Sanctu Brand Guidelines

Brand Book

Brand Book

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Inside Logo

Logo Usage Logo No No’s

Typography

Fonts Hierarchy Type Elements Usage

Elements Color Graphic Usage

The Difference

Story Positioning and Tagline Mission Pillars Keywords Customer

Language

Brand Words Language Statements

Mood + Inspiration Print Specifications Application

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 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.

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An Island Sanctuary

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logo [final logo]

Logo

FINAL 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.

The Sanctu logo is elegant and bold, a typographic mark that embodies the sophistication of the resort, as well as the reverence of it’s story.

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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.

BASIC FORM The Sanctu logo in it’s black and white form without a lockup..

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logo [proper logo usage]

LOGO COLOR The logo has 4 color variations with it’s dark and light inverse. There are no deviations from the formats shown. Logo colors: Grey, Green, Blue, Cream. helium creative

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logo [proper logo usage]

LOGO LOCKUP The logo is also used in a lockup with it’s location on Gaulin Cay featured in two formats: horizontal and vertical. Usage is completely up to the overall composition and space.

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logo [proper logo usage]

LOGO ON BRAND ELEMENTS + PHOTOGRAPHY When the logo is used over any photography, image, pattern or color, it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures.

Use these examples or any other examples throughout this book as a guide.

The logo cannot stand against busy backgrounds, so be mindful of selecting an image that allows space for it to shine. If necessary, you can scale or manipulate the photograph to give the proper breathing room. Color contrast is also important, making sure the logo is against a background that does not distract or blend in. helium creative

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logo [proper logo usage]

1” text safe zone

90px

image safe zone

1"

1.25"

An Island Sanctuary

90px

An Island Sanctuary

SCALING The primary logo can be scaled to a minimum of 1" wide in print and 90px wide for digital applications. The tagline logo type can be scaled to 1.5" for print and 90px for digital applications. helium creative

PADDING Allow for at least 1x the height of the symbol around the logo for appropriate clearing when placing an image near the logo. Allow for a minimum of 1” of space when placing body copy near the logo. Text can easily compete with the logo and interfere with it’s strength. Ample white space is always preferred.

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logo [improper logo usage]

Sanctu

IMPROPER LOGO USAGE It is easy to ruin a good thing! Don’t let your logo fall victim to inconsistent handling.

Always maintain proper guideline standards.

Sanctu

The following outlines improper logo usage.

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ADDING ELEMENTS

SKEWING THE LOGO

ALTERING THE LOGO

CHANGING COLOR

ALTERING FONT

Adding other graphic elements such as strokes, outer glows or drop shadows are not permitted.

The logo must always be scaled proportionately.

Never skewed or stretched.

Don’t mess with a good thing! Let it be. No playing with sizing, scale, composition, etc.

No weird colors, please! Stick to our brand colors and proper usage. Keep it classy.

The logo must always maintain its integrity.

Do not change the font please!

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logo [improper logo usage]

LOGO ON BACKGROUND When the logo is used on any photography, image, pattern or color, it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures. Use these examples as a guide of what not to do. helium creative

TOO BUSY / NOT ENOUGH CONTRAST. FIND AN AREA OF PHOTO THAT HAS MORE OPEN SPACE AND WILL OFFER A STRONG BACKGROUND.

TOO BUSY, NEEDS MORE WHITE SPACE. SHOULD HAVE CLEAR AREA AROUND LOGO FOR VISIBILITY.

LOGO SHOULD NOT ATTACH TO ANY DESIGN ELEMENTS, RATHER IT CAN FLOAT WITHIN NEGATIVE SPACE.

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typography

GRANDSLANG ROMAN

GRANDSLANG Grand Slang is a new Font, boldly discovering and reshaping the Essence of the beautiful American, mid 20th Century Calligraphy. The inescapable desire not only to recreate but to retranslate historic letterforms, led into the creation of a very own, sleek and reduced “Grand Slang�.

Passing on the beauty and warmth of the former hands of Oscar Ogg and William A. Dwiggings, Grand Slang comes with an idealistic approach of merging grotesques and serifs together in over 310 individual, non-modular upper and lowercase characters, ligatures, figures and signs.

