A mountain of possibilities.
A mountain of possibilities.
A mountain of possibilities.
A mountain of possibilities.
WELCOME, FRIEND.
CONTENTS 03. How to Use This Document 04. Brand Keystone 05. Infographics: A Primer 06. Infographic Elements 07. Fonts & Flow 08. Tone of Voice 09. Headlines 10. Headline Typography 11. Graphics and Divider Lines 12. Icons 13. Image Selection 14. Image Integration 15. The Offer Box 16. Offer Box Typography 17. Keystone Logo 18. Logo Versions 19. Logo Dont’s 20. Colors 21. Spacing 22. KeystoneResort.com Treatment 23. Putting It All Together 24. Print Ads 26. Online Media 28. KeystoneResort.com Hero Image 29. Out of Home 31. Signage 32. Infographic & Icon Library
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DISCLAIMER
The main purpose of this little manifesto is to help us all maintain the integrity of the Keystone brand. Sure, there are times when these rules will need to be bent, but please don’t break them. Thanks!
HOW TO USE THIS DOCUMENT
Think of this PDF as your Sherpa through the Keystone brand communications decision-making process. Use it as your baseline when starting new projects. It’s here to set up boundaries and give you the tools to answer new challenges. It takes a village to be awesome – that means it’s everyone’s responsibility to maintain our brand standards. If we all work together, Keystone will always be well represented in our communications. Every day, the things we do can push the brand forward or water it down. Little decisions have a ripple effect. Staying true to this style guide will help keep our brand, our brand. Sometimes there will be questions that aren’t obviously answered in these pages – in those cases, involve the marketing team to help find the best solution and outcome for the brand.
REVIEW PROCESS
Using this style guide as a compass, everyone is invited to embrace, use and create work for our brand. However, it’s important we communicate amongst ourselves to ensure we are consistent in maintaining our high standards. The marketing team is the central hub for all things branded Keystone. They need to review and approve all new artwork, collateral, signage, apparel, etc. before it’s produced. Please allow adequate time in your development process for the marketing team to review and provide feedback before anything is produced.
KEY CONTACT
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Kerstin Anderson
kanderson8@vailresorts.com
(970) 496-4235
BRAND KEYSTONE
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OUR GOODNESS
A Mountain of Possibilities.
OUR PERSONALITY
Obsessively accommodating, colorful, inspiring, true-hearted, refreshingly unpretentious, surprising, sidekick.
WE ARE
WE ARE NOT
- Straightforward & down-to-earth
- Jargony & inaccessible
- Welcoming & approachable
- Sceney
- Friendly & engaging
- Boring & factual
- Family-oriented
- Baby talk
- All about the guest
- A yes man
- Proud
- Boastful
- World-class
- Generic
INFOGRAPHICS: A PRIMER Bluebird days. Smiling goggled faces. Fresh powder shots.
It’s a perfect opportunity to not only say that we’re a catalyst
As we all know, it’s a sea of sameness out there in the
for family adventure, but also beautiful photography of our main
ski resort category. Let’s break through that clutter with
product: the mountain itself. This campaign works equally well for
an infographics campaign that’s as enter taining as it is
summer, winter, Area 51, dining, conferences, mountain biking and
informative. Each execution, be it print, out-of-home, banner
everything in between. Because all of those facets are Keystone.
or brochure, will use our features to prove our strategy.
And all of them add up to a Mountain of Possibilities.
TONE Our infographics are informative, light-hearted and humorous. This twinkle in the eye keeps them fun yet fact-driven. They should never be totally straightforward.
A mountain of possibilities.
A mountain of possibilities. A mountain of possibilities.
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A mountain of possibilities.
A mountain of possibilities.
A mountain of possibilities.
INFOGRAPHIC ELEMENTS Headlines
Graphics
Divider Lines
A mountain of possibilities.
A mountain of possibilities.
Image Intergration
CTA
Logo 6
A mountain of possibilities.
A mountain of possibilities.
FONTS Stick to white. In general, the simpler, the better. This will help convey all the information we’re trying to communicate. There are a lot of awesome fonts out there, so go to town.
