CONFIDENTIAL BRAND BOOK & GUIDELINES 1st Edition // August 2015
WHO WE ARE
OCEANAMI - BRAND GUIDELINES
INTRODUCTION This Brand Book outlines who we are, what we’re here to do and why it’s important. The guidelines in section two outline everything you need to know to create branded materials in various media to They ensure we maintain a consistent identity and high level of quality.
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TABLE OF CONTENTS 5 WHO WE ARE Brand History Mission Statement Vision Brand Values 6 BRAND PILLARS
13 OUR VISUAL IDENTITY
37 PUTTING IT ALL TOGETHER
14 LOGO
38 STATIONERY
Clearspace & Sizes Market Specific Variations Special Use Incorrect Usage 20 COLOR PALETTE Accent Colors 22 FONTS Font Replacements / Substitutions Font Usage Examples 25 BRAND VOICE 26 PHOTOGRAPHY 32 FACETING Faceted Photography
Key Cards Phone Faceplate Other Collateral 48 PRINT ADVERTISING 50 BILLBOARDS 52 DIGITAL Desktop Site & Mobile Email Signatures Web Banners
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OCEANAMI - BRAND GUIDELINES
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WHO WE ARE Our upper upscale lifestyle brand, Dream
BRAND HISTORY
BRAND VALUES
crave exceptional service and built-in nightlife
Like most fantasies, Dream Hotels originated
Being a part of Dream means:
as part of their stay. Dream boasts ultra-modern
from a place of longing, from a desire for
properties that invite guests to discover the
lifestyle hotels with forward-thinking spaces
other side of themselves – one that is equal
filled with ultra modern amenities and from a
parts playful and practical.
desire for boutique establishments where the
Hotels®, was created for global travelers who
We encourage our guests to control the destiny of their stay and create their own unique experiences.
proverbial line between stay and play was While we are not finding the key to cold fusion
We deliver anticipatory service and unex-
blurry at best, and on-property entertainment
or curing all the world’s ills, we do think that
pected hospitality born out of our excitement
connected guests and locals in tangible
much of what we do at Dream is pretty radical,
about what we do.
ways… All this, we imagined, could be topped
for the hotel industry at least. That’s what
We own challenges and turn them into
happens when you get a bunch of hoteliers
sure to stun even the most seasoned traveler.
that have tired of the norm into a room and ask
So, being the entrepreneurial types, we set
“ what would you do if you didn’t have to do
about bringing this vision to life in 2004. Good
things the way hotels always have?” We look
was never good enough. We took the familiar
at things through a lens that is informal, but
and added unexpected touches to what you
We engage in authentic relationships with our
still polite, forward-thinking, but still reverent
get.
guests that create brand ambassadors.
opportunities. We evolve our brand through team involvement and execution with integrity.
of good sense and sometimes downright cheeky. It’s because we think that while there’s no place like home, sometimes that’s a good thing.
MISSION STATEMENT Dream Hotels encourage minute-by-minute
We all care about how we present ourselves and carry a style and attitude that conveys the brand ethic.
For us at Dream, design goes beyond the
opportunities to discover the alter ego you
We honor and protect the privacy and security
aesthetic. We know that our guest is more
always suspected but never met. We continue
of all of our guests, colleagues and our
highly evolved than the typical big box hotel
to subscribe to the idea that when you travel,
proprietary brand information and assets.
user. By choosing to stay with us, guests, in
you should not only experience the place you’re visiting – you should encounter the
why everything we do is led by design.
people, too.
We Design interiors that create the stage, designing playlists that create the mood, menus that whet the appetite, and, we curate service that creates the moment, all in an
the lifeblood of the authentic Dream experience and understand that our guests extend beyond just those with room reservations.
VISION It’s your Dream, we just provide the room service.
resulting memory.
We recognize our surrounding community as
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OCEANAMI - BRAND GUIDELINES
BRAND PILLARS The DNA and Codes for Dream Hotels serve as
The Brand DNA is what makes our brand
a foundation for our brands and our business.
distinctive. It is a small number of essential
These are ideas and symbols that are applicable
elements and concepts that capture the
to all facets of the brand and its output—for
unique essence of our brand.
corporate, Dream Hotel Group.
DIFFERENT BY DESIGN FOR US AT DREAM, DESIGN GOES BEYOND THE AESTHETIC We know that our guest is more highly
interiors that create the stage, playlists
evolved than the typical big box hotel user.
that create the mood, menus that whet the
By choosing to stay with us, guest are, in
appetite, and we curate service that creates
everything we do is led by design. We design
and seamless as the resulting memory.
