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FARMS INN
Brand Guidelines
Table of Contents story 5 Brand persona 6 Logo elements 12 print components 18 digital components 28 environmental graphics 36
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The house at 14687 State Route 22 in Dresden, NY has long been a favorite for the locals. It is a large white house with a wraparound porch sitting in a sea of green grass. It sits at the midpoint between a small town with no grocery store and a neighboring village with two grocery stores. The house comes into view after following a long slow corner. It’s easy to imagine coming home to this place. The porch looks so inviting, calling to mind slow summer days sipping lemonade and watching clouds roll across the sky.
The dresden farms inn
It was precisely this image that caught in the imagination of Julie Eagan as she passed by in the backseat of the family car. As she grew older and began a life of her own, the house in Dresden was always her dream house. She joined the US Army and travelled around the world, seeing amazing places in far off lands. Still, she dreamed of the house in Dresden. She started a family and raised two wonderful daughters. She served in the military for twenty-six years, attaining the highest rank possible for non-commissioned officers. When she finally retired, she moved back home, hoping, that the house in Dresden was a still a possibility. When the house was placed on the market in 2011, Julie leaped at the chance to finally live in her dream house. Julie Eagan, along with her husband Bernie, was finally able to spend a slow summer day sipping lemonade on the porch. However, what she wished for most was to share this feeling with people around the world. So, in 2016, she decided to open the doors of her home to visitors, in the hope that she could allow everyone to enjoy Dresden and its people. This was the beginning of The Dresden Farms Inn.
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Brand Persona Mission Statement Through authenticity and consideration, The Dresden Farms Inn creates unique and memorable hospitality experiences for our guests.
services • Room Rental • Furnished Yurt Rental • Furnished Teepee Rental • Cabin Rental • Restaurant/Food Service
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• Hiking Trails • Dinner Events • Weddings • Farm to Table Events • Farm Tours
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Core Values • • • • •
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Hospitality Experience Community relaxation Sustainability
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Attributes
rustic organic natural inclusive friendly
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Customer Persona
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A guest at the Dresden Farms Inn is someone who wants to get away from the rush of everyday life. It is a relaxing place where people from urban centers can experience top-notch hospitality and relaxation in a natural setting. This person is looking for a tourist experience in the Adirondacks without feeling like they are part of the herd. They enjoy getting off the beaten path and reconnecting with what is important.
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Logo
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The logo elements of The Dresden Farms Inn are inspired by the natural elements that permeate the property. It was important to reflect the connection to nature since many of the rentals are located in natural settings. The patterns reflect abstract representations of leaves and water. The color scheme is taken directly from the main image of the house and they exactly represent the visual connection to the property. The logo itself contains references to the many different landscapes that can be found on the property. From rocky outcroppings to creeks and aquatic landscapes to deep coniferous forests, there are many environments to explore at the Dresden Farms Inn. It was important to represent the natural environment in the logo as it is such an integral part of the property.
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Brand Colors
R 215 G 212 B 102
R G B
166 184 214
R G B
120 121 127
R 55 G 73 B 35
R G B
25 21 18
R G B
145 91 54
C M Y K
C M Y K
34 21 4 0
C M Y K
55 46 41 9
C M Y K
C M Y K
69 67 69 81
C M Y K
33 64 84 23
18 7 74 0
#d7d466
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#a6b8d6
#a6b8d6
72 47 95 48
#374923
#191512
#915b36
Patterns
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Typography The typographic elements were chosen to reflect the serenity and relaxed attitudes of the Dresden Farms Inn. All fonts are clean and open, which makes them a perfect compliment to the natural elements of the brand.
Lavanderia Sturdy
ABC DEFG HIJK LM N OPQRS TU V W X YZ ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890
baron neue regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Charter Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Lavanderia Sturdy is a serene and flowing typeface that reflects the gentle and peaceful quality of the Dresden Farms Inn. The sturdy weight keeps it rooted in the earth. These are necessary qualities for a typeface that reflects the brand.
Baron Neue is another clean and open font that also stays grounded by a sturdy line weight. The pointed capitals are reminiscent of the peaks of houses and also the Adirondack mountains where the Inn is located. The solid angles are also a nice compliment to the gentle curves of Lavanderia Sturdy.
Charter Roman offers exceptional readability as a component of the overall branding of The Dresden Farms Inn. It maintains the clean and open concept of the typographic standards while incorporating a serif for ease and direction while reading.
The Dresden Farms Inn
Dresden The Dresden Farms Inn
A guest at the Dresden Farms Inn is someone who wants to get away from the rush of everyday life. It is a relaxing place where people from urban centers can experience top-notch hospitality and relaxation in a natural setting. This person is looking for a tourist experience in the Adirondacks without feeling like they are part of the herd. They enjoy getting off the beaten path and reconnecting with what is important.
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print Components
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Stationary
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Print Components are an important aspect of the branding of The Dresden Farms Inn. They are integral to communicating with guests on the property while maintaining distance that will allow guests to relax without feeling bothered. The stationary, while not necessarily used to communicate with customers, will help to establish the brand as a cohesive communicative device. The main communicative elements will be the brochure and the trail map. The brochure will convey the attitudes and attractions of the property in an inviting manner and allow guests to imagine themselves as visitors. Once they arrive, the trail map will encourage them to explore and wander without having to wait for the staff. They will be free to roam and connect with nature, or to enjoy the solitude of their personal rental space. The remaining print elements will involve the complimentary items that can be found in any hospitality space. A complimentary notepad will reflect the stationary branding and contain the contact information of brand as a reminder for future visits. The toiletries will also be branded entities that use the patterns associated with The Dresden Farms Inn brand.
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Brochure
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Notepad
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Trail Map
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Complimetary Items These complimentary Items feature a section of the brand called Dresden Naturals. This brand will incorporate all of the toiletries outside of The Dresden Farms Inn brand. The packaging features a separate logo that better represents the naturalism and packaging of these materials. Both utilize the patterns of the brand as a nod to natural elements.
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digital Components
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Website
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Digital Connections Map Home Experiences
Events
About
Blog
Contact
room
weddings
The property
news
bookings
cabin
banquets
the adirondacks
faqs
teepee
parties
the eagans
chat with us
yurt
farm dinners
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Experiences page
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environmental graphics
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Trail Markers
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Branded Vehicles The branded vehicles would be utilized for errands and deliveries around the property. They would also be incorporated as a shuttle service to local airports and nearby towns and attractions. One of the amenities included is a 24 hour shuttle service, this would allow visitors to enjoy the surrounding areas without the hassle of arranging for travel.
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Online Publication Info
Issuu https://issuu.com/jessikaerickson/docs/dresdenfarmsbook_203a411a41c2b1
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FARMS INN