Brand Identity

USER MANUAL GUIDE created

These guidelines describe the elements that represent The Garden Walk Hotel’s corporate brand identity. Such elements include our symbol and watermark, stationary and amenity design, and other advertising assests. Having a cohesive, consistent, and identifable brand is essential in presenting and maintaing our company image. All of the follwing elements are essential to The Grden Walk Hotel’s corporate brand identity. This User Manual Guide will protect company interests by preventing the incorrect or unauthorized used of The Garden Walk Hotel’s name or other visual assests.

The Garden Walk Hotel is located in Downtown Atlanta near Centennial Olympic Park. The hotel name was derived from a pathway in the park. The Garden Walk is different from the many other hotels in Downtown Atlanta’s Hotel District due to its unique architecture and atmosphere. Being steps away from some of Atlanta’s biggest attractions such as the World of Coca-Cola, the Georgia Aquarium, and Mercedes-Benz Stadium provides our guest with an unforgettable experience. Even from your own room you can enjoy the views of Downtown Atlanta, Centennial Olympic Park, and the SkyView.

CONTENTS

THE LOGO

The logo takes geometrical resemblance to a fower while also upholding the moderness and elegance of the architecture of the hotel. The choice of making the logo gold resembles the use of gold inside the hotel along with its symbolic meaning of luxury. Ideally the gold pantone will be printed in metallic material depending on the surface in which it is printed.

primary logo

The primary logo is shown here. The logo comprises of two elements: the symbol and the word mark (Garden Walk Hotel), which in this case is in vertical orientation. The primary color, used in the primary logo, is a cool gold color which has been used to give the logo a luxurious and modern feel.

The secondary logo is shown here. The logo comprises of two elements: the symbol and the word mark (Garden Walk Hotel), which in this case is in horizontal orientation. The primary color is also used in the primary logo, so the only difference is orientation.

area of isolation

To prevent any text or other graphic elements from touching corporate markings, an area of isolation has been established around the corporate mark. This exclusion zone indicates the closest any other graphics element or message can be positioned in relation to the mark of the symbol itself and our company name. Whenever you use the logo, it should be surrounded with clear space measurements to ensure its visibility and impact. No other elements of any kind invade this zone.

single color logo

If the primary logo is not being used due to visibility reasons for printing, one of these single color logos may be used. e gold options are preferred over the black.

color palette

ese are the four colors to be used when using our logo. e opacity of these colors may be changed for visibility purposes. No other colors may be used other than these four.

e logo should not be manipulated in anyway. e logo may be resized but not distorted. Above are examples of correct and incorrect proportions of the logo.

STATIONARY

is is the only business card to be used for the Garden Walk Hotel. e colors, font, size, and design will always be the same.

All packages containing the corporate letterhead will be sent in the 9 x 12 envelope. e only thing that will change is the receipiant address. All other elements must remain the same.

It will be closed with a round, gold sticker with the company symbol centered.

standard envelope

e standard envelope will be used for a variety of purposes, primarily in relation to lower level employes and hotel guests.

e only elements to be changed is the receipiant name and address. A stamp will be placed in the upper right corner.

All information being sent to the board of directors, executives, or any other upper level employees will be printed on this letterhead. e only elements to be changed are the receipiant and the contents of the letter.

is letter will always be sent in the corporate 9 x 12 envelope.

All events hosted by the hotel will use this envelope, invitation, and RSVP card. e only elements to be changed are the details of the particular event.

is invitation set will not be used for personal events hosted at the hotel. ese items are for corporate use only.

e inner aps of the pocket folder re ect the use of curves in the corporate symbol, meant to give the e ect of the shape of a petal. e folder is never to be printed on paper, only on sustainable material.

All employees will receive this folder upon employment as well as guests in their hotel room.

e outside of the notebook is similar to that of the pocket folder. e design will remain the same, but the notebook will be o ered in various sizes in the hotel gi shop. e cover and back will always be sustainable and durable hardcover.

All employees will receive this folder upon employment as well as guests in their hotel room.

SIGNAGE

e icons/ pictograms were designed to be simple, cohesive, and easily understandable.

e color of the icon may change depending on the surface in which it is placed upon. e color must be chose from the corporate color palette. Black is the preferred color.

All additional icons throughout the hotel

e exterior architecture of the hotel is meant to catch your eye when driving down the streets on Downtown Atlanta because there is no other hotel like it.

e building is made of brick, glass, concrete and various metals. ere is a lot of open air/ roo op space and plants.

e interior of the building re ects the exterior architecture of the building. Within the lobby area there is use of brick, concrete, various metals, and glass windows.

e reception/ lobby area will be located right upon entrance of the building so you are immediately reminded of our brand and greeted by our friendly sta .

e lobby will have a way nding system as shown above. All way nding systems throughout the building will use this design mockup.

ere will be a parking garage underneath the hotel as well as a smaller deck next to the hotel on the same property.

e garage will have two elevators and a stairwell, both of which will have their respective icon/ pictogram outside of it.

Because the garage is underground and has a darker color scheme, it will be very well lit.

e pillars on each oor of the parking deck will be green with large, black numbers that slightly wrap around the pillar.

room signage

All guest room signage will be designed as shown below regardless of oor or suite size.

e only element to be changed is the room number.

e signage is to be printed on black metal and the room number and design will be cut out of the metal piece.

