Style Guide
Contents 1.0 The Brand
4.0 Typography
7.0 Corporate Stationery
1.1 Primary Logo
4.1 Primary Logotype
7.1 Letterhead
1.2 Positioning Statement
4.2 Secondary Type
7.2 A4 Stationery
4.3 Content Type
7.3 Business Cards
7.4 DL Stationery
2.0 Colour
2.1 Primary Palette
5.0 Graphical Elements
2.2 Taste Palette
5.1 Graphical Elements
8.0 Promotional Material
2.3 Scent Palette
5.2 Photography
8.1 Colour Mood Board
2.4 Touch Palette
8.2 Packaging
2.5 Sight Palette
2.6 Sound Palette
3.0 Secondary Layouts
3.1 Light Background
3.2 Dark Background
6.0 Layout Principles
6.1 Logo Exclusion Zone
6.2 Logo Restrictions
6.3 Logo Minimum Size
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1.0 Th e Brand
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1.1 Primary Logo Euphoria’s logo is modern, compact and flexible and consists of a symbol, logotype and tag line. Design elements are integrated to successfully communicate our brand’s chosen identity and minimise costs. It is vital that our logo is presented in a consistent way in all communication materials we produce. The way these elements are combined gives us our distinctive style. The organic circular stroke of green provides a sense of harmony and health whilst a combination of modern sans-serif and casual script typography suggests a friendly and personal professional care. The two colour design is economical and easily adaptable. By adhering to the standards and specifications outlined in this style guide, you are assisting in maintaining the visual standard of our corporate identity.
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Descriptive Tagline 1.2 To help describe what Euphoria has to offer a descriptive tagline in included in the primary logotype. It strenghtens and inforces our brand essence in the minds of our customers. The tagline ‘Health and Wellness Resort’ is placed directly underneath the company name. Other departments in the resort feature their own descriptive yet concise taglines using the same font. • Taste Gourm et Restaurants • Sound Music Lou nge • Sight Nature Tours • Touch Massage
• Scent Aromath erapy Day Spa
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2.0 Colour
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2.1 Primary Palette The Primary Palette is derived from the calming qualities of nature. Green portrays tranquility and health and has the effect of relieving stress. This makes it an ideal colour choice in Euphoria’s identity. The cool and neutral colour of charcoal is incorporated to bring a formal and sophisticated feel to the resort branding.
Usage
Representing the brand, this palette is used extensively for all major corporate material.
Departm ent Flexibility
Many colours are admired for the emotions they elicit. Euphoria regards colour psychology and the concept of ‘The 5 Senses’ as an important part of their identity. Thus complimentary colour palettes have been combined with primary logo elements and allocated to various departments feaured in the resort according to their feel and vibe.
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CMYK
50 0 100 0
CMYK
0 0 0 80
RBG
149 193 30
RBG
87 87 86
HEX
#95C11E
HEX
#575756
PANTONE
P 157-8U
PANTONE
P 169-16U
Taste Palette 2.2
taste Gourm et Restaurant
CMYK
0 80 95 0
CMYK
0 0 0 80
RBG
232 78 27
RBG
87 87 86
HEX
#E84E1B
HEX
#575756
PANTONE
P 37-8U
PANTONE
P 169-16U
The Taste Palette is inspired by acidic fruits and fiery spices. Red evokes emotions of excitement and intensity and is associated with warmth and comfort.
Usage
Taste Gourmet Restaurant, where culinary masters create healthful dishes of intense flavour, new tastes and memorable dining experiences.
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2.3 Scent Palette The Scent Palette is inspired by lavender and its use in aromatherapy. This shade of purple suggests refinement along with grace, elegance, and something special.
scent
Usage
Scent Aromatherapy Day Spa relaxes, restores and revives the senses of all who visit. Uplifting, pure essential oils are used in cleansing and healing rituals, revitalising body, mind and soul.
Aromath erapy Day Spa
The department’s close association with Touch Massage means lavender can be combined with light brown to create a contemporary earthy palette.
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CMYK
49 54 0 0
CMYK
0 0 0 80
RBG
148 125 184
RBG
87 87 86
HEX
#947DB8
HEX
#575756
PANTONE
P 96-12U
PANTONE
P 169-16U
Touch Palette 2.4
touch Massage
CMYK
30 50 75 10
CMYK
0 0 0 80
RBG
177 126 73
RBG
87 87 86
HEX
#B17E49
HEX
#575756
PANTONE
P 29-12U
PANTONE
P 169-16U
The Touch Palette is very earthy. This choice of brown refers to mud, one of the healthiest components of spa therapies, and the varying skin tones displayed among us in the world. Combined with the usual charcoal, the colour brings a nurturing and safe, yet professional vibe.