B-SIDE

GrandSlang B-Side ROMAN

GrandSlang Roman ITALIC

GrandSl ang Italic

Aa Bb Cc Dd Ee Ff Gg Hh Ii JjKk L l Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X x Yy Zz 1 2 3 4 5 6 78 9 0 !@ # $ % & * () -_+=

Typography 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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typography

ITALIC

CARDINAL CLASSIC Synthetic organisms look human, yet are made of artificial materials. Cardinal is the equivalent of the androïd characters called “synthetics”, which were developed in the movie series Alien.

Synthetics entertain a close relationship with the living world and have a troubling resemblance with the models they imitate — humans. Synthetics do not emit heat, smell or pheromones, and their artificial origin is thus hard to detect. Cardinal is an exploration of that idea in type design. It navigates between the organicity of classic text typefaces and the plasticity of contemporary digital type.

It has some traits of designs by Garamont and Granjon but bears its own dryness and rigidity.

Reminiscent of an era of “old digital typefaces”, Cardinal evokes the early computing days.

Synthetics do not die, they are just sometimes deactivated.

Cardinal Classic Italic REGULAR

Cardinal Regular MEDIUM

Cardinal Medium

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

SEMI BOLD

Cardinal Semi Bold BOLD

Cardinal Bold

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CARDINAL REGULAR

1 2 3 4 5 6 7 8 9 0 !& ()-+

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typography

VISUELT REGULAR

VISUELT Visuelt is a sans-serif typeface released through Colophon Foundry. The design began as a bespoke typeface for a client who wanted a more constrained and toned down version of Apercu.

It was later expanded with additional weights and released commercially. The family is available in five weights with matching italics.

BLACK

Visuelt Black BOLD

Visuelt Bold REGULAR

Visuelt 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

LIGHT

Visuelt Light

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1 2 3 4 5 6 7 8 9 0 !@ # $ % ^ & * ()-_+={}

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typography [hierarchy]

Display & Headline

TITLE DISPLAY Cardinal Classic Mid Regular

DISPLAY

SUPPORTING

BODY COPY

- Headline

- Subheadline - Minor Call Out - Supporting Information

- Main Body Copy - Listed Items - Contact Information - Advertising Copy

HOW TO USE SUPPORTING HEADLINES Secondary headline type is used to contrast Display type and add visual punch. This typographic treatment is best used for supporting information, categories, etc. and is often paired with display headlines, body copy, buttons on web pages, contact and other minimal information. Supporting copy should be brief, kept only to a few words or short statements and quotes.

HOW TO USE BODY COPY Your body copy is what you will write letters with, format large areas of copy, display information about the brand or product. Body copy is often large areas of text, or can be elongated sentences/short paragraphs.

- Call out Display Title 1

D I S P L AY 2

Body Copy

Supporting

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DISPLAY 1 Cardinal Classic Mid Italic Tracking: 40

DISPLAY 2 Visuelet Regular Tracking: 180 All caps

BODY COPY Cardinal Classic Mid Regular Leading: 3pt > font size

- Pull quote

HOW TO USE DISPLAY HEADLINES Display headlines are used for any showcased/primary call outs or headline typography. It is ideal for a single sentence, pull quote or strong statements that you want to stand out or pack a visual punch. Display usage is great against a photograph or high contrast background.

SUPPORTING Cardinal Classic Mid Italic Tracking:40

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typography [usage]

OVERVIEW: These pages serve to show examples of typography usage for better understanding of hierarchy and application.

Varied samples of body copy and headlines are showcased to demonstrate the ratio of headline to body copy, as well as the importance of maintaining clear and legible body copy with appropriate leading and sizing.

TYPE COLOR Note that type should be set to a 90% gray and black should only be used when necessary.

This is a headline.

