the primary Paso Robles Inn font. Gotham Light is “friendly without being folksy,” and “confident without being aloof.” It is available from the Hoefler & Co. Type Foundry at typography.com.

For times when boldness is called for, use Gotham Medium; never Gotham Bold or Black.

ITC New Baskerville Italic is the secondary Paso Robles Inn font.

Because Gotham Light is the primary typeface for the Paso Robles Inn, there is no need for the intense boldness effected by weights beyond Gotham Medium. Paso Robles Inn communication doesn’t need to be bold or extra-bold, instead it’s subtle, elegant, and refined.

ITC New Baskervile Italic is “legible and eminently dignified,” and “makes an excellent text typeface … its sharp, high-contrast forms make it suitable for elegant advertising pieces as well.” It is available from the Linotype foundry, online at linotype.com. Only the ITC New Baskerville Italic is to be used, never ITC New Baskerville Roman, or any other font from the New Baskerville typeface family. The italic must always be used as a secondary font, it may not be used for headlines or primary text. ITC New Baskerville Italic is never to be used in its bold form, or with a stroke added; it may only be used at its regular italic weight.

PASO ROBLES INN BRAND GUIDELINES

Text alignment, spacing, and justification. Part of consistent typography is consistent paragraph formatting. There are two alignments consistent with the Paso Robles Inn brand: centered and left justified with a ragged right edge. While different layouts may benefit from different alignments, these should never be combined.* If you begin with a center alignment, you must maintain it. For this reason it is important to decide how much copy will need to be included in the layout as soon as possible; layouts which include more copy should be set up alignment left, ragged right. Text must be spaced at a minimumâ&#x20AC;Ś Leading = (Point Size of Text) + 4pts Gotham Light Tracking = 30pts at text sizes Gotham Medium Tracking = 10pts at text sizes New Baskerville Italic Tracking = 15pts at text sizes At title/header/display sizes all type must be appropriately kerned for its scale. This is subjective, but keep in mind that the Paso Robles Inn identity is spacious and elegant.

Upta doluptatem non ra demporuptate voluptae. Cea consece sedion rere delic tectiumquame est re, ea voluptatem cus etur? Otasperae plignim olupicitio. Nam, aborum aut eic tem doluptat vollorro cus. Ximil entibus. Odit mint mo voluptio. Nobisitatur? Mendam rendi rem voluptassit offici commolu ptatiur assundunt aut in nestrum quis eation nos rerum voluptae et, ut eossunt. Us autate lab iume earchiciet faccatu rescit expello rionsequae non nobitem quibusapel id quas experci rati cus, venisse quunt. Tem arumquatur sedi occus acearum ut fugia comnis et alis nonsequatet pre et elitissum asperrum into debiscit, comnim ditas dolores.

*The only exception to combining alignments in a layout is using

the Paso Robles Inn logo as a signature. Left justified, ragged right text alignment is the preferred paragraph setting for all communications.

PASO ROBLES INN BRAND GUIDELINES

Upta doluptatem non ra demporuptate voluptae. Cea consece sedion rere delic tectiumquame est re, ea voluptatem cus etur? Ximil entibus. Odit mint mo voluptio. Nobisitatur? Mendam rendi rem voluptassit offici commolu ptatiur assundunt aut in nestrum quis eation nos rerum voluptae et, ut eossunt.

Upta doluptatem non ra demporuptate. Cea consece sedion rere delic tectiumquame est re, ea voluptatem cus etur? Otasperae plignim olupicitio. Nam, aborum aut eic tem doluptat vollorro cus. Ximil entibus. Odit mint mo voluptio. Nobisitatur? Mendam rendi rem voluptassit offici commolu ptatiur assundunt aut in nestrum quis eation nos rerum voluptae et, ut eossunt. Us autate lab iume earchiciet faccatu rescit expello rionsequae non nobitem quibusapel id quas experci rati cus, venisse quunt. Tem arumquatur sedi occus acearum ut fugia comnis et alis nonsequatet pre et elitissum asperrum into debiscit, comnim ditas dolores.

For shorter texts, centered alignment may be used, as on business cards. Regular paragraphs of copy should not be center aligned.

The only time alignments may be combined is when using the Paso Robles Inn logo as a signature.

PASO ROBLES INN BRAND GUIDELINES

Text legibility and the color palette. When making color choices it is important to consider the best options from the palette that will project information clearly and effectively, as well as complement any chosen images in a given layout. There must always be good contrast between text and its background color. Dark type on a white or very pale background is the most legible and preferable in print environments. White type should only be used on a very dark backgrounds from the specified color palette. The logo should only be reversed as specified on page 5 of this guideline document.

Romance and indulgence in Paso Robles wine country.

Examples of reversed text with good legibility.

PASO ROBLES INN BRAND GUIDELINES

Romance and indulgence in Paso Robles wine country.

Romance and indulgence. Paso Robles wine country.

Never sacrifice legibility when laying out text on top of

Always make sure that your messaging is central to all

an image. Text on busy photographic areas is discouraged.

materials â&#x20AC;&#x201D; copy should be legible, and images and layout must support the primary communication.

PASO ROBLES INN BRAND GUIDELINES

Photography Photos are often used in advertising and marketing materials. Primarily theyâ&#x20AC;&#x2122;re thought of as vehicles with which to illustrate: place, services, and/or activities. However, photography is also one of the foremost ways to invoke mood and atmosphere in brand materials.

Dealing with the subjective. Unlike some more clear-cut cases of the Paso Robles Inn branding guidelines, our photography guidelines are, by necessity, more subjective. It is important that every photo used is carefully considered: is this enforcing the Paso Robles Inn brand identity?

Following these photography guidelines guarantees that all Paso Robles Inn communications maintain a mood inline with the brand identity.

