BRAND IDENTITY
BRIEF
Table Of
Contents • Logo
New or Improve Logo Variation
• Color
Colors Used Color Breakdown
• Imagery
Photography Effects Filters
• Marketing
Membership Communication Signage & Direct Mail
• Campaign Concepts
Get Lost Rock On Chill Out
• Website
Responsive Website
Preface Building a brand takes vision. It takes passion and sweat and perhaps most importantly, it takes discipline. The discipline to never waiver from your brand’s DNA and what your message to the world will be. We created these guideline highlights in an effort to touch on the tenets of the Garden of the Gods Club and Resort brand. By all means, this document does not fully express a complete brand guideline. This brief is missing standard physical brand components like logo usage guidelines and typeface details as well as more philosophic attributes such as the property’s mission, values, brand promise, brand personality, manifesto, tone of voice, and campaign strategies. With a better understanding of the property’s history, vision of the future and overriding goals OneOrbit Creative Development can begin to develop a true brand with both personality and purpose. We would love the opportunity to delve deep into the property’s goals and target audiences and review both current assets as well as dream assets in an effort to help you realize the property’s vision.
Monica Smiley | OneOrbit.com monica@oneorbit.com (303)551-4981
Logo Design NEW or IMPROVE
Your logo is a reflection of your company, and helps convey messages about your brand to your customers. The colors, shapes, font styles and images you use all impact how your company is perceived by the public, and sometimes these elements need to be refreshed as businesses evolve or design standards change. What are you to do if you have a need to relay a more modern image to attract new customers but your company has an iconic local presence and existing customer base that may be resistant to change? Why not consider a simple update or modernization of your current logo? To start, take a good, hard look at your current logo. What are its strengths and weaknesses? Which parts can be salvaged and used to build a new one? If your logo is text-based, is your font dowdy or difficult to read? Is there a core element or color that you just can’t part with? Which distracting details can you eliminate? How can you make your logo leaner and meaner? For practical, actionable tips on how to teach your old logo new tricks, without changing it beyond recognition, check out these simple tips. • • • • • •
Isolate your logo’s best qualities. Look to your brand’s past for ideas. Strive for simplicity. Focus on the colors that matter most. Embrace new trends, but hold on to classic traditions. Optimize readability.
In an effort to maintain brand integrity, OneOrbit suggests a new logo for Kissing Camels Golf Club .
Logo Update Examples
EST.
EST.
1951
1951
Color Colors Used The term sense of place describes characteristics that make a place special or unique while fostering a sense of authentic human attachment and belonging. It shows a close connection to a community, personal memory or ones self. This color palette captures the energy or sense of place at the heart of the Garden of the Gods Club 路 Resort & Wellness Center, the breath-taking natural surroundings.
Primary Color
Secondary Color
Secondary Color
Secondary Color
Secondary Color
Primary Color
Secondary Color Color plays an important role in brand identity, it draws consumers to products, stirs emotions and has a huge impact on brand recognition.
Color Color Breakdown Red Rock Orange CMYK : RGB : Pantone : WEB :
100%
80%
60%
40%
20%
60%
40%
20%
60%
40%
20%
60%
40%
20%
60%
40%
20%
Morning Sun Light CMYK : RGB : Pantone : WEB :
100%
80%
Green Mountain CMYK : RGB : Pantone : WEB :
100%
80%
Dark Blue Sky CMYK : RGB : Pantone : WEB :
100%
80%
Deep Night CMYK : RGB : Pantone : WEB :
100%
80%
Imagery
Photography Effects Filters Drive Engagement: A picture is worth 1000 words and photo filters can drive engagement. According to a team of researchers from Georgia Tech and Yahoo Labs in their white paper “Why We Filter Our Photos and How It Impacts Engagement,” warm tones such as orange and gold tend to elicit positive feelings and encourage interaction. In fact after analyzing over 7.6 million photo uploads this study found Mayfair, Rise, Valencia, Hefe, and Nashville filters increased views by 21% and comments by 45%. This extensive study’s results are applicable when considering images for branding and marketing initiatives.
Before
After
Unfiltered
Hefe
Mayfair
Nashville
Valencia
Rise
Marketing Member Communication Understanding barriers is the first step to improving marketing communication. Based on a 28% email open rate, 2736 club members are missing your message. OneOrbit suggests a fun retro newspaper inspired campaign with monthly signage highlighting upcoming events as well as a quarterly direct mail newsletter.
M o n t h l y S i g n a g e
Outdoor Ads
Your members want to be informed, let’s figure out the best way to share your message.
Monthly or Quarterly
Member Newsletter
A Quarterly newspaper would communicate upcoming events & member news. The paper was designed as a 4-page newspaper to be printed on real newspaper paper stock. Once brand standards are identified updates would be required.
Campaign Concepts
The beauty of our process is how we translate our findings to ultimately create a stronger emotional connection between you and your customers. Keep in mind these concepts have been prepared without a complete discovery process. All campaigns can be created as multi-channel efforts to include email, print, social media posts with #hashtags, website real estate, digital media, and direct mail (to name a few). These campaigns can target existing audiences or promote new guest acquisitions.
Campaign Concepts Get Lost This campaign concept highlights the notion of escape and could allude to time alone or with a partner. The tone evokes a sense of peace and fills a long forgotten yearning to discover who you really are.
Rock On This campaign concept highlights the need for adventure, embraces the spirit of the West and offers experiential attributes of the Pikes Peak region. “Rock On� speaks to activities like rock climbing but also hiking and other outdoor activities.
Chill Out This campaign concept highlights the need to relax and/or eludes to the moderate climate found in Colorado Springs year round. Highlight spa services, golf packages or even membership opportunities. What better place to chill than in the shadow of Pikes Peak?
Responsive Why does your website matter? Because that’s where most consumers start before they buy or do anything. So when it comes to your business, literally speaking, all roads lead to your website. Your site is your virtual storefront, soap box, and a means of communication with your customers 24/7, 365. Your website never takes a day off, it’s working when you’re not advocating and speaking to possible customers on your behalf.
With 67 percent search market share, when Google speaks, search marketers listen. Google states that responsive web design is its recommended mobile configuration, and even goes so far as to refer to responsive web design as the industry best practice.
Website Responsive web design is an approach that assures your website provides an optimal viewing experience across a wide range of devices; from desktop computer monitors, and tablets to mobile phones. Therefore, there is no need to spend extra time and money in creating and maintaining one “mobile version” and another “desktop version” of your website.
On April 21, 2015, Google rolled out a mobile friendly algorithm that creates a correlation between mobile friendliness and search rankings. So in plain English, Google began penalizing sites that offer poor mobile experiences and rewarding sites that offer good mobile experiences with a possible ranking boost.
CREATIVE DEVELOPMENT
Brand Guideline Design By: OneOrbit Creative Development All Right Reserved