BRAND STANDARDS
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experience In 5 years, we want Bernardus Lodge & Spa to be known for an overall hotel EXPERIENCE, made up of several key characteristics: Unique and sought after Romantic Superb food and wine Sophistication Rejuvenation
Refreshing Memorable Sensual Joy Captivating
MISSION STATEMENT Bernardus Lodge & Spa has been re-imagined to capture the sophistication and romance of Carmel Valley, as the destination’s premier resort experience. A welcome embrace at the heart of Central Coast wine country, the stunning views at Bernardus Lodge & Spa are matched only by its resonating warmth and unparalleled service.
GUEST PROFILING The Moment
Alpha Omegas
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Food & wine Awards Celebrations Romance Technology Firepits
Affluent but not too serious Luxury and adventure Health Surprise & delight Culinary/food Retro cool
The Romantics
High Margins
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Appeals to women Culinary/food Experiences Organic Eclectic
Sophisticated Wine Fire Sexy cars Couples Spa Page 2
Brand Archetype Lover (primary) • • •
The Lover is the Archetype of play, of healthy embodiment, in being in the world of sensuous pleasure. Thus the Lover is deeply sensual, sensually aware and sensitive to the physical world and all its splendor. Passion, commitment, harmony, emotional intelligence, connection. Bernardus Lodge & Spa exudes romance.
Magician (secondary) • •
Rebirth and transformation (and transformative experiences). Illumination, inspiration, inventiveness, charisma.
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Property LOGO
Original Logo When used on white background logo is always PMS Black.
Logo Over Photo When used over a photo, logo must be solid white. The photograph being used should be manipulated in such a way that heavy drop shadows and outer glows are not needed or noticable. The end result should look as natural as possible.
Logo Over Color Block When used over the property color block, logo must be solid white.
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outlet LOGOs & Colors
Marinus Logo
Wickets Logo
PMS 504C and PMS Black
PMS 617C and PMS Black
Marinus logo should be in PMS 504C and PMS Black. Wickets logo should be in PMS 617C and PMS Black. When used over a photo logo must be in solid white. The photograph should be manipulated in such a way that heavy drop shadows and outer glows are not needed or noticable. The end result should look as natural as possible.
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Typography: Property Fonts Headline:
bau e r bodon i i tal i c - c a p s A B C D E F G HI J K L M N O P Q R S T U V W XY Z 0 1 2 3 4 5 6 7 8 9 (Upper Case, Italicized, Tracking at approx 110%)
Properties: Edgewater, River Terrace Inn, Bernardus, Little Palm Island, LaPlaya, Portofino, Riviera, Hotel Viking, Gateway Canyons
Sub-Headline:
Didot Regular - Title Case ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (Upper Case)
abcdefghijklmnopqrstuvwxyz 0123456789 (Lower Case)
Body Copy:
Helvetica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (Upper Case)
abcdefghijklmnopqrstuvwxyz 0123456789 (Lower Case)
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (Upper Case)
abcdefghijklmnopqrstuvwxyz 0123456789 (Lower Case)
Property Fonts Bauer Bodoni should be used for main headlines and may be used for secondary headlines for a huge typographic hierarchy. Bauer Bodoni should always be all caps and italic. Tracking of 110 for main header is recommended. Didot Regular should be used for sub-headlines. Sub-headlines should always in Title case. Hevetica should be used primarily for main copy and extend running copy in longer, multiple-page document, such as brochures and menus. Page 6
Typography: scale Font Size Body copy should never be smaller than 9 point for print and should always be 14 point for web. Disclaimer copy may be reduced to 7 point for print and 11 point for web. Below is a general guidelines for font sizes. For formats larger than a full-page-ad or 10x13”, font sizes should be scaled propertionally to the piece. •
No smaller than 11pt (Print) / 14pt (Web) - Main Body copy
•
260-300% - Main heading used on print and web ads, collateral, and front cover page of multi-page collateral
•
218-250% - Section headings used on on print & web collateral, and menu main headings.
•
164% - Sub-section headings used on print & web collateral, and menu section headings.
