Quincy: Brand Guidelines by Roger Muller

Allow us to reintroduce ourselves.

Welcome to the Quincy Hotel

SEC: 01

SEC: 02

SEC: 03

7-8

37-40 | the logo journey

57-58 | brand intimacy

9-12 | brand direction

41-42 | logo structure

59-60 | the expansions

13-14 | the soul

43-44| logo do’s

61-62 | strange interlude

15-16| the mission

45-46 | logo scale

63-64 | awka lounge

17-18 | keywords

47-48 | logo don’ts

65-66 | wollaston lounge

19-20 | old persona

49-50 | similar logos

67-68 | q-maduro cigars

21-22 | new persona

51-52 | t ypography

69-70 | the vineyard

23-28 | the quintonian’s

53-54 | color palette

71-72 | braburn wine

| histor y timeline

29-30 | market analysis

73-74 | lady alice bourbon

31-32 | the competitors

75-76 | the q-collection

33-34 | S.W.O.T.

SECTION

Howard Johnson’s Timeline 1925

1954

From the beginning, Howard Johnson’s figured out how to invite people into their first store with their 28 flavors of ice cream. They then star ted restaurants throughout Massachusetts in a town called Quincy.

Success in the food ser vice Having per fected their standing in the marketplace of restaurants, Howard Johnson’s was on the way to great success. As they developed the first franchise agreement in America, they had nowhere else to go but up. The collapse of the stock market didn’t deter them. The future was bright for Howard Johnson’s.

1932

business was deep- rooted in Howard Johnson’s unique experience they offered. They became a destination to enjoy a fulfilling meal and a good night’s rest, adding motel lodging to their ser vices.

2012 Howard Johnson’s dynasty In 1979, the business grew becoming more successful than McDonald’s and Burger King

dwindled to three original franchisees, and then there were none.

combined. Howard Johnson’s

1975

success was undermined by poor management as a result of leadership changes. New

Howard Johnson’s was successful with its 1,0 0 0 restaurants and 50 0 motels, but hit a bump when

owners, Imperial Group watered down the brand with subpar franchises that made keeping the brand afloat almost impossible.

people began to travel and vacation less in 1975. To save and stay relevant,

1979

2021 The new age of

Howard Johnson’s cheapened

Howard Johnson’s is

their food products and hired

here. Welcome to the

less employees.

Quintessential E xperience, the Quincy Hotel.

brand direction

Howard Johnson’s is rebranding to the Quincy Hotel because it recognizes the need for innovation. In the past, Howard Johnson’s company lead the way in the food and motel industr y. Unfor tunately, their reputation did not reflect the invention it was once known for; instead, the brand star ted to represent the decline of an empire. As a oncethriving business, it failed to stand out amongst its competitors.

Leaving errors in the past to forge a new beginning, the Quincy Hotel is learning from its successes and critical oppor tunities. The Howard Johnson’s company brings its passion for providing its patrons with food and lodgings to the Quincy Hotel, but in a manner that celebrates its legacy of boldness, and confidence as a leader in its enterprise.

Savior-faire. Provocative. Exclusive. THE Q | SECTION ONE | 13 12

Leave your troubles at the

the soul

lobby doors and don’t

look back. As you step into the Quincy Hotel, only one thing matters—you.

Quincy’s soul is the Essence of Elegance.

the mission

The mission at the Quincy Hotel is to provide all companions with high-quality accommodations that exceed their travel needs. The Quincy offers world-class hospitality and exclusive amenities that allow guests to embrace their true and most elegant identities.

E xperiences’ are curated that encourage the guest to explore and indulge by inspiring them to turn their fantasies into reality.

Quincy’s values reflect the past and inspire the future. Quincy strives to encourage the human spirit and elevate greatness by living in the values of ever y day.

keywords

Quincy has shed past conventions and brought a new era of style with a new classic experience.

