Four Seasons Hotel

Brand Guidelines A guidlines for usage and reproduction of the Four Seasons Hotel logo, identitiy system, and applications.

Table of Contents 1.0 Brand Element Previous Logo 1.2 Current Logo 1.3 Color Variation 1.4 Clear Space 1.5 Color Pallete 1.6 Logo Size 1.7 Incorrect Usage 1.8 Typography 1.9 Photography 1.10 Graphic Elements 1.1

2.0 Stationery System 2.1 2.2 2.3 2.4 2.5

Business System Business Letter Business Envelope Business Card Post Card

3.0 Application Lobby Signage 3.2 Magazine 3.3 Amenity 3.4 Bathroom Amenity 3.5 Door Tag 3.6 Card Key 3.7 Merchandise 3.8 Room Amenity 3.9 Bilboard 3.10 Application 3.1

1.0

Brand Element Previous Logo 1.2 Current Logo 1.3 Color Variation 1.4 Clear Space 1.5 Color pallete 1.6 Logo SIze 1.7 Incorrect Usage 1.8 Typography 1.9 Photography 1.10 Graphic Elements 1.1

1.0 Brand Element

1.1 Previous Logo

PREVIOUS LOGO The centerpiece of the design is a tree symbolizing the transition from one season to another. In other words, it is a picture representing the hotel’s name. The branches can be divided into four groups, each symbolizing a different season. The tree is a good metaphor representing

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the name of the hotel chain. Yet, the way the tree looks can be criticized. It seems too sharp, metallic, even hostile, which does not go well with the hospitality business. In addition to it, the tree looks more like a pyramid than a real plant. Also, it does not work at smaller sizes due to the tiny details.

1.0 Brand Element

1.2 Current Logo

CURRENT LOGO We removed the tree, the representative symbol of Four Seasons Hotel, and boldly use the number ‘4’ as the symbol. 4 means Four Seasons, and it also shows the modern and luxurious exterior of Four Seasons Hotel building.

Using a green with tinted grey also gives luxurious vibe to

it. The existing logo showed a luxurious image by using decorative serif fonts, but it was not enough to show a modern image, so we used a simple serif during for four seasons, and san serif for the hotel resorts. Decorate ‘&’ also gives luxurious image to it.

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1.0 Brand Element

1.3 Color Variation

B&W VERSION

COLOR VARIATION These are the color variation of the new Four Seasons Hotel logo variation.

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COLOR VERSION

1.0 Brand Element

1.4 Clear Space

X

X

X

X

X

CLEAR SPACE To the most effective, logo should always be surrounded by the precisely minimum amount of clear space. This territory will set it off far distinctly from any other accompany copy, photography, illustrative materials, and other graphic elements.

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1.0 Brand Element

1.5

Color Pallete

P R I M A RY C O L O R

PMS: 663C C:5 M:5 Y:5 K:0 R:239 G:236 B:234 HEX:#545454 PMS: 5615C C:64 M:45 Y:56 K:20 R:93 G:108 B:100 HEX:#5d6c64

S E C O N DA RY C O L O R

PMS: 430C C:52 M:37 Y:46 K:5 R:129 G:138 B:131 HEX:#818a83

NETURAL COLOR

PMS: Cool Grey 11C C:64 M:56 Y:56 K:32 R:84 G:84 B:84 HEX:#545454

COLLOR PALLETE In order to implement consistent yet diverse material for the brand, a primary and secondary palette has been chosen for use in the development of all media, including the website. The brand colors are spot colors from the new logo for Four Seasons Hotel.

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1.0 Brand Element

1.6

Logo Size

1 INCH FULL LOGO

MAXIMUM & MINIMUM SIZE To ensure the integrity and legibility of the logo across all mediums, adhere to minimum size.

The minimum size for the original logo is 1 inch in width.

In any other situations where a smaller logo is needed, the simplified logo should be used.

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1.0 Brand Element

1.7

Incorrect Usage

A

B

C

D

E

F

UNACCEPTABLE USAGE EXAMPLE A B C

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Do Not stretch or compress the logo Do Not change proportion of the logo Do Not outline the logo

D E F

Do Not tilt the logo Do Not rotate the logo Do Not switch thelogo

1.0 Brand Element

1.7

Incorrect Usage

G

H

Four Seas o n s

I

J

K

L

UNNACCEPTABLE USAGE EXAMPLE G H I

Do Not change the fix position of the logo Do Not use lower case for logo type Do Not change the color of the logo

J K L

Do Not use opacity Do Not use gradiation Do Not use shadow

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1.0 Brand Element

1.8

Typography

Four Seasons BASKERVILLE | REGULAR

Baskerville

ABCDEFGHIJKLMNOPQRSTUVWXYZ ab c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

PRIMARY TYPEFACE A Baskerville typeface gives elegant, classic, timeless, and luxurious feelings. I used this typeface as the new logo for 4 Seasons Hotel because the feeling given by this typeface is similar to what Four Seasons Hotel has.

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1.0 Brand Element

1.8

Typography

GIL SANS | REGULAR

Gil Sans

A B C D E F G H I J K L M N O P Q R ST UVW XY Z 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

1 2 3 4 5 6 7 8 9 0

GIL SANS | SEMI BOLD

Gil Sans

A B C D E F G H I J K L M N O P Q R ST UVW XY Z 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

1 2 3 4 5 6 7 8 9 0

GIL SANS | BOLD

Gil Sans

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

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

1 2 3 4 5 6 7 8 9 0

SECONDARY TYPEFACE Gil Sans typeface used for Hotels and Resorts under the 4 Seasons Hotel. A Gil Sans typeface gives modern and clean feelings and it suits very well with classic typefaces such as Baskerville.