PASO ROBLES INN BRAND GUIDELINES

Image style. Images reflecting the Paso Robles Inn should be elegant, restrained (but not stuffy), spacious, and texturally rich. Look beyond the straightforward and typical to find a more inspirational perspectiveâ&#x20AC;&#x201D;consider detail to increase mood and create effective communications. Images should feel observational rather than overtly staged, and show contrast whenever possible â&#x20AC;&#x201D; a fresh face against an elegantly appointed spa environment, or historic architecture juxtaposed with contemporary garden blooms. Only full color images should be used; never black and white or monotone (such as sepia). Images must add value to their layouts; if an image does not add value, consider an alternative typographic layout. Images should be bright, open, and airy. Yellow tints and dark or shadowy imagery must be avoided. Images that are used in printed materials should bereproduced at print quality (minimum 300 dpi). Stock photos may be used if necessary, but should only be used if there are no appropriate custom Paso Robles Inn images available. It is always better to use an original image. Images that have been obviously digitally manipulated are to be avoided. No HDR effects, extreme digital sharpening, or excessive saturation should be used.

PASO ROBLES INN BRAND GUIDELINES

Layout and Grid The layout grid creates an underlying and consistent structure for brand communications, so that every layoutâ&#x20AC;&#x201D;from newspaper advertising, to billboards, to online bannersâ&#x20AC;&#x201D;has a common skeleton. The grid is based on the overall size of the layout; it is flexible. Note that all layouts must exhibit a clear hierarchy, which the grid reinforces. The most important design messaging must take up the greatest portion of the grid.

PASO ROBLES INN BRAND GUIDELINES

The grid as it would be applied to a horizontal layout.

The grid as it would be applied to a vertical layout.

PASO ROBLES INN BRAND GUIDELINES

Layout and grid examples. The flexible grid can be used for a wide variety of layouts, from very small to very large. The number of subdivisions used within the grid are determined by the designer based on the layout’s overall size. The primary visual element must take up the majority of the layout—in the case of a photo, the photo must take at least 5 of the 8 internal grid sections. Images may bleed off the edge of the grid so long as they follow the grid. It is preferable that white space be retained on at least two sides of any photographic image to emphasize the Paso Robles Inn’s atmosphere of contemporary, airy elegance. Copy must align with the grid, however, it may align to the baseline or hang from the top edge as best suits the layout. The Paso Robles Inn and Paso Robles Inn Steakhouse logos may center align to gridlines.

Say yes in the secret gardens of Paso Robles.

1103 Spring Street • Paso Robles, Ca p. 805 238 2660 • w. pasoroblesinn.com

PASO ROBLES INN BRAND GUIDELINES

Say yes in the secret gardens of Paso Robles.

1103 Spring St • Paso Robles, Ca • pasoroblesinn.com

PASO ROBLES INN BRAND GUIDELINES

Stationery The Paso Robles Inn stationery provides insight into the brand look and feel through its typography and layout. Incorporate typography from these layouts throughout brand communicationsâ&#x20AC;&#x201D;elements from spacing, to font choice, to sizing is indicative of the revitalized Paso Robles Inn identity.

PASO ROBLES INN BRAND GUIDELINES

1103 Spring Street Paso Robles California 93446 p. 805 238 2660 f. 805 238 4707 www.pasoroblesinn.com

Jane Doe Director of Operations e. jdoe@pasoroblesinn.com d. 805 238 2660 x 101

1103 Spring Street Paso Robles California 93446 p. 805 238 2660 f. 805 238 4707 www.pasoroblesinn.com

1103 Spring Street • Paso Robles California 93446 • p. 805 238 2660

f. 805 238 4707 • www.pasoroblesinn.com

PASO ROBLES INN BRAND GUIDELINES

Design Elements In addition to all the essential design elements that make up the Paso Robles Inn brand, many layouts also use other, unknown elements. These design elements range from textures, to patterns, to illustrations. Because every element used in any communication material impacts the brand, it is important to consider these elements carefully.

Habitual design elements. In the past the Paso Robles Inn brand has been marked by a distinctive faux-grunge, fauxtextural series of elements. The following list of elements are to be avoided: • • • • •

wallpaper textures damask patterns digital “paper tears” digital scrapbooking effects drop shadow effects These effects no longer represent the Paso Robles Inn brand. The Paso Robles Inn is bright, contemporary, premium, and elegant.

PASO ROBLES INN BRAND GUIDELINES

Textures and backgrounds. While heavy-handed textures and backgrounds should always be avoided, subtle textures are woven throughout the Paso Robles Inn brand. Linen textures are especially apropos for the brand. Textures should be lightly applied, and should be true texturesâ&#x20AC;&#x201D;that is, actual, physical textures on papers during printingâ&#x20AC;&#x201D;as often as possible. Digital texture imitation is acceptable so long as it is subtle. Digital textures should be used to add depth and subtle visual interest only; they should never distract. Realistic digital text effects can work when used carefully. Texture and background inspiration is shown opposite.

PASO ROBLES INN BRAND GUIDELINES

Brand Toolkit The brand toolkit is a shorthand version of this guideâ&#x20AC;&#x201D;meant to serve as a mood board and a fast and easy reference. For further detail please see the rest of this branding guidelines book.

PASO ROBLES INN BRAND GUIDELINES

Paso Robles Inn logo:

Color Palette:

PANTONE 速 7624 U

PANTONE 速 875 U

Typography:

Gotham Light is the primary Paso Robles Inn font. ITC New Baskerville Italic is the secondary Paso Robles Inn font.

For times when boldness is called for, use Gotham Medium; never Gotham Bold or Black.

Photography and Mood Imagery:

PASO ROBLES INN BRAND GUIDELINES