BRAND STANDARDS
KEY PHRASES/WORDS The sentence leading into each word is, “I vacationed at Gateway Canyons and left feeling completely:
2nd Tier Emotive Words:
Awestruck
Centered
Humbled Enlightened Stimulated
Inspired
Enriched
Embraced
Curious
Pure
Passionate
Transformed
Motivated Alive
Tagline: Where Curiosity Comes to Play
BRAND PROMISE/ATTRIBUTES The Innocent: Encompassing a core desire to experience purity The goal to do the right thing The gift of faith and optimism Reflecting the natural human desire toward curiosity, the team unanimously agreed that Gateway Canyons best identifies with the Innocent. As the ideal archetype of the resort, Gateway Canyons is the gateway into a view of our world, a view of our universe and a view into its origins. It is a place for guests to temporarily pause the mass mayhem of their lives and take a deep breath of fresh air, be inspired by a sense of curiosity, pose their most simple questions, appreciate a quiet authenticity and make their own discoveries.
TARGET CUSTOMERS
Target Man:
Target Woman:
Entrepreneurial Spirit
Professional
Successful, Professional
Successful
“Manʼs Man”
Financially Independent
Likes to get his feet dirty
Upscale, Sophisticated
Minimum $250,000 annual salary
Works out to look good, but to also feel good
Uses iPhone and other Apple products
Adores upscale art, culture, jewelry
Suits to work, casual on weekend
Enjoys luxury travel
Fit/Athletic
Embodies a town and country attitude
Follows major sports (but not fanatical)
Loves outdoor activities but also “pampering”
Authentic
Confident in mixing designer labels with less expensive brands
Appreciates Technology Enjoys unique travel experiences Confident /Adaptive/Comfortable with themselves Wears: Tods shoes, Maui Jims, Flip-Flops, Expensive Jeans/T-Shirt, North Face, Patagonia, bespoke suits Drives: Luxury automobiles, Mercedes CL 63 AMG, BMW M6, Porsche 911 Turbo, Ferrari 458 Italia Drinks: Scotch, Whiskey, Jack & Coke Plays poker, card games
Drinks Wine, specifically Chardonnay Healthy, into wellness Comfortable – doesnʼt mind getting ʻdirtyʼ Wears: Designer Jeans, Gap or American Apparel T-Shirt, Louis Vuitton or Gucci handbag and belt, Jimmy Choo or Christian Louboutin shoes, Lulu Lemon Yoga Pants Drives: Luxury SUVs (BMW X5, Audi Q7, Lexus, Range Rover)
TARGET CUSTOMERS Overall Generation X and Baby Boomers, although Generation Y should be given high consideration as they move into their mid-30s in two years and their values are quickly evolving. Avoid young families but play to multi-generational families Exceptional family values Authentic, traditional Seeks adventure and exploration Environmentally friendly
CAPTIVATIONS Attendees were challenged to evaluate current resort offerings and re-configure relevant audiences and activities against seasonal clusters. Gateway was founded out of a passion for intellectual stimulation, adventure and the art of discovery, but success cannot be derived by offering all things to all people. For instance, Gateway is not a heavy snow destination for skiing, snowmobiling and cross country. Yes, the resort can offer it, but the true heavy snow disciple has better choices. Same with golf, etc.
Winter (Market: mostly regional drive) • Romantic Couples • Group Business • Film Festival Attendees • Car Lovers
Spring (Market: NW, NE, Texas, regional drive) • Hearty Outdoor Adventurers • Girlfriend Escapes • Guy Getaways • Families on Spring Break (children over 10 yrs) • Groups – Incentive Trips • Private Special Event Goers
Summer (Market: National, International, European)
• Hearty Outdoor Adventurers • Outdoor Enthusiasts (lite) • Families Building Traditions (children over 10 yrs) • Car Lovers • Group Business – Corporate, Association
Fall (Market: National in scope)
• Hearty Outdoor Adventurers • Outdoor Enthusiasts (lite) • Girlfriend Escapes • Guy Getaways • Special Events Goers
LOGO
Original Logo When used on white background logo is always PMS Black.
Logo Over Photo When used over a photo, logo must be solid white. The photograph being used should be manipulated in such a way that heavy drop shadows and outer glows are not needed or noticable. The end result should look as natural as possible.
Logo Over Color Block When used over the property color block, logo must be solid white.
OUTLET LOGOS & COLORS
Entrada Logo When used on white background logo is always PMS 4695 C. When used over a photo logo must be in solid white. The photograph should be manipulated in such a way that heavy drop shadows and outer glows are not needed or noticable. The end result should look as natural as possible.
Paradox Grille Logo When used on white background logo is always PMS 506 C and Black. When used over a photo logo must be in solid white. The photograph should be manipulated in such a way that heavy drop shadows and outer glows are not needed or noticable. The end result should look as natural as possible.
