Ili Nur Asiyah 1602448A Muhammad Fatih 1602170A
One of the key factors in brand success is a continuing dedication to a consistent and coherent visual identity. This strong visual identity unites Atap Hotel’s varied communications materials with a fresh, contemporary and professional image. This concised guideline will help understand the basic principles that controls Atap Hotel’s visual identity.
INTRO
APPLICATIONS
1A About Hotel
3A Main Posters
1B Brand Blueprint
3B Toiletries
1C About Logo
3C Keycard & Holder 3D Door Hangers
TOOLKIT
3E Envelope 3F Namecard & Letterhead
2A Toolkit
3G Cafe Menu
2B Logo Elements
3H Kuih Packaging
2C Logo Variation
3I Order form
2D Logo Clearspace
3J Welcome Zine
2E Minimum Size 2F Logo Position 2G Color Palette 2I Color Variations 2J Logo Misuse 2K Typography 2L Photography 2M Interior Style 2N Primary Device 2O Secondary Device 2P Icon Design
1A
CHAPTER 1 : INTRODUCTION
For the open-minded individual with a deep passion for a local experience, Atap Hotel is a communal lifestyle based boutique cafe/hotel with an authentic taste of Malaysian Kampung delicacy and hospitality capped with a modern twist. Guests will immerse into soulful tastes, accommodation and conversations, with authentic delicacy, down to earth communal spaces and ethical methods of consumption.
Many of today’s youth, born and bred in the city, are not fully conversant with the ethos and values of the village way of life. Those who lived in this land before us were fond of the wisdom of sharing a habitat with others and of living sustainably with nature. The traditional Malay house has been a cultural artefact and reminds us of a communal slow living of life. A place where kinfolk gather, a place where the wise confer, and the learned and pious chatter; the Kampung is not just an architectural wonder. Confined within its wooden walls, lies stories and memories of family and community, not easily found in urbanised areas. Complimented with Atap Cafe, tastebuds will take you to scenes of Bonda(Mother) cooking in the open air kitchen, with the smell of the sweet and savoury fills the dense atmosphere. A house should not only be a space to live, but exemplify the perfection of life. The dainty curves of wooden roof carvings has observed the simple communal lifestyle and obligations of coexisting with nature, practiced by the Malays. With social etiquette and true hospitality, Atap Hotel serves a lifestyle catered to those who craves an unwinding experience. A house, a home, a timeless ode.
ATAP BRAND GUIDELINES
1B
CHAPTER 1 : INTRODUCTION
BRAND PROMISE
BRAND PERSONALITY
An authentic
Compassionate
and down
Spirited
to earth
Welcoming
experience for the mind, body, soul and tastebuds.
TARGET AUDIENCE
BRAND PERSONALITY
Aged 20-25
Warm Artisanal,
Preferably Solo Travellers The open-minded millennial traveller with a deep crave for a slow living lifestyle and a true local experience.
ATAP BRAND GUIDELINES
Soulful
1C
Inspired by the the kampung and the life that surrounds it, the logo took inspiration from the arhitectural characteristics of the Kampung House and the emphasized idea of communal living.
Traditional wooden cravings are seen and used in the kampung architecture, from the windows, verandahs, doors, ceilings, roof etc. The logo resembles a roof shape, or in this case, the Atap.
The idea of communal and the gotong royong culture manifestes itself into the linking of two seperate shapes, interlocking with each other. The curves and sharp edges not only represents the community spirit, it also embodies as the integration of nature and human lives together.
ATAP BRAND GUIDELINES
CHAPTER 1 : INTRODUCTION
2A
CHAPTER 2 : BRAND TOOLKIT
The identity elements are a toolkit as a brand and their personality. Atap’s toolkit comprises of the logo, wordmark, logo lock-ups, typefaces, imagery, visuals and an energetic colour palette. When used correctly, all of the components help create a strong visual identity. The following pages examine every element in depth.
VERTICAL LOCKUP
COLORS PALETTE
HORIZONTAL LOCKUP
TYPOGRAPHY
ATAP BRAND GUIDELINES
2B
CHAPTER 2 : BRAND TOOLKIT
The Atap Logo consists of 2 main elements; a symbol and a wordmark. Always use both elements in logo application, do not seperate them or use one over the other. Excpetion comes when only using the symbol as a design graphic or on really small deliverables TYPOGRAPHY The typeface used for the wordmark is Shackleton Regular. Never change this this typeface and never use this typeface anywhere else.
