Brand Guidelines v1.0
Table of Contents
Introduction
3
Colors
About Us
4
Primary Colors
15
Brand Voice
5
Secondary Colors
15
Logo
6
Typography
Primary Logo
7
Primary Typeface
17
Secondary Logo
8
Secondary Typeface
17
Special Usage
9
Typesetting
18
Clear Space
10
Minimum Size
11
Improper Usage
12
14
16
2
Introduction
3
Introduction
About Us Yorkshire Lodging is a hotel dedicated to heritage and culture by providing gracious hospitality and personalized service in a truly English atmosphere.
Vision
Mission
Values
To share the experience of
With multiple locations
Excellence – We always strive
our wondrous countryside
throughout Yorkshire, and
to achieve excellence with
with the world by expanding
plans to expand beyond
hard work and dedication.
beyond our English borders,
our English borders, we aim
Integrity – We treat our guests,
and to create unforgettable
to provide hospitality and
employees, communities and
experiences for our guests by
service that will immerse our
those around us with honesty
providing excellent service.
guests in quaint luxury and
and respect.
English heritage.
Tradition – We embrace and reflect the heritage and traditions of our location.
4
Introduction
Brand Voice Yorkshire Lodging is a place for customers to rest and relax. Our brand voice should invoke serenity whilst maintaining a professional and respectful demeanor.
5
Logo
6
Logo
Primary Logo Our primary logo is a combination of our icon and wordmark.
Responsive Logo The icon may be used alone if there is not enough room for the full logo and can also be used as a responsive logo.
7
Logo
Secondary Logos
A
Our secondary logos may be used in place of our primary logo when space does not permit for the use of our primary logo
B
or when it is necessary to display our tagline.
A – Horizontal Logo B – Logo with Tagline
8
Logo
Special Usage
A
The primary logo should be used as much as possible, but a white version of the logo can be used on darker backgrounds when the primary
B
logo is not visible.
A – Primary Logo in white B – Horizontal Logo in white C – Icon in white
C
D – Primary Logo on dark background
D
9
Logo
Clear Space
A
The logo is to be surrounded by an uninterrupted clear space to ensure prominence and legibility. The ‘Y’ is used as a basis of measurement for
B
the distance around the logo. x height A – Primary Logo B – Icon
10
Logo
Minimum Size
A
8mm | 15px
The smallest form of the logo should be represented at the following specifications for
B
8mm | 15px
print and digital: C A – Primary Logo
12mm | 30px
B – Icon C – Horizontal Logo
11
Logo
Improper Usage
A
Other than the alternatives shown in the previous pages, the logo should not be altered in any way. The following are some examples of things not
B
do to the logo.
A – Center aligned text B – Changed colors C – Complicated background
C
D – Low contrast
D
12
Logo
Improper Usage
E
I
F
J
G
K
H
L
E – Skewed proportion F – Rotated G – Outline H – Given an effect I – Cropped J – Rearranged K – Low Opacity L – Altered
13
Colors
14
Colors
Primary Colors
Secondary Colors Parkin
Pudding
CMYK - 37 44 43 3
CMYK - 7 9 13 0
RGB - 163 140 132
RGB - 234 226 216
#a38c84
#EAE2D8
Pantone 408C
Pantone Cool Gray 1 U
Steel Gray
White
CMYK - 58 49 49 16
CMYK - 0 0 0 0
RGB - 109 109 109
RGB - 255 255 255
#6D6D6D
#FFFFFF
Pantone 426U
Note:
It is always recommended to use the respective CMYK colors or hex codes. Only use Pantones as a last resort.
15
Typography
16
Typography
Primary Type Family
Raleway Regular
The primary type family used
ABCDEFGHIJKLMNOPQRSTUVWXYZ
is Raleway. Any typeface in
abcdefghijklmnopqrstuvwxyz
this typefamily may be used.
01234567890.,;:’”/(?!@#$%^&*)\
The following are examples of Raleway Regular and
Raleway ExtraBold
ExtraBold, commonly used
ABCDEFGHIJKLMNOPQRSTUVWXYZ
for body copy and titles.
abcdefghijklmnopqrstuvwxyz 01234567890.,;:’”/(?!@#$%^&*)\
Secondary Type Family
Vollkorn Regular
Though not commonly used,
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Vollkorn is our secondary
abcdefghijklmnopqrstuvwxyz
type family. The usage of
01234567890. ,;:’”/(?!@#$%^&*)\
Vollkorn Regular can be seen in our tagline.
Vollkorn Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890.,;:’”/(?!@#$%^&*)\ 17
Typography
Typesetting Typography for our brand should be aligned left. The following provides some
The Header is 24-30pt. The subcopy is 12-16pt. The body copy is 8-14pt.
examples of what point size to use when creating a header, subcopy or bodycopy. The
The Header is 24-30pt.
following are recommended
The subcopy is 12-16pt.
examples for type size on A4
The body copy is 8-14pt.
or Letter size paper.
It is recommended that a bolder typeface is used for headers and a regular or lighter typeface for body copy.
18