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1.0 Brand Element

1.9

Photography

INDOOR PHOTOGRAPHY

PHOTOGRAPHY The image was chosen as a modern and simple composition that matched with the concept of the ‘Four Seasons Hotel’. Overall, the photos were selected as modern and clean photos.

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OUTDOOR PHOTOGRAPHY

1.0 Brand Element

1.10

Graphic Elements

GRAPHIC ELEMENTS The graphic elements can make the brand identity more consistent and have a stronger personality.

The graphic has the flexibility to place on different application.

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2.0

Stationery System 2.1 2.2 2.3 2.4 2.5

Business System Business Letter Business Envelope Business Card Post Card

2.0 Stationery System

2.1

Business System

BUSINESS SYSTEM The business system is the most widely used communications tool. It is a formal representation of the brand used for both internal and external audiences.

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2.0 Stationery System

2.1

Business System

BUSINESS SYSTEM Graphic elements were used as decoration for the business system. The graphic elements can make the business system more consistent and have a stronger personality.

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2.0 Stationery System

2.2

Business Letter

8”

4.15”

BUSINESS LETTER The overall size of the letter is A4 international size. The color of the paper is primary color of Four Seasons Hotel.

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2.0 Brand Element

2.2

Business Letter

3.6” 1.9”

1.7”

5 . 27 ”

BUSINESS LETTER Follow the measurements details and guidelines shown above for information placement.

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2.0 Stationery System

2.3

Envelope

9.5”

757 Market St, San Francisco, CA 94103, United States

4.15”

Janet Albert 180 New Montgomery St, San Francisco, CA 94105

ENVELOPE The overall size of the envelope is 9.5 inches wide by 4.15 inches high.The color of the paper is primary color of Four Seasons Hotel.

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2.0 Stationery System

2.3

Envelope

3.6” 1.9”

1.7”

757 Market St, San Francisco, CA 94103, United States

4.15”

Janet Albert 180 New Montgomery St, San Francisco, CA 94105

ENVELOPE Follow the measurements details and guidelines shown above for information placement.

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2.0 Stationery System

2.2

Business Card

3.5”

2”

BUSINESS CARD The overall size of the card is 3.5 inches wide by 2 inches high. The color of the paper is primary color of Four Seasons Hotel.

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2.0 Stationery System

2.2

Business Card

1.2”

1.32”

2”

BUSINESS CARD Follow the measurements details and guidelines shown above for information placement.

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2.0 Stationery System

2.3 Post Card

4.15”

3.2”

Experience Four Seasons

POST CARD The overall size of the card is 4.15 inches wide by 3.2 inches high. The color of the paper is primary color of Four Seasons Hotel.

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2.0 Stationery System

2.3 Post Card

2.82”

1.32” 757 Market St, San Francisco, CA 94103, United States

3.2”

Experience Four Seasons

POST CARD Follow the measurements details and guidelines shown above for information placement.

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3.0 Application

Lobby Signage 3.2 Magazine 3.3 Amenity 3.4 Bathroom Amenity 3.5 Door Tag 3.6 Card Key 3.7 Merchandise 3.8 Room Amenity 3.9 Bilboard 3.10 Application 3.1

3.0 Application

3.1

Lobby Signage

LOBBY SIGNAGE This is lobby signage for Four Seasons Hotel. It was designed in a modern and luxurious way because the lobby is the first image of the Four Seasons Hotel.

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3.0 Application

3.2

Magazine

MAGAZINE This is a magazine provide for guests. The magazine will be placed in the room.

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3.0 Application

3.3

Amenity

AMENITY These amenities are provide for guests. These were designed with the new logo and color of the Four Seasons Hotel.

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3.0 Application

3.3

Amenity

AMENITY These amenities are provide for guests. These were designed with the new logo and color of the Four Seasons Hotel.

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3.0 Application

3.4

Bathroom Amenity

BATHROOM AMENITY These are provide for guests. The design of slipper and gown were designed with the new logo and color of the Four Seasons Hotel.

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3.0 Application

3.5

Door Tag

DOOR TAG This is door tag provide for guests. The design of the door tag was designed with the new logo and color of the Four Seasons Hotel.

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3.0 Application

3.6

Card Key

CARD KEY This is the card key provide for guests. When you open this card key, there is a new logo and their phrase of Four Seasons Hotel on the left. On the right, the card key is kept in a graphic elements patterned slip form.

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3.0 Application

3.7

Merchandise

MERCHANDISE This bag can be purchased by guests staying at the Four Seasons Hotel. Used with new logo and color are decorated on the bag.

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3.0 Application

3.8

Room Amenity

ROOM AMENITY This new design is used with Four Seasons Hotel grapic elements patterns and a new logo are decorated on the cushion.

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3.0 Application

3.8

Room Amenity

BILLBOARD This mockup shows how newly designed cushions will be placed in the room.

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3.0 Application

3.9

Billboard

BILLBOARD Vertical billboards should have letters and logo arranged in the middle, and picture showing high-quality room have the effect of making people want to stay at Four Seasons Hotel.

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3.0 Application

3.9

Billboard

BILLBOARD A horizontal billboard should have letters to the left, and a picture to the right. There should be a light black background underneath the letters so that there is no problem with readability.

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3.0 Application

3.10 Application

APPLICATION The photographs chosen for the applications should be suited to the mood of the Four Seasons Hotel. All these applications should have similar feelings with each other.

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3.0 Application

3.10 Application

A P P IC O N

APPLICATION The logo is must needed even if it’s a small space like an Apple Watch screen.

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About This is a student project for Spring 2021 semester, Strategies for Branding taught by Thomas McNulty at Academy of Art University. No part of this book or other part of the project was produced for commercial use.

Typeface Baskerville Gil Sans Software Adobe Indesign Adobe Photoshop Adobe Illustrator