SYMBOL
WORDMARK
ATAP BRAND GUIDELINES
2C
CHAPTER 2 : BRAND TOOLKIT
There are only two acceptable logo variations. The primary and preffered lock-up would be the vertical lock-up. However, if there are cases of limitation of sizing, the secondary version (horizontal lock-up) of the logo is permissible.
VERTICAL LOCKUP
Another element of the logo would be the inclusion of “Hotel & Cafe”. This alternate version should be used for formal introduction of the brand/logo. (example: website, cafe menu etc) Avoid use on smaller deliverables. (toiletry packaging, door hangers etc) The grid was done for a reason. Do not adjust/alter the grid given to any of the variations seen on this page.
HORIZONTAL LOCKUP
ALTERNATE VERTICAL VERSION
HORIZONTAL ALTERNATE VERSION
ATAP BRAND GUIDELINES
2D
CHAPTER 2 : BRAND TOOLKIT
Always provide adequate clearspace around the logo to maintain its legibility and integrity. The amount of clearspace necessary is proportional to the size of the logo. The minimum amount of clearspace around all sides of the logo is 1/8 times of overall height of the logo (x)
VERTICAL LOCKUP 0.8 X 0.8 X
X CLEARSPACE
HORIZONTAL LOCKUP
ATAP BRAND GUIDELINES
2E
CHAPTER 2 : BRAND TOOLKIT
It is vital for the logo to reach its maximum impact, the size of the logo should never be reproduced in any other size smaller than the measurements stated shown on this page.
VERTICAL LOCKUP
HORIZONTAL LOCKUP
29MM
PRINT APPLICATION
25MM
95PX
DIGITAL APPLICATION
ATAP BRAND GUIDELINES
83PX
2F
The preferred position of the logo on a layout is anchored to top left or bottom left (Layouts A, B )
CHAPTER 2 : BRAND TOOLKIT
LAYOUT A
LAYOUT B
LAYOUT C
LAYOUT D
LAYOUT E
LAYOUT F
Positioning on top right or bottom right is permissible, if there is a need to. (Layouts C, D) The logo should never be anchored anywhere on the centre plane of the layout. (Layouts E, F)
ATAP BRAND GUIDELINES
2G
CHAPTER 2 : BRAND TOOLKIT
ATAP’s color palette are mainly one colour, with 2 accent colors. The Salmon Red is used abit more aften as an accent color. These colors are used to convey the brand’s passion and values the brand posseses. As the brand focuses alot of biophilic elements, natural textures are also used in this branding of the hotel.
FOREST GREEN PANTONE 626C #265C4E
BRIGHT SALMON PANTONE 7418C #C5544F
C : 84 M : 42 Y : 68 K : 32
C : 18 M : 80 Y : 69 K:4
R : 38 G : 92 B : 78
R : 197 G : 84 B : 79
MOCHA BROWN PANTONE 603839 #6038839
LIGHT CREAM #FFF1EA
C : 45 M : 73 Y : 64 K : 45
C:0 M:5 Y:6 K:0
R : 96 G : 56 B : 57
R : 255 G : 241 B : 234
ATAP BRAND GUIDELINES
DARK WOODS
KRAFT MATERIALS
2H
CHAPTER 2 : BRAND TOOLKIT
The are two versions of color variations that could be used. For B&W logos, if there is a need for a B&W design, both Black on White or White on Black are acceptable. (Figures A, B)
For colored logos, Green on White, White on Green and White on Accent Color is permissible. (Figures D, E, F) If the design needs a white background, always use Green on White. (Figure D)
When print doesn’t allow color print, or for low-grade printing, a grayscale version can be used. (Figure C)
FIGURE A
FIGURE B
FIGURE C
FIGURE D
FIGURE E
FIGURE F
ATAP BRAND GUIDELINES
2I
CHAPTER 2 : BRAND TOOLKIT
Maintaining the ATAP logo across all mediums, touchpoints and sizes is vitally important to the brand. Logo variations seen on the this and the next page are the red lines NOT TO CROSS while dealing with the ATAP logo.