Usage
This earthy palette is applied to Touch Massage centre where an array of pampering spa treatments are available, from Australian Aboriginal-inspired Kodo full body massages to facials, mud and salt wraps, foot therapies and ancient healing stone experiences.
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2.5 Sou nd Palette The Sound Palette is inspired by sunshine and the joys of summer and associates itself with entertainment and energy. Combined with grey it provides a high-tech look which relates to new technology.
sound
Usage
Music Lou nge
Sound Music Lounge is a place to celebrate the day’s achievements and enjoy the ambience; feel-good music, delicious cocktails and fun on the dancefloor.
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CMYK
8 30 89 0
CMYK
0 0 0 80
RBG
236 182 42
RBG
87 87 86
HEX
#ECB62A
HEX
#575756
PANTONE
P 10-15U
PANTONE
P 169 -16U
Sigh t Palette 2.6 The Sight Palette is inspired by open blue skies and the vast Pacific Ocean. Blue calms the senses, directs focus and welcomes trust.
sight Nature Tours
CMYK
85 23 0 0
CMYK
0 0 0 80
RBG
0 147 212
RBG
87 87 86
HEX
#0093D4
HEX
#575756
PANTONE
P 115-16U
PANTONE
P 169 -16U
Usage
Sight Nature Tours take visitors on adventures, leading them to new discoveries within the natural world. Rainforests, beaches and coral reefs will open your eyes to the miracles of nature and refresh your psyche.
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3.0 Secondary Layouts
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3.1 Ligh t Backgrou nd Secondary Layouts Symbol
Logotype and tagline
taste
sound
taste
sound
Gourm et Restaurant
Symbol & logotype
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Music Lou nge
Ligh t Backgrou nd 3.1
Secondary Layouts Symbol
scent Aromath erapy Day Spa
scent
touch Massage
touch
sight
Logotype and tagline
Nature Tours
sight
Symbol & logotype
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3.2 Dark Backgrou nd Secondary Layouts Symbol
Logotype and tagline Health and Wellness Resort
Symbol & logotype
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taste
sound
taste
sound
Gourm et Restaurant
Music Lou nge
Dark Backgrou nd 3.2 Secondary Layouts Symbol
scent Aromath erapy Day Spa
scent
touch
sight
touch
sight
Massage
Logotype and tagline
Nature Tours
Symbol & logotype
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4.0 Typography
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4.1 Primary Type Majoram Majoram is a thin modern sans-serif typeface with curves in a circular fashion. It is only available in regular weight.
Usage The primary logotype makes use of the bold weight. The regular weight is used for headings. Majoram Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Majoram Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Page 21
Secondary Type 4.2 dearJoe 4 dearJoe 4 is a handwritten script typeface. It is only available in regular weight.
Usage Tagline, headings, subheadings.
d ea rJo e 4 A BC D E FGH I J K LMN OP Q R ST U V W X Y Z a bcd efg h ijklm n opq rs tu vwxyz 12 3456789 0
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4.3 Content Type
Century Goth ic Century Gothic is geometric sans-serif typeface which is easy to read. It matches Majoram with its rounded shape and modern appearance.
Usage
• Regular content type • Bold content sub headings
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Century Gothic - Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Century Gothic - Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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5.0 Graph ical Elem ents
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5.1 Graph ical Elem ents
Elem ents
Usage
1. Resort logo symbol (coloured)
Placement at beginning of headings or in corner of page
2. Resort logo symbol (white, 80% opacity)
Placement in corner over photograph
3. Repeat pattern made with resort logo at varying sizes
Place in strips on edges of pages or span covers of promotional booklets, folders.
It is important to use these graphical elements to complement Euphoria’s identity, not detract from it. Designers should use them according to the guidelines provided. Secondary palettes relating to other departments can be applied to the above elements when appropriate.
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Graph ical Elem ents 5.1 2
1
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5.2 Ph otography Ph otography These images are to be used for all promotional material. They are available in both CMYK & RGB and resolution suitable for print and web output. Distorting images disproportionately horizontally or vertically is forbidden. Cropping must occur with compositional harmony and focal point in mind.