•
140-145% - Sub-headings on print and web collateral
•
118% - All other headed elements on all print & web collateral, and meby sub-headings
•
80% - Descriptions and disclaimers
Example (not all)
H e adl i n e h e r e Sub-headline Body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy. *Disclaimer here disclaimer here disclaimer here disclaimer here disclaimer here disclaimer here
218-250% Xpt (27.5 point)
140-145% Xpt (15 point)
X pt (11 point)
80% Xpt (8.8 point)
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Typography & lines Leader Lines Two horizontal accent lines should be used when a headline stands alone with no headline note, sub-headline, or any other copy followed. The headline should be placed between two parallel lines. The leader lines should be in property’s accent color. When a headline is followed by any body copy or headline note, there should be only one horizontal leader line placed between the headline and any other (headline note, sub-headline, body, etc) text underneath.
H e adl i n e h e r e
H e adl i n e h e r e Body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy
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COLORS
CMYK: 0 / 0 / 0 / 100 RGB: 35 / 31 / 32
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Primary background color on website Primary background color for brochures, newsletters, ads and banner ads
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Secondary background color on website Alternate background color on ads and collateral
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Roll-over color on website Accent color for horizontal rule, social media and contact information Occassional sub-headline color
PMS Black hex: #000000
CMYK: 0 / 0 / 15 / 82 RGB: 84 / 83 / 74 PMS Black 7 C hex: #54534A
CMYK: 0 / 60 / 60 / 0 RGB: 245 / 132 / 102 PMS 7416 C hex: # F58466
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SIGNATURE PHOTO
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SUPPORTING SIGNATURE PHOTOS
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PRINT AD
Headline is always in propery’s primary font. Body copy is always in Helvetica.
Minimal Copy Here Rero temporum, quiscium ium as imil iunt quaspelitio. Equisto dunt volupti sedit fugitat ioreseque sum voluptae quam vidit omnis dolori dolorum ute labo.
The headline should be placed within top third of the ad, i.e. approx 15-30% the height of the print ad’s live area, measuring from the top to the bottom of the ad. Maintain appropriate typeface, typographic scale, and leader lines. See Typography on page 6, 7, 8.
Photo should be a signature shot (photos will change depending on intended use: leisure, meeting, wedding, food & beverage) Image must be photoshopped to accomodate the white logo and text while looking as natural as possible.
Logo should be placed within bottom third of the ad, i.e. approx 66%-85% the height of the print ad’s live area, measuring from the top to the bottom of the ad. The property logo should always placed in the center and in all white.
website | phone number | address
Noble House logo is always placed bottom right. Stamp should be transparent but legible (opacity percentage will vary depending on darkness of image.) Far right portion of logo should be cut off to appear “stamped.”
Property address is always in the bottom left corner in this order: website | phone number | address
The above rules apply to all print ads, regardless of size. Rules apply to wedding, spa, leisure, and business ads.
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BANNER ADS
1. 728 x 90
HEADLINE HERE Body copy here, bolded offer.
LEARN MORE
2. 160 x 600
3. 350 x 300
HE A D L I N E HE R E
Body copy here, bolded offer, more body copy.
Body copy here, bolded offer, more body copy.
LEARN MORE
LEARN MORE
Property logo is always placed at the top center in solid white on a vertical banner and on the far left on a horizontal banner. Image photoshopped to accomodate logo and text. N stamp is always in white color and placed over imagery at the bottom right corner. Far right portion of N stamp should be cut off to appear “stamped�. Opacity may be altered from 60% to 80% depending on background image used. Buttons and accents in primary or roll over color. Button should be in 100% opacity. Maintain appropriate typeface, typographic scale, and leader lines. See Typography on page 6, 7, 8.
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MULTI-PAGE LAYOUTS
COVER
HE A D L I N E HE R E
website | phone number | address
SPREAD OPTIONS HEADLINE HERE Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here.
HEADLINE HERE Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here.
CALL TO ACTION >
Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here.
HEADLINE HERE Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here.
