USER MANUAL
1 - CREATIVE BRIEF 2 - TYPOGRAPHY 3 - COLOR PALETTE
2016
D PET HOTELS
4 - STATIONERY 5 - PACKAGING 6 - WEBSITE
Designed by Cindy Tan
Manual
D PET HOTELS
Contents
D PET HOTELS
06
Creative Brief 12
Typography 26
Color Palette 32
Stationery 36
Packaging 48
Website
06
CREATIVE BRIEF
01
D PET HOTELS
Creative Brief
08
CREATIVE BRIEF
We are a luxury dog hotel seeking to make a difference in our local dog community.
D PET HOTELS
Background D Pet Hotels has businesses in 3 locations, Chelsea, NY, Hollywood, California, and Scottsdale, Arizona. It offers five star luxury boarding, daycare, grooming as well as training classes for dogs. Their goal is to create an environment that is as close to their home as possible. D Pet Hotels offers three dog parks that accommodates all dog sizes. They also have a D-Boutique where they offer food, treats, and various pet products.
Message D Pet Hotels wants to provide the best premium lifestyle for every dog. They want their clients to trust leaving their animal family member with them. The identity system should evoke a sense of friendliness as well as sophistication.
10
CREATIVE BRIEF
friendly
luxury
Tone
sophisticated
D PET HOTELS
modern
Audience Visuals Competitors
Dog Owners of all ages
Vibrant dog photography
New York Dog Nanny, The Spot Experience, New York Dog Spa and Hotel, The Socialhound, The Green Pup, Camp Canine
12
TYPOGRAPHY
02
D PET HOTELS
Typography
14
TYPOGRAPHY
Logotype The logotype exists only in one weight. It will usually be displayed as one line or with only the D. It should never be stacked with the D on top of Hotels or with D Pet on top of Hotels.
D PET HOTELS
CAP HEIGHT
BASELINE
Round corners will be used as a design aesthetic throughout the applications of the logotype
16
TYPOGRAPHY
Minimum Size
Any application of the logotype below this size will utilize either the D or D Pet.
D PET HOTELS
Single Letter
18
TYPOGRAPHY
Variations There are 3 variations for the use of the logotype. D and D Pet are usually applied to product labels. D Pet Hotels will usually accompany the D and D Pet at a smaller size.
D PET HOTELS
20
TYPOGRAPHY
Clearspace This is the minimum amount of space around the logotype where no other object can interfere. As displayed, there will a set space for the D itself and the full logotype D Pet Hotels.
D PET HOTELS
1
Single Letter
2
Full Logotype
22
TYPOGRAPHY
Secondary Typeface This will be used for body copy.
Gotham Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
D PET HOTELS
This will be used for headlines or sub headlines.
Gotham Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
24
TYPOGRAPHY
Typographic Principles To maintain the visual simplicity of the brand, these are principles that should be followed when using typography.
Size Body copy should be set between 8 and 9 point size. Color For most applications, text will be set in 85% black. Sub headlines may be set in D Pet Hotels brown. White text is only shown on parts of the website.
D PET HOTELS
Case Headlines, subheads, and body copy should use sentence case. Footers and page identifiers can use uppercsase. Weight Copy for D Pet Hotels should be light and open.
26
COLOR PALETTE
03
D PET HOTELS
Color Palette
28
COLOR PALETTE
Color Palette The color palette indicates sophistication and a luxurious style. It also mimics a natural wood color that will be applied to the rest of the identity system.
D PET HOTELS
Logotype Pantone 43-16 C CMYK 42/65/64/60 RGB 81/52/45
Solid Backgrounds Pantone 17-1 C CMYK 0/10/22/0 RGB 255/229/199
95%
85%
75%
tints of grey will be used for text based on the color of the background
65%
30
COLOR PALETTE
Color Variations
Black and White is only for reference. It is used in documentations of the company or logo like this brand manual.
Pantone 43-16C will be used for most applications like packaging, stationery and website.
D PET HOTELS
Black and White
Pantone 43-16 C
32
STATIONERY
04
D PET HOTELS
Stationery
34
STATIONERY
Stationery The stationery utilizes only the D on one side of both the letterhead and business card. The opposite side will display the entire logotype.
D PET HOTELS
36
PACKAGING
05
D PET HOTELS
Packaging
38
PACKAGING
Suite Package Logotype applications on products will feature variations like D Pet Hotels, D Pet or D. This is the uber suite package that includes complimentary dog products.
D PET HOTELS
the cover features only the D to reinforce the simplicity of the company
translucent cover slides out Indicates dog size
inside brochure will feature both the D logotype as well as the full name, D Pet Hotels
40
PACKAGING
Contents
Leather Boots D Pet is applied on the back of the boots.
Dog Collar D Pet is applied on the front end of the collar.
D PET HOTELS
Drying Towel Only the D is applied on the towel. It will always be placed in either the left or right corner.
Doggie Floss For toys, an additional piece will be attached to it with the D logo.
42
PACKAGING
Package Brochure The three-fold brochure within the package indicates the package contents. The D logotype is centered on the cover with the full logotype on the inside cover. If the D is used on any application cover, it should always be centered.
D PET HOTELS
Layout
Uber Suite Package
104 W 27 STREET N E W Y O R K , N Y 1 00 0 1 TEL. 646.478.7877
Thank you for choosing the Uber Suite Package
Towel 100% cotton for your dog’s comfort
Collar Let your dog experience the
Bound leather collar with a copper buckle
ultimate luxury. Enjoy your
Boots
complimentary
Genuine leather to keep your dog’s paws warm
dog products.
Doggie Floss Toy for play and healthy teeth Included in your package:
44
PACKAGING
Uniform
Uniforms will have only the D printed on the upper left of the chest.
