BRAND GUIDELINES
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12/20/2020
The next few pages contain all the essential information to thoroughly
2
understand the brand, its essence and concepts, as well as a series of guidelines that will ensure its correct use. Contact us at The Grand Maloney Hotel if you have any additional questions at: info@spottswood.com
The Grand Maloney Team
TABLE OF Table of CONTENTS contents THE GRAND MALONEY HOTEL
12/20/2020 · BRAND GUIDELINES
4
Introduction
4
4
Brand Values
5
4
O U R S I G N AT U R E
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Table of contents
5
6
Logotype
7
Symbolism
8
Sizes and correct uses
9
OUR TYPE
14
Main type
15
Sencodary options
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Alternate versions
10
Colours
11
OUR LOOK
18
Complimentary illustrations
12
Photography
19
Textures
13
Examples
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THE GRAND MALONEY · OUR BRAND
A SMALL BUT SIGNIFICANT STORY from 1980 Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam
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THE GRAND MALONEY · BRAND VOICE
our brand voice
It’s all about quality over quantity in The Gran Maloney. We know our
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A GRAND E XPERIENCE IN A BOUTIQUE PACKAGE
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HOW WE IDENTIFY OURSELFS
costumers don’t seek only the confiest beds, the biggest buffes or the biggest rooms available. Our guests seek an experiencie, a feeling of comfort and companion, a tale with a history, a room with a personality, a jorney worth remembering.
AUTHENTIC
UNIQUE
GRAND
LUXURIOUS
E XC E L L E N T
TIMELESS
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OUR SIGNAT URE Logotype
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BRAND GUIDELINES
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THE GRAND MALONEY · LOGOT YPE
This is our main logotype. A strong, balanced composition, filled with subtle touches that represent everything thats makes us unique. This is the cornerstone of our brand and should be used accordingly to the guidelines specified in this brand book only. This will assure a clear, clean and consisten communication with our guests.
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THE GRAND MALONEY · OUR SYMBOLISM
A TRIBUTE TO THE MALONEY FAMILY
THERE’S A KEY FOR EVERY LOCK
The bow in the brand is a
And our brand will not be the
and its coat of arms
reinterpretation of the one found in the family crest. This was made to reflect the history and tradition of TGM.
12/20/2020 · BRAND GUIDELINES
exception. Within the key are a few arquitectural details that ressemble our hotel, making it unique.
ROOMS TO FALL IN LOVE WITH
YOU MADE THE RIGHT CHOICE
The traditional key form was remade to
The direction of the arrow, always
give it more similarity to a engagment
pointing right, is a representation of the
ring, as a compromise to our clients that
unequivocal and certain desition a visitor
will fall in love with their rooms, wichever
will make everytime they decide to stay
they chose, an our service.
with us.
Six different spaces
8
in this world
staying with us
THE GRAND MALONEY · SIZES AND USAGE
120 PX / 2.5 IN (HEIGHT)
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60 PX / 0.8 IN (HEIGHT)
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40 PX / 0.5 IN (HEIGHT)
T H E G R A N D M A LO N E Y · LO G O T Y P E A LT E R N AT E V E R S I O N S
The perfect one for vertical ads.
The right one to show our brand in small spaces.
MORE THAN JUST A BRAND For stamps or seals
With that in mind, we created tree diferent versions of the main logotype, that will allow our brand to eassily addapt to any type of communication, whether is digital or print, assuring visibility.
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We want to have a open, dynamic and clear conversation with our guests.
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It doesn’t matter the size or especifications for our ads; our logo should always be visible, clear, legible and, last but not least, memorable.
DARK GREEN
BRIGHT ORANGE
SMOTH CORAL
RGB 39
RGB 243
RGB 251
Main option
Secondary choice
A great companion
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THE GRAND MALONEY · OUR COLOURS
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60
56
HEX #273C38 CMYK 78
56
120
51
HEX #F37833 65
PANTONE P 176 - 16 U
53
CMYK 0
66
206
188
HEX #FBCEBC 90
PANTONE P 34 - 7 U
0
CMYK 0
22
22
PANTONE P 48 - 2 U
0
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T H E G R A N D M A LO N E Y · I L L U S T R AT I O N S
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AS IF YOU WHERE HERE
We wanted to complement our brand, and the communication with our guests, with a few graphic elements that ressemble the ambiance of Key West. For this porposse we created tree main illustrations of eassilly recognizable elements (palm threes, roosters, coral reef). The letterprint style they are made off is used as a nostalgic element, adding the idea of history and tradition to the brand.
THE GRAND MALONEY · TEX TURE GRAPHICS
ONE PL ACE ONE FEELING As was stated in tour brand values, we want to give more than just a room. We want yo help our guests have the most amazing experience
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here, in Key West.
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We want them to take a image based on a feeling, a sensation of our town, our hotel and our service. That’s why we created this textures to complement our designs in the future. Based on the bricks of the house, the pointy sand, the windows and the most beautiful nights, we want to extend a sense of what it would be like to visit us, even if they have never been to Key West.
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OUR T YPE S typography
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THE GRAND MALONEY · T YPOGRAPHY
Our headliner between the perfect geometric shapes of german based types and
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the legibility of modern, humanist fonts. A typography that aspires to
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be relevant and look as modern today as it did a few years ago.
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Based on the shapes of 1920 san-seirf fonts, Jost is a balanced blend
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THE GRAND MALONEY · T YPOGRAPHY
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Tiffany For special ocassions
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Aa Bb Cc Dd Ee Ff Gg Hh Ii
Aa
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Cc
Jj Ll Mm Nn Oo Pp Qq Rr Ss
Jj
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Tt Vv Ww Xx Yy Zz
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OUR LOOK
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we could look like to our guests
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THE GRAND MALONEY · PHOTOGRAPHY
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BRAND GUIDELINES
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A GLIMPSE TO A FEELING
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EXAMPLES
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T H ET HGER AGNR D A NMDA LMOANL E OYN E· YT E· XETX A LA MYPOL U ES T
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529 CAROLINE ST
I
KEY WEST FL, 33040
I
G R A N D M A L O N E Y. C O M
I
(305) 294-3265
I
INFO@SPOT TSWOOD.COM
THE REEF RESORT AND SPA
First LASTNAME General Manager
Paseo Xaman-Ha, Retorno Sayil, s/n Fracc. Playacar, Playa del Carmen Quintana Roo, México
THE REEF RESORT AND SPA
THE REEF RESORT AND SPA
1 866 384 3656 (USA) 01 800 714 02 20 (México) reservations@thereefplayacar.com www.thereefplayacar.com
THE REEF RESORT AND SPA
THE REEF Paseo Xaman-Ha, Retorno Sayil, s/n Fracc. Playacar, Playa del Carmen Quintana Roo, México
1 866 384 3656 (USA) 01 800 714 02 20 (México)
reservations@thereefplayacar.com www.thereefplayacar.com
RESORT AND SPA
Paseo Xaman-Ha, Retorno Sayil, s/n • Fracc. Playacar, Playa del Carmen Quintana Roo, México
THE REEF RESORT AND SPA
THE REEF RESORT A ND SPA
BRAND GUIDELINES | 07.2019
RALEIGH, NC
The Brownstone Hotel name and brand marks are property of Sotherly Hotels and should only be used within the guidelines outlined in this document and with appropriate permission.
