brand & style guide
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table of contents
PERCH STYLE GUIDE
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table of contents
about us our logo typography official colours photographic style sample applications
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who we are
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At perch, we’ve created
Inspired by the environment around us, we’ve tailored
Our brand reflects this. Soft colours, open space, and
a line of eco-conscious
countryside. While the building itself features solar
and graphics themselves are inspired by the local tui bird.
hotels that don’t compromise on luxury.
perch tui to fit seamlessly into the New Zealand
panelling, green roofs, water recycling and a myriad of
other energy saving features, it’s the hotel’s goal to both
inspire and immerse our guests in the environment around them. Our guests may dine on local, sustainable meals that
showcase the flavours of the countryside at our restaurant. They are invited to partake in hiking and other escapes into the wildlife around us. Large, open windows offer inspring and breathtaking views of the New Zealand countryside in our onsite spa.
Perch tui aims to give back to the surrounding
environment by providing jobs and training for local
people. We treat the land we stay on as a wildlife reserve and aim to educate our guests on the value of both the
local land, as well as the environment as a whole. We aim
to provide the relaxed escape our guests desire while inspiring them to bring the perch attitude home with them.
modern type lend us an elegant air. While the brand name This guide aims to help you extend the life of our brand, and continue to inspire the guests that stay here.
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PERCH STYLE GUIDE
ABOUT US
inspired eco-sojourns brand essence Our brand essence defines who we are. It’s a concise statement that drives our design, our services and our business forward. Think of it as a touchstone we can always return to and measure ourselves with.
passionate + educated cultured + relaxed youthful + approachable friendly + accomodating caring + concientious brand personality Think of our brand as a person. When creating designs for our brand, you may find it helpful to think of them as a person to make sure the designs accurately reflect them. Much like the brand
essence, this brand personality will serve as a touchstone as we move into the future.
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our logo
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behind the name Bringing meaning to our brand PE R CH: Referring to a branch or other object on which a bird temporarily rests, this sums up the nature of our service in an organic, approachable way.
TUI: Native to New Zealand, the Tui bird has a
wonderful coat of marking, making it a spectacle for locals and visitors alike.
PERCH STYLE GUIDE
OUR LOGO
clear space Keeping it elegant Our logo will be used on a wide variety of applications,
by all sorts of people. In order to make sure it doesn’t get obscured, by placing it too close to other logos, we want
to make sure we leave space around it. Please ensure that there is the space of a full ‘t’
sorrounding each of the furthest points of the logo, as seen to the left.
minimum size Keeping it legible When printing our logo or displaying it on a website,
please ensure that we are always able to read the brand name. Never display the logo less than 1 inch wide (or 70 pixels on the web).
1 I NC H O R 70 P IX E LS the minimum size our logo may be displayed at
colour variation: black + white Keep it simple If you must display our logo in plain black, please make sure ‘perch’ is still gray.
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colour variation: reversed Keep it clean If the logo is to be displayed on a dark background,
ensure the logo is at 100%, so ‘perch’ is not grayed out. Also, please make sure you always used the correct file for the logo. the reversed version has bigger feathers which are spread out more for maximum legibility.
PERCH STYLE GUIDE
please don’t Looking after our logo When using it never stretch the logo, or change the
letter spacing or typeface. Our feathers are a key aspect of our logo; never adjust their placement, or alter the proportions of them or their letters.
OUR LOGO
perchtui
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please don’t Looking after our logo When using it never place it on a coloured background (use black and white backgrounds only). Never use
colours other than those specified in this manual to colour the logo.
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typography
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The quick brown fox jumped over the lazy dog. D I S P L AY T Y P E : D O S I S S T D
official typography Giving character to characters DISPLAY TYPE: For headlines and other display typography we use Dosis. Dosis’s condensed style
combined with it’s rounded corners looks both modern and friendly.
BO DY CO PY: For long passages of text, use Adobe
Caslon Pro. It is a classic typeface that generates contrast while making for easy reading on the eye.
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The quick brown fox jumped over the lazy dog. B O DY C O P Y: A D O B E C A S LO N P R O
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colour
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P179-14C C:51M:23Y:11K:0 R:124G:159B:205
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P106-12C C:0M:0Y:0K:89 R:67G:67B:69
official colours Setting the mood To ensure our brand looks as cohesive as possible, we
want to make sure all our colours match. Please follow the
appropriate pantone, cmyk and rgb colour codes to get the perfect colour everytime.
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photogprahy style
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photography style Creating expectation Choosing images that capture the essence of our brand can be tricky. When selecting images, try to use ones that work well in a horizontal format, that feature muted blues and grays (mimicing our official brand colours), that feature open and airy images of New Zealand landscapes.
PERCH STYLE GUIDE
please don’t Maintaining our brand takes care Please do not images that feature bright, warm colours.
Do not use images that are not from New Zealand. Do
not use crowded-city shots. Do not use low quality images. Never use cartoons to illustrate our brand. Don’t choose photographs of people that look staged or fake.
PHOTOGRAPHY STYLE
inspire. experience.
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photo treatments Letting our images shine When featuring photographs in our publications or on our websites, do not crowd them with information, give them
lots of breathing room. Keep text small and subtle: let the
viewer see the full impact of the photo. Do not colour the photo, or photoshop it in any dramatic way.
inspire. experience.
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sample applications
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sample applications Extending the life of our brand Applications are often the way our guests take their
brand home with them. They’ll trigger memories, and be reminders of the time they stayed with us. To ensure the
most positive and accurate memories, it’s important that
the applications we produce match the guides set here. Use these examples to guide you as you create.
reusable bag A walking advertisement When guests make purchases in our shop or take food
away from the restaurant, they leave with this beautiful recycled bag that helps extend the life of our brand.
PERCH STYLE GUIDE
key cards Entering our brand As the first way our guests interact with their room,
ensuring these are pieces that accurately reflect our brand
starts the guest experience off on a positive note. It creates an expectation of what they will find behind the door.
S A M P L E A P P L I C AT I O N S
perch tui is a branch of the perch hotels family. This guide is to be associated with the tui branch only. Please refer to the respective guides for the rest of the perch family.
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