Brand Identity Style Guide 2021
3 Table of Contents Introduction . . . . . . Project Brief Design Overview Basic Elements . . . . Color Palette Typeface Logo Stationery . . . . . . . Letterhead Envelope Business Card CD Cover Folder Signage . . . . . . . . . Entrance Informational Small Signs Directory Educational UI Design . . . . . . Tablet Website Tablet Mockup Mobile Website Mobile Mockup Merchandise . . . CBD Oil Bodywash Cosmetics Perfume 5 9 21 29 39 45
5 Introduction Project Brief . . . . . . . . . . 6 Design Overview . . . . . 7
Project Brief
Hotels shouldn’t just be a place to sleep in whenever you travel. They should be part of the whole travel experience itself. After all, hotels are not cheap and people often leave with a mediocre experience perhaps not wanting to come back ever again. Hotels should be something that people would look forward to when visiting a new place. This design will revolutionize the way hotels are viewed by bringing new and fresh ideas to the table.
Now, who are we? We are a company that loves the visual arts and have teamed up with experts in interior design as well as product design. Combined with our amazing team of architects we deliver only the best state of the art facilities. We are very passionate and dedicated to what we do, and we want the people to be a part of our journey. Where do we come from? We are a hotel company based in Las Vegas, so it comes to no surprise that we know a lot about the hotel industry– we are part of it. We do anything and everything we can to strive in becoming the leading hotel company in the world. That is who we are.
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Design Overview
Obsidian Hotel and Resort focuses on establishing a good first impression. It is all about luxury, aethetics, and an overal high quality design. To establish this first impression we had to create elements that compliment the high end look. Elements such as a monochrome color palette, sans serif typefaces, stationary design, high quality mockups, UI design, and merchandise to go with it.
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Basic Elements
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Color Palette Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Ornaments . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Typeface Typeface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Typeface Weights . . . . . . . . . . . . . . . . . . . . . .13 Logo Mark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Black & White Logo + Ratio . . . . . . . . . . . . . 15 Master Logo . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Logo Variations . . . . . . . . . . . . . . . . . . . . . . . . 17 Clear Space + Minimum Scale . . . . . . . . . . .18 Logo Restrictions . . . . . . . . . . . . . . . . . . . . . . . .19
Colors
#050606
RGB: 147, 149, 152
CMYK: 0% 0% 0% 50%
Minimalism is key when it comes to the colors of this branding identity. The shades of black are meant to represent this concept.
#333333
RGB: 118, 118, 119
CMYK: 50% 42% 41% 19%
#5A5A5A
RGB: 90, 90, 90
CMYK: 56% 49% 48% 36%
#767677
RGB: 51, 51, 51
CMYK: 69% 63% 62% 58%
#939598
RGB: 5, 6, 6
CMYK: 75% 68% 67% 88%
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Ornaments
The decorative element is comprised of many squares and it forms the “ring” logo in the middle. It can be used in light and dark backgrounds.
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Typeface
High end and sophistication are kept in mind when choosing the proper typeface for this luxurious hotel. That is why Futura PT is the perfect candidate. It is based on the aesthetics of the Bauhaus school that took place from 1920s-1930s. It is a sans serif font comprised of geometric shapes and has sharp points in some of its weights which makes it distinct from other typefaces. The Bauhaus influence can be seen in that its style is modern yet simple which makes it so prestigious.
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Futura PT
Typeface Weights
Futura PT Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !?@#$%^&*(){}[]<>:;”’.,/\<>-+=
Futura PT Medium
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !?@#$%^&*(){}[]<>:;”’.,/\<>-+=
Futura PT Book
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !?@#$%^&*(){}[]<>:;”’.,/\<>-+=
Futura PT Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !?@#$%^&*(){}[]<>:;”’.,/\<>-+=
Modifications
By removing the crossbar on the A in OBSIDI N it gives it a more modern and minimalistic touch.
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Mark
The logo is all about luxury and class. It is based off of the obsidian stone. Delicate yet mysterious, obsidian is an igneous rock that grows out of magma when it cools rapidly. In fact it cools so quickly that no crystals are formed and instead creates a glass like rock. The outcome is that of an elegant deep black stone that is visually alluring.
The resembles a ring made up of many shards chiseled to perfection to symbolize status and luxury. The mark also doubles as an O for Obsidian.
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Black & White Logo + Ratio
HOTEL & RESORT
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10.45x 2.1x x 0.75x 7.48x 7.48x
Master Logo
HOTEL & RESORT
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Logo Variations
HOTEL & RESORT
HOTEL & RESORT
HOTEL & RESORT
HOTEL & RESORT
HOTEL & RESORT
HOTEL & RESORT
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Clear Space + Minimum Scale
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& RESORT 1x 1x x HOTEL & RESORT 1 in 1.46 in 1.4 in .5 in .5 in .5 in HOTEL & RESORT
HOTEL
Logo Restrictions
Do not stretch logo in any way shape or form.