RADICAL While we’re not finding the key to cold fusion
We look at things through a lens that is
or curing all the world’s ills, we do think that
informal, but still polite, forward-thinking,
much of what we do at Dream is pretty radical,
but still reverent of good sense and
for the hotel industry at least. That’s what
sometimes downright cheeky. It’s because
happens when you get a bunch of hoteliers
we think that while there’s no place like
that have tired of the norm into a room and
home, sometimes that’s a good thing.
ask “what would you do if you didn’t have to do things the way hotels always have?”
WHO WE ARE
OCEANAMI - BRAND GUIDELINES
EVOLVING If we just designed our Dream and let it sit
interiors on a constant schedule. We want our
to age gracefully, it would quickly lose its
guests to keep coming back to see what we’re
relevance. Just like an A-list actor in Hollywood,
up to...and sure, the small injections cost a
a little nip and tuck to the program can keep things fresher, longer. That’s why we update
it’s really time.
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ACTIVATED We like to surround ourselves with good
as dynamic and engaging as possible. Sure,
people...and lots of them. We’ve chosen
guests can go back to their room and order
some of the best partners in each location to
room service, but we bet they’ll check out
make each experience guests have at Dream
what’s happening at one of our venues first.
MEMORABLE By creating an environment that is
those too]. Every painstaking bit of what
beautifully designed, lively, and full of
we do in designing your Dream is about
like-minded people, ultimately we’re
creating that experience that makes want
creating memories...and we think that’s
to share with friends, maybe even gloat
worth more than 350 thread count sheets
about it a little, and ultimately makes want
and custom toiletries [although we have
to come back.
WHO WE ARE
OCEANAMI - BRAND GUIDELINES
OUR VISUAL IDENTITY Building a brand is reliant largely on our ability to communicate our promise with consistency. This means that every impression our customers have of us— be of the highest quality. Our visual identity is a crucial component of the messages we send our customers and the consequent impression they have of our brand. The Dream Hotels logo, and graphic standards for using imagery, type, and color to visualize our brand, were
designed with ease-of-use in mind. Adherence to these standards is the responsibility of everyone who takes part in communicating our promise, whether through a hand-written note or national direct mail campaign. Each of us is an equally important member of a team whose goal is achieving absolute brand consistency. If you have any questions related to these guidelines, assurance help, please contact the creative studio for assistance.
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LOGO LOGOTYPE
DESCRIPTOR
Below is our brand logo. The Dream name is
The company’s descriptor as a parent brand
set in a slightly modified version of Ritafurey
is set in Ritafurey. We also use Ritafurey as
typeface. Never set the name Dream alone in
a display font for main headlines and for
this script or allow it to change in relation to the
identity taglines.
other elements of the logo.
LOGOTYPE
DESCRIPTOR
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CONSTRUCTION There are no predetermined sizes for the DREAM logo. Scale and proportion should be determined by the available space, aesthetics,
Typography
function and visibility.
Location
Logo
There is no preset maximum size for the DREAM logo. Minimum sizes are as shown here.
CLEARSPACE Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact.
X
X
X
X
The DREAM logo should always be surrounded by a minimum area of space. A margin of clear space equivalent to the height of the ‘D’ is drawn around the logo to create the invisible
X
boundary of the area of isolation. This area of separation is a minimum and should be increased wherever possible. No graphic elements of any kind should invade this zone.
MINIMUM SIZE
3 cm
There are no predetermined sizes for the DREAM logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility. There is no preset maximum size for the DREAM logo. Minimum sizes are as shown here.
Minimum Print: 3 cm Minimum Digital: 80 pixels
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LOGO MARKET SPECIFIC These marks are to be used when referring to a specific Dream property. The make up is in
Logo ép kim vàng
essence the same as the brand logotype, only now the descriptor section adopts the city as well as the location within city. The descriptor should span the entire length of the Dream logotype above it. In the case of multiple property locations within a city or if the city sub-market location is well known, a market/sub-market descriptor is necessary.
Logo ép kim bạc
When being used in market (local adverts), one market name can be used.
In special instances, when wanting to highlight a specific feature/profit center of the property.
