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Brand Guidelines helium creative
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Inside Logo Logo Usage Logo No No’s
Typography Fonts Hierarchy Usage
Elements Color Usage
The Difference The Ocean Story Positioning Tagline
Language Buyer Tone Photography Collateral
The images used are not owned nor are they represented to be owned by helium creative, inc., they are merely examples of the type and quality of photographs and images to be used in the client’s final product. helium creative makes no representations nor warranties of ownership and expressly denies they have a right to use said image for anything but examples of the type and quality of images representative of the quality of the work produced.
VistaBlue Singer Island // Brand Guidelines
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OW N D I F F E R E N T.
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Logo
Your logo acts as a symbol for the brand. It is the first impression, the subtle and unique visual communicator that sets the initial tone for the company. This mark has the longevity to withstand time, along with the simplicity to effortlessly complement the brand. helium creative
FINAL LOGO The logo for The Ocean Resort Residences gives an effortless and simplified sophistication to the leading residence development project based in Fort Lauderdale. With a nod to the managing Conrad Resort brand, The Ocean logo is bold, sleek and strong.
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logo [logo usage]
DO’S + DON’TS To maintain consistency of your brand and the integrity of the logo, proper usage must be followed. The following outlines proper logo usage, then the great big logo no no’s.
FINAL LOGO As a unified, bold identifier, The Ocean logo easily stands strong against photography, competing elements and is easily recognizable. Little needs to be done for it to work in varied compositions. helium creative
THE PRINTED LOGO Whenever possible in print, The Ocean logo is used in the proper metallic silver color.
INVERSE When necessary, the logo can be used without the box. In this case, all text and markings will be in white. Rarely is the box ever used in white with charcoal text - only in very specific instances.
TAGLINE If the tagline becomes unreadable due to the background or photograph, use the version with the tagline in white.
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logo usage] logo [logo [tagline usage]
PADDING Allow for at least one Ocean ‘O’ surrounding all sides of the logo to pad appropriately. No competing elements such as text should interfere with this negative space.
TAGLINE Distance from main mark to Conrad tagline is equal to one Conrad line.
LOGO SIZE The smallest the full logo with tagline can be scaled down to is 1.25 inch wide and .75 inch tall. Anything less and the tagline will be compromised.
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logo [no no’s]
OCEAN 1. ADDING ELEMENTS Adding other graphic elements such as strokes or drop shadows are not permitted.
4. ALTERING THE LOGO Don’t mess with a good thing! Let it be. No playing with the sizing, scale or composition.
2. SKEWING THE LOGO The logo must always be scaled proportionately. Never skewed or stretched.
3. ALTERING FONT The logo must always maintain its integrity. Do not change the font please!
5. CHANGING COLOR No weird colors, please! Let’s keep it classy.
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ARQUITECTA
ARQUITECTA The Arquitecta font is equipped for clean and sophisticated typography across both print and web platforms. Because of the versatile variations of weight that this font family provides, it becomes the perfect typeface that can be utilized in cohesion with Baskerville. The geometric, linear and sans-serif qualities aid in legibility, and make it an ideal typeface for The Ocean’s headlines. Depending on hierarchy, background and overall visual strength, Arquitecta Light, Regular, Medium and Bold can be used interchangeably.
NOTE: Only use capitalization of the letterforms when Arquitecta is used.
Typography
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 !@#$%^&*( ) - _ += { } [ ] | \ : ; “ ‘ < > , . ?/~
Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses. helium creative
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LIGHT
A R Q U I T E C TA L I G H T REGULAR
A R Q U I T E C TA R E G U L A R MEDIUM
A R Q U I T E C TA M E D I U M BOLD
A R Q U I T E C TA B O L D ARQUITECTA USES: + Headlines + Subheadlines
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typography logo [tagline[fonts] usage]
BASKERVILLE Baskerville is the secondary typeface for The Ocean Resort Residences. It provides a sleek and stylish presence to the brand with the thick and thins of each letterform. Baskerville is classic, elegant and ideal for communicating just that to The Ocean buyer. With its geometric construction and flat, unbracketed serifs, the Baskerville typeface makes it well-suited for titles and body copy both in print and on screen.
BASKERVILLE REGULAR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BASKERVILLE USES: + Body copy + Headlines
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BASKERVILLE FAMILY
Baskerville Regular Baskerville Italic
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typography [hierarchy]
D I S P L A Y D I S P L A Y D I S P L A Y
1 . 1 . 1 .
D I S P L A Y
2 .