Example Goes Here Display 1 Subhead Goes Here

D I S P L AY 2 S U B H E A D L I N E S

Accabo. Xerum eost, ipiendi cipsapistet facid qui asimill uptatet mod ut lab impores quam quate in repudae perit everspe rionsectis esequatqui as eius earumquo blab illabor por aliquod eniscil laborehene dicipsum sedia ium repedi blabor sit haritisincit expedi voloreriam aperis aut latquod mi, officab oresto cuptatur adio. Pisimus eumente mpor rore consendus at pedis es et, aut ut eic tem quae con nobita ipientium earchitatur, optas audae quatur sum illatia pa dolorion porporit alique core volute reptam fugias sum ipient.

Supporting text goes here.

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TITLE DISPLAY Cardinal Classic Mid Regular

DISPLAY 1 Cardinal Classic Mid Italic Tracking: 40 Leading: 10 > font size

SUBHEAD 2 Visuelet Regular Tracking: 180 All caps

BODY COPY Cardinal Classic Mid Regular Leading: 5pt > font size

SUPPORTING Cardinal Classic Mid Italic Tracking: 80

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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.

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 Sanctu color palette is composed of a series of vibrant hues contrasted against a serious white, gray, and deep blue. A sophisticated palette to communicate Sanctu’s empowering mission and trusted guarantee.

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elements [color]

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PRIMARY COLORS

PALE BLUE Pantone 656 C Pantone 657 U RGB 221, 229, 237 CMYK 10, 2, 0, 0 HEX #DDESED

GRAY Pantone Warm Gray 1 C Pantone Warm Gray 1 C RGB 214, 209, 202 CMYK 15, 13, 18, 0 HEX #D6D1CA

GREEN Pantone 5467 C Pantone 5467 U RGB 24, 51, 47 CMYK 88, 37, 59, 80 HEX #18332F

PALE SALMON Pantone 489 C Pantone 489 U RGB 236, 195 , 178 CMYK 0, 22, 20, 0 HEX #ECC3B2

PANTONE “C” AND “U” Pantone uses two letters to define how a color looks on specific materials: C for Coated and U for Uncoated. In some cases, we have chosen two different Pantones depending on the surface. RGB, CMYK, and HEX values are based on the C (Coated) colors. helium creative

TINT A color tint can be used to work with an overall composition and create contrast or monochromatic imagery. Tints are not meant to be used on Sanctu’s logo.

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elements [color]

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SECONDARY COLORS

PINK Pantone 193 C Pantone 193 U RGB 191, 13, 62 CMYK 0, 100, 59, 11 HEX #BF0D3E

PURPLE/BLUE Pantone 2765 C Pantone 2765 U RGB 32, 21, 71 CMYK 98, 98, 0, 60 HEX #10004D

SALMON Pantone 170 C Pantone 170 U RGB 255, 134, 116 CMYK 0, 56, 48, 0 HEX #FF8674

SILVER FOIL KURZ ALUFIN 155

PANTONE “C” AND “U” Pantone uses two letters to define how a color looks on specific materials: C for Coated and U for Uncoated. In some cases, we have chosen two different Pantones depending on the surface. RGB, CMYK, and HEX values are based on the C (Coated) colors. helium creative

TINT A color tint can be used to work with an overall composition and create contrast or monochromatic imagery. Tints are not meant to be used on the Sanctu’s logo.

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elements [gradient]

GRADIENT Sanctu gradients can be used as special moments in Sanctu’s branding and identity system to convey nature’s beauty.

Each gradient takes inspiration from different environmental experiences when being surrounded in Gaulin Cay’s natural beauty. Gradient’s are intended to be used as given, not altered, for composition backgrounds.

SANCTUARY The tones in this grounding gradient, relate to being one with nature, appreciating your surroundings and the beauty of its greenery. This gradient is subdued, yet rich, and inspires the process of discovery of Gaulin Cay.

RESTORATION A representation of tranquility, the Sanctu Restoration gradient speaks to a lighter, more uplifting and restorative experience on the island. helium creative

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elements [gradient]

REFLECT A visually exciting, yet sensual gradient, Reflect correlates to the way light transforms during a sunset. helium creative

IGNITE As day folds into night, the Restoration gradient captures some of the most captivating moments on Gaulin Cay. Sanctu // Brand Guidelines

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elements [graphic] [design]

GRAPHIC ELEMENTS Graphic elements are used to further the brand identification and help to visually communicate it. These items can be used sparingly so as not to overwhelm or clutter a composition.

