Guy Harvey Outpost Club + Resort Collection Brand Guidelines by helium creative

BRAND BOOK The Ocean Resort Residences

Sugar Cane Jamaica

Inside Logo

Logo Usage Logo No Noâ&#x20AC;&#x2122;s

Typography Fonts Hierarchy Usage

Elements Color Pattern Usage

The Difference

Mission Positioning and Tagline Keywords

Language Target Market Tone Photography

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 clientâ&#x20AC;&#x2122;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.

Guy Harvey Outpost Club & Resort Collection

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Guy Harvey Outpost Club & Resort Collection

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 Guy Harvey Outpost Club & Resort Collection is a classic, bold design that nods to the elevated luxury and exciting adventure that the brand offers. This mark proudly showcases the Guy Harvey brand while also providing flexibility to denote the specific resort location destinations when needed.

Guy Harvey Outpost Club & Resort Collection

logo [proper logo usage]

PROPER LOGO USAGE To maintain consistency of your brand and the integrity of the logo, proper usage must be followed. The following outlines proper logo usage.

COLOR When presented on a solid color background, the ideal hue is the GHO Club & Resort Gray. Alternate colors should be within brand standards and/or provide enough contrast to allow the logo to stand strong with no tonal interference. helium creative

PHOTOGRAPH When using the logo on a photograph, make sure it is in a space without much distraction or interruption to the readability of the logo. Ensure that photo tonality allows enough contrast for readability. If the color logo is unable to be seen well, use the solid white or black logo as an alternate.

Guy Harvey Outpost The Ocean Club &Resort ResortResidences Collection

logo [proper logo usage]

INVERSE The logo can also be used in solid black and solid white when needed. helium creative

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.

1â&#x20AC;?

LOGO SIZE The logo can be scaled down to 1â&#x20AC;? wide for printed and digital material. Anything smaller will make the text unreadable.

PADDING Allow for at least one Guy Harvey logo surrounding all sides of the GHO Club & Resort logo to pad appropriately. No competing elements such as text should interfere with this negative space. Guy Harvey Outpost Club & Resort Collection

logo [improper logo usage]

IMPROPER LOGO USAGE It is easy to ruin a good thing! Donâ&#x20AC;&#x2122;t let your logo fall victim to inconsistent handling. Always maintain proper guideline standards. The following outlines improper logo usage.

ADDING ELEMENTS Adding other graphic elements such as strokes or drop shadows are not permitted. helium creative

SKEWING THE LOGO The logo must always be scaled proportionately. Never skewed or stretched.

logo [no no’s]

ALTERING THE LOGO Don’t mess with a good thing! Let it be. No playing with the sizing, scale or composition.

CHANGING COLOR No weird colors, please! Let’s keep it classy.

ALTERING FONT The logo must always maintain its integrity. Do not change the font please!

The GH signature is copyrighted and is prohibited by law to be changed. Guy Harvey Outpost Club & Resort Collection

CHRONICLE DISPLAY

CHRONICLE DISPLAY Chronicle Display is the main typeface for GHO Club & Resort Collection. It provides a sleek and stylish presence to the brand with the thick and thins of each letterform. Chronicle is classic, elegant, and strong for communicating the brand. Chronicle is well-suited for headlines, display, and body copy both in print and on screen.

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

LIGHT

Chronicle Display Light SEMIBOLD

Chronicle Display SemiBold MEDIUM

Chronicle Display Medium BLACK

Chronicle Display Black

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typography logo [tagline[fonts] usage]

DIN

DIN DIN 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 Chronicle Display. The geometric, linear, and sans-serif qualities aid in legibility, and make it an ideal typeface for headlines. Depending on hierarchy, background, and overall visual strength, DIN Light or Medium can be used interchangeably.