Maintain appropriate typeface, typographic scale, and leader lines. See Typography on page 6, 7, 8. Page 14
MULTI-PAGE LAYOUTS
HEADLINE HERE Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here.
HEADLINE HERE Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here.
CALL TO ACTION >
BACK COVER
website here | phone number here | address here facebook
Back cover should have a solid white logo centered with contact information in white below, between two horizontal leader bars in roll over color. Facebook and Twitter handles should be placed below.
Maintain appropriate typeface, typographic scale, and leader lines. See Typography on page 6, 7, 8. Page 15
STANDARD E-MAIL
Carmel Valley, CA
headline here
READ MORE >>
>>
READ MORE >>
>>
READ MORE >>
For the Best Rate Guarantee, reserve on our website or contact your travel professional!
Template above must be followed for all emails from the property. Logo is always placed top and center. Images and illustration icons may be changed, headline and body copy will stay the same color, size may vary depending on content. Small disclaimer copy will also be changed for each email. Page 16
RACK CARD
HEADLINE HERE Body copy here, more body here, more body body , more body copy, more body copy.
HEADLINE HERE Body copy here, more body copy. Body copy here, more body copy. Body copy here. Body copy here, more body copy. Body copy here, more body copy. Body copy here. Body copy here, more body copy. Body copy here, more body copy. Body copy here. Body copy here, more body copy. Body copy here, more body copy. Body copy here. Body copy here, more body copy. Body copy here, more body copy. Body copy here. Body copy here, more body copy. Body copy here, more body copy. Body copy here. Body copy here. Body copy here.
website | phone number | address
website | phone number | address
Maintain appropriate typeface, typographic scale, and leader lines. See Typography on page 6, 7, 8. Page 17
POWERPOINT TEMPLATE
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F&B MENUS
FINALE DESSERT MENU
Breakfast
Marinus uses fresh organic produce from our own bernardus gardens and supports local farmers, foragers and heirloom fruit orchards. Pastry Chef - Ben Spungin
Blueberries, Olive Oil Financier, Mint, Corn Ice Cream
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2010 Charles Hours
15
Honeysuckle Flower Ice Cream, Pistachio Feuilletine, Pickled Bing Cherry, Poached Meringue
12
2008 Bernardus Winery
18
clos uroulat, jurançon, france
late-harvest sauvignon blanc, griva vineyard, arroyo seco
Carrot-Coconut Breakfast Bread
4
Pastry Basket
8
gluten free
chef’s daily selection of home-made pastries and breads
12
2007 Royal Tokaji Co.
20
tokaji-azsú, 5 puttonyos, hungary
12
2007 Taylor Fladgate
10
Chocolate Caramelia, Chocolate Pudding, Black Truffle Ice Cream, Licorice Mint
12
Niepoort
20
late-bottle-vintage port, portugal
20-year-old tawny port, portugal
European Frittata
16
Egg White Omelet
16
Classic Eggs Benedict
18
sundried tomato, spinach, kalamata olives, feta cheese, capers
10
Yogurt & House Granola Parfait
12
Fruit Plate
14
Ham & Cheddar Omelette
17
House Smoked Salmon
15
Huevos Rancheros
18
Buttermilk Pancakes
16
Chicken Hash
16
Breakfast Panini
15
strawberry or plain
seasonal fruit
Chocolate Pave, Hazelnut, Goat Cheese Mousse, Milk Chocolate
14
eggs, applewood smoked bacon, roasted potatoes
Steel Cut Irish Oatmeal apple
Blenheim Apricot Fermented , Honey Meringue, Almond , Apricot Kernel Ice Cream
American Breakfast
mushroom, tomato, spinach
caggiano ham and hollandaise sauce
seasoned roasted potatoes
toasted bagel, cream cheese, capers and red onion
vermont maple syrup, small-farm eggs and bacon
black beans, cheddar cheese, guacamole and salsa fresca
poached eggs and hollandaise
Brioche French Toast seasonal fruit
14
eggs, ham and provolone cheese
Cacao Tasting
1985 Bodegas Toro-Albala – Don PX, Montilla-Moriles, Spain Niepoort – 10-Year-Old Tawny Port, Portugal 1994 Graham’s – Vintage Port, Portugal
18 / person
* 30 / one ounce tasting of each
* Please alert your server of any food allergy concerns prior to ordering.