With questions or to request permission, email Sotherly@SotherlyHotels.com
GET TO KNOW US Just as the brownstone has come to suggest both an architectural style and a sense of neighborhood community and camaraderie, Raleigh’s Brownstone Hotel will be woven into the social fabric of North Carolina’s capital city. Located in close proximity to the campus of North Carolina State University, the hotel will channel the worlds of agriculture and academia to convey the city’s rich history and establish it as the “living room” of Hillsborough Street. Design elements such as barn doors and bookshelves will be a subtle “then and now” reference to the university, from its 1887 founding as an agricultural college to its current ranking among the premier public research universities in the country.
SOUTHERN T RA D I T I O N S The hotel’s collective voice is a mix of Southern spirit and intellectual mettle, drawing on several notable North Carolinians including singer James Taylor, the late poet Maya Angelou, and broadcasting legend Edward R. Murrow. Friendly and wellinformed, the voice establishes The Brownstone as Raleigh’s preferred address for business meetings, social events, college reunions and tours, and Wolfpack game days. Sotherly brand signatures serve to differentiate the hotel and underscore its Southern sensibility, including “Sothern” branded in-room amenities, a custom-curated gallery showcasing the works of Southern artists, and a Sotherly Host whose scope of local knowledge makes him/her an invaluable resource for guests.
S PA C I N G
LOGO USAGE
For legibility, the logos must have adequate clear space on all four sides. This ensures that no other design elements compete with the logo and lessen the logo’s impact.
The logo is the primary symbol of our brand. A bold and masculine monogram in a style suggesting old-school varsity lettering, the logo is a powerful nod to time-honored Southern traditions such as college football and monogrammed family heirlooms.
SIZING For brand consistency, please refer to minimum logo size MINIMUM SIZE: 0.75 IN
|
54 PX
requirements. This will help maintain legibility in all formats.
PRIMARY LOGO
LOGO VERSIONS Only use the provided logo variations for messaging
SECONDARY LOGOS
consistency and to preserve the brand’s legal integrity.
EMBLEM
H O R I Z O N TA L
ICON
IMPROPER USAGE
DO NOT USE OFF-BRAND COLORS
DO NOT USE IF LOW CONTRAST
DO NOT USE EFFECTS
DO NOT USE GRADIENTS
To maintain design consistency, please to do not modify the logo in any way that affects legibility or distracts from the intended usage.
D O N O T R O TAT E
DO NOT USE IF ILLEGIBLE
DO NOT CHANGE PROPORTIONS
DO NOT MODIFY THE L O G O I N A N Y W AY
EMBLEM LOGO USAGE — Use only for specialty marketing items (such as mugs, pins etc.) Not intended for primary branding applications (i.e. stationery, website navigation, signage). Do not use in conjunction with other logo versions.
E N G R AV E R S ROMAN BOLD BT 150 PT TRACKING
B RA N D FONTS
AV E N I R B L A C K 200 PT TRACKING
Warm and eclectic, our brand fonts juxtapose styles to mirror the hotel’s traditional yet modern approach.
AV E N I R B O O K
Aa Aa
Aa
HEADERS
ABCDEFGHIJKL NOPQRSTUVWXYZ 1234567890 /. , : ; “ ”
SUBHEADERS
ABCDEFGHIJKLNOPQRSTUVWXYZ 1234567890 /. , : ; “ ”
BODY COPY
ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 /. , : ; “ ”
A B H AYA L I B R E 175 PT TRACKING
WEB FONTS When designing for web, please refer to our hand-selected
NUNITO SANS EXTRA BOLD 200 PT TRACKING
Google fonts to maintain brand
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HEADERS
ABCDEFGHIJKLNOPQRSTUVWXYZ 1234567890 /. , : ; “ ”
SUBHEADERS
ABCDEFGHIJKLNOPQRSTUVWXYZ 1 2 3 4 5 6 7 8 9 0 /. , : ; “ ”
consistency across platforms. To download: fonts.google.com
NUNITO SANS REGULAR
Aa
BODY COPY
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D I S P L AY T Y P E
LOREM IPSUM HEADLINES
SUBHEAD
BODY COPY
LOREM IPSUM LOREM IPSUM DOLAR HERE
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The brand palette is a rustic, earthy mingling of warm, deep hues cooled by cloud-soft
B R A N D PA L E T T E
gray. The overall vibe is new-vintage: an old-meets-modern mix that takes its color cues from the hotel’s fixtures, furnishings, and urban surroundings.
MIDNIGHT SKY
S TA I N E D G L A S S
W O R N L E AT H E R
MARBLE GREY
RGB 38. 49. 53
RGB 56. 78. 80
RGB 191. 113. 80
RGB 218. 217. 214
HEX #263135
HEX #384E50
HEX #BF7150
HEX #DAD9D6
PANTONE 546 U | 546 C
PANTONE 7721 U | 7476 C
PANTONE 2429 U | 2429 C
PANTONE Cool Gray 1 U | 1 C
CMYK 90. 52. 45. 45 U
CMYK 96. 0. 48. 50 U
CMYK 3. 52. 100. 11 U
CMYK 4. 3. 6. 7 U
100. 41. 35. 87 C
89. 22. 34 .65 C
3. 63. 88. 8 C
4. 2. 4. 8 C
COLOR PROPORTIONS
30%
30%
20%
15%
POWERFUL PHOTOS To portray the atmosphere of the Brownstone Hotel, our images exude a sense of gracious hospitality and timelessness. Our gallery includes a mix of detail and lifestyle images in warm tones that capture the Southern culture and civility of the property.
BRAND APPLICATION
T H A N K S , Y ’A L L
1707 Hillsborough Street, Raleigh, North Carolina, 27605, USA | 1-919-828-0811
Brand Design by
12° 1’ 0.012” N
W38° 54’ 19.2” N
Brand Identity Guidelines Latest Update February 2021
Version 1.0
Brand Design by
vv
life of spice REIMAGINING THE
INTRODUCTION
INTRODUCTION
SPICE ISLAND | BRAND GUIDELINES
This brand book provides foundations and guidance to maintain integrity in the development and application of our newly inspired brand. Adhering to these are essential to ensure consistency in the aesthetic and messaging across all touchpoints.
CONTENTS
The Resort The Captivating Island Escape Our Legacy is Hospitality Our Voice
Logomark
3
PG. 8
The Logo Secondary Mark Logo Usage Improper Usage
Visuals PG.