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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 1234567890 !@#$%^&*( ) - _ += { } [ ] | \ : ; â&#x20AC;&#x153; â&#x20AC;&#x2DC; < > , . ?/~

LIGHT

DIN Light MEDIUM

DIN Regular

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typography [hierarchy]

DISPLAY 1 Display 2. SUPPORTING SUPPORTING

Body Copy

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DISPLAY 1 Chronicle Display Black 0 pt tracking Suggested leading: 9 pt. < pt. size *Always use all caps

DISPLAY 2 DIN Light 0 pt tracking Suggested leading: = pt. size

SUPPORTING DIN Medium 0 pt tracking Suggested leading: 3pt > pt. size

BODY Chronicle Display Light 0 pt tracking Suggested leading: 3pt > pt. size

DISPLAY 1

HEADLINE CALL OUT

DISPLAY 2

HOW TO USE DISPLAY 1 This bold typeface is used for any showcased/primary headlines. It can also be used for brand typography to identify Guy Harvey Outpost Club & Resort - ideal for single sentence pull quotes or strong statements that you want to stand out or pack a visual punch. We love to see Display 1 overlayed on top of a great image.

HOW TO USE DISPLAY 2 Display 2 is ideal for subheadlines, especially contrasted with Display 1. Like Display 1, it can be used for a call out, but only when the statement is too long or not necessary for Display 1. For example, if a call out, pull quote or general pertinent information needs viewer attention, use Display 2 because it is easy to read and can handle multiple sentences. Display 2 can also be used as a Subsection Title as a subsidiary of Display 1.

Display 1 should not be used for long statements, as it can be difficult to read in bulk. Less is more when using Display 1!

Subheadline Call out Bullet Subsection Title

SUPPORTING

SECTION TITLE HIGHLIGHT INFORMATION MINOR CALL OUT DIGITAL BUTTONS

HOW TO USE SUPPORTING Supporting text is used to help punctuate a typographic composition or collateral. This form can denote the opening title of a page and help call out contact information or other minor detail information. This supporting text will be used for buttons on web pages and digital sales material. Supporting text should be brief, kept only to a few words. If it goes to more than 5 words, stacking may be necessary.

Guy Harvey Outpost Club & Resort Collection

typography [usage]

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SUPPORTING DIN Medium Size: 11 pt Leading: 14 pt DISPLAY 1 Chronicle Display Black Size: 68 pt Leading: 59 pt

DISPLAY 2 DIN Light Size: 24 pt Leading: 24 pt

BODY Chronicle Display Light Size: 11 pt Leading: 14 pt

OVERVIEW: Headlines are blocky and stacked, mimicking the stacked call outs. There is a strong contrast between Display 1 and 2 when used together. In this case, there is a 44 pt size difference and extreme weight variation.

SUPPORTING INFORMATION OR SECTION TITLE GOES HERE /

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Cepel modicip susdae idit quae consequae omni natur sinvere dem eriorro reritia ecumquas aliti blab ist venis voluptatem quibusam etur, nit velesseque quae liquate corum nonsequas et quaspidem volenduciet ut id minullu ptatem. Gendam velis magnam nos qui to mod quam, simporia aborumquo mod ut

The layout is broken into four quadrant as denoted. Guy Harvey Outpost Club & Resort Collection

typography [example]

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Guy Harvey Outpost Club & Resort Collection

Elements

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

COLOR The brand colors are inspired by the great outdoors, both on water and land. A refined selection of red, white, and blue work in concert as the supporting palette.

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.

COLLECTION BLUE PANTONE 2182 RGB 1, 72, 92 CMYK 96, 63, 46, 31 HEX #00485B

COLLECTION RED PANTONE 202 RGB 134, 37, 52 CMYK 31, 74, 93, 31 HEX #862533

COLLECTION GRAY PANTONE 421 RGB 178, 179, 178 CMYK 31, 24, 26, 0 HEX # B2B3B2 Guy Harvey Outpost The Ocean Club &Resort ResortResidences Collection

elements [color]

100%

90%

80%

TINT The GHO Club & Resort Collection colors can be used at their full capacity or in various tints as needed to create shades and tones. helium creative

70%

60%

80% BLUE The GHO Club & Resort Collection logo uses this tint for the right side of the divider bar.