Do not use any accent color on White. (Figure A) Do not crop the logo. (Figure B) Do not scale out of proportion. (Figure C) Do not adjust opacity. (Figure D) Do not use drop shadows. (Figure E) Do not outline logo. (Figure F)
FIGURE A
FIGURE B
FIGURE C
FIGURE D
FIGURE E
FIGURE F
ATAP BRAND GUIDELINES
2J
CHAPTER 2 : BRAND TOOLKIT
Do not use different colors in same logo. (Figure G) Do not adjust logo elements out of the given grid. (Figure H) Do not rotate logo. (Figure I)
Do not use colored logo on a colored background. (Figure J) Do not add/duplicate any elements. (Figure K) Do not apply any texture. (Figure L)
FIGURE A
FIGURE B
FIGURE C
FIGURE D
FIGURE E
FIGURE F
ATAP BRAND GUIDELINES
2K
CHAPTER 2 : BRAND TOOLKIT
Typography in ATAP’s identity design is pretty simple, kept to only 2 main typeface and a secondary typeface, to keep the brand identity more rational. Unless stated otherwise, the typeface chosen should be used with the follow settings stated so as to ensure consistency within all documents and communication. Note: Text can be outlined but only using Harbour Bold and only in cases of headers or subheaders. Outline stroke size would be ideally at 0.5pt or 1pt according to proportionate size.
FIGURE A
FIGURE B
FIGURE C
ATAP BRAND GUIDELINES
Harbour Bold is primarily used as headers, subheaders, and important body text. (Figure A) Mrs Eaves XL Serif OT is primarily used for small body copies or captions. (Figure B) Ubuntu is only used as a webfont, and in occasions the other two typefaces are not available at a certain touchpoint. (Figure C)
2L
Imagery of Atap Hotel will be in of two forms; lifestyle photography and food photography. Food are mainly for the Atap Cafe. Seen on this page is the type of mood and feel of photography that should be pursued when approaching in visualizing the hotel. Color palette and art direction of images should reflect the brand colors and graphics.
ATAP BRAND GUIDELINES
CHAPTER 2 : BRAND TOOLKIT
2M
Atap Hotel’s interior style would includes alot of natural textures such as dark wood, leaf textures and a mix of contemporary sleek design Areas with alot of people would be more spacious and allows a more communal setting, setting the right tone for guests as they step in Inclusion of a biophilic environment is vitally important in part of upholding the brand image.
ATAP BRAND GUIDELINES
CHAPTER 2 : BRAND TOOLKIT
2N
CHAPTER 2 : BRAND TOOLKIT
The main graphic device seen throughout the brand would be an emblem like design, extracted from the logo, but with a thinner stroke. (Figure A) This can also be translated in another form where it is just the silhouette of the logo. (Figure B) This graphic device of lines n intersecting of lines reflect one’s experience of being sociable and communal at this Hotel. It tells a journey of expression and a story that is shown thrown the interconnecting lines
FIGURE B
ATAP BRAND GUIDELINES
FIGURE A
2O
Using this graphic device is mainly easy. The device main use to be be blown up and cropped at any angle and at any page, in accordance to the layout on the certain touchpoint. Images can also be cropped into the shape in certain touchpoints.
ATAP BRAND GUIDELINES
CHAPTER 2 : BRAND TOOLKIT
2O
Do not make stroke lines too thick. (Figure A) Do not intersect seperate graphic devices together. (Figure B) Do not crop to show 50%+ of the graphic device. (Figure C) Do not make stroke lines too thin. (Figure D) Do not crop at awkward positions. (Figure E) Do not make graphic device the centre of attention. (Figure F)
ATAP BRAND GUIDELINES
CHAPTER 2 : BRAND TOOLKIT
Do not have different scales for seperate graphic devices. (Figure G) Do not use as a pattern (Figure H) Do not scale out of proportion (Figure I) Other rules include no tampering with opacity or outlining of graphic device.
FIGURE A
FIGURE B
FIGURE C
FIGURE D
FIGURE E
FIGURE F
FIGURE G
FIGURE H
FIGURE I
2P
CHAPTER 2 : BRAND TOOLKIT
The secondary graphic is a subtle graphic but adds a huge dimension to the brand design. The graphic is fairly simple and also should be used under only certain conditions as stated. It is pattern as can be used as an embellishment in touchpoints 1) Graphic must always be horizontal, never vertical. 2) Except white ink, graphic must always be at 30% opacity at 0.25pt OR 0.5pt stroke size. 3) Background of brand device should only be any of the brand colors. Never images. 4) Never mix device with outlined text. Avoid text if possible. 5) Sizes and cropping of device can only be of such proportion (Figures A, B)
FIGURE A
ATAP BRAND GUIDELINES
FIGURE B
2Q
Atap Hotel Branding also comes with a set of icons ranging from directory-based to labelling-based. There are 18 icons and its design is based off the logo. This is to create a wholesome brand feel and also easier patronisation of the hotel. Icons must only be used at its neccessary place and not anywhere else.