D PET HOTELS
Shopping Bags
Bags come in sizes of vertical and horizontal. The logotype will always be centered on one side of the bag. Any accompanying text will appear on the opposite side, also in the center.
46
PACKAGING
Takeaway A takeaway piece describing services and cost at D Pet Hotels. D logotype will always be displayed at one side and the full logotype name will be displayed at a smaller size on the opposite side.
SERVICES
DPETHOTELS.COM
front
D PET HOTELS
DAYCARE 3 hours or less
$84
6 hours
$120
12 hours
$200
BOARDING 24 HOURS Standard suite
$84
Sensational suite
$120
Uber suite
$200
SPA & FITNESS Bath
$65+
Full treatment
$95+
City fitness walk
$15/15 min
Private fitness trainer
$40/hr
Private chef
$9+/meal
CHAFFEUR SERVICES Please call for rates
back
48
WEBSITE
06
D PET HOTELS
Website
50
WEBSITE
Landing Page Tha landing page features the three locations of D Pet Hotels. It reflects the modern luxury brand of the hotel. The landing page is the only location where the logotype will appear in white.
Chelsea NYC
D PET HOTELS
Hollywood CA
Scottsdale AZ
Home Page
CHELSEA
ABOUT
SERVICES
GALLERY
FAQ
CONTACT
KNIT HAT CHARLOTTE
COTTON HOODIE HOLLY
52
WEBSITE
Services Page This page allows the customer to browse through services that the hotel provides for dogs. When a service is selected, a grey overlay is displayed with white type over it.
CHELSEA
SWITCH LOCATION
ABOUT
SERVICES
GALLERY
CONTACT
SERVICES
At D PET HOTELS CHELSEA, we have built a legacy of extraordinary amenities and services for your distinguished dog! Setting the standard as Chelsea’s most exclusive luxury Spa and Resort, D Pet Hotels prides itself as the most experienced dog care facility available today.
BOARDING
DAYCARE
GROOMING
D CHAFFEUR
D BOUTIQUE
PRIVATE CHEF
NEWS
MEDIA
FAQ
OWN A FRANCHISE
© 2016 D Pet Hotels | Policies & Terms
D PET HOTELS
CHELSEA
SWITCH LOCATION
ABOUT
SERVICES
GALLERY
CONTACT
SERVICES
At D PET HOTELS CHELSEA, we have built a legacy of extraordinary amenities and services for your distinguished dog! Setting the standard as Chelsea’s most exclusive luxury Spa and Resort, D Pet Hotels prides itself as the most experienced dog care facility available today.
CHELSEA
GROOMING
DAYCARE
BOARDING SWITCH LOCATION
ABOUT
SERVICES
GALLERY
CONTACT
SERVICES D BOUTIQUE
D CHAFFEUR
At D PET HOTELS CHELSEA, we have built a
PRIVATE CHEF
legacy of extraordinary amenities and services for your distinguished dog! Setting the standard as Chelsea’s most exclusive luxury Spa and Resort, D Pet Hotels prides itself as the most experienced dog care facility available today.
GROOMING
DAYCARE
BOARDING NEWS
MEDIA
FAQ
OWN A FRANCHISE
© 2016 D Pet Hotels | Policies & Terms
D BOUTIQUE
D CHAFFEUR
NEWS
MEDIA
FAQ
OWN A FRANCHISE
© 2016 D Pet Hotels | Policies & Terms
PRIVATE CHEF
54
WEBSITE
Boarding Page Once a service is chosen, the customer will be directed to that page within the Services section. Body copy for each section will be set in 85% black on a beige overlay on top of the image.
CHELSEA
SWITCH LOCATION
ABOUT
SERVICES
GALLERY
CONTACT
SERVICES
BOARDING
D Pet Hotels offers modern 5 star luxury dog boarding, accommodations and amenities for your most precious companions while you are away on work or play. D Pet Hotels set out from its inception to create the ultimate boarding experience for your distinguished dogs! We are NOT a dog kennel, in fact just the opposite, our goal is to create an environment as close to home as possible.
STANDARD
SENSATIONAL
SUITE LEVELS After a long day of play, our dogs retire to their suites for their evening meal and bed-time. Owners select from a choice of 3 suite accommodations:
D PET HOTELS
UBER
CHELSEA
SWITCH LOCATION
ABOUT
SERVICES
GALLERY
CONTACT
GALLERY
CONTACT
SERVICES
BOARDING
D Pet Hotels offers modern 5 star luxury dog boarding, accommodations and amenities for your most precious companions while you are away on work or play. D Pet Hotels set out from its inception to create the ultimate CHELSEA boarding experience for your distinguished dogs! We are NOT a dog kennel, in fact just the opposite, our goal is to create an environment as close to home as possible. SWITCH LOCATION
ABOUT
SERVICES
SERVICES
STANDARD
SENSATIONAL
UBER
BOARDING
D Pet Hotels offers modern 5 star luxury dog boarding, accommodations and amenities for your most precious companions while you are away on work or play. D Pet Hotels set out from its SUITE LEVELS inception to create the ultimate boarding experience for your After a long day of play, our dogs retire to their suites for their evening meal distinguished dogs! We are NOT a and bed-time. Owners select from a choice of 3 suite accommodations: dog kennel, in fact just the opposite, our goal is to create an environment as close to home as possible.
STANDARD
SENSATIONAL
SUITE LEVELS After a long day of play, our dogs retire to their suites for their evening meal and bed-time. Owners select from a choice of 3 suite accommodations:
UBER
2016 User Manual Designer Cindy Tan Client D Pet Hotels