Brand Elysian Guideline Manual by Nupur

BRAND GUIDELINE MANUAL Implementing the Elysian brand and its sub brands in communications Updated March 30, 2015

This is the official brand guideline manual as issued by the Elysian Group of Hotels. It consists of dos and donts that are to be taken care of while using the brand identity across various mediums. Implementation of these guidelines is mandatory when it comes to all official communications.

CONTENTS

Elysian: Brand story Elysian brand promise THE LOGO _________________________________________________________________ Logo specifications Usage examples: Print Usage examples: Online Incorrect use VISUAL IDENTITY _________________________________________________________________ Colour palette Imagery Imagery usage examples Typography SUB BRANDS: CASA _________________________________________________________________ Casa Brand Story Casa logo specifications Usage examples

Incorrect use Colour Palette Typography SUB BRANDS: BRIO _________________________________________________________________ Brio Brand Story Brio logo specifications Usage examples Incorrect use Colour Palette Typography SUB BRANDS: AURA _________________________________________________________________ Aura Brand Story Aura logo specifications Usage examples Incorrect use Colour Palette Typography

BRAND STORY

BRAND PROMISE

The Elysian Group of Hotels has been started with a view to provide comfort through hotels aimed at different people acoss various backgrounds. This idea gave way for the name, that is Elysian, which means of or relating to the characteristic of heaven or paradise. We look at providing the tranquility and comfort which is otherwise not easy to achieve in the busy lives people lead today; through vacation homes as well as business hotels. We provide this retreat across various landscapes, like mountains, beach side and also the city centre.

Elysian Group of Hotels looks at providing comfort through unique and memorable experiences in terms of the stay, the service as well as the value for money. We looks at achieving excellence through service to people in the corporate as well as the non-corporate sectors; by BEING AVAILABLE AND EASILY ACCESSIBLE ____________________________________________________________ Being available to the customer, in person as well as on the online platforms, whichever their preferred medium may be; at all times is of high importance to us as a brand. PERSONALIZING ____________________________________________________________ We look at adapting and growing by being sensitive to the needs of the customers right from the time we connect with them. GROWING THE FAMILY ____________________________________________________________ This, we aim at achieving by providing more and more services through various hotels with an aim to cater to people of different strata.

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THE LOGO

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The Elysian logo is the most immediate representation of our people and our brand to the world. It is the single - most symbol that looks at encapsulating our brand across various mediums. It is a valuable corporate asset that must be used consistently in the proper, approved fonts. There are two layouts for the Elysian logo, one following the vertical gris and the other following the horizontal grid. The vertical grid logo is meant for use on most vertical orientation touch points, like a lamp-post banner. Apart from this, the vertical logo is meant for use on some of the brandâ&#x20AC;&#x2122;s common touch points, like the busines card, the website, the companyâ&#x20AC;&#x2122;s rubber stamp et cetera. The horizontal grid logo is meant to be used in places where the use of the vertical grid logo is not possible, both spatially and aesthetically. (For assistance with regard to the aesthetic specifications of the use of the logo, visit the Elysian Official website). The logo is also available in two colour schemes - one being the full colour scheme, and the other being the black and white version. The colour logo is to be used on all official corporate identity and other touch points such as advertisements. The black and white version of the logo are to be used only when the document colour does not follow the guidelines as mentioned in this brand guideline manual. Apart from this, it is to be used only when the usage of the full colour logo is not possible.

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LOGO SPECIFICATIONS

0.25 x

The horizontal and vertical grid logos in the three different colour versions, 1) colour logo, 2) black on white, 3) white on black

0.625 x x 0.625 x

0.25 x 0.25 x

0.25 x

0.642 x

27.6 mm

0.642 x

8 mm

Minimum size that the logo can be used in and the minimum clear space that needs to be maintained for the logo (both horizontal and vertical).

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LOGO: INCORRECT USE

DONT’S 1. Don’t change the placement of the individual elements of the logo. Use the logo only in the two grids (vertical and horizontal) as specified. 2. Don’t use any of the elements individually. 3. Don’t apply any effects. 4. Don’t rotate the logo. 5. Don’t skew or attempt to make the logo 3 dimensional in any way. 6. Don’t make a pattern or texture out of the logo 7. Don’t alter the transparency of the logo. 8. Don’t recolour the logo. 9. Don’t crop the logo in any way. Not Shown

1. Don’t combine the logo with any other elements - such as logos, words, graphics, photos, or sumbols that might seem to create a hybrid mark; unless it is for the identity design of a new sub brand. In this case, refer to the specifications of the logos for the sub brands. 2.Don’t display the logo in a way that suggests that a third party’s product is an Elysian product.