PG. 3
Color Palette Typography Illustrations Photos Brand in Use
PG. 13
SPICE ISLAND | BRAND GUIDELINES
OUR RESORT
PG.
4
Cultivating a life of spice is second nature.
THE CAPTIVATING ISLAND ESCAPE
This is the Life of Spice. Our resort is an all-inclusive window into Grenada’s captivating mystery. In the midst of thoughtfully designed atmospheres, we believe lasting connections—to each other and the Caribbean—are just waiting to blossom.
OUR RESORT
SPICE ISLAND | BRAND GUIDELINES
Our Legacy is Hospitality The Sir Royston Hopkin Story Every now and then, an idea comes along that feels so effortless, it seems like it was meant to be. In a setting as stunning as Grand Anse Beach, it only takes moments to understand why our Founder Sir Royston Hopkin, KCMG chose this stretch to craft his dream. A native of Grenada, Sir Hopkin made many contributions to the island’s hospitality and tourism industry throughout his distinguished career, but none outshine the beauty of Spice Island Beach Resort. His vision was simple, yet groundbreaking: fuse style and modernity into an all-inclusive resort that showcased his beloved home, all while offering guests the unforgettable luxury they longed for. As the next chapter unfolds, the Hopkin family’s next generation proudly continues to focus their sights on authentic Grenadian encounters. Just like our Sir Royston did.
PG.
6
OUR RESORT
SPICE ISLAND | BRAND GUIDELINES PG.
7
Our Voice
We believe our individual tone and style is the spice that sets our brand apart. In order to ensure consistent messaging across all executions, from marketing content and onresort collateral to staff-and-guest interaction, we’ve identified the following values that define Spice Island Beach Resort.
I. DEEPLY ROOTED
III. REALISTICALLY REFINED
Our lineage goes far beyond history alone. It’s a time-tested heritage that equips, empowers and excites us in transforming the way Grenada is encountered.
Our laidback energy is relaxed, yet not completely casual. It fuses the Caribbean’s essence of ease with modern, refined atmospheres and service to set a new standard for authentic island life.
We Are: Fresh and Dynamic We Aren’t: Old-Fashioned or Antiquated Copy Example: “To the world, it’s a lush haven teeming with spice and surprise. To us, it’s much more. It’s home.”
We Are: Aspirational and Vibrant We Aren’t: Cliché, Exaggerated, Stuffy or Over-The-Top Copy Example: “Beachfront suites with plunge pools. An award-winning spa nestled in tropical gardens. Staff that knows exactly when to bring your afternoon Daiquiri and your evening Mahi Mahi.”
II. WARMLY INVITING
IV. UNPRETENTIOUSLY IN-THE-KNOW
We believe genuine interactions are the soil in which new connections blossom, so we intentionally open our doors to guests as if we’ve known each other for a lifetime.
Our evolving knowledge of the newest culinary, cultural and artistic trends serves one purpose—inspire an affinity for our home within our guests’ hearts.
We Are: Confident and Personal We Aren’t: Forced or Inauthentic Copy Example: “Top-tier service, from our family to yours.”
We Are: Approachable and Curated We Aren’t: Arrogant or Overwhelming Copy Example: “Let us uncover the local flavors of Grenada in every dish”
SPICE ISLAND | BRAND GUIDELINES
LOGOMARK
PG.
8
The silent ambassador of our brand.
LOGOMARK
SPICE ISLAND | BRAND GUIDELINES
The Logo The logotype is the cornerstone of our brand and its use should follow the guidelines specified in this book. The following composition aims to reflect the importance of the value behind the property.
X
X
The appropriate use of this logotype will help us ensure clear, clean, and consistent communication for our brand.
X
X
PG.
9
X
The clear space has been established to ensure logo visibility and impact. No other graphic elements, such as copy, imagery or other logos should appear in this exclusion zone.
LOGOMARK
SPICE ISLAND | BRAND GUIDELINES
Usage
PRIMARY
Our logo is the primary expression of our identity; using it in a consistent manner helps establish brand recognition and reinforce it in the mind of the consumer.
MINIMUM SIZE PG.
10
SECONDARY
Digital - 50 px high Print - 0.5 in high
Digital - 35 px high Print - 0.35 in high
LOGOMARK
Emblem SPICE ISLAND | BRAND GUIDELINES
OUR SECONDARY MARK We’ve created this additional element to complement our logotype and further identify our brand from a visual perspective when space and layout allows.
UNIQUE ARCHITECTURE Spice Island Beach Resort’s unmistakably iconic design.
NATURAL BEAUTY The breathtaking nature of Grenada that envelops our resort.
AQUA INSPIRATION Our intimacy with the ocean, symbolized.
MINIMUM SIZE
PG.
11
Digital - 125 px high Print - 0.6 in high
LOGOMARK
Dont’s SPICE ISLAND | BRAND GUIDELINES
When using our logo, remember its inspiration — understated luxury. Our logo is cherished, and should be protected at all times.
PG.
12
DO NOT alter the logo’s typographical assets.
DO NOT change the proportions of our logo.
DO NOT otate or distort the logo.
DO NOT use colors beyond those outlined in this brand book.
SPICE ISLAND | BRAND GUIDELINES
VISUALS
PG.
13
Seeing usual things with unusual eyes.
VISUALS
SPICE ISLAND | BRAND GUIDELINES
Colors
PG.
14
Our color scheme is a subtle nod to luxury, elegance, and romanticism. This minimal palette allows for powerful storytelling through our brand photography.
Night
Shadow
PMS BLACK 6 C
PMS 446 C
C: 100 M: 61 Y: 32 K: 96 R: 0 G: 0 B: 0 HEX: #000000
C: 54 M: 27 Y: 36 K: 82 R: 53 G: 52 B: 52 HEX: #353535
Shiny Rose PMS METALLIC 8042 C
Brandy Rose PMS 4725 C C: 13 M: 42 Y: 43 K: 31 R: 179 G: 136 B: 123 HEX: #B3897B
Rose Quartz
Soft Peach
PMS 7604 C
PMS WARM COOL GRAY 1 CP
C: 00 M: 08 Y: 05 K: 04 R: 235 G: 221 B: 217 HEX: #EBDDD9
C: 03 M: 03 Y: 06 K: 07 R: 247 G: 239 B: 237 HEX: #F7EFED
VISUALS
Fonts SPICE ISLAND | BRAND GUIDELINES
Our typography celebrates our brand personality.
PG.
15
Ivy Journal is an approachable, modern serif typeface that works really well for headlines. Ivy Mode brings a trusted, current and human feeling to our voice, ideal for small-sized copy complemented by Ivy Journal. To increase the recognition of the brand, you should always use the appropriate combination of fonts specified in this brand book. Avoid using other typefaces. This builds consistency across designs and maintains a strong visual link to our corporate identity.