Cantina Logo When used on white background logo is always PMS 440 C. When used over a photo logo must be in solid white. The photograph should be manipulated in such a way that heavy drop shadows and outer glows are not needed or noticable. The end result should look as natural as possible.
TYPOGRAPHY: PROPERTY FONTS Headline:
B A U E R B O D O N I I TA L I C - C A P S ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (Upper Case, Italicized, Tracking at approx 110%)
Sub-Headline:
Didot Regular - Title Case ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (Upper Case)
abcdefghijklmnopqrstuvwxyz 0123456789 (Lower Case)
Body Copy:
Helvetica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (Upper Case)
abcdefghijklmnopqrstuvwxyz 0123456789 (Lower Case)
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (Upper Case)
abcdefghijklmnopqrstuvwxyz 0123456789 (Lower Case)
Property Fonts Bauer Bodoni should be used for main headlines and may be used for secondary headlines for a huge typographic hierarchy. Bauer Bodoni should always be all caps and italic. Tracking of 110 for main header is recommended. Didot Regular should be used for sub-headlines. Sub-headlines should always in Title case. Hevetica should be used primarily for main copy and extend running copy in longer, multiple-page document, such as brochures and menus.
TYPOGRAPHY: SCALE Font Size Body copy should never be smaller than 9 point for print and should always be 14 point for web. Disclaimer copy may be reduced to 7 point for print and 11 point for web. Below is a general guidelines for font sizes. For formats larger than a full-page-ad or 10x13”, font sizes should be scaled propertionally to the piece. •
No smaller than 9pt (Print) / 14pt (Web) - Main Body copy
•
260-300% - Main heading used on print and web ads, collateral, and front cover page of multi-page collateral
•
218-250% - Section headings used on on print & web collateral, and menu main headings.
•
164% - Sub-section headings used on print & web collateral, and menu section headings.
•
140-145% - Sub-headings on print and web collateral
•
118% - All other headed elements on all print & web collateral, and meby sub-headings
•
80% - Descriptions and disclaimers
Example (not all)
HEADLINE HERE Sub-headline Body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy. *Disclaimer here disclaimer here disclaimer here disclaimer here disclaimer here disclaimer here
218-250% Xpt (27.5 point)
140-145% Xpt (15 point)
X pt (11 point)
80% Xpt (8.8 point)
TYPOGRAPHY & LINES Leader Lines Two horizontal accent lines should be used when a headline stands alone with no headline note, sub-headline, or any other copy followed. The headline should be placed between two parallel lines. The leader lines should be in property’s accent color. When a headline is followed by any body copy or headline note, there should be only one horizontal leader line placed between the headline and any other (headline note, sub-headline, body, etc) text underneath.
HEADLINE HERE
HEADLINE HERE Body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy body copy
COLORS
CMYK: 0 / 0 / 0 / 100 RGB: 35 / 31 / 32 PMS Black hex: #000000
• Background color on website
CMYK: 53 / 0 / 16 / 0 RGB: 85 / 225 / 230 PMS 3105 C hex # 55e1e6
• Roll-over color on website
• Primary block color for brochures, newsletters, ads and banner ads
• Accent color for horizontal rule, social media and contact information • Occassional sub-headline color
SIGNATURE PHOTO
SIGNATURE PHOTOGRAPHY
SIGNATURE PHOTOGRAPHY
PRINT ADS - LEISURE
Logo should be placed within top third of the ad. The property logo should always placed in the center and in all white.
The headline should be placed within top third of the ad, i.e. approx 15-30% the height of the print ad’s live area, measuring from the top to the bottom of the ad. Maintain appropriate typeface, typographic scale, and leader lines. See Typography on pages.
Photo should be a signature shot (photos will change depending on intended use: leisure, meeting, wedding, food & beverage) Image must be photoshopped to accomodate the white logo and text while looking as natural as possible.
Descriptions of programming on property should be placed within bottom third of the ad.
Noble House logo is always placed bottom right. Stamp should be transparent but legible (opacity percentage will vary depending on darkness of image.) Far right portion of logo should be cut off to appear “stamped.”
Full Page
PRINT ADS - GROUP
GET INSPIRED Full Spread
BANNER ADS 1. 728 X 90 HEADLINE HERE Body copy here, bolded offer.
LEARN MORE
2. 160 X 600
3. 350 X 300
HEADLINE HERE Body copy here, bolded offer, more body copy.
Body copy here, bolded offer, more body copy.