50%

40%

30%

20%

10%

PALETTE A general color palette shapes the overall look and feel of the GHO Club & Resort Collection brand. While these colors may not be brand specific tones, they are overall shades that are found in photography and various materials to help further the color story, working in harmony with the GHO Club & Resort Collection official brand colors. This supporting palette draws inspiration from the environment. Earth tones reflect land, while muted cool tones represent marine life. There is a clear balance of deep cool and warm tones. Guy Harvey Outpost Club & Resort Collection

elements [design]

TOPOGRAPHY

The GHO Club & Resort Collection pattern is a topographic design with much movement and shape. It speaks to the adventure and environmental aspect of the brand. It is used as a background feature, preferably more of a subtle design. The pattern should not interfere or distract from an overall composition, rather create texture to bring visual interest.

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OWN THE ADVENTURE. CONSERVE THE FUTURE. LINE UP

The divider line from the logo can be used to accent, call attention to, or divide sections, headlines and/or pull quotes to name a few. Use it sparingly, as we don’t want clutter or add unnecessary design elements. Keep it simple!

FUTURE. SPACING

When used for headlines or display, the spacing between the divider line and text should always be consistent. There is a scaled .25” breath between the baseline of the text and the divider line.

Guy Harvey Outpost Club & Resort Collection

elements [design]

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EXPLORE A NEW KIND OF LUXURY Guy Harvey Outpost Club & Resort Collection

Positioning

For the adventure spirited luxury buyer, The Guy Harvey Outpost Club & Resort Collection is a statement for contemporary conservation driven by excitement in and around the water, enriching experiences with marine wildlife, and connection to the remarkable nature that surrounds our coasts. Owning here means preserving a precious piece of coastal life to be enjoyed by future generations, as nature intended, while still enjoying the privileges of a modern resort escape complete with amazing restaurants, personalized service, and a casually elegant atmosphere that all ages can enjoy.

The Difference

What makes the brand unique? How are we going to stand out from the herd? The positioning statement, mission, and overall values help define who you are and why you do what you do unlike anyone else. helium creative

Guy Harvey Outpost The Ocean ClubSugar &Resort Resort Cane Residences Collection Jamaica

the difference [mission + tagline]

Mission:

To be recognized worldwide as the premier resort ownership experience for all-ages offering outdoor adventure, relaxation inspired by nature and dedication to conservation of waters and lands. A contemporary, casual, coastal resort community of owners and travelers that are engaged and excited by experiencing marine life, sharing it with others, and protecting it for generations to come.

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Tagline:

Own the adventure. Conserve the future.

Guy Harvey Outpost The Ocean Club &Resort ResortResidences Collection

the difference [keywords]

Adventurous

Eager to explore, discover, and engage, especially where water is concerned

True-to-Nature

Not over-developed, maintaining the original nature/features of each site

All-Ages

Family-focused and also ageless

KEYWORDS When Guy Harvey Outpost Club & Resort Collection is discussed, there is an emphasis on several main terms to describe the brand. These terms will help when communicating who GHO is both verbally and written.

Enriching

Experiences that delight, educate, and inspire

Shared

Experiences with others, travel companions to create lasting memories

Stewardship

Ensuring experiences with nature for generations to come, while respecting the natural beauty of each location

Relaxed

Easy carefree pace, not fussy, stuffy, or opulent

Preferred/Privileged

Access to special extras, exclusives, offers, and more

Contemporary

Built with modern conveniences, technologies, and preferences in mind

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Guy Harvey Outpost Club & Resort Collection