Ivy Journal Ivy Journal - Thin
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890
Ivy Journal - Thin Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890
Ivy Mode Ivy Mode - Thin
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890
Ivy Mode - Regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890
VISUALS
Hierarchies 1
EXPLORE
SPICE ISLAND | BRAND GUIDELINES
The brand’s typographic style is successful when proper hierarchy is established and text is easily digestible. Headlines should always use Ivy Journal Thin & Thin Italic on either title or sentece case, while Ivy Mode can be used for subheads, body copy or any other iterations of copy needed. Although both Ivy Journal and Ivy Mode Thin & Regular are available in multiple weights as well as italicized versions, use should be limited to the versions shown here. This offers ample opportunity for design expression. The line spacing (leading) depends on the length of the line. Longer lines need more leading than shorter ones. As a general rule, 2 point additional leading should be used. Paragraphs should be indicated by using a line space or halfline space.
PG.
16
The Splendor of Spice 2
3
Our name is a gentle nod to Grenada’s centuries-old history as a leading exporter of nutmeg. Today, our name symbolizes the touch of spice we add to the lives of our guests. Whether you’re planning 4 a magical honeymoon or just a a destination wedding in Grenada, well-deserved getaway on world-famous Grand Anse Beach, we look forward to welcoming you to the “Spice Isle.”
1. Subheads and highlighted sentences must be displayed on Ivy Mode. Regular. All-Caps.
3. Ivy Mode Thin Italic can be used to highlight certain parts o f a headline.
2. Headlines uses Ivy Journal Thin on Title or Sentence Case.
4. Bodycopy and text blocks must use Ivy Journal Thin. Ivy Mode Regular can be used to highlight some parts of the text.
VISUALS
SPICE ISLAND | BRAND GUIDELINES
Illustration The icon system complements the graphic style delivered by our emblem, bringing a playful and relaxed look to our brand. As a pattern, holistically, they represent Grenada and what our island offers to the world.
BOTANY
Boungavilla
PG.
17
Water Lilly
WILDLIFE
Heliconia
Dove
Leatherback Turtle
NATURE
Tuna
Sun
Water
SPICES
Palm Tree
Cloves
Cinamon
ARCHITECTURE
Nutmeg
Facade
Roofs
Ceiling Fan
VISUALS
SPICE ISLAND | BRAND GUIDELINES
Photos
PG.
18
Photography is the key visual element of our brand. Through our imagery, we communicate our values, our personality and our story. Our photos are carefully selected to evoke a sense of serenity, sophistication and a free-spirited nature, while capturing interesting perspectives and unconventional framing through an editorial style. Our visual narrative presents an authentic sense of place and highlights thoughtful details that make up The Life of Spice.
I. OUR UNIQUE PROPERTY
SPICE ISLAND | BRAND GUIDELINES
Photos
PG.
19
Displaying the undeniable spirit of Grenada through landscape, wildlife and nature imagery, we show the ever-evolving kaleidoscope that is the Caribbean. A slowed pace of life is one we celebrate, as it allows us to appreciate the joy that awaits in the details. Our photography style encourages clear communication of this, transforming our senses to be keenly aware of the little things.
II. BRINGING US HERE
VISUALS
Photos SPICE ISLAND | BRAND GUIDELINES
The visualization of human interaction and connection is essential in creating a desire within our guests to venture far and wide.
PG.
20
Our lifestyle photography style captures the authentic, down-to-earth smiles that flourish at Spice Island Beach Resort. Images should portray realism without oversaturated colors and embellished posing.
III. THE HUMAN ELEMENT
PG.
21 SPICE ISLAND | BRAND GUIDELINES VISUALS
BRAND IN USE
12° 1’ 0.012” N
W38° 54’ 19.2” N
©2021 Spice Island Resort. All Rights Resrved. For internet use only. Confidential & propietiary - May not be reproduced without the written permission of Spice Island Beach Resort associates.
BRAND GUIDELINES BRAND GUIDELINES Who. True to our New York roots.
Latest Update September 2018
Designed by
Create.
use.
LISTEN UP The use of official artwork in the reproduction of the brand ‘s signatures is essential to guarantee the integrity of the SOHO 54 brand and ensure a consistent presence across all platforms, devices, and formats. Contact the SOHO 54 team if you have any additional questions at: brand@soho54.com
Page.
2
We Are.
we.
IN THE HEART OF EVERYTHING IN THE HEART OF EVERYTHING At the Crossroads of Elegance + Edge.
From the hospitality aficionados who eat, sleep, and breathe New York City, comes a unique hotel experience that captures
the ever-changing landscape of our iconic urban island. Embodying the spirit of Manhattan’s creative hub (think: art, music, fashion, and food) SOHO 54 is dedicated to inspiring visitors and locals alike.
Page.
3
LOGO SOHO 54’s primary logo is a wordmark.
logo.
A universal signature across all platforms.
Its style is bold and vibrant, emphasizing the strong, hardworking, and lively nature of the brand. This is the main logo to be used across brand applications.
The Type Always use approved artwork. Do not alter the typeface in any way.
The Number Can be separated from the full logo lockup in certain instances.
Page.
4
ANATOMY OF A LOGO Our logo is one of our brand’s most valuable assets.
We must ensure proper usage. To protect its strength, a clear space area should be maintained, and its minimum width should measure no less than 0.6" for print or 30px for web.
X
spaces.
X
This is X
X
X
Minimum Size.
Safe Space.
Web: 30 px Print: 0.6 in
Page.
5
BLACK
WHITE Positive.
Whenever possible, use the primary version of the SOHO 54 signature as shown.
Negative. Use in white over black applications when neccesary.
Do not change the standard proportions and relationship between the logo elements.
Do not present the logotype with a different color palette.
Do not manipulate, rotate, or change any of the logo elements.
Do not place a rotate version of the logotype under any circumstances.
dont’s.
DONT’S Always maintain the original numbers present on the logo.
Do not add unnecessary drop shadows, highlights, borders or other markings.
Page.
7
COLOR PALETTE White. Evoke a clean design aesthetic of SOHO 54 by using a white canvas as your main asset.
Black. Contrast is key. You may enhance the clean aspects of your design with some deep, dark elements.
PMS Black 6C
CMYK 100 100 100 100
HEX #FFFFFF CMYK 0 0 0 0
PMS Black 6C
RGB 0 000 HEX #00000
RGB 255 255 255
RGB 0 010
Cream.
HEX #00000 CMYK 100 100 100 100
Complimentary colors should be used sparingly to create more depth within the design elements.
