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Brand Manual
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table of contents
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spirit Value Proposition Vision + Values Attributes Brand Promise
identity Signature Tagline Brandmark Logotype
3 usage Color Minimum Size Space Rules Unacceptable Uses Typography Color Palette Images Tone of Voice
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applications contact Reach Us Designer
Environmental Print Packaging + Ephemera Digital
introduction Feliciti Resort is a modern, elegant, adventurous, and intimate early 2119 sightseeing resort with hubs located in Utah, Peru, Antarctica, France, Singapore, Kenya, and Australia. This resort is entirely based in the atmosphere, allowing guests to experience scenery from a perspective they have never been able to attain, while living in complete luxury, relaxation, and privacy. The Feliciti Resort Brand Identity is the cornerstone of our entire brand. It is critical to apply and adhere to a system of guidelines and rules in order to maintain the integrity of
feliciti resort brand manual
our brand at all times.
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value proposition Our sightseeing resort is the only resort that allows quests to have a surreal, interactive, intimate, and life-changing experience through seeing the earth from an entirely new
feliciti resort brand manual
perspective: the atmosphere.
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vision + values We aspire to help everybody be able to achieve a greater understanding of the world and themselves through our life-changing experiential resort. We believe that if a person experiences the world they live in from a bird’seye view, they will gain an overall greater understanding and appreciation for the world they live in. Our resort helps our guests experience an intimate realization while establishing utter relaxation, rejuvenation, and rest
feliciti resort brand manual
throughout the entire process and journey.
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attributes These twelve words and phrases describe who we are as a brand and what are values are as a whole. We are a place where self-reflection, understanding, and growth are encouraged. Our authentic, intimate, private, desirable, and outstanding holographic service urges our guests to gain a better appreciation for the world that they live in thus allowing them time for utter relaxation.
luxurious
adventurous life-changing
surreal
clean
private
desirable
intimate
authentic
comfortable elegant
outstanding service
brand promise We promise our guests Atmospheric Luxury. We want our guests to feel that they are living in complete atmospheric luxury during their stay, and that anything they could ever
feliciti resort brand manual
desire is completely tangible.
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signature Our signature is composed of the brandmark, logotype, and signature. The whole signature is meant to be the main form of the brand Identity; however, the brandmark and logotype can be separated when appropriate. The entire signature depicts the relationship between a bubble and the earth, while also representing the intimacy of the entire resort. The brand Identity has been carefully constructed and refined; It should not be altered
feliciti resort brand manual
or recreated in any way.
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tagline Our tagline, Atmospheric Luxury, is based on our brand promise. Through surreal sight-seeing experiences and reflection, the primary goal of Feliciti Resort is that all guests who stay at our resort will leave feeling utter relaxation, appreciation, and restfulness. We hope that they will be able to continue this way of living throughout their everyday lives subsequently to their stay.
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brandmark The brandmark is intended to be very conceptual. The overall brandmark is symbolic of the relationship between the bubble resort and the earth, which creates a comfortable, yet enticing surreal experience.
logotype The logotype is designed to support all of the aspects of a bubble: light, thin, structured, and natural. The logotype can be used alone or alongside the brandmark and
feliciti resort brand manual
tagline as a whole.
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FELICITI RESORT
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color The Identity may be used in the color-ways shown to the right. These preferred color combinations best represent the integrity of the Feliciti brand. Additionally, the Identity may also be used in a one-color, black version. This can be useful when color printing is not available. All combinations that have a colored circle behind them must be used on top of that particular color at all times. Only the silver, white, and black signatures can be used
feliciti resort brand manual
without a background color behind them.
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FELICITI RESORT a
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FELICITI RESORT a
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FELICITI RESORT
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minimum size To ensure the Identity’s integrity, clarity, and impact, the Identity should never be reproduced smaller than 1.4” wide, as shown in the diagram below. Other reproduction methods will require the minimum size to be greater than the sizes identified here.
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space rules The Identity should always be placed with an appropriate amount of clear space. The preferred amount of clear space is shown below. No other logos or design elements can invade the space measured here by “X,” and the logo should be at least the distance “X” from the edge of the paper or piece. At times, with extremely large items or extremely small items, this might be difficult to achieve. In these instances, please follow the minimum clear space diagram shown below.
preferred clear space
minimum clear space
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X = width of “FELICITI”
X = width of “FELICITI”
unacceptable uses The Identity is only to be used as described in this Brand Standards Manual. While there are a myriad of possible unacceptable alterations, the list below describes some of the more common unacceptable uses and changes
feliciti resort brand manual
that are not allowed to occur.
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never substitute type in the identity.
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never add a glow or shadow to the identity.
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never put other words or phrases inside the identity.
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never tilt the identity.
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never distort the shape of the identity.
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never alter the proportions of the identity in any way.
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never add elements inside or over the identity.
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never rearrange the elements of the identity.
typography Typography is a critical element of the Feliciti Resort brand Identity. Feliciti Resort has three main typefaces that make up the Identity: Champagne & Limou, Avenir Next, and Minion Pro. These typefaces were chosen because of their bubble-like qualities: clean, simple, and thin. The primary typeface is Champagne & Limou, whereas the secondary typefaces are Avenir Next and Minion Pro. Minion Pro was chosen as a complementary serif font because it creates contrast and emphasis when
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paired with the other sans serif fonts used.