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USAGE EXAMPLES

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VISUAL IDENTITY

COLOUR PALETTE

IMAGERY

Primary colour palette

The brand imagery creation involves a system which looks at the combination of dynamic lifestyle photography and illustration as the method of conveyance. The most focused on method is photography which may be used as is or forms the base for the illustration medium across various touch points.

C M Y K

77 23 12 1

R 22 G 152 B 197

# 1293C3

C M Y K

50 39 39 21

R 126 G 127 B 127

# 7E7F7F

C M Y K

40 31 32 11

R 155 G 155 B 154

# 9B9B9A

C M Y K

0 0 0 26

R 206 G 206 B 206

# CECECD

The images below are not owned by the brand and have been used only as examples to support the imagery style mentioned above.

Secondary colour palette

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TYPOGRAPHY: PRIMARY The primary typefaces are used in the logo of the brand Elysian. Of the two, Sorts Mill Goudy is also used in the logos of all the sub brands.

Sorts Mill Goudy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@`~#$%^&*()_{}:”<>?/.,’;][Only Sorts Mill Goudy Regular may be used as the standard weight. No other weights are to be made use of for this typeface.

TYPOGRAPHY: SECONDARY

The secondary typeface is used in the collaterals across both print as well as digital mediums, for the brand Elysian.

Minion Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@`~#$%^&*()_{}:”<>?/.,’;][Minion Pro Regular is to be used as the standard weight for the typeface. Use Minion Pro Semibold or the Minion Pro Semibold Italic for emphasis.

Kokila ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@`~#$%^&*()_{}:”<>?/.,’;][=+\Only Kokila Regular may be used as the standard weight. No other weights are to be made use of for this typeface.

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SUB BRANDS: CASA

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Casa (meaning â&#x20AC;&#x2DC;homeâ&#x20AC;&#x2122;) is one of the sub-brands under the Elysian Group of Hotels which functions as a Bed & Breakfast (B&B) and a Homestay service. The accomodation service located in the green, mountainous regions like that of Wayanad, Kerala are most suitable for an any-time retreat into the serene and quiet surroundings that are the highlight of the stay. The service is targeted towards both, the locals and the tourists of the area who would prefer a comfortable stay with a value for money

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Casa

ELYSIAN

The Casa Elysian logo is the most immediate representation of our people and our brand to the world. It is the single - most symbol that looks at encapsulating our Bed & Breakfast (B&B) stay across various mediums. It is a valuable corporate asset that must be used consistently in the proper, approved fonts. Casa Elysian is a sub-brand of the Elysian Group of Hotels (that follows a monolithic brand architecture). Hence, it is of utmost importance that the elements of the logo (Elysian or any other) be used separately. The three elements in the logo are to co-exist as a unit on all of the sub-brand communications and assets. The logo is also available in two colour schemes - one being the full colour scheme, and the other being the black and white version. The colour logo is to be used on all official corporate identity and other touch points such as advertisements. The black and white version of the logo are to be used only when the document colour does not follow the guidelines as mentioned in this brand guideline manual. Apart from this, it is to be used only when the usage of the full colour logo is not possible.

Casa

ELYSIAN

Casa

ELYSIAN

Casa

ELYSIAN

The logo in the three different colour versions, 1) colour logo, 2) black on white, 3) white on black

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LOGO SPECIFICATIONS

0.33 x

Casa

11 mm

ELYSIAN

0.33 x

Casa

LOGO: INCORRECT USE

0.33 x

Minimum size that the logo can be used in and the minimum clear space that needs to be maintained around the logo.

0.33 x

Do not alter the Elysian in any way that does not follow the stated guidelines. The individual elements of the logo together form the symbol which is the most immediate representation of the brand to the world. DONT’S 1. Don’t change the placement of the individual elements of the logo. Use the logo only in the two grids (vertical and horizontal) as specified. 2. Don’t use any of the elements individually. 3. Don’t apply any effects. 4. Don’t rotate the logo. 5. Don’t skew or attempt to make the logo 3 dimensional in any way. 6. Don’t make a pattern or texture out of the logo 7. Don’t alter the transparency of the logo. 8. Don’t recolour the logo. 9. Don’t crop the logo in any way. Not Shown 1. Don’t combine the logo with any other elements - such as logos, words, graphics, photos, or sumbols that might seem to create a hybrid mark; unless it is for the identity design of a new sub brand. In this case, refer to the specifications of the logos for the sub brands. 2.Don’t display the logo in a way that suggests that a third party’s product is an Elysian product.