PMS Black 6C
PMS 7500 C
HEX #00000
RGB 217 208 179
RGB 0 010 CMYK 100 100 100 100
HEX #D9D0B3 CMYK 3 5 26 2
PMS Black 6C RGB 0 010 HEX #00000 CMYK 100 100 100 100
typographic style and expression. The typographic principles are based on function, format, and
Primary Headlines
KNOCKOUT NO. 68
Secondary Headlines
Helvetica Bold
Bodycopy
Helvetica Light
purpose. They should maintain a distinctive look and feel across all platforms. Always use provided typefaces. Knockout No. 68
must be always used in all caps, preferably for the headline and highlighted content, while Helvetica can be used based on the designer’s discretion.
abcdefglmnopqrstuvwxyz ABCDEFGLMNOPQRSTUVWXYZ 0123456789@#$%&*? abcdefglmnopqrstuvwxyz ABCDEFGLMNOPQRSTUVWXYZ 0123456789@#$%&*?
abcdefglmnopqrstuvwxyz ABCDEFGLMNOPQRSTUVWXYZ 0123456789@#$%&*?
fonts.
The SOHO 54 brand is defined by a strong
KNOCKOUT NO. 68 Page.
9
Page.
10
numbers.
PATTERNS patterns.
Play. Patterns, shapes, and other complementary design assets are used to evoke the iconic New York experience. Urban aesthetics often uses
high contrast elements and overlap each other to create a sense of depth and projection. Play around with basic shapes in order to create new, bold, and exciting textures.
Page.
11
THINK SIMPLE
Modern
Always choose photography that
photos.
has a point of view, tells a story and is distinctively New York.
Be conscious of the composition, and make sure that the imagery evokes an emotional response. Always aim to find perspectives that are bold and speak directly
Stylish
to the traveler so they can imagine themselves there.
Real
Page.
12
Thanks.
54 Watts St. New York, NY, 10013
(212) 26-6288 ©2018 Soho 54 Hotel. All Rights Reserved.
Designed by
BR A N D G UID E LI NE S Created by Tambourine for Trust Hospitality and Skipjack Resort & Marina
|
1.29.16
B SF
M I S S I O N S TAT E M E N T
A sentence describing our goals and philosophies “Channel our guests’ love of the outdoors and all things organic to deliver a laid-back experience focused on family and the pursuit of life’s simple pleasures.”
P O S I T I O N I N G S TAT E M E N T
An explanation of how we distinguish ourselves from the competition “The mood of Skipjack will be captured though the abundant use of earthy, all-natural materials and textures, fresh-caught seafood and flavorful regional foods, and a genuine understanding of our guests’ desire for unstructured experiences, high-quality/high-fun family time and easy access to the outdoors.”
B R I E F P O S I T I O N I N G S TAT E M E N T “We possess a genuine understanding of our guests’ desire for unstructured experiences, high-quality/highfun family time and easy access to the outdoors.”
BSF
Skipjack Brand Guidelines
1
BELIEFS • We believe that nothing is more important than surrounding yourself with the best people possible. • We believe that a lodging choice is a form of self-expression. Where you stay says something about you. • We believe that the public spaces of hotels set the tone for the quality of the entire experience. • We believe that a hotel stay should be immersive, experiential, and appeal to all five of the senses. • We believe that lethargy, inertia, and complacency are toxic and unacceptable. We tackle our work with energy.
W H AT S K I P J A C K S AY S A B O U T M E • I value family and community and I pass on traditions. • I care about the environment, especially the local environment. • I like to experience destinations through the eyes of a local.
C O R E VA L U E S
AT T R I B U T E S
VOICE
• Fun
• Casual
• Friendly
• Passion
• Playful
• Inviting
• Kindness
• Contemporary
• Engaging
• Quality
• Approachable
• Light-hearted
• Comfort
• Family-oriented
• Laid-back
BSF
Skipjack Brand Guidelines
2
BRAND P E R S O N I F I C AT I O N A married white male in his 40s or 50s. Father to two kids, a girl and boy, 7 and 10 years old. Born and raised in the south, military background, well-traveled. College educated, self-made, blue collar but well off. Business owner, pays himself a $200,000 annual salary. Generous, often supports charities. Travels with his family, mainly within the United States. Enjoys the outdoors, loves fishing and diving. Plays guitar, very personable, likes to entertain company. Drinks craft spirits and beer, smokes cigars, occasionally. Takes fishing trips with the guys. Drives a large pickup truck but rides his motorcycle on the weekends. Effortless appearance, jeans and button downs, untucked, sleeves rolled up. Shorts and a t-shirt or polo. Listens to classic rock.
BSF
Skipjack Brand Guidelines
3
BRA N D I D E NTITY
P R I M A RY L O G O An identifiable and memorable mark that is simple and clean but possesses plenty of personality. It is unique and original while also being timeless. Clear and legible, easily applied to various pieces of collateral.
Brand Identity
Skipjack Brand Guidelines
5
LOGOTYPE A custom wordmark in which the stroke weight of each character is low contrast and almost uniform, making it highly legible. To be used in applications where horizontal space is limited such as facade signage and fine print.
Brand Identity
Skipjack Brand Guidelines
6
S E C O N D A RY M A R K A supporting element, this emblem is a more simplistic part of the identity that doesn’t attempt to tell the whole story. Perfect for merchandising, it is an accent to be used in applications where the primary logo starts to feel heavy handed. Embroidered staff shirts, for example.
Brand Identity
Skipjack Brand Guidelines
7
P R I M A RY PA L E T T E
#143E51 RGB: 20/62/81 SPOT: PMS 315 U CMYK: 88/49/40/14
#19A2A9 RGB: 25/162/169 SPOT: PMS 319 U CMYK: 67/0/21/0
WHITE
ACCENT COLORS
#FFFFFF RGB: 255/255/255 CMYK: 0/0/0/0
#EF946C RGB: 239/148/108 SPOT: PMS 149 U CMYK: 0/36/58/0
#9CCBC4 RGB: 156/203/196 SPOT: PMS 317 U CMYK: 29/0/11/0
#F7F0DF RGB: 247/240/223 SPOT: PMS 7506 U CMYK: 0/4/10/0
#69DDFF RGB: 105/221/255 SPOT: PMS 2985 M CMYK: 60/0/3/0
#B6E5BB RGB: 182/229/187 SPOT: PMS 351 M CMYK: 27/0/23/0
C O L O R PA L E T T E The primary palette is warm and inviting while also conveying a sense of trustworthiness and experience. White space is often incorporated in brand extensions often to provide breathing room and maintain cleanliness. Accent colors are to be used purposefully and sparingly and should never compete with the primary palette.
Brand Identity
Skipjack Brand Guidelines
8
GE ORGIA I T A LI C AV E N I R B L A C K Georgia Italic AV E N I R H E AV Y
Body Copy: Avenir Light Fine Print: Avenir Light
TYPOGRAPHY For headlines, we alternate between Georgia, an elegant, classic serif typeface with excellent legibility, and Avenir, a humanist geometric sans-serif typeface. Avenir is also used for body copy as well as fine print. Visual hierarchy should always be established between different type elements using size, weight, and color.
