BRAND GUIDELINES
Introduction.......................................................................... 4 History.................................................................................... 6 Our Mission........................................................................... 8 The Treehouses...................................................................... 10 Amenities............................................................................... 12 Logo........................................................................................ 16 Logo Usage............................................................................. 18 Typography............................................................................ 22 Color & Pattern...................................................................... 24 Architecture & Imagery........................................................ 28 Stationery.............................................................................. 30 Toiletries................................................................................ 32 Signage & More..................................................................... 34
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Our Roots
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Introduction Rooted in hospitality and nature The Ya’ateh brand was born from the desire to connect people with wild spaces. Our rooms were designed in a co-creation with nature that blends art and engineering, a concept that is a core part of our brand. We believe that nature has already provided the perfect foundation, and we simply build upon it. Working in harmony with nature, all of our rooms are essentially living structures and are designed to move, breathe, and grow with their surroundings. The goal of both our structures and our brand is to possess the longevity and strength to look great for many years to come.
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History It all started with a boy and his treehouse Ya’ateh’s founder, Joel Burnell, spent more of his childhood in the trees than on the ground. His desire to reach new heights only grew from there, and he became determined to build a place where others can embrace that timeless pursuit of amazement. “I love the feeling of awe. We’ve all felt it at some point or another in our lives, probably more when we were kids. Feelings of awe seemingly break the shackles off one’s imagination, and open a world of possibilities. Treehouses, to me, embody this world of possibilities, and with each treehouse built, I get to help fulfill someone’s desire to be in wonderment.” -Joel Burnell, Founder Today, Ya’ateh boasts eight unique treehouses to stay in and various outdoor experiences that anyone can enjoy. With sustainability as a core value, we will be around for generations to build countless memories.
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Our Mission Ya’ateh strives to provide a hospitality experience for both the daring adventurer and the gentle observer.
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The Treehouses Elegant and sustainable design Each of our eight treehouses offer an experience like no other. Nestled in the ecologically rich Rocky Mountains in Colorado, these rooms offer an unparalleled view of nature from the branches of huge trees. Built with creature comforts in mind, the rooms are equipped with a loungestyle kitchen, tempurepedic mattresses, full bathroom, and more‌ songbirds included. Our treehouses are perfect for a weekend getaway, a romantic evening, or to spark inspiration and creativity.
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Amenities Activities for all types of nature enthusiasts Those who are after a great challenge can satisfy their thirst for adventure by taking on the high ropes course or numerous hiking trails. Guests who are seeking the tranquility that nature has to offer can simply borrow a novel from our Book Nook for a relaxing afternoon or enjoy the quiet pastime of birding; the Rocky Mountains are renowned for birdwatching and has much to offer to those who pause to take in the breathtaking scenery. - 12 -
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Brand Basics
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Logo Our name, Ya’ateh (yah-ah-tay), is a common Native American term for a friendly greeting. The logo embodies the rustic elegance of the Ya’ateh brand. The tree is large and dominating, reminding us that we are only a part of nature. The organic and simple design of the typeface represents the efforts we make to create a welcoming atmosphere, while retaining the natural essence of the inhabited space. The style and color were specifically crafted to reflect the warm and inviting qualities of Ya’ateh.
1. Primary Logo
The primary logo should be used in most instances
to ensure consistency within the brand.
2. Logotype
The logotype may be used when space is an issue or
when the background it is being used on is too busy.
3. Icon
The icon may be used as a decorative element if
necessary as determined by the designer.
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Logo Usage The following guidelines will guarantee that the Ya’ateh logo and secondary logos are always used properly for optimal legibility and brand recognition.
1. Clearspace
To maximize clarity, there must be clearspace left
around the entire logo that is at least the height of
the letter E.
2. Sizing
The logo should never be displayed smaller than
0.75� x 1.125�, and the typeface may never be less
than 11 pt.
3. Image
In some applications, the logo may be presented on
an image in an uncluttered area. The logo may be
used in white as needed.
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Improper Usage Our logo was carefully designed and should not be used outside of the logo specifications. These are some examples of how not to treat the logo. 1. Do not remove elements 2. Do not change color or add outline 3. Do not stretch 4. Do not rotate 5. Do not alter the scale of elements 6. Do not rearrange elements 7. Do not change the typeface 8. Do not add shadows, glows, or other effects
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1.
Overlock Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890(!?&%$-.,;:)
2.
Noticia Text
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890(!?&%$-.,;:)
3.
EB Garamond
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890(!?&%$-.,;:)
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Typography The typefaces chosen to represent Ya’ateh are just as important as the logo. Each one complements the others as well as the style and voice of our brand.
1. Overlock Bold For display typography, use Overlock Bold with +50 tracking. It should never be used for body copy and should only be used in uppercase. The special thing about the letterforms in Overlock is the warm feeling that they give to the text, because of the organic flow and glyph shapes.
2. Noticia Text Most body copy should use the typeface family Noticia Text. It may be used for headings at the discretion of the designer, but then it must only be used in uppercase. The variations and shapes of the forms of this slab serif typeface create a carved appearance, which is ideal to remind guests of our integration with nature.
3. EB Garamond EB Garamond is an alternative body copy typeface. This typeface adds a classic touch that reminds guests of the sentiments behind our brand. EB Garamond should only be used when Noticia Text is used in the header. It is not optimal for web use.
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Hex #DBCFBE
1.
C: 13%
R: 219
M: 15%
G: 207
Y: 24%
B: 190
K: 0%
Hex #C0B19C C: 26%
R: 192
M: 27%
G: 177
Y: 39%
B: 156
K: 0%
Hex #AD8D6B C: 31%
R: 173
M: 42%
G: 141
Y: 62%
B: 107
K: 5%
Hex #555356 C: 64%
R: 85
M: 58%
G: 83
Y: 53%
B: 86
K: 31%
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Hex #817E44
2.
Hex #C1BC65
C: 48%
R: 129
C: 27%
R: 193
M: 38%
G: 126
M: 18%
G: 188
Y: 85%
B: 68
Y: 74%
B: 101
K: 15%
K: 0%
Vector Wood Pattern
Real Wood Pattern
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Color & Pattern Our brand colors and patterns are derived from nature and reflect the environment of Ya’ateh both inside and out.
1. Primary
These wood tones are the recommended palette.
2. Secondary
Our signature greens may be used to accent or
emphasize any element.
3. Pattern
Either pattern style may be used to enhance design.
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Applications
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Architecture & Imagery Bringing the outside in Biomimicry is the architectural discipline of observing the patterns innate in nature and finding new ways to replicate them. We use biomimicry in all of our treehouse designs, resulting in buildings that are truly unique. Since sustainability is a core value, we use materials responsibly, repurposing discarded metal and wood, milling lumber from the land, and converting scrap materials into art or incorporating them into the architecture. To our guests, the details are subtle but leave a lasting impact. Any imagery should do the same. All imagery must relate to the Rocky Mountain area or Ya’ateh itself, therefore emphasizing the guests’ experience of coexisting with nature during their stay. All daytime photography must be brightly lit, while all night photography must have clear contrast in color. Other artwork must contain natural elements or be of the approved color palette and patterns.
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Stationery
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Toiletries
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Travel Bag, Key Holder & Tag
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Signage & Lobby
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