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COLOUR PALETTE

a s a C

Casa Casa ELYSIAN

N SIA Y L E

ELYSIAN

Casa

ELYSIAN

Casa Casa Casa Casa ELYSIAN

ELYSIAN

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50 4 100 0

R 150 G 188 B 33

# 96BC21

C M Y K

83 36 100 32

R 43 G 96 B 42

# 2B602A

C M Y K

69 59 56 65

R 43 G 96 B 42

# 343434

C M Y K

40 31 32 11

R 155 G 155 B 154

# 9B9B9A

Casa Casa Casa ELYSIAN

C M Y K

ELYSIAN

TYPOGRAPHY: PRIMARY

TYPOGRAPHY: SECONDARY

The primary typefaces are used in the logo of the brand Elysian. Of the two, Sorts Mill Goudy is also used in the logos of all the sub brands.

The secondary typeface is used in the collaterals across both print as well as digital mediums, for the brand Elysian.

Sorts Mill Goudy

Minion Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@`~#$%^&*()_{}:”<>?/.,’;][-

Only Sorts Mill Goudy Regular may be used as the standard weight. No other weights are to be made use of for this typeface.

Minion Pro Regular is to be used as the standard weight for the typeface. Use Minion Pro Semibold or the Minion Pro Semibold Italic for emphasis.

Tangerine ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@`~#$%^&*()_{}:”<>?/.,’;][=+\Tangerine Regular and Tangerine Bold may both be made use of for this typeface.

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USAGE EXAMPLES

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SUB BRANDS: BRIO

Brio (meaning â&#x20AC;&#x2DC;vivacity of style or performanceâ&#x20AC;&#x2122;) is one of the sub-brands under the Elysian Group of Hotels which functions as a Business Hotel service. The accomodation and corporate services located in the city center like that of a metropolitan city like Bangalore, Karnataka are most suitable for an any-time meeting or a conference or an accomodation with comfort and effieciency being the highlight of the brand. The service is targeted towards professionals and corporates from all fields, to whom elegance, comfort and perfection are the key factors when considering their stay in the city.

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BRIO ELYSIAN

The Brio Elysian logo is the most immediate representation of our people and our brand to the world. It is the single - most symbol that looks at encapsulating our Business Hotel services across various mediums. It is a valuable corporate asset that must be used consistently in the proper, approved fonts. Brio Elysian is a sub-brand of the Elysian Group of Hotels (that follows a monolithic brand architecture). Hence, it is of utmost importance that the elements of the logo (Elysian or any other) be used separately. The three elements in the logo are to co-exist as a unit on all of the sub-brand communications and assets. The logo is also available in two colour schemes - one being the full colour scheme, and the other being the black and white version. The colour logo is to be used on all official corporate identity and other touch points such as advertisements. The black and white version of the logo are to be used only when the document colour does not follow the guidelines as mentioned in this brand guideline manual. Apart from this, it is to be used only when the usage of the full colour logo is not possible.

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BRIO ELYSIAN

The logo in the three different colour versions, 1) colour logo, 2) black on white, 3) white on black

BRIO ELYSIAN

LOGO SPECIFICATIONS

LOGO: INCORRECT USE

0.35 x

BRIO

ELYSIAN

0.33 x

0.35 x

11 mm

ELYSIAN

DONT’S

Minimum size that the logo can be used in and the minimum clear space that needs to be maintained around the logo.

1. Don’t change the placement of the individual elements of the logo. Use the logo only in the two grids (vertical and horizontal) as specified. 2. Don’t use any of the elements individually. 3. Don’t apply any effects. 4. Don’t rotate the logo. 5. Don’t skew or attempt to make the logo 3 dimensional in any way. 6. Don’t make a pattern or texture out of the logo 7. Don’t alter the transparency of the logo. 8. Don’t recolour the logo. 9. Don’t crop the logo in any way.

0.35 x

Not Shown 1. Don’t combine the logo with any other elements - such as logos, words, graphics, photos, or sumbols that might seem to create a hybrid mark; unless it is for the identity design of a new sub brand. In this case, refer to the specifications of the logos for the sub brands. 2.Don’t display the logo in a way that suggests that a third party’s product is an Elysian product.

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COLOUR PALETTE

3) 1)

BRIO ELYSIAN BRIO ELYSIAN 5)

BRIO

ELYSIAN 6)

ON BRIO I R B SIA ELYSIAN ELY

8) BRIO BRIO BRIO ELYSIAN

ELYSIAN

BRIO BRIO BRIO ELYSIAN

ELYSIAN

BRIO ELYSIAN

BRI

C M Y K

100 90 38 30

R 33 G 43 B 83

# 212B53

C M Y K

40 31 32 11

R 155 G 155 B 154

# 9B9B9A

C M Y K

32 24 25 4

R 181 G 180 B 180

# B5B4B4

ELYSIAN

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TYPOGRAPHY: PRIMARY

TYPOGRAPHY: SECONDARY

The primary typefaces are used in the logo of the brand Elysian. Of the two, Sorts Mill Goudy is also used in the logos of all the sub brands.