Brand Identity
Skipjack Brand Guidelines
9
GENERAL LOGO USE Allow for ample negative space around all sides of the logo or logotype. Ensure there is enough contrast between the logo or logotype and the background color to maintain legibility. The logo and logotype should always be over a solid color. In some instances, the secondary mark may be overlayed behind the logotype.
Brand Identity
Skipjack Brand Guidelines
10
P R I M A RY L O G O U S E The primary logo should not appear in or over any of the accent colors. It should only appear in colors from the primary palette and over a solid color. It should never appear over textures. In some cases, it may appear over photos where there is negative space. Within it, the secondary mark and tagline must always be the same color and the logotype should always be most prominent. Brand Identity
Skipjack Brand Guidelines
11
LOGOTYPE USE The logotype should appear in one color from the primary palette and over a solid color. In some instances, it may appear over an accent color. It should never appear over textures other than the secondary mark. It may appear over photos where there is negative space. There should always be plenty of contrast between the logotype and the background it is placed over. Brand Identity
Skipjack Brand Guidelines
12
S E C O N D A RY M A R K U S E Unlike the primary logo and the logotype, this mark may overlap other design elements. There may be low contrast between it and the background. It may be overlayed behind the logotype in some cases. It should only appear in its entirety and should never be cropped. The rounded rectangle should never be removed from the anchor.
Brand Identity
Skipjack Brand Guidelines
13
BR A N D EX TE NSI ONS
B R A N D I D EN T I T Y
GUIDE LINES LATEST UPDATE
January 2019
DESIGNED BY
The following pages contain all information necessary to understand our brand, its essence, and concepts, as well as a series of guidelines to ensure its correct use. If you have additional questions, please contact our team at: BRAND@HOTELSHATTUCKPLAZA.COM
HIS TO RY
We know a thing or two about the past: Our Mission-style home was built over 100 years ago. However, that doesn’t stop us from looking forward. With newly-renovated rooms, a Mediterranean-inspired dining menu, and environmentally-mindful features throughout, we invite you to reinvent the Mission on your terms. EST. 1910
LE GA CY
The original Shattuck Hotel was built as a memorial: Dedicated by Rosa Shattuck to her deceased husband, Francis, the property first opened its doors in December 1910. The brainchild of architect Benjamin McDougall, Berkeley's first "Grand Hotel" was built in the Mission Revival style that was so prevalent at the time. It grew and expanded along with its hometown, and in 1987, Berkeley designated it a city landmark.
IN SI DE
OUR LOGO
Mark Versions Usage Dont's OUR TYPEFACES
Fonts Styles OUR VISUALS
Colors Textures Pictures IN ACTION
Samples
OUR LOGO
MARK Our official wordmark is the cornerstone of our brand; please use it correctly and consistently.
To ensure our brand’s legal integrity, be sure to only display our logo in the manner specified by this brand book.
Hotel Shattuck Plaza’s logotype is inspired by Francis K. Shattuck’s signature, and has been adjusted to ensure legibility while alluding to our past.
Built near the site of his former estate, the Hotel Shattuck Plaza draws its name from Francis K. Shattuck. A prominent figure in Berkeley's early history, he played a crucial role in the city's formation and development.
OUR LOGO
VERSIONS To protect our brand’s legal integrity and preserve messaging consistency, display the logo only in the variations specified.
PRIMARY VERSION
LARGE FORMATS
The primary version prominently features the signature, with the words “Hotel” and “Plaza’”optimized for legibility in tight spaces. Use this version of our logotype wherever possible.
Some digital or print designs may place the logo on a large space. In these situations, use our large format variation to ensure hierarchical consistency while maintaining focus on the signature.
OUR LOGO
USAGE 2X X WEB: 35 PX PRINT: 0.7 IN
SAFE SPACE MINIMUM SIZE
To ensure the legibility of our logo, it must be surrounded by a buffer of clear space. This isolates the logo from competing elements — e.g. photography, text, and background patterns — that may distract the consumer and lessen the logo’s overall impact.
To maintain brand consistency, lock-up sizes should follow the dimensions above. Make sure the signature is properly proportioned in relation to certain visual elements.
Our logo is the primary expression of our identity; using it in a consistent manner helps establish brand recognition and reinforce it in the mind of the consumer. To that end, the provided artwork must be used at all times.
OUR LOGO
DONT'S change the spacing between logo elements.
manipulate, rotate, or change any logo elements.
alter the logo’s typographical assets.
present the logo in a different color palette.
rotate the logo under any circumstance.
add drop shadows, highlights, borders, or other markings.
DO NOT
DO NOT
DO NOT
DO NOT
DO NOT
DO NOT
When using our logo, remember its inspiration — understated luxury. Our logo is cherished, and should be protected at all times.
0
03 OUR TYPEFACES
FONTS
We’ve chosen two typefaces to represent our brand: the Cormorant and Montserrat families. When used together, they convey the warm, eclectic, and historical personality of the Hotel Shattuck Plaza and Berkeley at large.
Avoid using other typefaces; this builds consistency across design elements and maintains a strong visual link to our corporate identity.
CORMORANT 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 123456790
MONTSERRAT 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 123456790
O L D W O R L D ST Y L E
NEW WORLD AMENITIES LOREM IPSUM DOLOR SIT AMET:
Consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
OUR HOLIDAY GIFT
PARTY OF TWO Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
CORMORANT SUBHEAD
MOTSERRAT SUBHEAD
Regular or Medium | All Caps Suggested Tracking: 100-150 pt
Complete Family | All Caps Suggested Tracking: 100-150 pt
MOTSERRAT HEADLINES
CORMORANT HEADLINES
Complete Family | All Caps Suggested Tracking: 150 pt
Regular or Medium | All Caps Suggested Tracking: 20-40 pt
BODY COPY
BODY COPY
Cormorant Family Suggested Tracking: 20-40 pt
Cormorant Family Suggested Tracking: 20-40 pt
OUR TYPEFACES
STYLES The brand’s typographic style is successful when proper hierarchy is established and text is easily digestible. Text styles must be carefully implemented – consider text arrangement, varying proportions (headline and body copy), leading and tracking, and special callout styles to entice viewers to keep reading.
04 OUR VISUALS
COLORS
Inspired by old Berkeley, our brand colors primarily feature clean, bright tones, with darker, richer accents. Their consistent use helps readers quickly identify our brand. These colors can be used in backgrounds, design elements, accents, and even type — just be sure there’s sufficient contrast for readability.
PRIMARY
USAGE
PMS 655 C
PMS 648C
PMS 7590 C | 20%
PMS 7590 C
RGB 8 36 75 HEX #08244b CMYK 100 79 12 59
RGB 0 50 98 HEX #003262 CMYK 100 71 9 56
RGB 244 239 233 HEX #f4efe9 CMYK 2 4 5 0
RGB 212 181 153 HEX #d4b599 CMYK 11 27 33 0
SECONDARY
USAGE
PMS BLACK 7C
WHITE
RGB 51 51 51 HEX #333333 CMYK 38 35 33 92
RGB 55 255 255 HEX #ffffff CMYK 0 0 0 0
OUR VISUALS
TEXTURE Our brand texture was inspired by the interior of the Hotel Shattuck Plaza. You may implement it in design elements — use it with brand colors and patterns to create backgrounds, or utilize it as an accent.