Distinct by design. The quintessential Quincy Hotel mixes chic and modern with intimate and warm. Each hotel sector is designed to create open and sophisticated spaces that inspire people to free their supreme ego.

old persona

Howard Johnson’s was among the first to combine motel lodgings and restaurants throughout the countr y, upholding the standard of travel for all. Star ting in the food industr y, Howard Johnson’s expanded their business into a chain of highly successful restaurants. Howard Johnson’s became known for their A ll-A merican and wholesome identity, dominating the restaurant industr y for many years.

new persona 21

Quincy does not have a happy hour; they have Midday Soirees. Not only do they accommodate, but Quincy also celebrates. Join the Quincy for Mojito Mondays, Tequila Tuesdays, or Whiskey Wednesdays, and on Thursdays, go sip Cognac because it’s the new Friday. Escape the routine for adventure. Trade in the simplistic for the extraordinaire.

the quintonian 23

Quincy customers have a ref ined taste and appreciate style and sophistication. The Quincy Hotel appeals to older Millennials and the latter half of Generation X. These individuals are professionals with established careers and an on-the-go lifestyle. The Quintonian’s are likely to spend extra for a good time or to obtain an exclusive experience.

Michael Simmons, is married with t wo beautiful children. His busy schedule works him late into the night. and leaves almost nothing for quality time with his wife. So once a month, Michael plans a date night to connect with his wife to keep their relationship fresh.

michael simmons 42 tech recruiter married two kids

A native from London UK, Natasha frequently travels as a brand ambassador for a luxur y clothing line. She must uphold a high standard, so Natasha picks the Quincy Hotel for its superior style to meet with a few clients. She likes to show them a good time, which is why you might find her at Quincy’s Rooftop Bar

natasha harris 34 brand ambassador single no kids

and Lounge making business moves like the boss she is.

Marques values functionality and aesthetics. When traveling for work, scheduling a functional hotel with highly- rated amenities is of the utmost impor tance, so ever ything needed is in one place. Upon ar rival, Marques enjoys a drink at his in- room bar, and orders dinner from the highly rated chef. When

marques hernandez

he finishes his work he treats himself to an in-suite Q -Herbal Aromatherapy massage.

42 ux designer single one son

Ariel star ted on YouTube doing make-up tutorials. She now lives in Brooklyn, New York, with her roommate. Her remote job as an influencer keeps her traveling from one city to another, capturing moments and new trends. Ever ything she does is about her brand! For Ariel, the Quincy Hotel

ariel young 30 inf luencer single no kids

is classy-sexy. She loves the Awka Rooftop Bar and Lounge, where she is sure to capture some great pictures for her Instagram as the sun descends.

Aaron believes in living boldly. He is a go-getter, and nothing is more intoxicating than closing a deal on a proper ty. Aaron works hard and plays harder, but after a long day of selling homes to clients, Aaron and his fiancé head out for a cigar at Quincy’s Wollaston Lounge, where he is a new member. They have a few cocktails and a smoke as they map out their future successes.

aaron anthony 38 realtor engaged no kids, one dog

market analysis 29

As The Quincy Hotel emerges, they have to adapt to a market that offers customers more options and customizations. The Hyatt, Hilton, and Marriott are providing a wide range of accommodations for their customers. They offer perks through reward systems and expand ser vices to add value.

Quincy Hotels will meet market demands by offering a wide range of ser vices and perks while maintaining an exclusive reputation. Free Wi-Fi, toiletries, and other comfor ts are complementar y. The Quincy takes it a step fur ther with additional offerings such as the Awka Rooftop Bar and Lounge, an exclusive members- only cigar destination called the Wollaston Lounge, an enter tainment space named Strange Interlude and a series of fine wines, bourbon, cigars, and tons more.

the competition

As the market shifts, more hotels offer a wider range of comfor t ser vices, thus developing brands similar to the Quincy Hotel. The market in which Quincy competes seeks men and women with middle-class incomes and above.These customers typically value luxur y, convenience, and freedom. As the Quincy Hotel expands in the hotel marketplace, it aspires to exceed its cur rent clientele expectations by attracting a broader market base.