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champagne & limou
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 10
avenir next
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 10
minion pro
ABCDEFGHIJKLM NOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 10
color palette There are the ten brand colors that may be used on Feliciti Resort’s brand materials. These colors (and these alone) make up the color palette. They are used in backgrounds, patterns, headlines and other design elements across Feliciti’s brand platform. The primary color palette for the brand is holographic silver and black. Depending on what hub the customer decides to book their stay at, the holographic color palette will be adjusted. Each hub has a specific secondary color palette designed to create a more memorable and interactive experience for the guests. All colors complement the key aspects of a bubble, and were chosen based on the natural colors that surround the given location of the
feliciti resort brand manual
hubs to create a reflective bubble-like feel.
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white
black
pantone: white u
pantone: black u
c: 31
c: 50
r: 174
r: 131
m: 21 g: 186
m: 38 g: 147
y: 4
y: 0
b: 215
k: 0
cloud
b: 202
k: 0
dream
rain
calm
pantone: 7543 u
pantone: 7443 u
pantone: 7675 u
pantone: 272 u
c: 31
c: 17
c: 31
c: 50
r: 177
r: 206
r: 174
r: 131
m: 19 g: 188
m: 18 g: 202
m: 21 g: 186
m: 38 g: 147
y: 19
y: 0
y: 4
y: 0
b: 193
k: 0
b: 229
k: 0
water
b: 215
k: 0
grass
b: 202
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sun
flower
pantone: 304 u
pantone: 557 u
pantone: 379 u
pantone: 1355 u
c: 34
r: 165
c: 36
r: 166
c: 6
c: 5
m: 0
g: 219
m: 0
g: 214
m: 17 g: 206
m: 30 g: 183
y: 16
b: 217
y: 40
b: 174
y: 67
y: 67
k: 0
k: 0
k: 0
r: 240 b: 112
k: 0
r: 239 b: 106
images A carefully managed approach to selecting photography and illustration will distinguish the Feliciti Resort brand and create a lasting impression. Photos used should reflect the sightseeing experiences that guests will encounter during their stay from a birds-eye perpective. Through displaying photography of unique, adventurous, and enchanting destinations, the guests will feel enticed to stay longer and book another stay at our resort.
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environmental Signage and floor plans help guests be able to identify, navigate, and understand the bubble-hub environments. The environments shown to the right depict the entire experience of our resort. Each element is carefully designed to help create a more memorable
feliciti resort brand manual
and extraordinary experience for our guests.
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Teleportation Fridge
Here guests have access to whatever unlimited foods and beverages that they desire during their stay. This service can be activated through the touchable screen located on the fridge or through simply using the smart bubble voice activation service.
Rainfall Shower Head
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Luxury Bathtub/ Shower/ Jacuzzi
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Living Room
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Holographic Smart Bubble Map
Dining Room
This is dining room of the bubble hub. This area is designed to create a romantic setting where the guests can enjoy their meals, while experiencing an extraordinary views at all times of the day.
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Smart Bubble Activity Area
This area is designed to allow you to do whatever activities you desire: working out, painting, dancing, etc. Just use the smart bubble voice activation service and whatever you ask for will arrive in this area.
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Teleportation Entrance + Exit
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Smart TV
This is the only entrance and exit to the resort hub. You will be teleported through this entrance when you arrive at the teleportation port located on the ground below the bubble.
This luxury addition adds a romantic and magical experience during your stay.
This all inclusive bathtub feature has the ability to change temperature, activate jets, dispense soap, diffuse essential oils, and anything else you could ever dream of wanting.
Sit back, relax, enjoy and experience some views in which you have never witnessed before from this cozy at home setup.
This interactive map gives the guests a holographic guided tour through the area in which they are staying above.
10. Holographic One Way Vision Bubble
The entire bubble is made of entirely glass walls. Our one way vision bubble allows guests to see once in a lifetime experiences, while living in utter privacy and relaxation.
This is our interactive drop down TV that is voice activated through the smart bubble voice service.
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holographic smart bubble map
teleportation entrance + exit
print Use the following specifications for the official Feliciti Resort brand Identity in regards to business cards, letterheads, envelopes, and any printed materials. The printed pieces will vary colors based on the destination the guests booked their stay at. The front of the business cards contain the primary Feliciti Resort signature. All contact information and website are located on the back. The letterheads and envelopes also showcase the brand colors specific to the guests stay, and they clearly reveal the brand Identity and contact info so that the guests can easily access all information needed during their stay. All
feliciti resort brand manual
printed pieces will be in full-color CMYK.
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smart television menu
welcome table tents
packaging + ephemera Ephemera helps people identify and experience Feliciti’s brand’s experience and story. All packing and ephemera will utilize the Feliciti Resort’s typeface and supporting photography. All communications inform, identify, and experience the Feliciti Resort brand’s story in a clear and
feliciti resort brand manual
engaging and life-changing way.
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digital There will be several digital elements for Feliciti Resort: a holographic concierge room service iPad selection service, a website, and several online advertisements. All of these designs will aid in showing Feliciti Resort’s customers and people in the world the authentic and
feliciti resort brand manual
eye-opening experiences that are available.
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contact
reach us Feliciti Resort Headquarters 831.899.3636 4831 Market Pl, San Diego, California 92101 info@felicitiresort.com
designer Magdi Cook 831.713.9275 Branding and Identity Programs
feliciti resort brand manual
info@magdicook.com
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