BERK ELEY
OUR VISUALS
PICTURES
PRO PERTY
Flooded with natural light and highlighting the environment that makes our property unique, our imagery strives to emotionally engage with the viewer. The Hotel Shattuck Plaza is all about understated elegance; to help portray this, slightly desaturate the colors in your photographs.
LIFE STYLE
0
05 IN ACTION
SAM PLES
THANK YOU For additional branding information, please contact our team at: BRAND@HOTELSHATTUCKPLAZA.COM
DESIGNED BY
Brand Guidelines. Who we are, authentically.
Latest Update: June 2018
Next Introduction
Get to know us. RevROC is an innovative, overachieving team of experienced hotel industry experts, established to provide superior hotel revenue management services in a competitive and entrepreneurial world. This book provides foundations to maintain integrity in the development and application of our brand.
Next Logotype
olution. is not a one time event. Audre Lorde
It all starts here. Logotype
Bold. Innovative. Passionate.
RevROC’s primary logo is a wordmark. Its style is bold and vibrant, emphasizing the strong, hardworking, and lively nature of the brand. This is the main logo to be used across brand applications.
Next Rule Book
Anatomy of a logo.
61° 0.5X Minimum
Rule Book
Our logo is one of our brand’s most valuable assets. We must ensure proper usage. To protect its strength, a clear space area should be maintained, and its minimum width should measure no less than 0.6" for print or 30px for web.
This is X
Safe Space.
Minimum Sizes.
Web 30 px Print 0.6 in
Next Typography
Typography
Keywords & headlines are set in Neutra Text Demi. Blue is the primary color for it. Subheads, sandfirsts, and other types of introductions are set in Neutra Text Light or even Neutra Text Demi. Paragraph titles are set in Neutra Text Demi. Body text makes use of Neutra Text Light. To emphasize certain words, quotes, or paragraphs, additional styles can be implemented. Next Colors
Blue. This rich blue shade reflects innovation and stability, establishing trust and confidence.
A visionary language. Colors
The color usage for RevROC is powerful and striking. Continuity of our brand’s unique style is achieved through the use of this cool-toned color palette, which communicates dependability, vitality, and depth.
Pantone PMS 661-C
RGB 0, 50, 142
HEX 00328E
CMYK 100, 81, 19, 3
Black.
Light.
Gray.
Black is necessary to add depth to all other colors. It represents strength and power.
Pantone PMS Cool Gray 1-C
Pantone PMS 7545-C
CMYK 10, 6, 7, 0
CMYK 77, 50, 45, 25
Pantone PMS Black 6-C
RGB 16, 24, 32
RGB 225, 229, 230
RGB 66, 85, 99
CMYK 85, 72, 58, 74
HEX 101820
HEX E1E5E6
HEX 425563
Next Logo Usage
Avoid at any cost. Logo Usage
Do not change the standard proportions and relationship between the logo elements.
Do not present the logotype with a different color palette.
Do not manipulate, rotate, or change any of the logo elements.
Do not place a rotate version of the logotype under any circumstances.
Do not use a one line logo variation.
Do not add unnecessary drop shadows, highlights, borders or other markings.
Next Photography
It’s a style issue. Photography
RevROC imagery should spark interest and accentuate the values of the brand. Each photograph should convey a sense of both dignity and zeal. Images are most compelling when they tell stories.
Next People
All about the people. Photography
Next Places
Find something special. Places
Next Business
BRAND·GUIDELINES V1 09·2016
HELLO! I’M
Meet Henri. Throughout this document, you’ll get to know Henri- the way he speaks, the way he expresses himself. You see, it's not just scribbles; it's his personality and the way he sees the world.
If you have a question, don't hesitate to refer to the following pages.
Thanks!
WHO IS HENRI? Henri is a man of the world. He grew up in a small town, surrounded by nature, until one day he decided to pack his bags and set out on a journey that would change him forever. Since then, he's spent most of his life in the enthusiastic pursuit of new cultures, new places, and new people.
He's friendly by nature, courteous and has an innate talent to captivate you with the many stories he's lived and loves to tell. He likes making friends, taking photos and listening to good music, reading books with aging covers as well as the latest post on his favorite blog, trying new flavors and toasting with a cold beer whenever he meets an old friend. Henri loves to travel and discover new landscapes, but remembers fondly his countryside upbringing. That’s why he decided to settle into a neighborhood that reminds him every day of the warmth of his childhood home.
This is Henri. Someone who is eager to meet you.
BRAND·GUIDELINES
3
WHAT DOES HENRI BELIEVE IN? He’s an open-minded and enthusiastic guy who loves to make those around him feel at ease and sets out to do so with passion.
He understands that what's important isn't the destination but enjoying yourself along the journey, be it alone or with the right people. And he wants to share this outlook on life with everyone who comes to visit him.
Henri knows that the best way to discover a new place is with the help of a partner, a friend, an accomplice for all of the adventures the city has to offer. That's why he’s always available to make sure you have a great time.
BRAND·GUIDELINES
4
HENRI LOOKS LIKE…
PRIMARY LOGO We all want to leave our mark on history and Henri hopes to do it by leaving his signature in all of the places he’s been and in your memories.
The organic strokes, the varying weights of the lines and the relaxed design evoke a casual style, though at the same time elegant and mature, that represents the essence that his journey through life has left in the way he expresses himself.
BRAND·GUIDELINES
6
SECONDARY MARK We live in a fast-paced world and sometimes we need to demonstrate our approval with just a short expression.
“Henri was here,” he declares, leaving nothing more than his initial in instances when his whole name wouldn't fit. This mark goes perfectly with the simple view of the world that Henri wants to share and complements the story he wants to tell.
Though he won’t admit it, it also reminds him a bit of Asia, a place where he left a piece of his heart, a place that sparked his fascination for new experiences.
BRAND·GUIDELINES
7
TYPOGRAPHY Henri loves combining different styles.
That’s why he uses Tablet Gothic Condensed, a modern font without serifs that grabs your attention, and complements it with PT Serif, a more romantic style he uses to share the rest of his stories.
Aa
TABLET GOTHIC CONDENSED - REGULAR TABLET GOTHIC CONDENSED - OBLIQUE Headlines - Source: Adobe Typekit
Aa
Pt Serif - Regular Pt Serif - Italic Pt Serif - Bold Subhealines & Body copie - Source: Google Fonts
Web safe fonts - Alternatives Headlines: ARIAL NARROW Body Copy: Palatino BRAND·GUIDELINES
8
COLORS
PRIMARY PALETTE
Henri’s color scheme is as uncomplicated as he is. The red represents the passion he feels for what he does, black injects maturity and sobriety, and white as a point of balance between the two.
