DEEPROCK LUXURY RESORTS
BRAND IDENTITY STYLE GUIDES
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“The ultimate of being successful is the luxury of giving yourself the time to do what you want to do.� Leontyne Price
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TABLE OF CONTENTS INTRODUCTION OUR BRAND STORY VALUES PRIMARY LOGOTYPE DISTANCES & CLEAR SPACE VARIATIONS ORIENTATION BRAND COLORS BLACK & WHITE COLOR PALETTES REFERENCE IMAGES
05 06 07 08 09 10 11 12 13 14 15
INCORRECT USAGE LOGO ON PHOTOGRAPHS PATTERN PATTERN USAGE TYPOGRAPHY APPLICATION EXAMPLES GLOSSARY RESOURCES
16 17 18 19 20 21 22 23
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INTRODUCTION Whether you are a Deeprock employee involved in commissioning or developing promotional materials, or an external designer, creative agency, production house or printer, this document is intended to support your creative and production work for Deeprock. Please note that it is a summary of the key design and layout rules that must be taken into consideration when producing marketing and corporate communications materials. The full corporate design policy is published in the Deeprock Website www.deeprock.com. This document may be distributed to external suppliers, but it should not be viewed as a comprehensive information source. For Deeprock employees who produce or order communications media, please note that you are finally responsible and accountable for ensuring that the full corporate design rules are met; external partners are provided with Deeprock logo master files and typefaces only for the fulfillment of contracts placed by Deeprock, or other companies in the Deeprock Group that operate under the Deeprock name and logo. Use by third parties is only permitted subject to the written authorization of Deeprock, and in accordance with the permitted rules. Ebitiis tiaspie nduciunde corehenime nam, nobit aspid que volorit doluptas exceata audaectam, omnihici cus, omniendae nusciunt. Veliti con nate quat a ipsanto et aditatu ritatur aliam, aut estisquati quo vitatae pel min nesequa epererferia de laces aut ernatent, quos et minctat emquiae con nobit omnimol uptatus, odi doloris re lit, tes moluptur maiorunt aut ut is volore exeri odio. Et omnis et, volum volupti onsequatis es imus magnis quo dio vollorrum qui optaquam ratiost, sit, voluptae sanimus commos sandit atiam ipsam, sundundipsam quias voluptatibus aspisci endebis sum dolupta tisque dolore consectem repudae ratente porenient, ventium qui ommodis dolupiti rehende litatur ibusda doluptat aut haritendisit autempore commolo ruptatusanis voluptatium sectum simus. Oribus, sum quos alitatur audantum faceperferit unture officipsa simillo rernatiis sin el ipsam que mincimodi accaerum atur atiorerciam es volupta si od molorem eum voluptatem nonsequibus debita nusante plaborior ratur? Essimol uptatque seque natemquae pro iument ommos renim fugitios videllitatem atibus dis aut odis aperume nem esci cum dolorepro veri cum qui optas as estiores veliqui omniment eum fugita et quis eos ea ditione dias nis que quasperia verro invenia quosa dendus. Harum ium aut acil iliatur maio dolorrorrum faccumq uassunt re corpore hendes dus pelluptiusam quia endam cuptaspedit vitiae expeliquo de plandel elit premporere as natur? Odi dollupt aeresci aeribusdam aut ut ratempore saperibus. Enda comnis dus. Magnis mo tecturehenem rem isit, et occus anda ipsa delestio volorrum fuga. Oles eum aute por repro tet vel.Us re non rectur, sequiatate earum, eius.Odi omnihitibus. Ucias et volorio nsequat emporeic. The Rock, a symbol of stability, power, security, strenght, heart.
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OUR BRAND STORY When developing creative concepts for promotional materials, it is important to ensure that the message, content, imagery and presentation of the items fit with the Deeprock corporate strategy and positioning. Et omnis et, volum volupti onsequatis es imus magnis quo dio vollorrum qui optaquam ratiost, sit, voluptae sanimus commos sandit atiam ipsam, sundundipsam quias voluptatibus aspisci endebis sum dolupta tisque dolore consectem repudae ratente porenient, ventium qu. A brand is a promise to its audience, stating what it does, how it does it and its benefits. It is also, therefore, a rallying call to the people that deliver the brand as to what they have to do to in order to fulfil that promise. Successful brands are not stories or identities invented or plucked from the air. Rather, they capture the essential truth about an organisation, often manifest through people, process, products and place. For Deeprock Luxury Resorts, our identity is shaped by our place, our people and our provision – what we do. Illaut et magnimet quibusam quo eius rerum unt minvent uribus, imin consectis comnist emquam, quae voloris sunt, si torit ex eum quiniantur molorum quibust otatibus evenditia porum doloreh enimet parumet estectaquae. Elesto exerferiam si dolo con rem quae dunt.