Replenish, Renew, Restore

ORGANIC SHAPES The symbol may be used individually as a graphic element. It may be slightly cropped and in some cases, even outlined over a photograph.

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elements [graphic]

Awake Uplift Expansion Reflect Renew

ACCENT DISPLAY MESSAGING Key brand words: Awake, Uplift, Expansion, Reflect, Renew. These are used as design elements for product, digital messaging and brand recognition. They are derived from the brand story as well as the brand pillars.

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the difference [mission statement]

An environment for guests to have profound spiritual and physical restorative experiences.

MISSION STATEMENT A mission statement communicates the goal and passion of a company. It is a ‘romantic’ statement based off the positioning statement. In its essence, the mission addresses the WHY and WHO. Who is the brand and why does it exist? What is the company’s reason for being? Mission statements can vary. Some are more robust and factual, others are short and ethereal. Often times a mission statement is shared on a company website, expressed to clients, etc. It is not strictly an internal statement like the positioning. helium creative

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language [words]

Awareness Elevate Ease Discovery Wellness Well-being

Energy Transform Ritual Purify Healing Wisdom

Homeopathic Traditional Curative Profound Restoration Spiritual

Sanctuary Bodywork Holistic Sacred Dreams Inspire

Organic Architecture Mindful Natural Environment

BRAND WORDS Key words can help describe, identify or empower a brand. Through our discovery process we identified key words that can be used to discuss the brand internally or to market, whether in sales collaterals, messaging, PR, social media, or any other platform. Brand words help describe the feeling, mood and story of the brand or product. helium creative

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language [messaging]

Throw your dreams to the ocean A sanctuary for the senses A sanctuary for the spirit Replenish, Renew, Restore Profound physical, mental and spiritual restoration The sacred balance of mind, body and spirit ADDITIONAL MESSAGING Additional messaging is used for future marketing materials, campaigns and brand deliverables to further communicate the story, core objectives and company intent. These statements can be the start of a full concept or used independently for stand alone items and collateral. helium creative

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MOOD + INSPIRATION: The brand visual communication is inspired largely by the sunset on Gaulin Cay. The vivid pinks, orange, blue and green from the sky down to the water. Additionally, we found inspiration in sophisticated hospitality and product design with minimalism.

There is a balance of organic inspiration from the natural environment mixed with modern design.

This mood board can be used for design inspiration ongoing.

Mood + 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. helium creative

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mood [inspiration]

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MOHAWK STRATHMORE PASTELLE Bright White Pastelle 80T

This versatile textured paper should be used for printing letterhead, notecards, brochure pages, and additional collateral given directly at the resort such as service menu.

MOHAWK KEAYKOLOUR 38 Pastel Blue

Ideal for business cards, menus, standard in-house material given out at the resort such as service menu.

Print Specifications The paper type you choose is just as important as choosing the typeface for print. The tangible quality of a paper weight and smooth or rough texture can elevate an experience, while enriching the expectations of a brand’s quality. These paper types were customized to heighten the personal experience of having printed material between the customer’s fingertips. helium creative

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application

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application

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application

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application

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OVERALL STYLE Photography styling of Sanctu is empowering, refreshing, and honest. Photos will never appear overly posed or like stock.

The following pages overview general styling and concept.

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

ENVIRONMENT Environmental images capture the mystique of Gaulin Cay, and ultimately a primary brand pillar. Images should reflect our brand colors and be toned accordingly. Images are soft, rich and sophisticated, never overly saturated or vibrant. helium creative

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photography

RETREAT + LUXURY These are images that showcase the experience at Sanctu, from services to general mood and styling. Images are soft, rich and sophisticated, never overly saturated or vibrant.

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photography

PRODUCT Whether with food styling or general product imagery, these photographs will integrate with the natural environment in some way. Brand colors will be incorporated through texture, background or materials such as leaves, stone, or water.

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Sanctu // Brand Guidelines

brand concept and design by helium creative.

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Brand Book