S U P P O R T I N G S U P P O R T I N G S U P P O R T I N G
Body Copy
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DISPLAY 1 Arquitecta Heavy, Bold, Medium 500 pt tracking Suggested leading: 5pt > pt. size
DISPLAY 2 Baskerville Italic 500 pt tracking Suggested leading: 7pt > pt. size *1pt. size smaller when when paired with Arquitecta.
SUPPORTING Arquitecta Heavy, Bold, Medium 500 pt tracking Suggested leading: 5pt > pt. size *Offshoot of Display 1, always a large contrast in size when paired together.
BODY Baskerville 0 pt tracking Suggested leading: 5pt > pt. size
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DISPLAY 1 // HEADLINE Arquitecta Heavy 20 pt. size 500 pt. tracking DISPLAY 2 // HEADLINE Baskerville Italic 19 pt. size 500 pt. tracking SUPPORTING // SUBHEADLINE Arquitecta Bold 10 pt. size 500 pt. tracking
BODY Baskerville Regular 14 pt. size 0 pt. tracking 16pt. leading
E L E V A T E Y O U R E N J O Y M E N T H E I G H T E N E D
E X P E R I E N C E S
A W A I T
Never before has smart living been so sexy. Dive into a fresh-water heated pool with views of the Atlantic. Hover above the city and ocean from the 10,000-square foot Jewel Box – a glass encased space on the sixth floor connecting the pool and Serenity Deck, and that also houses the largest and most technologically advanced meeting facility in Fort Lauderdale Beach.
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typography [example]
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N E X T
G E N E R A T I O N
L I V I N G A D V A N C E
Y O U R
I D E A
O F
H O M E
On the sands of Fort Lauderdale Beach a transformation is taking place. Enjoyment has evolved to deliver leading-edge design, connected technologies, service that anticipates your needs, and experiences that enrich your life with purpose and passion.
DISPLAY 1 // HEADLINE Arquitecta Heavy 20 pt. size 500 pt. tracking 24 pt. leading DISPLAY 2 // HEADLINE Baskerville Italic 18.5 pt. size 500 pt. tracking SUPPORTING Arquitecta Heavy 8.5 pt. size 500 pt. tracking BODY Baskerville Regular 10.5 pt. size 0 pt. tracking 16pt. leading
The Ocean Resort Residences has been created uniquely for you and the way you live. Step into the sunlight of South Floridaâ&#x20AC;&#x2122;s new era.
R E I M A G I N E
Y O U R
W O R L D
DISPLAY 1 // HEADLINE Arquitecta Heavy 10 pt. size 500 pt. tracking DISPLAY 2 // HEADLINE Baskerville Italic 9 pt. size 500 pt. tracking
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typography [example]
DISPLAY 2 // HEADLINE Baskerville Italic 24 pt. size 500 pt. tracking DISPLAY 2 // HEADLINE Arquitecta Medium 20 pt. size 500 pt. tracking
BODY Baskerville Regular 14 pt. size 0 pt. tracking 16pt. leading
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SUPPORTING Arquitecta Regular 14 pt. size 500 pt. tracking SUPPORTING Arquitecta Medium 16 pt. size 500 pt. tracking
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SUPPORTING Arquitecta Medium 18 pt. size 500 pt. tracking
Used as call-outs and expressive text to enhance photography.
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OCEAN BLUE Pantone 503 RGB 240, 204, 203 CMYK 4, 22, 13, 0 HEX #EFCBCA
Elements
DARK CHARCOAL Pantone 425 RGB 120, 120, 120 CMYK 55, 46, 46, 11 HEX #777777
Color, texture and supporting accents each help to communicate the brand language and enhance the brand experience. They are used interchangeably, but never all together. These additional elements help breathe life into your brand. helium creative
OCEAN SILVER Pantone 877 RGB 185, 157, 92 CMYK 29, 35, 74, 3 HEX #B99D5C
COLOR The Oceanâ&#x20AC;&#x2122;s colors stem directly from ocean/yacht life: a nautical-inspired palette of a cool blue contrasted with charcoal grey . Silver/grey is used to speak to the tech savvy, forward thinking aspect of the brand.
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PANTONE ® The proprietary color matching system used in printing to create inks and maintain color integrity; the Pantone numbers listed refer to the Pantone Matching System.
RGB [Red, Green, Blue] – the method by which video monitors and projectors display color; the numeric values listed refer to the amount or intensity of red, green and blue in each of the colors.
CMYK [Cyan, Magenta, Yellow, Black] – also referred to as “process colors,” the method by which images are printed using cyan, magenta, yellow and black. The specific numeric values refer to the percentages of each of the four process colors.