Black
Light Red
White
CMYK: 66, 64, 67, 67
CMYK: 12, 95, 84, 2
CMYK: 0, 0, 0, 0
RGB: 46,42,37
RGB: 209, 50,57
RGB: 255, 255, 255
Hex: #2e2a25
Hex: #d13239
Hex: #ffffff
PANTONE: Black C
PANTONE: 1797 C
SECONDARY PALETTE
BRAND·GUIDELINES
Medium Red
Medium Gray
Light Gray
CMYK: 31,92, 82, 35
CMYK: 61, 53, 48, 19
CMYK: 35, 29, 28, 0
RGB: 128, 37, 40
RGB: 100, 101, 105
RGB: 169, 168, 169
Hex: #802528
Hex: #646569
Hex: #a9a8a9
PANTONE: 1815 C
PANTONE: Cool Gray 10 C
PANTONE: Cool Gray 6 C
9
TEXTURES & BACKGROUNDS Texture plays a big role in Henri’s affinity for visual aesthetics. He can choose between organic, urban, conceptual or patterned textures if they add to the principal message.
The mark can be used over these textures, as long as the contrast is high. However, competing with patterns composed of elements of the same mark should be avoided.
BRAND·GUIDELINES
10
GENERAL LOGO USE Henri’s personality is very clear and well defined. For this reason, it’s important to ensure the correct visualization of the logo by respecting the negative spaces around it and making sure that the backgrounds on which it appears generate enough contrast.
BRAND·GUIDELINES
11
PRIMARY LOGO USE The logo should always appear over one of the colors of the primary color palette or over photographs with enough negative space.
Henri’s signature should never be placed over any of the colors in the secondary color palette or over patterns created using elements of the mark.
BRAND·GUIDELINES
12
SECONDARY MARK USE Unlike the logo, this mark can be used over textures, as long as it is legible and has enough contrast with the background.
It can also be “overlayed” in the artworkst with the logo, either behind it or wherever the layout allows.
BRAND·GUIDELINES
13
EXPRESSION Henri is a free spirit with an unrestricted imagination. He aims to express himself simply, without sacrificing richness. This is why he sometimes draws whatever crosses his mind, using his strokes as a graphic resource that simply adorns the places where they appear without competing with the other principal elements of the brand.
This expression works perfectly in iconographic and contextual exercises.
BRAND·GUIDELINES
14
PHOTOGRAPHY Henri loves spontaneous moments. He tries to capture those instances that turn into memories and the details that may be overlooked by a distracted pair of eyes. He enjoys referencing those spots of the city that you shouldn’t miss, and tries to always give his photos a sense of nostalgia through their color. Something along the lines of what in Portuguese is called “Saudade”.
BRAND·GUIDELINES
15
HENRI’S BRANDING
THNX!
Brand Guidelines v. 01 / 03.2018
Our Brand Guidelines Hendricks Hotel emerges as a pillar of New York City, presenting a delicate blend of elegance and luxury with an edgy, rock-and-roll twist. This book provides foundations and strategies to maintain integrity in the development and application of our brand.
Primary Logo
Secondary Symbol Primary Symbol Inspired by NYC’s cherry blossom trees, which bloom every spring, our principal symbol forms the letter H for Hendricks Hotel. Like our hotel, these trees mark a beautiful contrast against an urban backdrop.
The bird symbol represents the Hendricks Hotel guest, who freely explores the city but comes back to recharge after a day of exploration. This symbol can be separated from the full logo lockup in certain instances.
The Wordmark
The Logotype
Safe Space Guides
x
x
2x
2x 2x
2x 2.5x x x
x
2x
The Logotype
Versions & Minimum Sizes
The secondary version of the logo should only be used when space requirements are horizontal, and
Primary Version
Secondary Version
when the format would affect optimal size and legibility of primary logo.
100 px 0.78 in
64 px 0.50 in
The Logotype
Color Versions & Applications
The Logotype Applications
The Logotype & Secondary Branding Elements Applications
Ty
HEADLINES Proxima Nova Regular
I am Proxima Nova Regular, Typeface for headlines.
po
graphy
SUBHEADS Manuale Medium
I am Manuale Medium, Typeface for subheads.
ALTERNATIVE SUBHEADS Proxima Nova Light
I am Proxima Nova Light, Typeface for alternative subheads.
BODY COPY Manuale Medium Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec.
Color Palette
Copper #1
Deep
Terra #2
Cherry #3
Shades
highlights
Darks Contrast
Warm & Vibrant Primary Colors cmyk: 0/69/89/41 rgb: 145/82/39 hex: #915227 pantone PMS: 7568C
Rose #4
cmyk: 6/50/76/0 rgb: 222/136/84 hex: #DE8854 pantone PMS: 7576C foil: 876C
cmyk: 0/40/59/0 rgb: 244/167/111 hex: #F4A76F pantone PMS: 714C
cmyk: 65/43/26/78 rgb: 48/52/52 hex: #303434 pantone PMS: 432C
Concrete #5
Complimentary Accent
Emerald
Neutrals Secondary 60% cmyk: 5/14/13/0 rgb: 239/219/212 hex: #EFDBD4 pantone PMS: 9261C (pastel)
cmyk: 21/7/2/3 rgb: 201/212/217 hex: #C9D4D9 pantone PMS: 537C
cmyk: 10/3/1/0 rgb: 215/224/229 hex: #D7E0E5 pantone PMS: 649C
Soft Green cmyk: 96/9/32/29 rgb: 201/212/217 hex: #C9D4D9 pantone PMS: 7474C
cmyk: 37/0/17/0 rgb: 116/116/176 hex: #74B0B0 pantone PMS: 7472C
Color Palette Usage
Primary Usage
Secondary Usage
Third Usage
Flat Colors
Gradients
Copper Metallic
Dawn
Use this gradient to achieve a metallic look.
Use this gradient in backgrounds and graphic pieces to achieve a soft and elegant look.
45°
Color: #2 Location: 0%
Color: #1 Location: 50%
Color: #3 Location: 100%
45°
Color: #4 Location: 0%
Color: #5 Location: 100%
Brand Extension Textures
Nature
Concrete
Copper Metal
Photography
Image Selection Guide
Our images should create interest and further support our brand ideals. The overall tone of Hendricks Hotel images is affluence with an edge, provoking a sense of intrigue in the viewer.
Photography
Image Selection Guide
Photography
Image Selection Guide
Photography Brand Guidelines
Image Selection Guide
Photography
Image Selection Guide
Photography
Image Selection Guide
The Logotype & Secondary Branding Element Applications
HENDRICKS HOTEL Brand Guidelines v. 01 / 03.2018