FLOW SELECTING THE NUMBER OF GRAPHICS The number of graphics used in each ad will be determined by a number of factors, including image selection, density of design and the amount of information needed to communicate offers. COMPILATION OF GRAPHICS Although the graphics are separated by divider lines, they must work together as a whole. There should be balance between informative and zany graphics to keep everything lighthearted. BREAKING DIVIDER LINES Breaking divider lines can be fun, but try not to rely on it too much. Try to limit the number of graphics that cross over the divider lines to one or two per ad (if any). USE OF HUMOR Be silly. If you aren’t making yourself chuckle, you aren’t doing it right.
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PUT YER FUN PANTS ON.
TONE OF VOICE
Keystone is a friendly, approachable brand. It’s voice should reflect that. Be conversational. Sprinkle in skiing and boarding lingo – but not too much. Most of all, the tone of voice should be fun and lighthearted.
EXAMPLE HEADLINES
THE MOST COMPREHENSIVE CONFERENCE CENTER IN THE ROCKIES. (BOOYAH) EXAMPLE BODY COPY WINTER OLYMPICS VIEWING PARTY Dave Christian is a heckuva guy. First of all, he’s from Minnesota. Second of all, he was a member of the 1980 U.S. Olympic Hockey team — aka THE MIRACLE ON ICE. Third of all, America.
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KIDS NIGHT OUT. AKA PARENTS NIGHT OUT.
INFOGRAPHICS HEADLINES The title treatment will live at the top of the page. In uses with more detail such as print ads, the title is relatively simple: It states the topic of the ad in order to tie all the graphics together. Examples include “Summer,” “Kids Ski Free” or “Golf.”
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TYPOGRAPHY
In situations where a headline is needed without a treatment use the below guidelines. (See previous page for examples of headlines with treatments)
FUTURA BOLD
Aa
FUTURA FACTOID
Use when there are fewer words.
Futura is efficiency and forwardness
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 $&@%(.,;:”!?
wrapped into one. The typeface is derived from simple geometric forms (near-perfect circles, triangles and squares) and is based on strokes of near-even weight, which are low in contrast. Futura’s designer, Paul Renner,
FUTURA HEAVY
avoided the decorative by eliminating
Aa
nonessential elements. It’s the perfect
Use to accommodate longer messages.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 $&@%(.,;:”!?
typeface for our brand.
HELVETICA NEUE
In executions such as brochures and menus where body copy may be needed, use Helvectica Neue.
Aa 10
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 $&@%(.,;:”!?
COOL FONT, BRO
INFOGRAPHICS
Infographics interpret information and convey it in an engaging and interesting way. They should be equal parts information and fun. Our infographics should never be completely straightforward or boring. Logos can be integrated into graphics, but the optimal use would be to recreate the event or activity logo into a graphic interpretation.
DIVIDER LINES
Using divider lines allows us to give the ad structure by breaking up the infographics into bite-size pieces of information.
EXAMPLES
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RANGE OF JUMPS
60
FEET
50
BIGGER UPS 40
MILES OF
30
BIG UPS
20 10
SINGLE TRACK
13’
18’
JUMPS
AVERAGE LENGTH OF
RAINBOW TROUT
- IN OUR STREAMS -
WILDLIFE SIGHTINGS
- IN YOUR STORIES -
BEARS 11 11
ELK
MTN. BIKERS
ICONS
EXAMPLES
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Icons are small and simple ways of distilling information so it’s easily understandable. They quickly convey ideas, activities, amenities and emotions. Icons alone cannot be used to convey complex ideas, however, they can be combined to create a larger infographic. Logos can be simplified and re-created in white to create icons.
IMAGE SELECTION
Image selection is important on two fronts: making our infographics readable and showcasing our greatest feature – our mountains. People should be secondary to the overall setting. Also, images with a large amount of sky provide a nice canvas for infographics and iconography. For more detailed information about selecting and retouching images, refer to the KEYSTONE PHOTOGRAPHY IDENTITY.
DO - Use photos with a large sky and little to no clouds - Feature at least one person - Use candid photos - Show people being active - Retouch, as needed - Composite multiple images, if needed
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AVOID - Imagery with a dark or overcast sky - Staged photos - People looking and/or smiling at camera - Noticably outdated equipment or attire - Images with people filling the entire frame
IMAGE INTEGRATION The best infographics work hand in hand with the image. In some cases, the image becomes one of the infographics. In others, the subjects of the photos are used to help connect the background and foreground. Generally speaking, having the people in the lower third of the ad will work best.