LEARN MORE
LEARN MORE
Property logo is always placed at the top center in solid white on a vertical banner and on the far left on a horizontal banner. Image photoshopped to accomodate logo and text. N stamp is always in white color and placed over imagery at the bottom right corner. Far right portion of N stamp should be cut off to appear “stamped�. Opacity may be altered from 60% to 80% depending on background image used. Buttons and accents in primary or roll over color. Button should be outlined with a 1pt white line. Maintain appropriate typeface, typographic scale, and leader lines. See Typography pages for details.
STANDARD E-MAIL
HEADLINE HERE
READ MORE >>
>>
READ MORE >>
>>
READ MORE >>
For the Best Rate Guarantee, reserve on our website or contact your travel professional!
Template above must be followed for all emails from the property. Logo is always placed top and center. Images and illustration icons may be changed, headline and body copy will stay the same color, size may vary depending on content. Small disclaimer copy will also be changed for each email.
NEWSLETTERS
=
YOUR ALL ACCESS PASS
Luxury amongst jutting red rocks and sprawling scenery
REV YOUR ENGINES
An exclusive offer for our Noble House patrons
CL IC K HE RE TO RE AD
THE PARTNERSHIP
Adventure, exploration, and discovery await you gatewaycanyons.com | 970.931.2458 | 43200 Hwy 141, Gateway, CO
Front Cover
Full bleed image with logo centered at top, contact information in lower left hard corner, Noble House stamp logo in lower right hand corner, titles justified left, large circle that reads, “click here to view newsletter”
HEADLINE HERE Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here.
HEADLINE HERE
Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here.
CALL TO ACTION >
Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here.
Spread 1
GM Letter over black background box on the left, 3/4 spread full bleed image with transparent box to mimic website for package
HEADLINE HERE Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here.
Spread 2
Variable Information
NEWSLETTERS
HEADLINE HERE Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here.
HEADLINE HERE
Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes. Body copy goes here. Body copy goes here. Body copy goes here. Body copy goes here.
Spread 3
Variable Information / Food & Beverage Package
Back Cover
Full bleed image with logo, web address, phone number, address, facebook and twitter conact centered at the bottom Package or other information may be inserted on top
CALL TO ACTION >
BROCHURES
HEADLINE HERE
=
website | phone number | address
Front Cover
Full bleed image with logo centered at top, title between horizontal rules, contact information in lower left hard corner, Noble House stamp logo in lower right hand corner
WELCOME TO GATEWAY CANYONS RESORT & SPA
=
Intro / Welcome Spread
Full bleed image with white text directly over image
=
Spread Variation 1
Text laid over black background box, extra white text laid over largest image if possible
BROCHURES
=
Spread Variation 1
Text laid over black background box, extra white text laid over largest image if possible
=
Spread Variation 1
Text laid over black background box, extra white text laid over largest image if possible
=
Back Cover
Full bleed image with logo, web address, phone number, address, facebook and twitter conact centered at the bottom.
RACK CARDS
HEADLINE HERE
HEADLINE HERE
Body copy here, more body copy. Body copy here, more body copy. Body copy here.
Body copy here, more body copy. Body copy here, more body copy. Body copy here. Body copy here, more body copy. Body copy here, more body copy. Body copy here. Body copy here, more body copy. Body copy here, more body copy. Body copy here. Body copy here, more body copy. Body copy here, more body copy. Body copy here. Body copy here, more body copy. Body copy here, more body copy. Body copy here. Body copy here, more body copy. Body copy here, more body copy. Body copy here. Body copy here. Body copy here.
website | phone number | address
website | phone number | address
FRONT: Full bleed image with logo in top center, address bottom left hand corner, Noble House logo bottom right hand corner. BACK: Full bleed black background with teal accents.
VIDEOS
Fiber Arts And Quilting
Colorado Off Road ATVs, Rock Climbing, Mountain Biking, Kayaking
Click here to view
Click here to view
Classic Cars, Unique Oldsmobile F88, Muscle Cars
Cessna Plane Air Tours of Western Colorado
Click here to view
Click here to view
VIDEOS
Dinosaurs and Fossil Footprints
The American West told by John Hendricks, Founder of the Discovery Channel
Click here to view
Click here to view
Ancient Civilizations and Cultures of the American West in Colorado
Colorado Horseback Riding, Horses at Gateway Canyons Equestrian Stables
Click here to view
Click here to view
BUSINESS CABINET
43200 Hwy 141 Gateway, Colorado 81522
FIRST LAST Title Here
43200 Hwy 141, Gateway, Colorado 81522 Main: 555-568-9431 | Direct: 555-556-1234 Fax: 555-565-2622 flast@gatewaycanyons.com | gatewaycanyons.com
gatewaycanyons.com | 970.931.2458 43200 Hwy 141, Gateway, Colorado 81522
PARADOX MENU
EXECUTIVE CHEF, John Roberts
SALES FOLDER
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front
gatewaycanyons.com | 970.931.2458 43200 Hwy 141, Gateway, Colorado 81522
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