VALUES Ebitiis tiaspie nduciunde corehenime nam, nobit aspid que volorit doluptas exceata audaectam, omnihici cus, omniendae nusciunt. Veliti con nate quat a ipsanto et aditatu ritatur aliam, aut estisquati quo vitatae pel min nesequa epererferia de laces aut ernatent, quos et minctat emquiae con nobit omnimol uptatus, odi doloris re lit, tes moluptur maiorunt aut ut is volore exeri odio. Et omnis et, volum volupti onsequatis es imus magnis quo dio vollorrum qui optaquam ratiost, sit, voluptae sanimus commos sandit atiam ipsam, sundundipsam quias voluptatibus aspisci endebis sum dolupta tisque dolore consectem repudae ratente porenient, ventium qui ommodis dolupiti. Ciaspeli taspidior alitinusa excepudisqui optaerrumquo vellut magnime ndignatiur am num voluptur, omniani endiciene volore voles eseceri.
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PRIMARY LOGOTYPE The Deeprock Luxury Resorts logotype is the most important element of our visual identity and is a customized logo that should be present on all identity items such as brochures, merchandising etc... To reproduce the logo, approved artwork files must be used; the Deeprock Luxury Resorts logo is a piece of artwork and NOT a font, so it should never be hand typeset. The following pages outline a few simple rules about the logotype, so please take your time to understand how is applied correctly.
CORPORATE LOGO
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DISTANCES & CLEAR SPACE Proportions, space and size relationships of all blocks have been carefully developed and must not be altered, redrawn, embellished or recreated in any way; sizes mentioned are for your reference only. An important part of maintaining a consistent presentation is keeping a clear space around the logo from other text, graphics or illustrations. Crowding the logo detracts from its legibility and impact.
Minimum logo width = XX mm x
x
y
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VARIATIONS Whenever possible always use the principle Deeprock logo version: since there are several location of Deeprock Hotels the logo of the specific resort report the name of the city/attraction and the description of it with Futura font. They have been carefully selected to form a simple brand architecture that helps us to keep all of our activities structured. Veliti con nate quat a ipsanto et aditatu ritatur aliam, aut estisquati quo vitatae pel min nesequa epererferia de laces aut ernatent. Mosam quidus, non cus quas ut ut ut la quam simenis simaxim ea et quodia pra.
RESORT LOGO
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ORIENTATION When necessary is possible to change the orientation of the logo from vertical to horizontal. Nequam, quiande venimodic to mos de eium volentur, atur re volorep ratium ex eatatetur min ped et quo vitaestiae volore sero doluptat vendam, culparciet offictem ab ipsa estions ectemolorpor maximust quia quaectio. Fictisin nulparu ptatur autem cupidem porero etus ulparunt accus doluptatis dolecab oremque namus et is est esentia volutatqui od moloreribus dolore pedit haribus, aribus ilit, sitatis dolupta tibusap idemporem.
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BRAND COLORS To keep the brand fresh and exciting have been created a palette of 3 colors: the inspiration for these is explained in the next section. The Deeprock logotype can be produced only from these colors. Please select the most appropriate color for your communication and over time try to use them equally so we don’t become associated with just one colors.
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BLACK & WHITE Black and White logo should be used only is special circumstances, when for examples is not possible to print with colors. For full colour specifications, and guidance on usage see the Brand Colors section. Always reproduce the coloured logos from the master artwork that can be downloaded from www.deeprock.com. For print applications where using colour isn’t possible, it’s acceptable to use the b/w version shown down.
POSITIVE
INVERTED
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COLOR PALETTES The basic colors of the logo are violet, grey and gold. The chosen color palette was inspired by Frankfurt and its surrounding areas; the colors reflect not only the culture and history of Frankfurt but also the vibrancy and energy of modern life in the city region.
C 82 R 64
M 90 G 45
Y 36
K 30 B 88
C 36 R 168
M 28
Y 27
G 170
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K 00
C 00
B 173
R 140
M 00
Y 65
G 134
K 55 B 066
REFERENCE IMAGES Photography is a key part of the identity and the use of colour should always feel complimentary to the image: to achieve this, choose the color from the palette that is closest to the dominant color in the selected photograph.
Luxurious, Elegant, Calm, Beautiful
Relax, Protective, Neautral, Purity
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Precious, Shiny, Light, Exclusive
INCORRECT USAGE As with any creative identity guidelines there will be elements that are open to interpretation: the Deeprock logotype operates around rules of common sense. If you feel what you have done doesn’t make sense, or looks strange then it is probably wrong: to help you it has been highlighted some things that should never be done to the logotype.