Current:

Adjacent:

Aspirational:

Quincy’s cur rent competitors

Quincy’s adjacent competitors

Quincy’s aspirational competitor

are Ritz- Carlton, Key

are Hilton, Hyatt, The W,

is Dream Hotels. Dream Hotels

Biscayne’s (Rumbar Lounge),

and Marriott. These hotels

exceed travel expectations by

Hammock Beach Resort (Crown

are consider the luxur y of

providing a unique expansive

Jewel Cigar Bar), and The

business hospitality. They

range of luxur y rooms, packages

K nickerbocker. These hotels

provide fashionable room

and comfor ts such as celebrity-

offer unique and stylish amenities

packages that attract a wide

endorsed establishments like

and ser vices. For example, each

range of customers seeking

bars and restaurants. As a

hotel features a cigar lounge

comfor t and class. In addition,

result, Dream Hotels attract

and other exclusive features

these competitors build brand

a high-profile client base

such as ice cream parlors, bars,

loyalty via honor and rewards

and actively influence the

restaurants, and more. Quincy will

programs and complimentar y

future of hotel hospitality.

emerge victorious from its cur rent

comfor t amenities.

competitors with its private line of wine and cigars, custom in-suite ser vices and lounge destinations.

s.w.o.t.

Strengths:

Weaknesses:

Quincy Hotel offers a range of

Quincy must overcome their

trendy amenities and ser vices.

past reputation and financial

A rooftop bar, pool, restaurant,

weaknesses of Howard Johnson’s.

and more keep Quincy clients

The company suffered from poor

in bliss. In addition, Quincy

staffing and dining decisions

provides personalized ser vices

that reduced the brand’s quality

and features such as an in- room

in the public’s eye; this paired

bar, private chef ser vices, and

with poor marketing, the Quincy

exclusive memberships to the

Hotel must overcome Howard

Wollaston cigar lounge which

Johnson’s tarnished name.

features an elite line of cigars and wine. The Quincy specializes in presenting luxur y and sophistication as an experience.

Opportunities:

Threat:

E xpanding its cur rent amenities

A fluctuating economy quickly

and ser vices would allow

impacted by world events could

Quincy to grow deeper into the

shift customers’ spending habits,

luxur y travel market. Quincy

causing them to be less likely to

could star t by offering hosting

spend money at Quincy. Quincy

ser vices for large-scale events

offers a high-end experience that

as well as private par ties. With

could be costly in a struggling

a members-only cigar lounge

economy. More hotels are

and hand made cigars, Quincy

implementing reward programs

could also offer cigar rolling

that make traveling cheaper.

par ties for members. An on-

Quincy will have to compete with

site barber, stylist, and tailor

hotels that have bonus features

combined with a salon spa

and maintain affordability.

would expand the amenities and ser vices provided to patrons and attract more clients.

SECTION

the logo journey 37

There is a love of geometric shapes and excitement for patterns and textures seen throughout the Quincy Hotel. This passion was also car ried over to the creation of an elegant logo and wordmark. The logo was designed with great attention to detail to make sure aesthetics were crisp and clean.

logo structure 41

Grid structure

Clearspace

Many rounds of sketches and digital compositions went into ar riving to the final logo.

Grid structure

Clearspace

logo do’s

Ebony Black, Indigo Blue, and Whiskey Gold are the only colors approved for the Quincy logo. The Quincy logo was made to fit any layout, but cer tain layouts might require a specific version of the logo. For example, use Whiskey Gold for dark images; Ebony Black or Indigo Blue for lighter images.

logo scale 45

To keep the integrity of the logo and brand, the logo shouldn’t exceed the sizes shown on this page for any digital or printed needs.

logo don’t s 47

Avoid distor ting, stretching, using effects, or changing the logo’s angle or approved colors. Reference the do’s page for more direction on how to use the logo properly.

Don’t bevel

Don’t tilt

Don’t outline

or emboss

or rotate

Don’t distort

Don’t use gradients

Don’t use

or compress

or other affects

drop shadows

similar logos 49

Similar to Quincy, brands like Gucci, Chanel, Volkswagen, Audi, Beats, and Target all use the geometric circle to embody the elegance of their logos.

typography 51

Ever ything is classic when it comes to the Quincy Hotel, even the font pairings. Futura, Elephant, and Centur y Gothic complement each other as

FUTURA PT Light Headline copy

the three typeface choices for the upscale hotel.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ 1234567890