HEX The colors used in display devices [PC monitors and scanners]; the numeric values listed refer to the amount or intensity of red, green and blue in each of the colors.
MAIN: CHARCOAL
Charcoal is the primary color and is to hold the highest rank amongst any other color. It is a rich, elegant tone that appears mainly in the logo, typography, and additional design elements.
SUPPORTING: OCEAN BLUE
Blue is used in complete contrast to Charcoal. It is best used for headlines, design elements, backgrounds and overall tonality of imagery.
SUPPORTING: SILVER/GREY
The grey or silver is a tone used in text or as a printing element to enhance the logo display. It is only used in subtle accents, never large scale or dominant.
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elements [design]
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NAUTICALLY INSPIRED
The Ocean brand is inspired by the interior of a yacht, as well as the ocean and nautical life. All imagery, tonality and design follows this inspiration and reflects yachting and the ocean. The Ocean Resort Residences
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The story
With its porthole-style windows and sleek arches of glass and stainless steel, the visual effect of The Ocean Resort Residences is that of a luxury ocean liner breaking away from the coast and diving into The Atlantic. This visionary architectural design is the work of the renowned Michael Graves – one of the world’s most prominent and multi-dimensional designers of buildings, home furnishings, and consumer products. The Ocean is his expression of life that is not just “next” to the sea – but directly on it. This feeling is echoed by the developer’s passion for the yachting lifestyle and Fort Lauderdale’s long-standing status as being the yachting capital of the world. This inspiration is noticeable in countless deliberate details intended to impart the feeling of stepping on a luxury liner from the moment you enter your residence. State-of-the-art technologies and flexible spaces combine in unique and inventive ways so you can customize the moment, the day, or your entire life to match your mood, the company you keep and virtually any occasion. At The Ocean, everything has been architected for you. Own Different.
The Difference
What makes the brand unique? How are we going to stand out from the herd? The position statement, mission and overall values help define who we are and why we do what we do unlike anyone else. helium creative
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the difference [positioning + tagline]
Positioning
New, intelligent, luxury oceanfront residences on Fort Lauderdale Beach architected to your life; offering innovative no-cost ownership, managed by Conrad Resorts, Hiltonâ&#x20AC;&#x2122;s global luxury brand.
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Tagline:
Own Different.
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Language
The voice of your brand is key to its success. Proper language is a huge component when verbally communicating your brand experience. Everyone involved should use the same verbiage to describe how they personally feel about the company and what the client will ultimately feel or take away. helium creative
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VOICE The voice of The Ocean is smart, sleek and stylish. A forwardthinking brand well versed in culture, elevated living and trend. Tech-savvy, mindful and world traveled, the voice of this brand is global, inspired and innovative. The Ocean Resort Residences
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THE BUYER Our guest buyer loves to experience the world, addicted to visiting new places. They have the confidence to be different from their friends, and they are bold enough to take risks. Worldly and internationally minded world travelers, they understand how beneficial traveling can be, and they are heavily interested in other cultures. They have friends and acquaintances from all over the world. Our guests are driven, highly motivated and successful people who aim for the very top of their career. If theyâ&#x20AC;&#x2122;ve already reached the top, they arenâ&#x20AC;&#x2122;t satisfied. They are always looking for the next challenge. They are mindful of the environment, preferring luxury vehicles such as a Tesla over a Mercedes. Smart technology is woven into their life seamlessly and they expect this progressive lifestyle with their home. Stylish and always on trend, they understand elevated living. Mid/late thirties to upper sixties, this buyer is on their third or fourth home. Their children are grown and actively pursuing successful careers. The Ocean Resort Residences is their perfect yachting or beachlife getaway before jetsetting to Europe.
Buyer
Knowing your market is crucial when understanding who to target. What are their interests, demographics, personality traits? helium creative
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MOOD + STYLE:
SMART LUXURY MEETS NAUTICALLY INSPIRED Inspired by the sinuous curves and sleek dimensions of yachts and ocean liners, The Ocean Resort Residences is the vision of the acclaimed architect, Michael Graves. Known internationally for his transformative, humanistic work in architecture, home furnishings and consumer product design, Gravesâ&#x20AC;&#x2122; worldly perspective can be seen throughout the already-constructed building as well as the brand. This waterfront residence is inspired by Riva yachts, nautical life and the ocean. Sleek design, typography and elevated casual elegance defines the tone and style for The Ocean Resort Residences.