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6.0 Layout Principles
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6.1 Logo Restrictions Standards • Strive to keep the Euphoria symbol and logotype together. • For consistency and ready identification, do not redraw, digitally manipulate or alter the logo (symbol plus logotype).
• Do not place the light version on a light background • Do not place the dark version on a dark background • Do not alter or invade the buffer (exclusion) zone • Do not place any text or image within the buffer zone
• Reproduce the logo only from the artwork provided.
• Do not re-size any of the logo elements
• The logo is not to be altered in any way, shape or form. Do not stretch the logo vertically or horizontally
• Do not place the logo on complex backgrounds
• Do not substitute the logotype or positioning statement with any other font • Do not alter or mix the colour palettes
Exclusion Zone
Always leave adequate space around the logo, without any text or images encroaching on it. This minimum exclusion zone is equal to the width of the word euphoria on all sides.
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• Do not add stroke or inappropriate fills to any of the elements These rules apply to all secondary variations also.
Logo Minimum Size 6.2
Size 30mm
In print, the minimum size of the logo is 30 mm wide. There is no maximum size. You can resize the logo proportionally. On screen, the minimum size of the logo is 100 x 120 pixels.
120px
100px
Logo Reproduction
Always reproduce the logo from the files provided. We have provided logos for both print and screen. For print, use the EPS logo. For screen, use the PNG logo.
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7.0 Corporate Stationery
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7.1 Letterh ead Letterh ead A4 100GSM
Type
10pt Bold Century Gothic for contact details. Colour and logo position is according to primary palette and layout principles outlined in this style guide.
PO Box 1835, Byron Bay, New South Wales 2481 Australia
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Ph: +61 (0) 2 6674 3111 Fax: +61 (0) 2 6674 3255
www. euphoriahealthresort. com.au
Business Cards 7.2
Business Card
90mm x 54 mm Matte Cello-glaze 400GSM.
Type
8pt Century Gothic contact details and 10pt Century Gothic for job title. 14pt dearjoe4 for Staff Name.
Front
Hannah Klein
CEO
PO Box 1835, Byron Bay, New South Wales 2481 Ph: +61 (0) 2 6674 3111 Fax: +61 (0) 2 6674 3255 www.euphoriahealthresort.com.au
Departm ents
Each department within the resort will have business cards designed according to their specified colour palette (ie. Taste Palette for Euphoria’s gourmet restaurant.)
Back
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8.0 Promotional Material
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8.1 Colour Mood Board Scent Aromath erapy Day Spa & Touch Massage • Private oasis
• Large glass windows looking out to greenery
• Access to natural light
• Soft candlelight
• Relaxing horizontal lines
• Soothing rose petal baths
• Modern, minimalist setting
• Organic floral aromatherapy treatments
• tactile surfaces
• Hot stone massage
• Beige, Brown, grey, wood textures
• Freshly cut flowers
• Natural stone and bamboo features
• Woven seagrass furnishings
scent Aromath erapy Day Spa
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touch Massage
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8.2 Packaging Scent Aromath erapy Day Spa Pamper Pack
This pamper pack is a gift to each guest of Euphoria featuring samples from Scent’s health and beauty range. Customers are encouraged to visit the day spa to experience the range of services and products available.
Scent Tea Tree Shampoo & Cucumber Hair Conditioner Certified organic ingredients in opaque cylindrical bottles, 135mm x 87mm wrap labels. Scent Aromatherapy Bath Salts - Fig & Guava Hand blended in house to relax, restore and revive the senses. Packaged in a thin paper sachet measuring 145mm x 110mm and sealed with a bamboo stick. Scent Aromatherapy Infuser with Melt Square bamboo frame with candle holder and melting bowl. A tealight and candle melt is provided. Scent Luxury Face Washer Australian made, 100% cotton. Tied into roll with natural string and Scent swingtag. Scent Lemongrass & Lemon Myrtle Soap Made in house at Scent Aromatherapy Day Spa with pure plant oil. Wrapped in delicate paper and sealed with a 70mm circular label. Scent Foot and Body Care Scrub Pad Made from natural coconut fiber. Features a 185mm x 90mm wrap around band.
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PO Box 1835, Byron Bay, New South Wales 2481 Ph: +61 (0) 2 6674 3111 Fax: +61 (0) 2 6674 3255 www.euphoriahealthresort.com.au