ELEPH A NT

CENTURY GOTHIC

Bold

Regular & Bold

Subhead copy

Body copy

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJK LMNOPQR

ABCDEFGHIJKLMNOPQRSTUVWXYZ

STU V W X Y Z

1234567890

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

EBON Y BL ACK CMYK: 75, 68, 67, 90 RGB: 0, 0, 0

color pallete

HEX: 0 0 0 0 0 0

COGNAC BROW N CMYK: 44, 77, 98, 37 RGB: 110, 60, 30 HEX: 6E3C1E

INDIGO BLU E CMYK: 10 0, 78, 42, 36 RGB: 8, 53, 83 HEX: 083553

V INTAGE GREEN CMYK: 10 0, 37, 76, 46 RGB: 0, 78, 61

HEX: 0 04e3d

CA BERNET RED CMYK: 27, 95, 69, 17 RGB: 161, 43, 65 HEX: 912B41

W HISK EY GOLD CMYK: 24, 53, 10 0, 6 RGB: 187, 125, 43 HEX: bb7d2b

HOWA RD BLU E CMYK: 61, 32, 15, 0 RGB: 106, 150, 185 HEX: 6a96b9

SECTION

brand intimacy

Quincy Hotel is a refined hotel

Services

Quincy Products

that caters to companions

• In-house Tailor

• Lady Alice Bourbon Whiskey

seeking lavish accommodations.

• On-Site Barber, Shoeshine,

• Braburn Chardonnay Wine

The welcoming staff at Quincy

Salon and Spa

• Quincy Maduro Cigars

will regale them with a cocktail

• 24 Hour Fitness Center

• The Q - Collection

upon entering. The check-in staff

• Early and Late

• Whiskey and Wine Glass Sets

Check- In on Kiosks

• Q - Cigar Torch & Cutter

ar ranging their accommodations.

• Lobby Charging Station

• Toiletries, and Candles

High ceilings and gold furnishings

• Shuttle & Uber Pickup

• Linen & Bath Sets

adorn the hotel. A combination

• Deliver y & Pick Up Ser vice

• Travel Luggage Sets

and bellhops will assist guests in

• Coffee & Tea Collection

of blues, golds, greens, browns, and reds seep into the upscale

In- Suite Services

• Coffee Mugs and Tumblers

atmosphere. As the patrons

Guests can order

• Unisex Polo Shir ts and

check-in, they proceed to

in-suite ser vices by using

the panoramic elevator and

a tablet device in their room

• Cuff Links

enjoy the views as they make

provided by Quincy.

• Ties & Scar ves

their way to their rooms.

• In-Room Massages

• Satin & Cotton Robe

• Custom In-Room Cocktails,

• Bedroom Slippers

Dress Socks

and Private Chef.

• Nanny (par tnership with Care.com)

the expansions

Summer 2022

The Quincy Yacht:

Quincy Miami Villas:

Cruise it up like the

A Destination within

rich and famous!

a Destination

For luxur y seekers, a traditional

Quincy of fers exclusive vacation

hotel stay can be tossed into

villas at their new Miami

the ocean, and they can cruise

location for guests seek ing a

around like rock stars. Expansive

plush getaway. The villas offer

living spaces and panoramic

a sense of independence,

views of the Miami ocean

space, and charming views.

combine to create a relaxing,

Villas are furnished with top-

unforgettable stay. In addition

of-the-line amenities, and

to traditional hotel comfor ts,

are within the hotel complex,

guests will enjoy luxur y and

so all guests have access to

exclusivity as private staff will

the main hotel 24/7 facility.

be available to assist them with ever ything they need.

Fall 2022

Spring 2023

Q-Herbal Massage:

Chef’s Kiss: A Culinary

An Aromatherapy

Learning Experience

Experience

at the Quincy Hotel.

There is ever ything guests may

Experience a hands- on

Patrons can also enjoy Chef

need and more for aromatherapy

demonstration in Quincy’s

Takeovers with Carla Hall and

inside the Quincy. Inspired

k itchen while learning how to

Marcus Samuelsson! Each chef

by Quincy Spa products, the

prepare signature dishes. Get

will take over one night a year,

Q -Herbal A romatherapy

to know the E xecutive Chef and

presenting their custom menus.