As with the other room signage, the room number will be placed right next to the door with metal attachments on the back so that it is not at up against the wall. ere will be illuminating light behind the metal room number panel.

e signage for rooms such as o ces, ballrooms, and the spa/ other amenities will be designed as shown above. All elements of the signage will remain the same other than the name of the room in which it is referring.

e signage will be made on black metal. e signage is to be placed right next to the door/ entrance with metal attachments on the back so that it is not at up against the wall.

touchscreen wayfnding

This is the touchscreen wayfnding system to be placed inside and outside of the hotel. The architecture is similar to that of the directional signage in the lobby.

The touch screen wayfnding is available for guests to help navigate through the hotel and property, answer questions, learn more about the surrounding area.

restroom signage

e restroom signage uses the male and female icons/ pictograms.

is example is for a single stall bathroom, therefore both gender icons are used on the signage.

e colors, size, and material will be the same for every restroom but the icons used may di er (handicap stall, one gender restroom, family bathroom, etc.)

e icons will be made of gold metal elevated on top of black metal. e signage will hang out from the wall, perpendicular to the door.

e signage for all dining and drinking options within the hotel will look the same. e size, color, and material will be the same. e only element to change is the icon/ pictogram and the name of the place.

Similarly the the restroom signage, these signs will hung with black metal coming out from the wall.

e lightpole banners will be hung on one side of each lightpole on the hotel property.

e retractable banner will be used for events such as conferences hosted at the hotel.

e design on both banners are the same and emphasize the company logo and watermark.

Shown here is the shuttle for the Garden Walk Hotel. The singange includes the front, back, and side view of the shuttle. The front has the symbol on the hood, the side has the secondary logo, and the back has the hotel address.

The van is black to stand out among other vans that are typically white.

AMENITY DESIGN

Shown here is the front and back of the shopping bag that guests will receive upon purchase at the hotel gi shop or other stores.

e bag will be printed in di erent sizes, but all design elements will remain the same.

e inside of the bag is black, which can be seen due to the cutouts at the top of the bag by the handles. is diecut re ects the corporate symbol and shape of a petal.

bath products

e design is to be printed on to the material of the lotion, body wash, shampoo, and conditioner. e bar of soap has a paper label wrapped around it.

ese items will be in every guest room and suite.

e design is to be printed on to the material of tooth paste.

e mouthwash has an adhesive label attached to the front of the bottle.

e toothbrush provided will be a very dark wood with the design overlayed on top as shown here.

ese items will be in every guest room and suite.

mouthwash products

tissue box & towel wrap

e towels provided in every guest room and suite will have a paper label wrapped around it that is to be thrown away. Cleaning sta will provide new towels with labels around them upon each guest.

e symbol will be sewn in to the fabric of every towel (bath towel, pool towel, hand towel, etc.). All towels will be white.

ere will be one tissue box in every guest room and suite as well as in various locations within the hotel (lobby, bathrooms, etc.)

e tissue box size may very but the design will remain the same.

e top of the box combines the curves used in the design of the logo symbol to create a pattern.

reusable water bottle

e water bottle is reusable and is made of glass. e primary logo is printed on a green (color palette) adhesive material to be attached to the bottle.

Each guest will receive a water bottle in their room/ suite. ey may throw this item away or keep it.

room service menu

ere will be multiple menus in each guest room/ suite, all to be held together by a black clipboard.

ere is a wine, beer, spirits, nonalcoholic beverages, breakfast, lunch, dinner, and dessert menu

All menus are to be 8.5 x 11 in size and will have the same colors, font, and design.

Formatting and font size my vary depending on the complexity of the menu.

room keycard

e front of the holder has cutouts to re ect the shape of a petal and mimic the curves of the logo symbol. e back of the holder mimics many previous designs.

e room keycard will be placed in the holder with the welcome side showing.

Speciality suites will receive the same keycard and holder but in gold instead of white.

do not disturb sign

e do not disturb sign will be printed as shown to the le . e rounded top re ects the curves used in previous designs.

Every room/ suite will have a do not disturb sign available to hang on the door handle.

All hotel employees will wear a gold metal name badge on the right side of their shirt. e attire may vary depending on their position, but all will be business formal and follow the coporate color scheme.

Each badge will have the symbol, employee name, and employee position. is is a magnetic badge.

ADVERTISING

e 10 page accordian style brochure has the Garden Walk Hotel’s primary logo and photo of the building exterior on the front. e inside of the brochure highlights and photographs some of the amenities inside of the hotel and in the downtown atlanta. ere is also information regarding room and event reservations. Hotel contact information is provided on the last page.

is is the homepage for the Garden Walk Hotel webpage as shown on a desktop screen. ere is a gallery of images of the interior and exterior of the hotel. rough the menu bar on the top of the website you can view room options, hotel amenities, travel information, and nd the hotel’s contact information.

If you are ready to book, it’s one easy click away!

mobile webpage

is is the homepage for the Garden Walk Hotel webpage as shown on mobile devices. ere is a slideshow of images of the interior and exterior of the hotel.

rough the menu bar on the upper right corner you can view room options, hotel amenities, travel information, and nd the hotel’s contact information.

If you are ready to book, it’s one easy click away!