Logo trên gỗ
WHO WE ARE
OCEANAMI - BRAND GUIDELINES
VARIATIONS
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Primary / white
Primary / light grey
Secondary / Primary
Greyscale
White
White / Primary
White / Faceting
White / Photography
*Corporate Brand for local collateral
There are a couple of ways to showcase our brand logo. FULL COLOR The colored logo version may appear over white, primary and secondary color background. The full color logo should always be used on a white or light colored background. It can also be used on or with any primary color from our color palette. (For approved palette see color section) GREYSCALE Should only be used in the event that we cannot properly reproduce the primary logotype due to printing or design restraints. WHITE LOGO The white logo is for use over black backgrounds, colors, photography or faceting. Placing over a primary color background is preferred. It may also appear over photography that allow for it to still be legible. When placing over photography, ensure contrast by placing over dark area, find negative space.
*See page 39 for collateral application example.
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SPECIAL USE LOGOS MONO The mono logo is just a formality and there are very few justifiable reasons for using it. Unless you’re sending a fax or designing a black and
Mono //
white newspaper ad, avoid it. OUTLINE & DOT MATRIX The Outline & Dot Matrix logos are to be used in a case by case basis and require corporate approval prior to use. *Corporate Approval Required
Outline //
Dot Matrix //
WHO WE ARE
OCEANAMI - BRAND GUIDELINES
INCORRECT USAGE When using the DREAM logo the following rules should be adhered to at all times.
DON’T use another color for the logo
DON’T place the logo over colors other than specified
DON’T place the logo over a busy area of an image
DON’T distort, stretch, or alter the logo in any way
DON’T place logo too close to other graphic elements
DON’T add drop shadows, bevels or other effects to the logo
DON’T place the logo on the wrong brand background color
DON’T apply transparency effects to the logo in colors other than white
DON’T use gradients within the logo
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COLOR PALETTE In addition to our primary color palette, a
PRIMARY COLORS
range of accent colors are available for use. They bring a refreshing ‘pop’ of color to complement the primary palette. They should not be used in a dominant way in core brand communications.
PMS 548 CMYK: 100 • 64 • 51 • 43 RGB: 0 • 59 • 76 Hex: #03363d
PMS 254 CMYK: 44 • 100 • 0 • 0 RGB: 153 • 51 • 153 Hex: #993399
PMS 871 CMYK: 44 • 45 • 74 • 17 RGB: 134 • 117 • 79 Hex: #86754f
PMS 877 CMYK: 43 • 35 • 35 • 1 RGB: 153 • 153 • 153 Hex: #999999
PMS Neutral Black CMYK: 100 • 100 • 100 • 100 RGB: 0 • 0 • 0 Hex: #000000
WHO WE ARE
OCEANAMI - BRAND GUIDELINES
ACCENT COLORS In addition to our primary color palette, a range of accent colors are available for use. They bring a refreshing ‘pop’ of color to compliment the primary palette. They should not be used in a dominant way in core brand communications.
SECONDARY COLORS
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FONTS Ritafurey is our display font. As the title states, this font is only used for display purposes, (ie. Poster, headlines, Advertising, etc...) Never use
Ritafurey LIGHT
MEDIUM
DEMI BOLD
for body text. The preferred font for all of our external communications is Raleway as shown here. A modern extended san serif that compliments our identity. Use good judgment when selecting other weights.
Note: Manipulating our typefaces is prohibited. Stretching, condensing, outlining and drop shadow must never be used.
ABCDEFGHIJK LMNOPQRST VWXYZ
ABCDEFGHIJK LMNOPQARST VWXYZ
ABCDEFGHIJK LMNOPQRST VWXYZ
abcdefghijklmn opqrstuvwxyz
abcdefghijklmn opqrstuvwxyz
abcdefghijklmn opqrstuvwxyz
0123456789 $ @ #&*_ -[ ]( )
0123456789 $ @ #&*_ -[ ]( )
0123456789 $@#&*_-[]()
Raleway LIGHT
MEDIUM
BOLD
ABCDEFGHIJK LMNOPQRST VWXYZ
ABCDEFGHIJK LMNOPQARST VWXYZ
ABCDEFGHIJK LMNOPQRST VWXYZ
abcdefghijklmn opqrstuvwxyz
abcdefghijklmn opqrstuvwxyz
abcdefghijklmn opqrstuvwxyz
$ @ #&*_ -[]()
0123456789 $@#&*_-[]()
0123456789 $@#&*_-[]()
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FONT REPLACEMENTS / SUBSTITUTIONS When Raleway is not available, for internal communications, mobile apps and web, or a large family is required, defer to Proxima Nova.