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THE OFFER BOX
Our offer and call to action area lives to the left of our logo. You’ll never believe this, but we have some rules for this, too.
Offer or Call to Action (CTA)
Align CTA top and bottom with logo top and bottom.
Horizontal Divider Line
ENJOY IT ALL STARTING AT $99* A NIGHT
KEYSTONERESORT.COM 800.456.2980
A mountain of possibilities.
ENJOY ENJOY IT ALL IT ALL STARTING STARTING AT $99* AT $99* A NIGHT A NIGHT
KEYSTONERESORT. KEYSTONERESORT. COM COM 800.456.2980 800.456.2980
URL
Vertical Divider Line
Align CTA top and bottom with logo top and bottom.
A mountain A mountain of possibilities. of possibilities.
Phone Number
EXAMPLES BOOK TODAY. SKI TOMORROW.
STAY PL AY & SAVE STARTING AT $159* A NIGHT STAY PLSTAY AY & PL SAVE AY & STARTING SAVE AT $159* ATA$159* NIGHT A NIGHT GOLFKEYSTONE. COMSTARTING 80 0.456.2980
GOLFKEYSTONE. GOLFKEYSTONE. COM 800.456.2980 COM 800.456.2980
ENJOY AT$99* $99* A NIGHT ENJOYIT ENJOY ITALL ALL STARTING STARTING IT ALL STARTING AT ATA$99* NIGHT A NIGHT
KEYSTONERESORT. KEYSTONERESORT. COM COM 800.456.2980 KEYSTONERESORT. COM 800.456.2980 800.456.2980
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KEYSTONETICKETS.COM
BOOK TODAY. BOOK TODAY. SKI TOMORROW. SKI TOMORROW.
A mountain of possibilities.
KEYSTONETICKETS. KEYSTONETICKETS. COM COM A mountainAofmountain possibilities. of possibilities.
A mountain of possibilities.
A mountainAofmountain possibilities. of possibilities.
BOOK TODAY. KEYSTONE BOOKBOOK TODAY. TODAY. KEYSTONE KEYSTONE
TOMORROW. .COM SKI TOMORROW. SKISKI TOMORROW. TICKETS TICKETS .COMTICKETS .COM A mountainAofmountain possibilities. of possibilities. A mountain of possibilities.
A mountain of mountain possibilities. of AA mountain of possibilities. possibilities.
OFFER BOX TYPOGRAPHY
Using Futura Bold or Furtura Heavy in the offer box will help accomodate CTAs of different lengths.
FUTURA BOLD
Aa
Use when there are fewer words.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 $&@%(.,;:”!?
FUTURA HEAVY
Use to accommodate longer messages.
Aa Futura Bold.
Futura Heavy.
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abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 $&@%(.,;:”!?
KEYSTONE LOGO A mountain of possibilities.
Our logo is the graphic representation of our brand. Making sure it stands out in every execution is vitally impor tant. Using the Valencia Orange box adds a bright pop of color that differentiates it from the rest of the graphics.
WITH TAGLINE
A mountain of possibilities.
A mountain of possibilities.
A mountain of possibilities.
A mountain of possibilities.
WITHOUT TAGLINE
A mountain of possibilities.
A mountain of possibilities.
CLEARSPACE
A mountain of possibilities.
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A mountain of possibilities.
LOGO VERSIONS
SUBHEAD LOCKUP GUIDELINES FONT - FUTURA BOLD
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 $&@%(.,;:”!?
COLORADO
SPACING
Space between “Keystone”and lock up subhead.
CONFERENCE CENTER CONFERENCE CENTER
CONFERENCE CENTER The length of the lock up subhead should not go beyond the “K” and the “E” of Keystone.
The baseline of the subhead should be equal to the Keystone “E” on it’s side.
LEFT ALIGNMENT
When using a shor ter subhead, such as the “Colorado” version to the right, left align the subhead with the Keystone “E”. DONT’S
RESORT PROPERTY MANAGEMENT
PROPERTY MANAGEMENT Do not run subheads across two lines.
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A MOUNTAIN OF PROPERTY MANAGEMENT POSSIBILITES.
Do not adapt the “A mountian of possiblites” tagline into subhead. ie: “A mountain of proper ty management possibilites.”