Tone + Inspiration
The tone + style of the brand is woven throughout all advertising, promotional and brand-related material. These visual references offer insight into the mood of the company and how the market will perceive you. The Ocean Resort Residences
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tone [brand inspiration]
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STYLE The photography closely follows the inspiration and style to accurately communicate the brand. Photography styles will be fashion-forward with cool blue/aqua tones and beautiful models. Posed, but still appearing candid. The photography is sleek, stylish and inspiring.
Photography
Photography helps tell your brand story, bringing all ideas and tones together to evoke an emotion and connect to the consumer. The style of photography, photo selection and consistency of images is important for brand standards. helium creative
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photography
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THE OCEAN LIFESTYLE Lifestyle photography heavily shows three key focus areas: beach or ocean, yacht and amenities. These points are evident in all images, as they are our main selling points. The Ocean Resort Residences
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photography
HERO SHOT
PROPERTY IMAGES & RENDERINGS All property photography is provided. Images should be used exactly as photographed unless showcasing architectural details to compliment the brand, such as portholes, lines and shape.
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photography photography
APPROVED RENDERING
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APPROVED RENDERING
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photography photography
APPROVED RENDERING
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APPROVED RENDERING
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photography photography
APPROVED RENDERING
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APPROVED RENDERING
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photography photography
PROXIMITY SHOT
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Collateral
Sales and marketing collateral shape the overall brand experience and drive sales. Continuity with design, visual communication and messaging are key to successful and effective collateral. The following will showcase sample materials for reference. helium creative
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MAIN BROCHURE The main brochure is the culmination of all brand, lifestyle, architectural photography and messaging. This is the primary sales piece and serves as a solid guideline for all other material. The Ocean Resort Residences
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collateral [brochure]
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TRAVEL BROCHURE A condensed version of the main brochure. The Ocean Resort Residences
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collateral [campaign]
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SAMPLE CAMPAIGN Example of a campaign targeting South Florida buyers. The campaign maintains The Ocean brand experience while incorporating imagery and messaging that speaks to this buyer. The Ocean Resort Residences
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collateral [print advertisement]
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.25”
.25”
LOGO Anchored and centered to the top of the page with bleed.
UNIT 1
COMPOSITION The overall composition divides the page into two equal units. The bottom disclaimer is used in the remaining negative space. PHOTOGRAPHY Unit 1 consists of a hero shot while Unit 2 is meant for either lifestyle imagery or a supporting interior shot/rendering.
.50”
OWN DIFFERENT. A MENIT Y RICH LI V ING . INTRODUCING SKY BEACH.
UNIT 2
LU X URY S T UD I O S , O NE , T WO & T HREE B ED R O O MS FR O M T HE $ 4 0 0’ S . CO ND O MINIUM RE SID EN CE S A L S O AVA IL A B L E . NEW ON-SITE SALES GALLERY: 551 NORTH FORT LAUDERDALE BEACH BOULEVARD, FORT LAUDERDALE, FLORIDA, USA 888 600 7291 | THEOCEANFORTLAUDERDALE.COM
EXCLUSIVE SALES & MARKETING
ORAL REPRESENTATIONS CANNOT BE RELIED UPON AS CORRECTLY STATING REPRESENTATION OF THE DEVELOPER. FOR CORRECT REPRESENTATIONS, MAKE REFERENCE TO THIS BROCHURE AND TO THE DOCUMENTS REQUIRED BY SECTION 718.503, FLORIDA STATUTES, TO BE FURNISHED BY DEVELOPER TO A BUYER OR LESSEE. THE PROPERTIES OR INTEREST DESCRIBED HEREIN ARE NOT REGISTERED WITH THE GOVERNMENTS OF ANY STATE OUTSIDE OF THE STATE OF FLORIDA. THIS ADVERTISEMENT DOES NOT CONSTITUTE AN OFFER TO ANY RESIDENTS OF NJ, CT. HI, ID, IL, OR ANY OTHER JURISDICTION WHERE PROHIBITED, UNLESS THE PROPERTY HAS BEEN REGISTERED OR EXEMPTIONS ARE AVAILABLE. PLANS, FEATURES AND AMENITIES SUBJECT TO CHANGE WITHOUT NOTICE. ALL ILLUSTRATIONS AND PLANS ARE ARTIST CONCEPTUAL RENDERINGS AND ARE SUBJECT TO CHANGE WITHOUT NOTICE. CONRAD® IS A REGISTERED TRADEMARK OF HLT CONRAD IP, LLC, AN AFFILIATE OF HILTON WORLDWIDE INC. (“HILTON”). THE RESIDENCES ARE NOT OWNED, DEVELOPED, OR SOLD BY HILTON AND HILTON DOES NOT MAKE ANY REPRESENTATIONS, WARRANTIES OR GUARANTIES WHATSOEVER WITH RESPECT TO THE RESIDENCES. THE DEVELOPER USES THE CONRAD® BRAND NAME AND CERTAIN CONRAD TRADEMARKS (THE “TRADEMARKS”) UNDER A LIMITED, NON-EXCLUSIVE, NON-TRANSFERABLE LICENSE FROM HILTON. THE LICENSE MAY BE TERMINATED OR MAY EXPIRE WITHOUT RENEWAL, IN WHICH CASE THE RESIDENCES WILL NOT BE IDENTIFIED AS A CONRAD BRANDED PROJECT OR HAVE ANY RIGHTS TO USE THE TRADEMARKS.