Proxima Nova LIGHT
REGULAR
BOLD
It should be used in the same style as outlined for Raleway. Dream’s primary font families should be used whenever possible; however, there will be instances when these fonts will not be available, particularly in electronic or Web applications. In those cases, specific fonts which are universally available on computer systems may be substituted. Proxima Nova is a replacement for Raleway on the web and in mobile apps. It should be used in the same style as outlined for Raleway. Where Proxima Nova isn’t available or suitable (e.g. PowerPoint, MS Word) Arial may be substituted.
Note: Raleway will be phased in to replace Proxima Nova as soon as it is available for online licensing.
ABCDEFGHIJK LMNOPQRST VWXYZ
ABCDEFGHIJK LMNOPQARST VWXYZ
ABCDEFGHIJK LMNOPQRST VWXYZ
abcdefghijklmn opqrstuvwxyz
ABCDEFGHIJKLMN OPQRSTUVWXYZ
abcdefghijklmn opqrstuvwxyz
0123456789 $ @ #&*_ -[ ]( )
0123456789
0123456789 $@#&*_-[]()
Arial REGULAR
BOLD
ABCDEFGHIJK LMNOPQRST VWXYZ
ABCDEFGHIJK LMNOPQARST VWXYZ
abcdefghijklmn opqrstuvwxyz
abcdefghijklmn opqrstuvwxyz
0123456789 $ @ #&*_ -[ ]( )
0123456789 $@#&*_-[]()
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FONT USAGE EXAMPLES
HEADLINES: Ritafurey Bold
SUBHEADS: Raleway Regular
SUBHEADS: Raleway Light
HEADLINES ARE SET IN ALL CAPS RITAFUREY BOLD, WITH TIGHT TRACKING & LEADING. Raleway Semi Bold should be used to create a typographic hierarchy. NUMBERS Don’t use Old Style Figures. Numbers should be set Proportional Lining, available in Open type settings in Illustrator and InDesign, and by using the All Caps style
LEADING & TRACKING Headlines & Subheads (ALL CAPS) Font size X 0.81 so 54pt type = 43.74pt leading -10% tracking value
Using Caps Lock or holding down shift will not work.
Subheads (Sentence Case) Font size X 1.25 so 10pt type = 12.5pt leading Default tracking value
STYLE Manipulating the typeface is prohibited. Stretching, condensing, outlining and drop shadow must never be used. ALIGNMENT Type should be justified with last aligned left for most uses.
Body Copy Font size X 1.25 so 10pt type = 12.5pt leading Default tracking value
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BRAND VOICE VOICE AND TONE The voice of Dream is human, and always
DREAM is:
hospitable. While friendly, straightforward and familiar, the ultimate goal is always to garner loyalty by establishing ourselves as the arbiter of smart style and in-the-know happenings for the environment that every Dream calls home. It’s through our tongue-in-cheek style that the potential guest becomes ingratiated and so
Fun
Clever
Confident
but not childish
but not silly
but not cocky
Smart
Cool
Informal
but not stodgy
but not alienating
but not sloppy
Helpful
Expert
Weird
but not overbearing
but not bossy
but not inappropriate
our voice is meant to communicate likenesses between our brand and our customer’s values. Lastly, our name comes loaded with a lot of meaning without saying anything else, so we should avoid overuse of the name as a ‘direct hit’. Overuse of the brand term in marketing
We wouldn’t say:
Other lifestyle brands miss the mark. Dream is where it’s at.
lingo cheapens its value and quickly turns hokey or cheesy.
Instead we’d say:
Experience our brand of elevated city chic, available only at Dream. Lastly, we never use the article ‘The’ when referring to our properties. Here’s an example of the correct usage:
It’s cocktail hour at the only beach in Manhattan, exclusively at Dream Downtown. Here’s how NOT to use the brand term:
The Dream Downtown proudly offers premiere access to our Black card loyalists.
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PHOTOGRAPHY EXTERIOR SHOTS When taking property shots, make sure to utilize natural light when displaying any space. Our style of photography is clean and natural. The photo should be about the space. Make sure to capture shot that make each space special.
OCEANAMI - BRAND GUIDELINES
OCEANAMI - BRAND GUIDELINES
BUILDING When taking property shots, make sure to utilize natural light when displaying any space. Our style of photography is clean and natural. The photo should be about the space. Make sure to capture shot that make each space special.
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INTERIOR SHOTS When taking property shots, make sure to utilize natural light when displaying any space. Our style of photography is clean and natural. The photo should be about the space. Make sure to capture shot that make each space special. Lighting is everything, and although we like to look like we just snapped a photo on our iphone and uploaded it, proper technical lighting should be employed at every interior shoot to help mother nature out.