The secondary typeface is used in the collaterals across both print as well as digital mediums, for the brand Elysian.

Sorts Mill Goudy

Minion Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@`~#$%^&*()_{}:”<>?/.,’;][-

Only Sorts Mill Goudy Regular may be used as the standard weight. No other weights are to be made use of for this typeface.

Minion Pro Regular is to be used as the standard weight for the typeface. Use Minion Pro Semibold or the Minion Pro Semibold Italic for emphasis.

Vani ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@`~#$%^&*()_{}:”<>?/.,’;][=+\Only Vani Regular is to be used as the standard weight for this typeface.

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USAGE EXAMPLES

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SUB BRANDS: AURA

Aura (meaning â&#x20AC;&#x2DC;ambience, mood or spiritâ&#x20AC;&#x2122;) is one of the sub-brands under the Elysian Group of Hotels which functions as a Beachside Resort service. The accomodation services located in the vicinity of waterbodies like that of a coastal state of Goa are most suitable for an any-time retreat from the busy and hectice lives, with tranquility and comfort being the highlight of the stay. The service is targeted towards families as well as professionals, to whom elegance, comfort, recreation and solitude are the key factors when considering their stay.

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aura ELYSIAN

The Aura Elysian logo is the most immediate representation of our people and our brand to the world. It is the single - most symbol that looks at encapsulating our beachside resort facilities across various mediums. It is a valuable corporate asset that must be used consistently in the proper, approved fonts. Aura Elysian is a sub-brand of the Elysian Group of Hotels (that follows a monolithic brand architecture). Hence, it is of utmost importance that the elements of the logo (Elysian or any other) be used separately. The three elements in the logo are to co-exist as a unit on all of the sub-brand communications and assets. The logo is also available in two colour schemes - one being the full colour scheme, and the other being the black and white version. The colour logo is to be used on all official corporate identity and other touch points such as advertisements. The black and white version of the logo are to be used only when the document colour does not follow the guidelines as mentioned in this brand guideline manual. Apart from this, it is to be used only when the usage of the full colour logo is not possible.

aura ELYSIAN aura ELYSIAN aura ELYSIAN The logo in the three different colour versions, 1) colour logo, 2) black on white, 3) white on black

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LOGO SPECIFICATIONS

aura ELYSIAN

LOGO: INCORRECT USE

0.21 x

0.21 x 0.21 x

aura

ELYSIAN

0.21 x

8.5 mm

Minimum size that the logo can be used in and the minimum clear space that needs to be maintained around the logo.

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COLOUR PALETTE

aura

ELYSIAN 5)

aura ELYSIAN

aura ELYSIAN aura ELYSIAN

aLuYSrIAaN E

aura ELYSIAN

aura

ELYSIAN

aura

ELYSIAN

ura LYSIAN

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C M Y K

0 35 85 0

R 249 G 178 B 51

# FB9233

C M Y K

71 5 9 0

R 130 G 179 B 219

# 1EB3DB

C M Y K

40 31 32 11

R 155 G 155 B 154

# 9B9B9A

TYPOGRAPHY: PRIMARY

TYPOGRAPHY: SECONDARY

The primary typefaces are used in the logo of the brand Elysian. Of the two, Sorts Mill Goudy is also used in the logos of all the sub brands.

The secondary typeface is used in the collaterals across both print as well as digital mediums, for the brand Elysian.

Sorts Mill Goudy

Minion Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@`~#$%^&*()_{}:”<>?/.,’;][-

Only Sorts Mill Goudy Regular may be used as the standard weight. No other weights are to be made use of for this typeface.

Minion Pro Regular is to be used as the standard weight for the typeface. Use Minion Pro Semibold or the Minion Pro Semibold Italic for emphasis.

Dancing Script ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@`~#$%^&*()_{}:”<>?/.,’;][=+\Dancing Script Regular is to be used as the standard weight for this typeface.

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USAGE EXAMPLES

All of the Elysian Group of Hotels communications and assets should be sent to the corporate head office for approval. Head Office: No. 03, Elysian Building, Vasant Vihar Layout, Sarjapur Road, (Bangalore South), Karnataka PIN CODE - 560 004 e-mail address: askbrand@elysian.com approval@elysian.com 58 Elysian group of hotels | Brand Guideline Manual | 30 March 2015