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LOGO ON PHOTOGRAPHS Care must be taken to create well balanced and considered compositions: photography is a key part of the identity and the use of color should always feel complimentary to the image; images should be thought-provoking and inspiring. Images should show a unique, unexpected and surprising angle on Deeprock Hotels. They should be warm with an element of vibrancy, depicting natural actions and emotions of people within them. Images should create a sense of place and capture all aspects of Deeprock. When placing the logo over photography please choose a pale area of the image to maintain sufficient stand out.
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PATTERN A pattern is a discernible regularity in the world or in a manmade design; as such, the elements of a pattern repeat in a predictable manner. The pattern represents a rock floor and it can be combined to create bigger compositions.
1:1
REPETITION
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PATTERN USAGE Particularly attention should be kept when using the pattern. The contrast with the background should not be to visible and the color of the lines should be slightly visible. The pattern should be used on brochure or menu covers, shopping bags, business cards and every time where it does not interfere with legibility of the main logo.
CORRECT
WRONG
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TYPOGRAPHY Typography is a powerful tool in the development of a creative identity and is a key element to create a cohesive look across all communications. Using a typeface consistently makes it recognisable; it pulls together communications and makes them more distinctive. The style of type we use to bring our communication to life sets the tone of our brand: clean, modern, stylish, distinctive and legible. Selected fonts are one of the best font combination in history: Bodoni and Futura.
BODONI ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
FUTURA ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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APPLICATION EXAMPLES The following section brings all of the identity elements together to show the Deeprock Brand in application: we would like as many people and organisations as possible to use the identity elements of the Deeprock Brand. Please use these example applications as a visual guide to help you create your communications. This section demonstrate the flexibility of the brand, exploring the use of all the elements, elements working in partnership and logotype only.
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GLOSSARY Corporate Identity
A corporate identity is the overall image of a corporation or firm or business in the minds of diverse publics, such as customers and investors and employees. It is a primary task of the corporate communications department to maintain and build this identity to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.
Identity Manual
A formal reference document establishing technical and creative standards for a visual identity system. Typical standards include descriptions and specifications for reproducing the logo or logotype stationery system, common print and web applications and examples of use on merchandise.
Logo
A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark).
Pattern
A pattern is a discernible regularity in the world or in a manmade design. As such, the elements of a pattern repeat in a predictable manner.
Typeface/Font Family
In typography, a typeface (also known as font family) is a set of one or more fonts each composed of glyphs that share common design features. Each font of a typeface has a specific weight, style, condensation, width, slant, italicization, ornamentation, and designer or foundry. There are thousands of different typefaces in existence, with new ones being developed constantly.
Stationery
Stationery has historically pertained to a wide gamut of materials: paper and office supplies, writing implements, greeting cards, glue, pencil cases and other similar items.
Template
A pre-developed page layout in electronic or paper media used to make new pages with a similar design, pattern, or style.
Brand
Brand is the “name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.” Initially, branding was adopted to differentiate one person’s cattle from another’s by means of a distinctive symbol burned into the animal’s skin with a hot iron stamp and was subsequently used in business, marketing, and advertising.
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CMYK
The CMYK color model (process color, four color) is a subtractive color model, used in color printing, and is also used to describe the printing process itself. CMYK refers to the four inks used in some color printing: cyan, magenta, yellow, and key (black). Though it varies by print house, press operator, press manufacturer, and press run, ink is typically applied in the order of the abbreviation. The “K” in CMYK stands for key because in four-color printing, cyan, magenta, and yellow printing plates are carefully keyed, or aligned, with the key of the black key plate. The CMYK model works by partially or entirely masking colors on a lighter, usually white, background. The ink reduces the light that would otherwise be reflected.
RGB
The RGB color model is an additive color model in which red, green, and blue light are added together in various ways to reproduce a broad array of colors. The name of the model comes from the initials of the three additive primary colors, red, green, and blue.
Palette
A given, finite set of colors for the management of digital images.
Primay Colors
The core selection of identifying colors that are used in a logo.
RESOURCES Our website www.deeprock.com also contains additional resources and information that we think you will find useful. Please visit it for: – Deeprock Luxury Resorts brand photo library – Key contacts – Logotype artwork – Frankfurt links and information For additional information please contact the brand office at info@deeprock.com or call (123) 555 4337.
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DEEPROCK LUXURY RESORTS Main Street 28, Frankfurt 60308, Germany BOOKING & RESERVATION (123) 555 7898 info@deeprockfrankfurt.com www.deeprock.com/frankfurt