Identity Standards Manual
Brand Essentials 2 Our Brand
3 The Logo
4 Clearspace & Sizing
5 Using Color
6 Incorrect Uses of the Logo
7 Using Type
Applications 8-9 The Business Card 10 The Letterhead & Envelope 11 Letterhead Margins 12-15 Other Applications
Contents
1
We occupy a singular place in Luxembourg City tourism. The Parc Beaux-Arts Hotel has made the well-being of our guests its highest objective. We are ready to cater to unique requests, making Parc Beaux-Arts a treasure chest of distinction and an oasis of calm. Located in Luxembourg’s historic district, next to the Art and History Museum and the Grand-Ducal Palace, we invite the world to share our passion for beauty through our own permanent collection of works. Seldom do art and history come together so harmoniously - in authentic woodwork, Murano lamps, italian design and architectural relics. In order to maintain brand consistency, we must be as considerate of our visual identity as we are of our guests. Please familiarize yourself with the guidelines set forth in this manual to ensure the long-term growth and success of Parc Beaux-Arts.
2
Our Brand
symbol
name
descriptor
The Parc Beaux-Arts logo expresses our high-quality service, the intimacy of our community, and a vibrant, sophisticated respect for the past. Its abstract Art Deco shapes can be interpreted as a group of flowers, faces, or wine glasses. All parts of the logo must be present, and may not appear alone. There are two exceptions to this rule: The descriptor may be omitted in very small applications. See p 4. The symbol may be used as a large graphic element, provided its edges run off the edge of the format.
The Logo
3
x
x
x
x
definition of x
Respect the logo by leaving space (equal to the height of the bottom two lines of text) on all sides. No other text, logos, or competing graphics should enter this space. The minimum width for the original mark is 1.25” in print or 180px on screen. For widths below 1.25”, remove the descriptor. Preserve a clearspace equal to the height of both lines of text on all sides. Do not display the logo at any width below .75” or 100px.
4
Clearspace & Sizing
On light backgrounds, the 2-color version is preferred. Black is the only acceptable color for 1-color applications.
Parc Beaux-Arts colors are red and black. Beaux-Arts Red is defined as PMS 1807. When process color must be used, Beaux-Arts red is C=20 M=100 Y=100 K=15.
On dark backgrounds, the 2-color version is preferred. White is the only acceptable color for 1-color applications.
When logo is displayed on Beaux-Arts red, a 1-color version must be used. White, not black, is the acceptable color.
Using Color
5
Do not alter the colors of the logo or use combinations other than those shown on p 5. Do not outline the logo, and do not place the logo over a background that impairs legibility.
PA R C B E AU X ~ A RTS
TH E E XCLUSIVE HOTEL LUX E MBOURG
Do not change the typeface or words of the logo. Do not tilt the logo, and do not stretch or distort its proportions in any way.
Don’t introduce new elements into the logo, rearrange the logo elements, or use an element of the logo on its own (see p 1 for correct uses of logo elements.).
6
Incorrect Uses of the Logo
A
rno Pro is the preferred typeface for Parc Beaux-Arts communications. Arno Pro includes a variety of weights and styles. Styles named Display are created to appear more elegant at large point sizes. They are not recommended for use in body copy. Only when Arno Pro is not available, Times New Roman may be substituted. The typeface used in the logo is hand-drawn and should not be replicated elsewhere in any way.
Arno Pro Light Display Arno Pro Light Italic Display Arno Pro Regular Arno Pro Italic Arno Pro Semibold Arno Pro Semibold Display Arno Pro Bold Using Type
7
Front of 2�x3.5� business card
Note the use of the bouquet element. This optional element should always differ dramatically in scale from the logo, so that the two are not confused.
8
The Business Card
Reverse 1: General hotel use
Tél. +352 26 86 76 1 Fax +352 26 86 76 36 www.parcbeauxarts.lu reception.beauxarts @ goeres-group.com 1 rue Sigefroi, L -2536 LUXEMBOURG Check in 4pm ~ 1am Check out 4am ~ 1pm
Reverse 2: Personnel (template)
Tél. +352 26 86 76 18 Fax +352 26 86 76 36 www.parcbeauxarts.lu gmerschein@ goeres-group.com 1 rue Sigefroi, L -2536 LUXEMBOURG Gérard MERSCHEIN, Gérant
(Arno Pro Bold, 7.5pt)
The Business Card
9
8.5”x11” letterhead
#10 business envelope
1 rue Sigefroi, L -2536 LUXEMBOURG || Tél. +352 26 86 76 1 || Fax +352 26 86 76 36 www.parcbeauxarts.lu || reception.beauxarts @ goeres-group.com
10
The Letterhead & Envelope
When formatting a letter, leave margins of 2” on top and bottom and 1” on each side.
2” Monsieur George UNTEL Entreprise fictive 46, rue Jenesaisquoi 12345 UNEVILLE
Use Arno Pro Regular for the body text. Times New Roman may be used if Arno Pro is unavailable.
Monsieur Untel,
J'ai l'honneur de vous informer que j'ai bien reçu votre lettre du 6 novembre 2009. C'est avec plaisir que j'accepte le poste de traductrice de votre site web que vous m'offrez.
1”
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1”
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Gérard MERSCHEIN
1 rue Sigefroi, L -2536 LUXEMBOURG || Tél. +352 26 86 76 1 || Fax +352 26 86 76 36 www.parcbeauxarts.lu || reception.beauxarts @ goeres-group.com
2”
Letterhead Margins
11
suite keychain
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12
Other Appplications
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Vous êtes chez vous.
Luxembourg Cit y Po i n t s o f In te r e s t
MUSEU MS Casineo Luxembourg-Forum for contemporary art Deportation Memorial Galerie for contemporary art "Am Tunnel" Luxembourg City History Museum Museum of Modern Art Museum Dräi Eechelen National Museum of Natural History Tram and Bus Museum Villa Vauban, Luxembourg City Art Museum
4”x6” welcome / informational card
trifold brochure
Other Appplications
13
restaurant menu
menu
14
Other Appplications
etched goblets
Other Appplications
15
Š Parc Beaux~Arts 2010. Design by Rachel Leigh.