EXECUTIVE CHEF, John Roberts
* Please alert your server of any food allergy concerns prior to ordering.
EXECUTIVE CHEF, John Roberts
Logos are always placed top and center. Headlines are in Bauer Bodoni Italic font for Marinus, and Alégre Sans font for Wickets. All menu items are in Helvetica and in title case. Item descriptions are in Helvetica font for all restaurants, all lower case unless otherwise stated, at least 1.5 pts smaller than the size of the item description. Maintain appropriate typographic scale. See Typography on page 7. Item prices do not include dollar signs, decimal points should not be used unless necessary. Dividing lines may be added in one of the signature colors.
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Banquet MENU
Cat e r i ng M e nu B R E A K FA S T B U F F E T S The Continental / 15 per person (Minimum 15 people)
P L AT E D L U N CHE O N S
freshly squeezed juices, freshly baked bagels, muffins and pastries, freshly brewed coffee and tea sliced seasonal fruits, organic yogurts, house made granola, whole grain kashi cereals milk and soy milk
Choice of salad or soup and dessert
Riverside Breakfast Buffet / 28 per person
Entrées
(Minimum 15 people)
freshly squeezed juices, freshly brewed coffee and tea, sliced seasonal fruits, organic yogurts whole grain kashi cereals, milk and soy milk, scrambled farm fresh eggs, cheddar and scallions, roasted potato “valley fries”, country sausage or crispy bacon
(Select two)
Harris Ranch Burger / 32 per person homemade potato chips, tangled greens
Farm Fresh Pasta / 29 per person
The Terrace Deluxe Breakfast Buffet / 32 per person (Minimum 25 people)
burrata, garlic, seasonal market vegetables, fresh herbs, lemon butter
freshly squeezed juices, freshly brewed coffee and tea, sliced seasonal fruits, organic yogurt house made granola, whole grain kashi cereals, milk and soy milk, scrambled farm fresh eggs cheddar and scallions, roasted “valley fries”, country sausage and crisp bacon griddle cakes, served with seasonal fruit
Organic Garden Greens / 34 per person grilled prawns and a champagne dijon vinaigrette
Grilled Chicken sandwich / 31 per person
portobello mushroom, bacon, and smoked gouda and homemade chips
The Continental / 15 per person (Minimum 15 people)
Spanish Frittata / 29 per person
freshly squeezed juices, freshly baked bagels, muffins and pastries, freshly brewed coffee and tea sliced seasonal fruits, organic yogurts, house made granola, whole grain kashi cereals milk and soy milk
arugula tumble, and sliced tomatoes
Desserts Consuming raw or uncooked meats, poultry, seafood, shellfish or eggs may increase your risk of food borne illness. Prices do not include 22% taxable service charge and 8% tax. There is a $250 one-time charge for buffets that fall below minimum. Buffet prices reflect 90-minute service.
(Select one)
Crème brûlée
inspired by our regions fruit harvests
riverterraceinn.com | 866.627.2386 | 1600 Soscol Avenue, Napa, CA 94559
Spiced Panna Cotta
fresh fruits and sweet wine
Molten Chocolate Torte cheesecake
Consuming raw or uncooked meats, poultry, seafood, shellfish or eggs may increase your risk of food borne illness. Prices do not include 22% taxable service charge and 8% tax. There is a $250 one-time charge for buffets that fall below minimum. Buffet prices reflect 90-minute service.
riverterraceinn.com | 866.627.2386 | 1600 Soscol Avenue, Napa, CA 94559
Maintain appropriate typeface, typographic scale, and leader lines. See Typography on page 6, 7, 8. Page 20
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bernarduslodge.com | 888.648.9463 | 415 West Carmel Valley Road, Carmel Valley, CA 93924 Bernarduslodge
@ BernardusLodge
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