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

VOICE The voice of Guy Harvey Outpost Club & Resort Collection is enticing. An adventurous brand at heart, the overall voice reflects a desire to explore and engage with nature, the resort, and brand. A refined, masculine tone communicates this carefree, luxury destination through verbiage and imagery that has a tailored balance of rugged outdoors and modern-classic luxury. Balance is key for the Guy Harvey Outpost Club & Resort Collection voice. Always ensuring a polished tone and visual language against wanderlust adventure. Guy Harvey Outpost Club & Resort Collection

THE BUYER Our demographic ranges from the early 30â&#x20AC;&#x2122;s to 60â&#x20AC;&#x2122;s buyer. A financially comfortable couple who understands luxury, but tends to lead an active lifestyle, interested in adventure and exploring terrain. They enjoy new experiences and care about the environment in one way or another, whether from a conservation standpoint or an experiential standpoint. They are not afraid to get a little dirty after a day in nature. Our buyer enjoys fishing, camping, water activities, boating, and hiking. They also have an interest in immersing in the location where they stay, enjoying local shops and restaurants. Family is important to our buyer. They have children of their own or often like to bring close friends or family along to their Guy Harvey Outpost Club & Resort Collection home.

Target Market

Knowing your market is crucial when understanding who to target. What are their interests, demographics, personality traits? helium creative

Guy Harvey Outpost Club & Resort Collection

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MOOD + STYLE: RUSTIC LUXURY

The Guy Harvey Outpost Club & Resort Collection is inspired by adventure. There is a clear nod to classic Americana with brand colors of red, white, and blue - however the great outdoors and Guy Harvey plays an integral part of infusing a rugged, environmentally rich style. Nature texture, such as wood, leather, leaf grain, canvas, water, and uncoated paper stock are important to the brand. These elements helps breathe life and further the story. Avoid coated, glossy stock, and elements in favor of matte or muted finishes. If it feels good to touch or has a little roughness to it, then itâ&#x20AC;&#x2122;s probably well suited for the Guy Harvey Outpost Club & Resort Collection brand. Inspiring images of people immersed in the outdoors, experiencing life, and enjoying the environment are key. Colors that are less saturated and more muted are ideal, as they help elevate the style. As with all aspects of the Guy Harvey Outpost Club & Resort Collection brand, there is a balance of rustic tones with clean, modern style.

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. Guy Harvey Outpost Club & Resort Collection

tone [brand inspiration]

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Guy Harvey Outpost Club & Resort Collection

STYLE The photography closely follows the inspiration and style to accurately communicate the brand. Photography styles will be engaging, warm, and inspiring utilizing the brand guideline color palette for tonality and filter. Models may be slightly posed, but must still appear candid. The photography is breathtaking and slightly moody, whether a scenic shot, abstract or lifestyle. We want a viewer to think, â&#x20AC;&#x153;I want to be there.â&#x20AC;? Photo filters that follow brand standards can be applied to help set a mood, ideally creating a more atmospheric and cinematic visual.

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

Guy Harvey Outpost Club & Resort Collection

photography

LIFESTYLE Lifestyle photography heavily shows people engaging with the environment, whether solo or with another person. Images should not be overly posed, if at all. Photography should appear candid, like catching someone in the moment. Cropped faces and macro images are ideal to show a more engaging and cinematic lifestyle, while scenic photographs portray full moments to capture the viewer and show off the environment. A mix of both macro and wide angle shots should be used for visual contrast. On a selective basis, where suitable to communicate the outdoors lifestyle, the companyâ&#x20AC;&#x2122;s branded apparel and dĂŠcor accessories should artistically be incorporated into the photography.

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Guy Harvey Outpost Club & Resort Collection

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ENVIRONMENT Environment imagery is an important part of the Guy Harvey Outpost Club & Resort Collection. These images help showcase the specific resort locations, selling not only the property, but the surrounding area. These images should be breathtaking and inspiring. Sunsets, sunrises, lens flares, high contrast, and moody filters help create a more impactful landscape photograph. Colors should not be overly saturated or vivid, rather slightly muted to maintain a sophisticated tone.

Guy Harvey Outpost Club & Resort Collection