OCEANAMI - BRAND GUIDELINES
OCEANAMI - BRAND GUIDELINES
FOOD & BEVERAGE OUTLETS While it is important that we get well lit interior shots of our venues when brand spanking new, it is just as important that we capture lively, activated photography of our spaces to communicate life in the brand.
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EVENTS / PROGRAMMING SHOTS When shooting for events we allow for more flexibility. Black and white as well as high exposure shots are permitted.
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FACETING PRE-MADE FACETS Our faceted patterns can be used across a wide range of collateral, advertising and promotional materials to add color and intrigue. However, these patterns should not obstruct important information. Feel free to use the pre-approved patterns in you design/designs. For custom faceting, contact the corporate creative studio for approval.
OCEANAMI - BRAND GUIDELINES
OCEANAMI - BRAND GUIDELINES
OUTLINED FACETING Meant to be used to highlight edges, and only on large scale items such as outdoor signage and billboards ads. The outlines must be the same hue of the graphic underneath, but can be at any opacity as specified in the color palette section of this guide. Any usage of the outlines without the graphic underneath must be approved by the creative studio first.
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FACETED PHOTOGRAPHY In this we selectively fade in a pre-faceted image with its non faceted counterpart in order to cause emphasis points in the photograph.
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PUTTING IT ALL TOGETHER
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STATIONERY LETTERHEAD
BUSINESS CARDS
Our letterhead is also printed in a 4 color
The front of our business card is printed
process. Please follow the guidelines on
in one color, PMS 254 magenta (or any of
this page regarding margin measures,
the primary PMS), which includes contact
type styles and sizes, and line spacing. If
information and location specific logo.
available, use the primary corporate text
The name and title lines are positioned on
font, Proxima Nova, to set the body of the
the far left margin, and whether the title is
letter. If not, Arial may be used following the
one or two lines, the name and title block
same size and spacing specifications.
are placed flush to the top left margin of the card. The address and contact information block in the right hand margin
FONT: 10 Point Proxima Nova Regular,
is also positioned flush to the top margin,
Double Line Spacing (Substitute with Arial if
regardless of the number of lines in the
Proxima Nova not available)
block. The back as a 4 color process. The DREAM name is aligned to the bottom left of the card.
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OCEANAMI - BRAND GUIDELINES
ENVELOPES
PEN
MEMO PAD
BROCHURE
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UMBRELLA
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KEY CARDS & HOLDER
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WELCOME SIGNAGE
LÔI VÀO ENTRANCE XIN CHÀO
WELCOME
PHONE FACEPLATE
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OTHER COLLATERAL
SOAP
WATER BOTTLES
SHOPPING BAG
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USB THUMB DRIVE
FLIP FLOPS
MATCHES
BASEBALL CAPS
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OTHER COLLATERAL
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UNIFORM
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www.oceanami.com
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OCEANAMI - BRAND GUIDELINES
PRINT / MAGAZINE ADS
+84 254 626 8888
44 HIGH WAY, PHUOC HAI TOWN, DAT DO DISTRICT, BA RIA - VUNG TAU PROVINCE, VIETNAM
www.oceanami.com
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BILLBOARDS
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DIGITAL DESKTOP SITE
MOBILE
Our new website has been redesigned and
The mobile version of our site is a pocket
utilizes our type treatment, color palette
sized version of our main web page. Certain
and photography throughout its design. It
buttons are rearranged but the functionality
streamlines and condenses the booking
is the same as desktop.
experience into a simple user-friendly mobile experience to be more in line with the rest of our identity.
m mi.co ceana www.o
+84 254 626 8888
www.oceanami.com +84 254 626 8888
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EMAIL SIGNATURES Please contact Brendan McNamara: bmcnamara@hh-r.com or Freddy Lopez: flopez@hh-r.com with questions on setting up your email signature.
JOE SMITH Senior Project Manager 355 West 16th St New York, New York 10011 Office Direct +84 www.oceanami.com
vietnam | vungtau
vietnam | vungtau
vietnam | vungtau
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WEB BANNERS
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For question about art direction or branding questions regarding DREAM, please contact: Brendan McNamara Senior Vice President, Marketing, Communications & Product Development bmcnamara@hh-r.com Freddy Lopez Art Director
Venessa Jimenez Graphic Designer vjimenez@hh-r.com