Do not alter any of the type elements.
Do not rotate the logo in any way it must be kept at 90 degrees.
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HOTEL & RESORT
OBSIDIAN HOTEL & RESORT HOTEL & RESORT
21 Stationery Letterhead . . . . . . . . . . . . 22 Envelope . . . . . . . . . . . . . 23 Business Card . . . . . . . . . 24 CD & Cover . . . . . . . . . . 25 Folder . . . . . . . . . . . . . . . .26 – 27
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HOTEL & RESORT 2180 S L V egas B lv d, L V egas NV 8 91 09 P: 7 02•123•456 7 | F: 7 02•345•678 9 obsidianlv @mgmt. co m ww w. obsidianlv .c om 11 in .32 in .3 in 3.8 in 8.6 in 11 in 8.5 in 8.5 in
Letterhead
Front Back
23 Envelope HOTEL & RESORT 2180 S Las V egas Blv d, La s Ve gas, NV 89 10 9 4.125
4.125
9.5 in 9.5 in Front Back & RESORT 6.6 in 3.2 in .64 in .4 in 2.8 in
in
in
Business Card
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3 in
1.36
1.4 in .46 in .44 in
2.5 in HOTEL & RESORT
in
CD & Cover
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HOTEL & RESORT
4.7 in
4.7 in
4.68 in
Folder Front
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9 in 12 in 2.6 in 2.52 in 2.17 in 5.8 in 4.3 in
HOTEL & RESORT
Folder Open
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HOTEL & RESORT
18 in
6.1 in
5.11 in
4.4 in
2.3 in
29 Signage Entrance . . . . . . . . . . . 30 Parking . . . . . . . . . . . . 32 Directional . . . . . . . . . 34 Informational . . . . . . . 36
30 Entrance HOTEL & RESORT
3’ 3’ 4’5”
5’8”
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HOTEL & RESORT MAIN LOBBY SELF PARKING VALET PARKING TAXI DROPOFF RIDESHARE 5’4” 3’2” 7’
Parking
Directional
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RECEPTION ELEVATORS RESTAURANTS GIFT SHOP 4’2” 6’ 3’6”
Informational
SUPERIOR ROOM
OBSIDIAN ROOM DELUXE ROOM
The Superior Room features an inner court yard view and air conditioning. It has Bang & Olufsen LED TV, touch screen room controls, as well as a mini-bar and a coffee machine. The private marble bathroom comes with free Hermes toiletries.
The Deluxe Room offers an Art Deco Patio or an Inner court yard view. It has Bang & Olufsen LED TV, touch screen room controls, as well as a mini-bar and a coffee machine. The private marble bathroom comes with free Hermes toiletries.
The Obsidian Room offers an inner court yard view and a separate seating area. It has Bang & Olufsen LED TV, touch screen room controls, as well as a mini-bar and a coffee machine. The private marble bathroom comes with free Hermes toiletries.
(Full Body Massage Included)
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$750 $900 $1200
4’10” 7’4”
3’
5’5”
UI Design
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Tablet Website . . . . . . . . . 40 Tablet Mockup . . . . . . . . . 41 Mobile Website . . . . . . . . 42 Mobile Mockup . . . . . . . . 43
Tablet Website
1) The main navigation bar gives the user access to all of the contents of the website. 2) The second navigation bar allows the user to select check-in and check-out dates as well as quantity of guests in order to check the rates and availability. 3) The picture shows the room currently selected. 4) There is a “book now” button to book the room you like. 5) A links bar allows the user to click the rooms that are offered. 6) Another similar links bar allows the user to view the amenities. 7) This box contains fields that can be filled out to obtain the VIP Membership. 8) This video displays a tour of the facilites and amenities that the hotel offers. 9) The left side of the footer shows the logo, newsletter registration, and social media links. 10) The right side of the footer shows additional links such as FAQ and a contact us section along with directions to the address.
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1 2 3 4 5 6 7 8 9 10
Mobile Website
The mobile version is more condensed to fit the content to the edges of the screen. Some major changes include the main navigation converted into a dropdown tab and the second navigation has the four main buttons condensed to create two columns in order to maximize the button sizes. The footer is also condensed to fit the vertical orientation more appropriately.
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45 Merchandise CBD Oil . . . . . . . . . . . . . . . 46 Body Wash . . . . . . . . . . . . 47 Cosmetics . . . . . . . . . . . . . . 48 Perfume . . . . . . . . . . . . . . . . 49
Copyright 2021
Brand Identity Style Guide 2021 Designed by | Aldo Pardo for OBSIDIAN HOTEL & RESORT