PRINT AD Sample ad with a flexible composition for easy use. The Ocean Resort Residences
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collateral [print advertisement]
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1/5
LOGO Anchored and centered to the top of the page with bleed.
PHOTOGRAPHY Hero or lifestyle shot.
3/5
UNIT 1
COMPOSITION The overall composition aims to showcase the hero shot. The bottom panel is for footer information.
OW N D I F F E R E N T. DESIGNED BY WORLD LEADING ARCHITECT MICHAEL GRAVES
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LU X U RY S T U D I O S , O N E , T WO & T H R EE B ED R O O MS FR O M T H E $ 4 0 0’ S A L S O AVA IL A B L E , CO N D O M IN I U M R E S ID EN CE S NEW ON-SITE SALES GALLERY: 551 NORTH FORT LAUDERDALE BEACH BOULEVARD, FORT LAUDERDALE, FLORIDA, USA 954 543 5578 | THEOCEANFORTLAUDERDALE.COM
EXCLUSIVE SALES & MARKETING
UNIT 2
ORAL REPRESENTATIONS CANNOT BE RELIED UPON AS CORRECTLY STATING REPRESENTATION OF THE DEVELOPER. FOR CORRECT REPRESENTATIONS, MAKE REFERENCE TO THIS BROCHURE AND TO THE DOCUMENTS REQUIRED BY SECTION 718.503, FLORIDA STATUTES, TO BE FURNISHED BY DEVELOPER TO A BUYER OR LESSEE. THE PROPERTIES OR INTEREST DESCRIBED HEREIN ARE NOT REGISTERED WITH THE GOVERNMENTS OF ANY STATE OUTSIDE OF THE STATE OF FLORIDA. THIS ADVERTISEMENT DOES NOT CONSTITUTE AN OFFER TO ANY RESIDENTS OF NJ, CT. HI, ID, IL, OR ANY OTHER JURISDICTION WHERE PROHIBITED, UNLESS THE PROPERTY HAS BEEN REGISTERED OR EXEMPTIONS ARE AVAILABLE. PLANS, FEATURES AND AMENITIES SUBJECT TO CHANGE WITHOUT NOTICE. ALL ILLUSTRATIONS AND PLANS ARE ARTIST CONCEPTUAL RENDERINGS AND ARE SUBJECT TO CHANGE WITHOUT NOTICE. CONRAD® IS A REGISTERED TRADEMARK OF HLT CONRAD IP, LLC, AN AFFILIATE OF HILTON WORLDWIDE INC. (“HILTON”). THE RESIDENCES ARE NOT OWNED, DEVELOPED, OR SOLD BY HILTON AND HILTON DOES NOT MAKE ANY REPRESENTATIONS, WARRANTIES OR GUARANTIES WHATSOEVER WITH RESPECT TO THE RESIDENCES. THE DEVELOPER USES THE CONRAD® BRAND NAME AND CERTAIN CONRAD TRADEMARKS (THE “TRADEMARKS”) UNDER A LIMITED, NON-EXCLUSIVE, NON-TRANSFERABLE LICENSE FROM HILTON. THE LICENSE MAY BE TERMINATED OR MAY EXPIRE WITHOUT RENEWAL, IN WHICH CASE THE RESIDENCES WILL NOT BE IDENTIFIED AS A CONRAD BRANDED PROJECT OR HAVE ANY RIGHTS TO USE THE TRADEMARKS.
PRINT AD 2 Sample ad with a flexible composition for easy use. The Ocean Resort Residences
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collateral [website]
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WEBSITE The Ocean Resort Residences
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The Ocean Resort Residences