ATAP BRAND GUIDELINES
CHAPTER 2 : BRAND TOOLKIT
3A
Atap Hotel’s Deliverables range across different mediums but in this manual, only printed materials are stated, equipped with material information and actual sizing. Do follow the sizing and materials as follows and it can only be changed at a case by case basis. The deliverables will be as shown. Main Posters Toiletries Packaging Keycard and Holder Door Hangers Envelope Namecard Letterhead Cafe Menu Kuih Packaging Order Form Welcome Zine
ATAP BRAND GUIDELINES
CHAPTER 3 : APPLICATIONS
3A
Atap Hotel will have 3 main posters as it comes out. It will comes in 3 types; promotion of its opening, promotion of brand narrative and promotion of cafe. A grid system is put to place and images are specially selected.
Actual Size: 297mm x 420mm (A3) Paper: Wudii Naturalle Text 140gsm
ATAP BRAND GUIDELINES
CHAPTER 3 : APPLICATIONS
3B
Toiletries will have its own label packaging. Packaging will be covering the Shampoo, Body Wash and Soap Bar.
Actual Size: 295mm x 52mm (Body Wash) 304mm x 52mm (Shampoo) 40mm x 60mm (Body Soap) Paper: Wudii Naturalle Text 140gsm Packaging: Green Acrylic Plastic
ATAP BRAND GUIDELINES
CHAPTER 3 : APPLICATIONS
3C
Hotel Keycard will be used for guests to enter their rooms and a keycard will be given to package the keycard as well.
Actual Size: 295mm x 52mm (Keycard) 130mm x 95mm (Holder) Paper: Wudii Naturalle Text 140gsm (Keycard) Colorplan Harvest 350gsm (Holder)
ATAP BRAND GUIDELINES
CHAPTER 3 : APPLICATIONS
3D
Door Hangers are used to let housekeeping know whether to clean their room or not. Up to guest’s use.
Actual Size: 225mm x 110mm Paper: Wudii Naturalle Cover 225gsm
ATAP BRAND GUIDELINES
CHAPTER 3 : APPLICATIONS
3E
Corporate envelope for letters and official documents.
Actual Size (Folded): 220mm x 110mm Paper: Daler Rowney Green (white inked) 220gsm
ATAP BRAND GUIDELINES
CHAPTER 3 : APPLICATIONS
3F
Namecard for staff and employees the offical letterhead design.
Actual Size: 94mm x 54mm (Namecard) 210mm x 294mm (A4) (Letterhead) Paper: Wudii Naturalle Cover 225gsm (Namecard) Wudii Naturalle Text 140gsm (Letterhead)
ATAP BRAND GUIDELINES
CHAPTER 3 : APPLICATIONS
3G
The Cafe will have a menu for guests to choose their dishes.
Actual Size: 210mm x 294mm (A4 Closed) (Cover) Variations (within A4) (Text) Paper: Daler Rowney Green (white inked) 320gsm (Cover) Wudii Naturalle Text 140gsm (Text)
ATAP BRAND GUIDELINES
CHAPTER 3 : APPLICATIONS
3H
For Kuih Set, deliverable consists of a box and the carrier.
Actual Size: 210mm x 70mm x 148mm (Box) 545mm x 116mm (Carrier) Paper: Colorplan Harvest 350gsm (Box) Daler Rowney Green (white inked) 320gsm (Carrier)
ATAP BRAND GUIDELINES
CHAPTER 3 : APPLICATIONS
3I
Customers are able to write down their order and make their own kuih set.
Actual Size: 138mm x 245mm Paper: Wudii Naturalle Text 140gsm (Text)
ATAP BRAND GUIDELINES
CHAPTER 3 : APPLICATIONS
3J
A Zine placed in rooms, aimed to welcome guests into hotel and explanation of the hotel.
Actual Size: 140mm x 120mm (A5 Closed) Paper: Wudii Naturalle Text 140gsm (Text & Cover)
ATAP BRAND GUIDELINES
CHAPTER 3 : APPLICATIONS