LOGO DON’TS
The Keystone logo is our friend. Lets be nice to it.
Tagline outside of box.
Tagline above logo.
It’s crooked, c’mon now.
A mountain of environmental possibilities.
Always use logo with Box for inforgraphics communications.
Don’t add words to the tagline or logo.
RESORT
Unapproved color.
COLORADO Words locked up or attached to the box.
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Words locked up or attached to the box vertically.
Nope. No explosions.
COLORS
Between winter’s bluebird days and summer’s clear blue skies, blue is truly Keystone’s core color. Valencia Orange is the perfect complement to all those blues. It also adds a much needed pop of color to our executions.
VALENCIA Pantone 485 C CMYK 0 89 95 0
Use Valencia Orange for the logo box in infographics executions, such as print and OOH.
RGB 239 67 40 Hex EF4328
SIGNAGE/ANIMATION
CMYK 0 89 95 0
CMYK 68 0 100 0
CMYK 89 52 3 0
CMYK
RGB 239 67 40
RGB 89 185 71
RGB 0 114 181
RGB 100 100 100
100 100 100 100
APPAREL
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CMYK 0 89 95 0
CMYK 68 0 100 0
CMYK 89 52 3 0
CMYK 21 99 75 11
CMYK 82 71 49 74
CMYK 45 35 33 1
RGB 239 67 40
RGB 89 185 71
RGB 0 114 181
RGB 179 34 61
RGB 46 55 72
RGB 147 151 156
SPACING 8.5x11 OR LARGER
Without adequate spacing, infographics can feel cramped. These guidelines will help prevent that.
.75”
Use a .75” margin
.75”
.75”
.75”
.75”
.75”
SMALL SPACE AD Use a .5” margin .5”
.5”
.5”
.5”
.5”
.5” .5”
.5”
.75”
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.75”
KEYSTONERESORT.COM TREATMENT
In order to make the URL in placements such as OOH and tradeshow signage easier to read, follow the below guidelines.
E KEYSTONERESORT.COM The “K” and the “R” of KeystoneResort.com should be one bar of the “E” larger.
.com should be the high of the middle bar of the “E.”
K EYSTONE R ESORT . COM
A mountain of possibilities.
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PUTTING IT ALL TOGETHER
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PRINT ADS
A mountain of possibilities. A mountain of possibilities.
A mountain of possibilities.
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A mountain o
A mountain of possibilities.
A mountain of possibilities.
A mountain of possibilities.
A moun
PRINT ADS
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ONLINE MEDIA
A mountain of possibilities.
A mountain of possibilities.
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A mou
ONLINE MEDIA
A mountain of possibilities.
A mountain of possibilities.
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A mou
KEYSTONERESORT.COM HERO IMAGE
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OUT OF HOME
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OUT OF HOME
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RESORT SIGNAGE
INFOGRAPHIC & ICON LIBRARY
DAYS OF SUNSHINE 32
INFOGRAPHIC & ICON LIBRARY
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INFOGRAPHIC & ICON LIBRARY
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INFOGRAPHIC & ICON LIBRARY
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INFOGRAPHIC & ICON LIBRARY
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INFOGRAPHIC & ICON LIBRARY
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INFOGRAPHIC & ICON LIBRARY
S
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INFOGRAPHIC & ICON LIBRARY
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INFOGRAPHIC & ICON LIBRARY
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INFOGRAPHIC & ICON LIBRARY
11640 OF
FT.
SELFIE
BACKGROUNDS
KIDS’ ENERGY USAGE
THE KEYSTONE
GRAPH OF GET-ALONGITUDE
DURINg TrIP
DAYS OF
KIDTOPIA MINI GOLF
SUNSHINE
BICKERING
LOOKS LIKE
PoSt TrIP
PrE TrIP
MEANWHILE...
LOOK! A MOUNTAIN.
OMG
YES, SON. IT‛S A MOUNTAIN OF POSSIBILITIES.
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WE‛RE TOTES HAVING A #KEYSTONEMOMENT.
PONIES!
INFOGRAPHICS FOR DAYS.
INFOGRAPHIC & ICON LIBRARY
NUMBER OF
c ceniHOLES: SALPINE
YEAHDDY! BU
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TWO CHAMPIONSHIP COURSES
LINK TO ICON LIBRARY
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