Collection includes essential

his team of culinar y exper ts.

oils, bath salts, and shower

During the class, guest will

bundles. All guests will benefit

concentrate on the elements of

from Q -Herbal’s soothing

the culinar y experience that they

and healing proper ties. In

find interesting. As a memento

addition, guests can request an

of their savor y adventure, guest

Aromatherapy in-suite massage.

can take home an exclusive Quincy Restaurant apron.

strange interlude 61

E xperience unforgettable enter tainment at Quincy’s Strange Interlude. Following dinner, Quintonian’s can head over for drinks and enter tainment. A night out at Strange Interlude transforms into a fun and exclusive speakeasy where par tygoers can dance the night away. They may also enjoy a Cabaret Show, or a surprise celebrity per formance.

akwa rooftop

There’s no other place better to hang out than Ak wa Rooftop Bar and Lounge at the Quincy Hotel. Ak wa offers something a little less formal and a lot more fun and chill. Ak wa ser ves up top-notch bar food all guests are sure to savor. With the help of Quincy’s executive chef, each cocktail on the menu pairs per fectly with one of Quincy’s cigars. Cigar connoisseurs can smoke in the reser ved cigar space of the rooftop while enjoying panoramic views.

wollaston lounge

Enjoy the company of other cigar lovers at Quincy’s members-only Wollaston Lounge. Quincy cigar staff connoisseurs will be readily available to recommend the per fect smoke for any occasion. It is only at the Wollaston Lounge or Ak wa Rooftop bar that guests can smoke these fine cigars. Quincy’s own signature cigars are rolled by hand with tobacco impor ted directly from Nicaragua and Mexico.

q-maduro cigars

Quincy cigars are hand made in La Casa Grande’s factor y in the Bronx, New York. The tobacco used is flown in internationally. The Quincy cigar collection includes Robusto, Toro and Torpedo cigars made with Mexico and Nicaragua binders with Nicaragua and Honduras fillers. The bold and mild strengths are ultra flavor ful blends producing cocoa, caramel and spiced notes.

the vineyard

Wine lovers rejoice as Quincy opens its new vineyard. Q -Vines is where all of Quincy’s wines are produced. By opening its vineyard to the public, visitors can tour and taste a variety of new wines, while getting their hands dir ty with a bit of winemaking. With the launch of Q -Vines, Quincy will also release a line of glass wear in which patrons can enjoy their favorite drink from the private label series. As a cherr y on top, Quincy will launch a collaboration with musician Post Malone’s wine Maison No. 9 for their upcoming champagne collection.

braeburn wine

Tr y a classic bottle of sweet wine from Quincy’s private collection. With bold fruity apple and citrus flavors, Quincy’s Braeburn Chardonnay wine is har vested from their own vineyard and aged in whiskey bar rels to give the wine a unique bold flavor.

lady alice bourbon 73

The audacious f lavors of apple and hint of cinnamon are reminiscent of Howard Johnson’s apple pie, combined to create Quincy’s unique Lady Alice Bourbon Whiskey. Quincy’s whiskey uses fermented grains infused with apple flavors picked straight from Quincy’s vineyard. Packaged in a glass bottle, the whiskey is 8 0 proof. As Quincy advances its line, it plans on launching more bold and classic flavors and that will pair well with cigars and the exquisite food menu.

the q-collection 75

Quincy’s Exclusive Collection: Braeburn Chardonnay Lady Alice Bourbon Q -Maduro Cigar

All content for Quincy: Brand Guidelines: Conceived, designed, and produced by Capri Chanel Dillard. Strategy by: Capri Chanel Dillard. Writing and Editing by: Capri Chanel Dillard, Kimberly Linnette, and Ebony Dillard Roach, (you both rock). Book Design by: Capri Chanel Dillard. Original photography by: Capri Chanel Dillard, supplemental images as noted below. The only exception are photos on pages 8, 9, 22, and 23 that are historical reference of the Howard Johnson’s brand. Some hotel images by: Dream Hotels (https://www.dreamhotels.com/gallery) Additional photographs downloaded from: Freepix.com, used in accordance with the Freepix.com licenses. License of this book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law.

Models: Aaron Jones, Robert Clyburn, and Daniel from Mobile Cigar Lounge, (thanks dapper gents). Photoshoot locations: LeMalt Lounge, Dream Hotel (Midtown & Downtown), Wightman Farms, and Sticks Cigar Lounge. Manufactured in the United States of America.

Design Consultation: Roger Muller, ADV 370 Brand and Branding Academy of Art University. Thanks for all of your guidance!

Thank You For Visiting The Quintessential Hotel